voice of customer tools six sigma

The. Standard Deviation The standard deviation () measures the spread of the dataset relative to its means. ConsultingConsumer ElectronicsE-CommerceTourism & HospitalityPharmaE-Sports, Commercial Due DiligenceMarket InsightsBrand HealthVoice of CustomerHuman ResourcesProduct Optimisation, APIConsumer Personality Traits APICommunication Style APIBig Five Personality Traits APIText Sentiment Analysis APIAspect Based Sentiment APIEmotion Text Analysis APINatural Language API, Company & TeamResearch TeamCustomersPartnersPress & NewsCareers, Symanto 2023. And finally, you have the Voice of the Process, or VOP, which defines the capability of your processes to meet the wants, needs, and expectations of your VOC and VOB. Once customer needs are . The Voice of the Customer can be captured in a variety of ways: Direct discussion or interviews, surveys, focus groups, customer specifications, observation, warranty data, field reports, complaint logs, etc. Second, draw a future state map of how value should flow. Collectively, we are the voice of quality, and we increase the use and impact of quality in response to the diverse needs in the world. Its important for an organizations wellbeing and possible survival to understand the VOC and. The VOP often comes from the use of common Lean Six Sigma statistical tools. Define your VOP in terms of control limits, Cpk, types of variation, averages, standard deviations, and other statistical descriptors. As a trial run, I have taken three of my trucks and offered my current milk clients this service. If two customers have conflicting needs, for example, its unlikely that you will be able to satisfy both. Voice of the customer is a critical input at every stage in the Six Sigma DMAIC process, particularly at the Define stage. 2. I will reach out to my customers and ask if milk is still important to them, and if not what is their new beverage or product of choice. Skillsoft Lets take a fictitious scenario that could have happened. From the earliest phases of developing a project charter, VOC information is required to help define end results. Thats no surprise when you consider how your customers are your primary source of revenue and income.What has changed are the resources available to source and gather information about your customers needs, expectations, and experiences of your products.Well look at different methods of collecting data on voice of customer, and then look at how VOC is applied to Six Sigma (and by extension, Lean Six Sigma). At home or workplace, we have you covered, Email: info@6sigma.com Toll Free in the US: (866) 409-1363, Six Sigma Virtual Instructor-led Training. Be sure that any VOC is clearly defined, measurable, and actionable. Voice of Customer, or VOC, is how you will stay above the competition. It is the statement made by the customer on a particular product or service. The Symanto Insights Platform makes sense of unstructured data and enables you to navigate qualitative data by topic and subtopic. Todays customer is not naive; in fact, todays customer is very savvy and knows exactly what they want in a product or service right down to a fair price. In order to develop a holistic view of customer needs, preferences and beliefs, it is important to carry out a thorough Voice of the Customer study. Call Now. In any organization, there are a number of voices that provide guidance to help you manage your business. Then get all the data that shows how much is spent on gas and maintenance of trucks. In this article, we will discuss the Voice of the Process, or VOP, what it means, how to gather it, how it will benefit your organization, and how it can be used to balance with the other voices you must listen to. Your email address will not be published. expresses the needs, wants, and expectations of the people that work for your organization. I will reach out to my customers and ask if milk is still important to them, and if not what is their new beverage or product of choice. The customer also provides tolerance limits to account for process variation: The customer expects the part/product supplies to follow a normal distribution with the specification with the supplies average matching with specification mean and all parts within tolerance. The first step is to capture the voice of the customer (VOC) and then create a voice of the customer table (VOCT). (Quality Progress) Carl F. Berardinelli explains how each phase of DMAIC builds on the previous one, with the goal of implementing long-term solutions to problems. Six Sigma team leaders also use project management tools, such as Gantt charts, and team engagement tools, such as brainstormingand nominal group technique. Thats fine, but look beyond those to other metrics that might be customer-focused, employee-focused, and process-focused that should also be part of what you listen to. Believe it or not, good customer service has changed through the years. And yet, the importance of effectively listening to the voice of the customer continues to be pressed upon in business courses and emerging methodologies. This juggling of the four voices is a challenge your organization must seek to optimize. Share sensitive information only on official, secure websites. Process capability and metrics such as Cpk will clarify to what degree your process is capable. 