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1991-06-18
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CUSTOMER FEEDBACK
Obtaining customer opinions may be tricky. Customers
may not wish to respond. Or even worse, there is no
guarantee that the real customer is the one who is actually
responding to a mailed survey. For instance, a school
district mailed out surveys to evaluate their student
honors program. Siblings of the honors students who
themselves were not honor students checked the box "Make
the Course Work Harder" and mailed back the surveys.
You may find that "customers do not want to be
bombarded with feedback instruments every day. There will
be a limit to their willingness to respond, so use them
strategically". [Service Within, Karl Albrecht].
FRONT-LINE DIAGNOSTICS
The contribution of front-liners is vital in identifying
service problems. They can categorize areas of trouble and
help management to track problems.