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Getting Customer Feedback and Using it: A Guide for IS Departments

Published by: Keisley Harris

Published: Jan. 1, 1999 - 33 Pages


Table of Contents


    Introduction
  1. The LASER approach
  2. Overview of methods
  3. The product-improvement process
  4. Informal customer-feedback campaigns
  5. Further assistance
  6. Conclusions

    Appendix A: How to handle key customer individuals

Abstract

Get the most out of customer feedback by following a disciplined, strategically planned process for gathering, evaluating and applying that feedback to business practices. With a strong emphasis on improving service, this guide examines both formal and informal methods of getting feedback. It provides an overview of possible methods and explores two of them in detail.

Most IS departments make some effort to get feedback from customers, most say they don't do it very well and most do more about getting feedback than they do about using it. This guide places strong emphasis on using customer feedback. After all, the purpose of getting feedback is to improve service; that purpose will not be realized unless the follow-through is planned in at the start of the process and pursued with discipline. The aim of the guide is to help IS departments do three things:

  • Listen effectively to their customers
  • Respond to what they learn - always
  • Get credit from customers for listening and acting

    This deceptively simple model lies at the heart of effective customer-driven performance improvement.

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