Taking the Wheel

Abstract:As overall customer experience becomes the watchword for businesses looking to enhance revenue and improve margins, quality professionals have the opportunity to take the lead. Technical Assistance Research Programs (TARP) estimates that customer experience factors have five to 20 times the impact of traditional efficiency factors. Therefore, quality resources must be diverted from traditional efforts to voice of the customer (VOC) efforts. The VOC process is hampered by fragmented data collection and the limited ability of experts to analyze the data that is available. VOC data from multiple sources must be integrated, taking into account the biases of each individual source to create a clear picture that can be used to improve the customer experience. The quality discipline is best qualified to do this. Quality professionals can take the leadership role for their departments by creating ad hoc integrated VOC and using it to address issues with DMAIC, measuring and demonstrating the …

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Great article; everyone in ASQ should read and heed. This tie between Customer Service and Quality used to be a given; I'm not sure what happened. Did the customer fade from view as "shareholder value" became the prime metric for success? Did Deming's chain reaction and extended system die with him?
--Rip Stauffer, 08-07-2012

Excellent piece on VoC.
--Guy Gordon, 02-17-2012

Very useful in learning Customer Relationship Management
--Chi Phan, 02-05-2012

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