Survey for Action, Not Satisfaction

Article

Cravenho, John; Sandvig, Bill   (2003, ASQ)   Excel Consulting, Westport, CT

Quality Progress    Vol. 36    No. 3
QICID: 18934    March 2003    pp. 63-68
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Article Abstract

Traditional customer satisfaction processes bring the voice of the customer back to management, but they fail to identify what to improve and how to take action. These failures can be addressed through a strategic customer driven action process (CAP). Satisfaction is the result, rather than the goal, of the CAP. The CAP is designed to focus customer input on key characteristics specific to each industry. Responses can be benchmarked to highlight strengths and weakness of various business units. Action resulting from the CAP is not limited to corporate initiatives, but addresses individual concerns of the organization's most important customers and provides unambiguous guidance for the supplier.

Keywords

Customer focus,Customer expectation,Action plans,Customer satisfaction (CS),Voice of the customer (VOC),Quality tools,Feedback,Customer surveys


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