I invite you to read ASQ's resource on Customer Experience (http://asq.org/learn-about-quality/customer-experience/index.html), 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!
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.