It is often said that it costs approximately five times as much to gain a new customer as to keep a current one. Companies therefore put as much effort as acquiring customers as keeping them.
One way of taking care of their customers is to constantly get feedback from them and use it for improvement initiatives, particularly Six Sigma. A well-established Voice of the Customer (VOC) strategy definitely gives a lot of benefit to the company.
According to Walter Shewhart, ?The object of industrial research is to establish ways and means of making better and better use of past experience.? J.M. Juran describes failures as ?gold in the mine,? when the costs of poor quality could be sharply reduced by an investment in a quality improvement program.
Further, measurement systems, nonconformity reports, business strategies and supplier problems are good places to look when trying to choose a Six Sigma project and provide an opportunity to use customer complaints as a means to initiate improvement projects.
According to Geoff Tennant, “it is important to listen to the voice of the customer (VOC) and perform a customer needs analysis in a Six Sigma project.”
The article goes on to discuss substantially how to use VOC to deploy succesful Six Sigma projects.
Read more
Use Customer Feedback To Choose Six Sigma Projects
