Customer Experience: What does your VOC process look like in action?
Happy December!

I invite you to read ASQ's resource on Customer Experience (, as I did over the weekend.  It got me thinking about the importance of quantifying the components of our VOC processes. What are some of the tools and processes you use to measure and improve the customer experience?  In my work group, we perform customer service observations in tandem with technical observations to capture customer contact and interaction data.  I'm particularly interested in learning about ways to systematically capture and act on employee input.  Thank you in advance for sharing!
2 Replies
Another excellent discussion topic!

As a Division Quality Manager for one of 3M Company's Consumer businesses, we had a pretty elaborate VOC system, which included customer complaints, of course, but also a robust process to gather customer and potential customer wants/needs/expectations which in turn were translated to technical requirements for new product design & development. Customer feedback is collected throughout the New Product Introduction & Commercialization system. 3M also solicits and gathers word-of-mouth feedback and input via a variety of product websites and social media. Data are collected, analyzed, interpreted, and used as input to its strategic planning and innovation processes.

Baldrige Criteria's category 3 focuses on Customers and asks how the organization engages its customers for long-term marketplace success, including how the organization listens to the voice of customers, build relationships, and uses customer information to improve and identify opportunities for innovation. Item 3.1 focuses on Voice of the Customer; Item 3.2 addresses Customer Engagement.
The ASQ Phoenix Section completed an exhaustive, comprehensive "Member Experience" survey to understand and measure our Section Member overall Satisfaction, Loyalty and Advocacy, plus solicit suggestions for improvement or new opportunities. The Section is also conducting a deep-dive market analysis of its membership to identify key segments and under-served markets. The Section also measures Satisfaction of our events via Qualtrics surveys. This feedback is used to help us identify desired topics, speakers and education & training opportunities, as well as to improve our operations for improved effectiveness. Just this year we identified the need for - and filled - an "Acquisitions Coordinator" who assists the newsletter editor and myASQ community admin to solicit, collect and publish mini papers, case studies and best practices of interest to our members. Our Programs Chair has requested approved Speaker Lists from each ASQ Division and is building our 2020 & 2021 Program schedule with topics and speakers of interest to our members. Program attendance is up; event satisfaction is up. Our Publicity & OutReach Chair is working to establish allied association "partnerships" with peer/adjacent organizations such as SWAE (Baldrige) and PMI (project management PBoK). Our Education Chair is working with ASQ Sections and Divisions to co-sponsor webinars. We have active member participation and engagement on our Facebook, Instagram, Twitter and LinkedIn account, as well as our myASQ community discussion board.

Section Chair