3-2 Case Study Two: Voice of the Customer
Customer-drive quality is a proactive approach to satisfying each customer and gathering
data therefore focusing on their experience and improving the relationship as a whole. The voice
of the customer in any good or service provides strong feedback on what needs to be improved.
Recently I had purchased an engagement ring for my girlfriend, it has many crucial steps which
engaged the 4 concepts of the Customer-relationship management (CRM) and made me a
lifelong customer due to their engagement.
When I purchased the ring from the jeweler I was overjoyed, however right after leaving
the jewelers and had a few minutes to myself I had noticed a small indent on the side of the ring.
After spending a large amount of money on the ring, any type of imperfection is not acceptable.
Similar to buying a new car, want it perfect when you drive it off the lot. I quickly returned to the
jeweler in less then 15 minutes and stated my dissatisfaction. The jeweler instantly took notice
and spoke with me about the issue. He stated it was a casting defect and instantly took it back, no
charge, to fix the ring. It was done within a week looking as good as I had ordered.
Complaints of a defect in the beginning is a very good thing to understand where you are
falling short. No company is perfect, even the best in the world has defects and issues here and
there. One of the starting points on any major complaint would be to compensate the customer
for all losses to keep a happy relationship. From there take responsibility for the issue and work
to resolve it in the future. Even as a small number of customers will complain about an issue it is
important to take any complaint very seriously (Foster, p115). At the end of the day the most
important part is corrective action to make sure the defect does not happen again, if it does then
you can not only lose a customer but get a negative reputation
After the complaint I had been messaged when the ring was repaired and when I stopped
in, I had received strong information on what has happened, how it was repaired, and the final
3-2 Case Study Two: Voice of the Customer
2
product. I had not taken part of a survey in regards to this product. However, it was recent and I
am hopeful to get a survey on the product from beginning to end.
It is extremely important to understand why you are requesting feedback and focus on
which questions you are attempting to solve. By getting strong feedback from the customer, you
are able to tackle the other issues. It is also recommended to use different mediums to gather this
information, surveys, calls, interviews, to accurately gauge the customer (Foster, p115). For my
company we have multiple surveys but also due to being in continuing service contracts have
face-to-face