Surveys

Yet another way the voice of the customer is heard is through surveys. While surveys can arrive in a variety of media, there nevertheless are some considerations to be made in hearing the expression of the voice of the customer in a survey. Fig 2.8 shows that surveys can be used to capture the voice of the customer.

Usually surveys have both structured and unstructured modes of allowing the customer to express himself/herself. The structured mode allows the customer to rank feelings by selecting one of several choices. The structured mode is easy to process because it is structured. The problem with the structured portion of a survey is that it presupposes that the person creating the survey knows what the customer wants to say. Sometimes surveys are created well and the customer’s thoughts and feelings can be anticipated. But on other occasions the customer’s thoughts and sentiments cannot be anticipated. And that is why the unstructured portion of surveys...