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The 5 Whys is one of the most commonly used quality system tools. It is a simple and methodical way to identify the root cause of an issue. When applied to Customer Feedback you can convert “interesting feedback” in to root causes and actions plans to drive improvement in your customer experience.
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Using 5 Whys Root Cause Analysis in your Customer Feedback Process
© Genroe (Australia) Pty Ltd. All Rights Reserved Net Promoter, Net Promoter Score and NPS are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
GET THE RECORDED WEBINAR OF THESE SLIDES
If you want to hear the full recorded webinar that these slide are from simply go here:
[Recorded Webinar] The 5 Whys Process
http://bit.ly/1eYZV7R
Speaker
Adam Ramshaw
– Director and owner of Genroe
– Customer Experience Management Consultant
– Customer Feedback Consultant
– Net Promoter Score®
– LinkedIn: http://www.linkedin.com/in/adamramshaw
Today’s Agenda
• Why bother with Root Cause Analysis?
• How to run a 5 Whys Process
• How to use 5 Whys in your Customer Feedback Process
The Closed Loop Customer Feedback Process
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LISTEN
• Understand what
your customers want
• Measure how well are you delivering
ACT
• Implement
UNDERSTAND
• Identify
Customer Loyalty Drivers
• Perform root cause analysis
DESIGN
• Target the highest
value changes to the business
React
Act on tactical customer feedback immediately
5-Whys: A bit of history
• Where did it come from
– Developed by Sakichi Toyoda
– Used by Toyota Motor Corporation during the evolution of its manufacturing methodologies
• What is it
– One type of root cause analysis tool
– A methodical approach to uncovering the underlying cause of an issue.
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Why Root Cause Analysis?
• To Fix This Problem?
– NO, well, a little bit
• Prevent Future Problems?
– YES!!
• Benefits
– Lower Costs
– Improved Customer Loyalty
– Increased Profit
• Fix the cause not just the symptom
– Prevent it from happening again
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The 5 Whys Process
• Agree on the Problem Statement
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“If I had an hour to save the world, I would spend 59
minutes defining the problem and one minute finding
solutions.”
Source: http://www.informationarchitected.com/resources/notable-quotes/albert-einstein-defining-the-problem
The 5 Whys Process
• Agree on the Problem statement
• Ask “Why Did this Happen?”
• Arrive at the Root Cause?
– Yes – Stop
• The real root cause should point toward a process that is not working well or does not exist.
– No – Ask again “Why Did this Happen?”
• Address Root Cause!
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An Example
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Problem Statement “The vehicle will not start”
The battery is dead.
The alternator is not functioning.
The alternator belt was well beyond its useful service life and not replaced.
The vehicle was not maintained according to the recommended service schedule.
Source: Example From: http://en.wikipedia.org/wiki/5_Whys
Why?
Why?
Why?
Why?
The alternator belt has broken.
Why?
Symptom
Symptom
Symptom
Symptom
Symptom
Process Root Cause!
What happens if you only treat the symptoms?
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Problem Statement “The vehicle will not start”
The battery is dead.
The alternator is not functioning.
The alternator belt was well beyond its useful service life and not replaced.
The vehicle was not maintained according to the recommended service schedule.
Source: Example From: http://en.wikipedia.org/wiki/5_Whys
Why?
Why?
Why?
Why?
The alternator belt has broken.
Why?
Vehicle will not start next time
Vehicle will not start at some time in the future
Vehicle will always start
Vehicle will not start at some time in the near future
Vehicle will not start at some time in the near future
You can be taken for a loop if you don’t find the process
Problem: Sales are down
Because we are not processing enough leads
Because we don’t have enough sales people
Because we laid off sales people
Because we had to cut costs
Because sales are down
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No Process Cause Identified!
Stay on Target – find the process cause
Problem Statement: Sales are down
Because we are not processing enough leads
Because we have not automated the leads management process
Because we have not invested in a CRM
Because we did not have a business case for investment
Process Cause: Because we do not calculate the value of leads
Solution: Introduce a process to calculate the value of leads so we can make better investment decisions.
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What to do if there are two Whys: Follow them both
Because we don’t have enough sales people
…
Because we have not automated the leads management process
…
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Problem: Sales are down
Because we are not processing enough leads
5 Whys benefits
• Simplicity
– It is easy to use and requires no advanced mathematics or tools.
• Effectiveness
– It truly helps to quickly separate symptoms from causes and identify the root cause of a problem.
• Comprehensiveness
– It aids in determining the relationships between various problem causes.
• Engaging
– By its very nature, it fosters and produces teamwork and teaming within and without the organisation. 17
Using this with Net Promoter or Customer Feedback Data
– Tactical: • Process Team weekly workshop – pick 3-5 “0” Scores and run a Five Why’s
analysis
– Strategic: • As the second pass to a more complex problem
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Tactical: Using 5 Whys on Customer Feedback
• Put time on the weekly staff or group meeting agenda.
• Grab some verbatim comments from your lowest scoring responses.
– If you’re using Net Promoter then grab 0’s & 1’s.
• Frame the comment as a problem statement.
– Split it up to have one thought/idea/problem to work with at a time.
• Run the 5 Whys’ process on the first problem.
– Get to the end point in 10 or 15 minutes.
• Assign someone to take action and report back
– Validate the analysis
– Look for a solution
– If it’s too big: assign to a team for action 19
Benefits
• Change the culture to one of action
– Get into the rhythm of change
– Easy small changes lead to bigger harder changes
– Staff engagement goes up
• People see real action from customer feedback
• Costs come down
– Less re-work
– Fewer resources required
• Improve your customer experiences
– Customers are happier
– Net Promoter / Customer Loyalty goes up
– Profit goes up
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Re-cap
• Why bother with Root Cause Analysis?
• How to run a 5 Whys Process
• How to use 5 Whys in your Customer Feedback Process
5 Whys Resources
• Free Resources
– 5 Whys Root Cause Analysis Process – http://bit.ly/LNjHbD
– Free: 5 Whys Root Cause Analysis Excel Template – http://bit.ly/1e1L9Z4
• Services
– Customer Feedback Root Cause Analysis and Action Training
– http://bit.ly/1iqoCul
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QUESTIONS
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