Customer feedback management: Developing an organizational process of information use

Abstract

This best-practice poster presents an organization process for making efficient use of customer feedback comments. This process was developed to address a need of the Canadian Pharmacists Association (CPhA) in feedback management. The challenge lies with identifying issues related to feedback (information) use and developing a technological solution to address the issues. As a result of this project, the CPhA can better cope with volumes of feedback comments. This poster reports on the methodology, outcome and experience from a collaborative project between the CPhA and McGill University in Canada, and contributes to the topic of information use in two ways. From the practitioner's perspective, our experience is valuable for undertaking similar initiatives of process innovation in organizational settings. From the researcher's perspective, this study contributes to scientific knowledge by (1) demonstrating the applicability of Saracevic and Kantor's (1997) Acquisition-Cognition- Application model to study information use at the organizational level, as opposed to information use by individuals, as well as (2) identifying three factors uniquely related to information use at that level.