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Ways to Evaluate Voice of the Customer Information for Meaningful Improvement

Summary: Smart organizations recognize the value of the voice of the customer in driving new initiatives for quality and success. Consequently, they collect customer satisfaction data but may lack effective analytic tools. Effective data analysis enables specific decisions and specific actions to improve customer satisfaction, user friendly communication of results, and consideration of the competition. Analytic methods include stated importance and derived importance measures of attributes from the customer�s perspective. They may be measured by simple scales or more complex statistical tools including correlation, gap analysis, regression analysis, and structural equation modeling, or a combination of methods.

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