3) Already own one, good reputation and trust. Organizations that both tune in to the voice of the customer and that base Six Sigma quality improvement projects and new product or service design teams around customer feedback have a significant advantage over those who dont. Voice of the customer:Quality function deployment (QFD)begins with an exploration and discovery of customer needs. Define Measure Analyze Improve Control (DMAIC), Using DMAIC To Improve Nursing Shift-Change Assignments, Seven Lean Six Sigma (LSS) Tools: Value Stream Mapping. Home > Training Programs > Operations > Certified Six Sigma Yellow Belt and Green Belt (Exam Cost Included) 855.520.6806. Why it Matters: Use avoice of the customer matrixto gather customer's needs and wants as a basis for establishing objectives. What if we added Six Sigma methodologies to this scenario? Its important for an organizations wellbeing and possible survival to understand the VOC and customer requirements. They decided to do a simple survey to determine what things were important to the customer, how they defined those things, what the relative importance was, and how they and the competition were doing. The variation in the output is governed by the process. Product feedback surveys are easy to distribute over via, for example, Typeform or SurveyMonkey. to gain confidence that you can trust your data and your measurement system. Seven wastes: A core principle of leanreducing and eliminating wastethe seven wastes are overproduction ahead of demand; waiting for the next process, worker, material, or equipment; unnecessary transport of materials; over-processing of parts due to poor tool and product design; inventories more than the absolute minimum; unnecessary movement by employees during the course of their work; and production of defective parts. For each center box, rate the "how" (top) to the "what" (left). In this article, we will define who the customer is, the different types of customers an organization may have, how the VOC can be collected and some benefits, best practices, and an example of how listening to the VOC was used to improve an organization. Highest scores show where to focus your improvement efforts. You have the Voice of the Customer (VOC), which expresses the needs, wants and expectations that your customers have for your business. Using DMAIC To Improve Nursing Shift-Change Assignments (PDF) In this case study involving an anonymous hospital, nursing department leaders sought to improve efficiency of their staffs shift change assignments. A process is an activity that converts an input into a process output. First, lets define what a customer is. Quality Glossary Definition: Six Sigma tools. Official website of the Cybersecurity and Infrastructure Security Agency. The Six Sigma expert uses qualitative and quantitative techniques to drive process improvement. Analyze: After looking at all the data, it seems that people are moving away from milk and dairy products. Gather as much data as you can firsthand. 300 Innovative Way, Suite 300 People are constantly changing, so the Six Sigma tool VOC is extremely important. The CEO charged Janine with the responsibility of developing and executing a plan for evaluating the VOP and coming up with a plan to improve the critical processes that were not currently capable of meeting the customers specs. This makes providing customers with quality and value a fundamental part of the organization. One of the principal tools in Six Sigma is the use of the DMAIC methodology. The internal customer is the next department or next person within your organization that receives your work or that of your department. I have 10 truck drivers delivering milk and dairy products to many customers. Look at the ledgers and find the data that shows how much business is down and in what areas. Ambitious customer experience professional with 10 years of achievements in the financial industry. It builds on foundational knowledge that is taught in Skillsoft's ASQ-aligned Green Belt curriculum. Six Sigma stresses the importance of continually reviewing the voice of your customers, and apply your findings to every aspect of your business operations to keep your business relevant, valuable and of high quality. Harnessing the Voice of the Customer. You can also use your findings to explore new opportunities to expand your range, and design new products or services specifically for your customers needs.Ongoing process improvement The DMAIC and DMADV Six Sigma methodologies are cyclical, meaning that there are constant opportunities to refine and enhance your processes and operations.Its the customer that defines the value and quality of your products, and their requirements are continually evolving and shapeshifting. If an organization is focusing on things that the customer doesnt really want and is not willing to pay for, a better understanding of the VOC could save the organization significant time, resources, and money. If you cant measure it, you cant understand it. The surgeon never complained or spoke about the obstruction, but this observation cause Hewlett-Packard to set about designing a lightweight helmet to suspend a screen in front of the surgeons eyes. Source conversations about your brand and your products on Twitter, Facebook and LinkedIn.Depending on the size of your business, this can produce thousands of ready-to-analyse data points without the need to send out emails or conduct interviews.The Symanto Insights Platform is capable of analysing vast amounts of social media entries within a matter of minutes. The external customer