Picking Your Battles & Creating Genuine Impact

Article

Goodman, John   (1999, ASQ)   TARP, Arlington, VA

Service Quality Conference, St. Pete Beach, FL    Vol. 8    No. 0
QICID: 18803    September 1999    pp. 1-25
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Article Abstract

[PowerPoint presentation slides only.]

Since several pitfalls may undermine satisfaction analysis, it is important to carefully select short term and longer term battles. Leading and localized data can be best used for giving positive feedback and supporting tactical analyses, but not for tactical evaluation. Comprehensive data can be applied to strategic priority setting, tactical evaluation, and identification of possible emerging issues. With the battles picked, develop a comprehensive feedback plan. Create a single plan for customer loyalty and satisfaction, and product development and quality. Educate top management on the strengths and weaknesses of each data source. Integrate data from various sources to reflect leading and lagging indicators. Quantify the problem incidence and its damage to loyalty and word of mouth negative reporting. Draw out revenue and cost implications from problem data. Present feedback data effectively for top management, and track the impact of the feedback.

Keywords

Customer loyalty,Customer satisfaction (CS),Data analysis,Voice of the customer (VOC),Problem solving,Strategic planning,Feedback


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