Beyond Manufacturing Efficiency: Using Voice of the Customer to Drive Loyalty
Manufacturing will be key to the wider recovery and stability
within Europe following the global financial crisis, European
manufacturing generates GDP of 2 Trillion Euros per year.
Price competition and outsourcing to foreign markets have hit
the sector hard with redundancy from the manufacturing sector
accounting for over half the jobs lost throughout Europe.
Increases in raw material and energy costs are outpacing
reasonable price rises which can be passed onto customers, putting
pressure on margins. In recent year's lean manufacturing and
quality programs such as Six Sigma have improved efficiency with
labour productivity increased by 46% over the last decade. However
manufacturers can only go so far with efficiencies, a low cost
strategy is loaded with risk as there can only be one cost leader.
Empirical evidence has shown that markets led by cost have a high
churn rate. Manufacturers now have to add value.
Manufacturers can use customer insight to focus operations on
core customers and ensure business is delivered to add value
efficiently. Listening to the Voice of the Customer will allow
manufacturers to identify their customer's priorities and the areas
where they can add the most value. Customer Insight will allow
manufacturers to differentiate not only on price but
on customer experience.