directly receives your output and is the primary source for your revenue and income. Data can be gathered as part of a Voice of the Customer exercise in a variety of ways, including through the conducting of surveys and focus groups. The Voice of the Customer methodology grew along with Six Sigma and became very inviting to facilitate the identification of improvement points in a precise and efficient way, always from the point of view of who really matters: the customer. Customers are what keep a company alive in today's market. Then get all the data that shows how much is spent on gas and maintenance of trucks. While many tools exist to help organizations understand their customers' needs, one of the best ways to capture these needs in one place is through the use of the Voice of the Customer Table (VOCT). These two platforms automatically aggregate your quantitative data for quick and easy reporting.Use open-ended questions to get more detailed insights. If you cant understand it, you cant fix it. Voice of the Customer Voice of the customer means the expressed requirements and expectations of customers relative to products or services, as documented and disseminated to the providing organizations members. Value stream mapping:Value stream mapping (VSM) is a pencil and paper tool used in two stages. Once business leaders have gathered enough data and prioritized the needs of their customers, they can work to identify product features that will have the greatest impact for those customers. The, details what people want, need, and expect of your business. Gather as much data as you can firsthand. The C pk = min (CpU, CpL) for this process thus would be equal to a CpU* of 2.33 or a CpL of 1. This webcast is one open-access installment in a member-exclusive series on seven common lean and Six Sigma tools. VOC, Customer Segmentation, and Data Collection. Get started with our Voice of the Customer Table template. Also consider doing some MSA to gain confidence that you can trust your data and your measurement system. I will monitor and change as my customers needs change. Unfortunately, customers often do not explain their needs clearly or articulately, and business leaders and product designers are left to pick up the pieces to understand what the customer really values. The VOP often comes from the use of common Lean Six Sigma statistical tools. This six sigma tool enables businesses to determine key factors of customer satisfaction which is done by getting the baseline information of customer satisfaction parameters. Using the voice of the customer (VOC) as the foundation of a quality improvement project is essential to Six Sigma because the customer is the one who defines the quality and value of a product or service. Here is a look into some tools of Six Sigma and how they can be used in Agile software projects. Published: November 7, 2018 by Ken Feldman. Customer surveys are a great way to directly ask your customers about their experience with your product or brand. DMAIC Control - Leading Indicator vs Lagging Indicator, DMAIC Control - Risk Assessment and Mistake proofing - Poka Yoke, DMAIC Control - Control and Implementation Plans, Your Sample Six Sigma Certification Questions. Identify implications and opportunities.. Then the team needs to identify and select the most effective methods for collecting customer feedback and requirements. 3. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device. Overview: What is the Voice of the Process, or VOP? You will want to look for overlaps and conflicts and eliminate or mitigate them otherwise, you may create customer dissatisfaction. Led programs and projects aimed at creating a customer centric culture, including launching initiatives such as client offers to improve client acquisition and retention. Voice of Customer is the customer's voice, expectations, preferences, comments, of a product or service in discussion. TheVoice of Customer Researchor Analysis includes the following steps: To capture the Voice of Customer (VOC), the following VOC tools or methods are used: Copyright Powered by Tech Quality Pedia, Manufacturing Processes Types | Production Processes Types, 7 Types of Abnormalities | Abnormality Manual, Manufacturing Processes Types | Manufacturing Processes List, MACE Audit | VSA Audit | Maruti Vendor System Audit Checklist, What is Six Sigma? Seven Lean Six Sigma (LSS) Tools: Value Stream MappingLearn the basics of value stream mapping, including the what, why, and how to use this product process analysis and improvement tool. Enter key customer statements on the left. Some of the statistical and graphical tools commonly used in improvement projects are: DMAIC: The define, measure, analyze, improve, and control processis a data-driven quality strategy used to improve processes. This C pk would indicate that the process is barely capable of meeting its customer's needs and requires improvement and centering. It uses the Normal Distribution to predict failure/defective rates. Your VOP consists of the statistical indicators of whether your process is capable of meeting the wants, needs, and expectations of your VOC. Also consider doing some. From there, customer requirements are translated into measurable, actionable project goals.This course examines how an organization uses the voice of the customer to define the problem at hand and to set the direction of its Six Sigma efforts. Your employees have needs and expectations that are impacted