Project Management

Customer Satisfier Analysis

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1 Applications
2 Procedures
3 Instructions

A technique used to identify and examine the actions and/or outcomes that will produce satisfaction for the customer of a value stream. When used in conjunction with Customer Value Stream Interaction Analysis and Event Analysis, a complete value stream profile is developed to guide reengineering initiatives.

Once there is an understanding of the customer needs satisfiers can be determined. During initial scoping, only perceived customer needs are known. The things that are currently done and the things that hypothetically can be done (satisfiers) to meet these needs are documented on the customer value stream interaction matrix. Document the idea-sensitive areas on the matrix or on a separate tracker and revisit during later reengineering stages (see Idea Qualification).

During the "assess the current situation" reengineering set of tasks, true customer needs are uncovered, and satisfiers must be synthesized to provide a complete picture. Customer satisfiers must be taken as a whole.

One unmet satisfier is a weak link in the chain of satisfiers that bind customers to an enterprise via the value stream. It is essential that all satisfiers be met, when a value stream is reengineered. Business reengineering focuses on satisfying the customer more fully and seeks new, innovative ways to provide customer delight in ways not yet perceived by the customer.


  • To identify all actions and/or outcomes required to produce customer satisfaction.
  • To identify opportunities to provide greater customer satisfaction by understanding true customer needs.
  • To create a profile for the value stream.
  • To perform a completeness check after reengineering breakthroughs have been explored.
  • To facilitate the definition of goals and the establishment of measures to enable effective measurement and continuous process improvement initiatives, once the reengineered value stream has been implemented.


  1. Confirm understanding of the scope of the value stream, customer, and customer needs.
  2. For each customer need, brainstorm possible actions and/or outcomes which would provide customer delight and satisfaction.
  3. Document current actions/outcomes which provide (and/or impede) customer satisfaction and fulfill customer needs.
  4. Update the customer value stream interaction summary and/or the value stream profile.
  5. After breakthrough concepts have been explored, check to see that all satisfiers have been included in the reengineering solution set.
  6. Update the value stream profile.


During initial value stream scoping, review the results of the Customer Value Stream Interaction Analysis and Event Analysis. Confirm understanding of the perceived customer needs. Identify, through structured facilitation, all actions (and/or outcomes) that the enterprise currently performs to deliver satisfaction.

(Note that some of the activities and/or outcomes actually impede the delivery of customer satisfaction. These should be highlighted as potential problems to further analyze and/or as idea sensitive areas to further explore. See Problem Analysis, Root Cause Analysis, and Idea Qualification.)

In addition, explore opportunities for breakthrough in satisfaction by brainstorming or hypothesizing actions (and/or outcomes) that the enterprise might perform (and produce). (This can also provide a check against incorporating elements of the enterprise's vision—see Content Analysis.) Add these satisfiers to the value stream profile and/or track for subsequent use. Use Idea Qualification to help explore the potential opportunities in more detail. Check for relevance to the specific set of needs.

Once a complete analysis of customer needs has been explored during the "assess current situation," review the draft set of satisfiers and update as required. Synthesize the customer needs (see Customer Needs Analysis) into specific satisfiers, both those currently performed and those that could potentially be included in the overall solution set. Review existing process model information (if available) for proper activity names and review existing activity profiles for additional information to provide a complete picture of satisfiers (see Activity Profiling). Update the value stream profile with the complete set of satisfiers.

Once breakthrough ideas have been explored during redesign, check that all satisfiers have been included in the solution set (also include all elements of the vision relevant to the value stream). This helps to solidify the breakthrough thinking and galvanize the ideas into robust solutions (see Solutions Development). An unmet satisfier is a weak link in the value stream. (Quality Function Deployment can also be used to identify satisfiers not yet conceived by the customers—the Sony Walkman™ story.) (also see designer iPhone cases)

Use this information to develop the new value stream activity work flow(s) (see Work Flow Diagramming). This information is also used for confirmation activities, including the estimation of benefits (see Benefit Estimation), to facilitate the development of value stream and activity goals (see Goal Setting), and to guide the development of appropriate activity and value stream measures to enable continuous process improvement initiatives, once the value streams have been implemented (see Quality Measurement).

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