Dobney, Allen L. (1993, ASQC) Radius; San Jose, CA
Customer feedback, corrective action, and selling the benefits of quality are three elements of a program in which Radius, a manufacturer of hardware and software, improves customer satisfaction. Customer feedback provides qualitative and quantitative data that identify problems. Qualitative feedback includes direct feedback from the sales force; a list of problems encountered by the technical support group; and customer comments at trade shows. Quantitative data come from monthly calls to customers; an easy to use warranty registration card; and field reports of both no-troubles and dead-on-arrival products. All this feedback leads to corrective action, initially addressed at a customer advocacy meeting, which produces recommendations on permanent solutions. After Radius had 25% of the feedback and corrective action processes in place, they implemented programs to sell the benefits of quality. Selling took place at periodic visits by customers to the factory; at annual training sessions for sales personnel; and at the company booth during trade shows. These activities work not only in the computer retail market, but also are applicable to any retail market and as an initial quality step in non-manufacturing organizations.
Corrective action,Customer satisfaction (CS),Feedback,Warranties