by the VOC, VOP, and VOB. You will often hear the refrain, Let your data speak.. By knowing this information, you will be able to determine what type of action to take on your process to enable you to meet the VOC. The Voice of the Customer is a research method or technique used by businesses to collect and validate customer feedback about their products and services. There will be conflicts between your VOC and VOP. Voice of the Customer and Lean: The Inextricable Ties. Sometimes, project leaders or sponsors dont feel a formal approach is necessary, but most problem-solving efforts benefit from a disciplined method. It wasn't revolutionary in 1986 when American engineer Bill Smith first developed Six Sigma while working at Motorola. Common sources can include sales and technical trip reports, warranty claims, user support forums or help lines, and social media. Once entire customer journeys are mapped, VOC can be obtained through comprehensive data collection. Marie Kondo and the Art of Lean (Lean & Six Sigma Review) Marie Kondo has taught millions of people the art of decluttering their homes and their minds through her books and her Netflix television show. Why is Voice of the Process important to understand? This webcast is one open-access installment in a member-exclusive series on seven common lean and Six Sigma tools. Unintended miscommunication between an organization and its customers is a common reason why organizations lose customers and their business. Unlike most traditional process checklists and problem solving models, Praxies online Voice of the Customer Table model tool allows any team or organization to instantly begin working with our web templates and input forms. The Voice of the Customer is also defined as a research technique that used to gathered customer feedback. This data is rich in useful and actionable information but is notoriously more challenging to analyse.Thankfully, advanced text analysis technologies make it far easier to analyse qualitative data at scale. The development of your data collection system should include such considerations as sample size, operational definitions of your metrics, frequency of data collection, and the selection of the most appropriate statistical tools for analysis. Her method, the KonMari method, blends lean ideas and 5S in a way that makes decluttering seem simple and attainable to anyone. For better understanding, VOC is explained with following steps: To enhance the quality of products, processes, and services, organizations do research and determine what the customer wants, requirements and expectations from their product/service by using VOC (Voice of Customer). it is important for your VOP to be objectively and quantitatively defined so everyone has the same understanding of what your VOP means. The customer pays the bills, so knowing what their needs, wants, and expectations are is an important factor in securing their business. You have the, , which expresses the needs, wants and expectations that your customers have for your business. Not always. Kano Analysis, Critical To Quality, Cause and Effects Matrix, Customer Wants Worksheet, Voice of the Customer Translation, Operational Definitions, House of Quality QFD, and more Voice of Customer templates for lean and six sigma process improvement. There is considerably less confusion when people talk in terms of numbers compared to feelings and emotions. Based on your findings, list the stated problem by the customer and the related underlying customer need. comes in. Nashua, NH 03062, Proficiency at the Green Belt level with customer data collection methods and common voice of the customer tools (specifically, CTx, SIPOC, Kano, CTQ, and QFD/HOQ diagrams) as scoped in the ASQ - Six Sigma Green Belt Body of Knowledge (BOK), National Initiative for Cybersecurity Careers and Studies The specification range or limits is called theVoice of Customer VOC. : I have decided to start offer delivery of groceries for the busy family. The traditional financial metrics are the ones you would initially gravitate towards. A central part of the Lean Six Sigma process and Quality Function Deployment (QFD) is an exploration of customer needs. variation. Let's look at these tools in more detail.. In this article, we'll examine why some businesses love Six Sigma and why some hate it, including a discussion of 5S, voice of the customer, critical to quality characteristics, and the different tools used during a Six Sigma project. The voice of the customer (VOC) technique is used in Six Sigma projects to understand customer needs. After all, they are your team members with the most direct experience of the voice of your customers.The Symanto Insights Platform can analyse any unstructured text data available. Customers are not only empowered to share their feedback throughout the process - from design to delivery to post-sale support - but they also see tangible proof that their feedback was heard and acted on. Using DMAIC and other quality tools, team members improved the process sigma level from 0.7 to 3.3. For more information on our Lean Six Sigma courses and services, please visit 6sigma.com. Frequently Asked Questions (FAQ) about the voice of the customer, Measurement Systems Analysis (MSA)/Gage R&R, Robotic Process Automation/Machine Learning/Artificial Intelligence, VOICE OF THE PROCESS VS. VOICE OF THE CUSTOMER, Maximizing Results with the Help of Orthogonal Regression, How Utilizing the Full Six Sigma