Abstract
It may seem obvious that companies should require a return on investments in customer feedback systems. Collecting and analyzing customer feedback costs time and money, but often the return or impact on the bottom line is not clear. This study discusses the customer feedback investment, and presents a framework for utilizing customer feedback to advance quality at various parts of an organization—consistent with the total quality management idea. The framework begins by identifying goals and objectives for customer feedback systems, which lead to issues of instrument design, feedback solicitation methods, and data analysis and use. Within the framework, illustrations are presented from an extensive field study of feedback instruments in actual use. This study is intended to serve as a reference to managers and students of management interested in developing customer feedback systems that make a definite contribution to quality management efforts.
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