How to improve the customer experience

Another really important strategic decision that can be made by looking at an analysis of the voice of the customer is where to put resources to improve the customer experience. Management never has unlimited resources. There is always contention for the resources the corporation has. And having the voice of the customer answers a really important question for management: “Where can I have the largest impact for the limited resources that I have to spend?”

In order to answer that really important question, management first looks at the high level summarization of the voice of the customer. Management finds the place where there is the most negative feedback. Management then isolates the negative comments for the category of data that is chosen. Management then “drills down” on the negative comments. The first step in the drill down process is to find what are the components of the topic that have had negative comments...