Are You Collecting Too Much Information in Your "Voice of the Customer" Process?


Goodman, John A.   (2000, ASQ)   e-Satisfy, Arlington, VA

Service Quality Conference, Scottsdale, AZ    Vol. 9    No. 0
QICID: 18849    September 2000    pp. 1-21
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Article Abstract

Jointly with the 7th Asia Pacific Quality Organization Conference: SQD presentation

[PowerPoint presentation slides only]

Recognizing the value of the voice of the customer (VOC), many companies have instituted multiple methods and channels to capture customer data. However, overly broad - scale data collection is expensive and may go unanalyzed and wasted. To get the most value and potential for improvement from VOC data, resources should focus on complaint and operational input. With problem areas identified, actions can be prioritized and their impact monitored, and high-performing teams can be identified. Different types of surveys are appropriate for different objectives and on different timelines. In general, a combination of surveys, internal metrics, and customer contact provides the most useful information. Just as important in the process as planning and data collection are the components of data analysis, reporting, and taking suitable follow up action. Documented improvements should be celebrated through reward programs.


Customer complaints,Customer surveys,Voice of the customer (VOC),Data collection,Data analysis

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