The benchmarked organizations would not be where they are today if they operated the same way they did five years ago--or even last year. And they do not expect to be operating the same way next year--and certainly not five years from now. Information generated from complaints is an important component of customer feedback that drives business decisions and strategic planning in these companies. They integrate information and use it effectively to serve customers. They implement new lines of business because their customers ask for it. The age and needs of their customers are changing so they are making changes to respond to new customer's needs. The best-in-business organizations all do the following.
Use Customer Feedback for Decisions About how Resources are Used
Finding the best way to acquire new customers and maintain long term customer loyalty is the reason for the planning process. Obviously complaint data are only part of customer feedback, but it is the importance of all forms of customer feedback, including complaint data, that characterizes their planning. Using this information, these organizations make decisions about the use of people, technology and other resources to meet customer needs. Officers and departments responsible for customer service are part of the planning team. Senior management uses customer feedback to identify opportunities for improvement and to align the organization's services and/or products to meet customer expectations.
Communicate Their Strategic Plans Throughout the Organization
There is no question about how important customers are at every level in world-class organizations. Mission and vision statements about the importance of customers are only as good as their impact on behavior from the board room to the mail room. Managers need to "walk the talk." Every employee needs to know how their work contributes to the organization's goals and performance plans. For example, one Baldridge-Award winning company has a single objective, "customer satisfaction through total quality." The policy requires that every employee understand the customer-related requirements in their job and meet those requirements. Company policy emphasizes listening to customers before designing new products or services, through production and beyond the sale, to ensure customer satisfaction. This theme is communicated throughout the company and is clear to every employee. The corporate culture applies all of its creativity and intellect to delighting the customer.
Have Dynamic Planning Processes
Best-in-business organizations look to the future and recognize that the way they do business has to change to keep the competitive edge. They project information about customers, as well as other aspects of the business environment, to develop future scenarios and determine what changes are needed in products, services and other aspects of their business. One company has projected changes in membership into the next century and is already making changes in how they respond to younger customers. Constant assessment of customer feedback, as part of the planning process, leads to new product lines and services, notably the 24-hour telephone service that is now common. One government organization uses customer data from the appeals process to identify trends and problems and reassess their strategic and business plans, leading to changes in policy, guidelines and procedures.
Lessons Learned
- Your mission statement and vision reflect your values. Your environment should support your philosophy.
- You can't over-communicate.
- Keep the customers' perspective in your planning processes.
How Does Your Organization Measure Up?
- How is customer service incorporated in your organization's vision, plans and actions?
- How well are resource decisions aligned with customer needs?
- How dynamic is your planning processes?
- How do you get complaint information to the CEO or top management?
Table of Contents
Executive Summary
Overview
Leadership Strategies for Satisfying Customers
Information and Analysis
Planning
Human Resource Development and Management
Managing Customer Expectations and Satisfaction
Complaint Process Management
Business Results
Appendix I: Reinventing Complaint Resolution
Footnotes
Entire Guide
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