By: John A. Goodman
Based on ASQ’s Global State of Quality Research: Discoveries 2013, Customer Service Managers can enhance the pay-off of corporate quality initiatives by providing Voice of the Customer, revenue and word of mouth impact estimates and proactive customer education services.
The survey, which questioned more than 2,000 companies in 22 countries, measured the state of Quality in manufacturing and services; looking at approaches to management, outcomes and measures, training and even fostering a culture of quality.
The study suggests that quality executives are very concerned about product and service quality and the close alignment of quality and customer relationships — a concept it terms as “Qustomer™.” But it’s clear that organizations have not yet embraced the implications of the end-to-end customer experience.
Survey respondents provided definitions of quality which included “acting as promised, adding value, meeting and exceeding expectations through world-class products, services and support.” Not once are the marketing and finance departments or revenue growth and word of mouth enhancement mentioned within the definitions.
Marketing, finance and service should be the major champions of investment in quality and continuous improvement. Input on building a revenue oriented business case from customer service executives is needed is to support the setting of quality priorities based on customer feedback and then to guide improvement of the end-to-end customer experience.
The quality function is both a major market for data from the service department and a source of rich analytical horsepower. It is a market for your services because most quality functions need assistance in demonstrating a compelling linkage of Quality to customer loyalty, revenue enhancement and word of mouth to marketing and finance.