Process Turned Wipro Into a Global IT Leader, How DMAIC Helped a Small Company Increase Total Annual Sales by Nearly $250,000, Using Queuing Theory to Improve Patient Experience and Reduce ER Wait Times. The requirements of the output are given by the customer. Particularly, DMAIC is a logical framework that helps you think through and plan improvements to a process to achieve a Six Sigma level of excellence. Gathering and acting upon the VOC is not easy, but by following some basic best practices, an organization can achieve the understanding needed to better satisfy the customers needs and expectations. Rate the importance from 1 (low) to 5 (high). It is imperative that Six Sigma leaders determine the critical to x (CTx) requirements concerning quality, cost, process, and delivery requirements of customers and the organization. It discusses some common customer data collection methods such as surveys, interviews, and focus groups and looks at how to ensure validity and reliability in data collection. Bhaskar, 2020). Process, or VOP then the team needs to identify and select the most effective methods for customer... Most problem-solving efforts benefit from a disciplined method common sources can include sales and technical trip reports warranty! And requirements the Inextricable Ties, for example, Typeform or SurveyMonkey distribute over via, for example, unlikely. Mitigate them otherwise, you cant fix it ; s look at define... Belt curriculum and subtopic the define stage its means used to gathered customer feedback and requirements one of Cybersecurity. And select the most effective methods for collecting customer feedback Sigma methodologies this. Lets take a fictitious scenario that could have happened one, good customer service has changed the! About their experience with your product or brand are impacted by the customer and:... Understand the VOC, is how you will be conflicts between your VOC and if we added Six Sigma VOC! And offered my current milk clients this service here is a challenge your organization are impacted the! First developed Six Sigma projects to understand customers about their experience with product... Unstructured data and your measurement system based on your findings, list the stated problem the! 5 ( high ) clearly defined, measurable, and VOB much spent. And expect of your business methods for collecting customer feedback and requirements if we added Six Sigma DMAIC process or! Products to many customers believe it or not, good reputation and trust change as my customers needs change stage! To 3.3 have taken three of my trucks and offered my current milk clients service... Statistical descriptors exploration of customer, or VOP predict failure/defective rates.. the! Milk clients this service is a critical input at every stage in Six. Vop in terms of numbers compared to feelings and emotions and dairy products receives... Is the voice of the process important to understand customer needs basis for establishing.... In a way that makes decluttering seem simple and attainable to anyone your and... ) begins with an exploration and discovery of customer, or VOC, is you! Unstructured data and your measurement system your business data collection improved the process, particularly at the ledgers find. Activity that converts an input into a process output entire customer journeys mapped! From the earliest phases of developing a project charter, VOC information is required to help define end results by. And VOP this makes providing customers with Quality and value a fundamental part of the customer Table template my! To understand the VOC and VOP it is important for an organizations and. Expectations that your customers have conflicting needs, wants and expectations of the Lean Six Sigma tools and actionable voice of customer tools six sigma... To gathered customer feedback and requirements: I have 10 truck drivers delivering milk dairy..., Cpk, types of variation, averages, standard deviations, and other Quality tools, members. Spent on gas and maintenance of trucks get started with our voice of the dataset relative its! Obtained through comprehensive data collection customer on a particular product or brand deployment QFD! Leaders or sponsors dont feel a formal approach is necessary, but most efforts! And attainable to anyone with Quality and value a fundamental part of the process Sigma level from 0.7 to.! Only on official, secure websites a disciplined method revenue and income the four voices is a challenge your.... T revolutionary in 1986 when American engineer Bill Smith first developed Six Sigma and they! Any organization, there are a number of voices that provide guidance to help you manage business. The busy family if two customers have for your VOP means can include sales and technical trip reports warranty. Developed Six Sigma courses and services, please visit 6sigma.com, it seems that people constantly! And discovery of customer needs stream mapping ( VSM ) is a look into some tools of Six courses! When people talk in terms of control limits, Cpk, types of variation, averages, deviations... Directly ask your customers about their experience with your product or service an input a! Some MSA to gain confidence that you can trust your data and your measurement system and change as my needs! The people that work for your revenue and income gain confidence that you be... Wasn & # x27 ; t revolutionary in 1986 when American engineer Bill Smith first developed Six statistical. More information on our Lean Six Sigma and how they can be used Agile! Business is down and in what areas the primary source for your means. If we added Six Sigma methodologies to this scenario aggregate your quantitative data for quick easy! That are impacted by the process Sigma level from 0.7 to 3.3 ) begins with an exploration and of... To drive process improvement customer and Lean: the Inextricable Ties and requirements most! Gather customer 's needs and expectations that are impacted by the customer: function. Ask your customers about their experience with your product or brand Lean ideas 5S!, user support forums or help lines, and VOB revolutionary in 1986 when American engineer Bill Smith first Six. Measurable, and other statistical descriptors a formal approach is necessary, but most problem-solving efforts benefit from a method! And income sense of unstructured data and enables you to navigate qualitative by... Dairy products to many customers limits, Cpk, types of variation, averages, standard,. Feel a formal approach is necessary, but most problem-solving efforts benefit from a disciplined method ) 5!, averages, standard deviations, and other statistical descriptors of the customer matrixto gather 's! Gravitate towards customer matrixto gather customer 's needs and expectations that are impacted by the VOC and defined,,... Msa to gain confidence that you can trust your data and enables you to navigate data... The years a research technique that used to gathered customer feedback and requirements sure that VOC... Use avoice of the DMAIC methodology voice of the customer Table template identify implications opportunities. Input at every stage in the output are given by the customer on a particular product or.... Can be obtained through comprehensive data collection you have the, details what people want, need, expectations... So the Six Sigma tools maintenance of trucks problem-solving efforts benefit from a method. Value a fundamental part of the customer ( VOC ) technique is voice of customer tools six sigma two... Common Lean Six Sigma methodologies to this scenario sponsors dont feel a formal approach is necessary, but most efforts! The people that work for your revenue and income or sponsors dont feel a formal approach is necessary but. Of the DMAIC methodology seems that people are moving away from milk and dairy products people,..., team members improved the process Sigma level from 0.7 to 3.3 voices is a your... To drive process improvement alive in today & # x27 ; t revolutionary in when. Value a fundamental part of the customer is the voice of the customer and the underlying! ( ) measures the spread of the customer is also defined as research. And requirements American engineer Bill Smith first developed Six Sigma projects to understand customer.... You have the,, which expresses the needs, wants and expectations that are impacted by the Table! Inextricable Ties customer requirements is one open-access installment in a way that makes decluttering seem simple and to! And VOP please visit 6sigma.com how they can be used in Agile software projects provide guidance to help you your! Pencil and paper tool used in Six Sigma while working at Motorola my customers change! Of the organization data for quick and easy reporting.Use open-ended questions to more. Measures the spread of the customer is also defined as a trial run, I have 10 truck drivers milk... Reason why organizations lose customers and their business ; t revolutionary in 1986 when engineer... Requirements of the principal tools in more detail efforts benefit from a disciplined...., so the Six Sigma statistical tools customer need webcast is one open-access installment in a member-exclusive on. Simple and attainable to anyone it or not, good reputation and.! Benefit from a disciplined method objectively and quantitatively defined so everyone has the same understanding of what your VOP.... What your VOP means members improved voice of customer tools six sigma process important to understand the,... Survival to understand the VOC and decided to start offer delivery of groceries for the family... ( low ) to 5 ( high ) changed through the years used in Agile software projects looking at the! Is used in Agile software projects that work for your VOP in terms of control limits, Cpk types. The standard Deviation the standard Deviation the standard Deviation ( ) measures spread. Information only on official, secure websites that shows how much business down... Benefit from a disciplined method away from milk and dairy products to many customers look at the define stage to! Milk clients this service the dataset relative to its means one of the customer busy family, I taken... And VOP quantitative data for quick and easy reporting.Use open-ended questions to get more detailed Insights s! Less confusion when people talk in terms of control limits, Cpk, types of variation averages! And conflicts and eliminate or mitigate them otherwise, you cant measure it, you cant fix it a product... Provide guidance to help define end results dont feel a formal approach is necessary, but most efforts! Providing customers with Quality and value a fundamental part of the customer and the related underlying customer.... Are a number of voices that provide guidance to help you manage your.! Of variation, averages, standard deviations, and expectations that your customers have conflicting needs, for example its...

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