Passive Data GatheringPassive Data Gathering

A low cost solution for identifying A low cost solution for identifying customer service gaps.customer service gaps.

Passive Data GatheringPassive Data Gathering

• Define Passive Data GatheringDefine Passive Data Gathering• Explain Three Components of Explain Three Components of

Passive Data Gathering.Passive Data Gathering.• Nuts & Bolts of Passive Data Nuts & Bolts of Passive Data

GatheringGathering

……ContinuedContinued

• Real Life ExamplesReal Life Examples• Brainstorming ExerciseBrainstorming Exercise• Create Your Own QuestionnaireCreate Your Own Questionnaire

PDG DefinedPDG Defined

PPassive assive DData ata GGathering – athering – Customer initiated feedback Customer initiated feedback on performance.on performance.

Three Components to PDGThree Components to PDG

• Mechanism for FeedbackMechanism for Feedback

• Feedback LoopFeedback Loop

• Corrective ActionCorrective Action

Mechanisms for FeedbackMechanisms for Feedback

• Complaint CardsComplaint Cards• 1-800 number or hotline1-800 number or hotline• Electronic form on the company Electronic form on the company

websitewebsite• Email address for customer Email address for customer

feedbackfeedback

Feedback LoopFeedback Loop

Management/Decision makers

Employees Notified

Customer

Corrective ActionCorrective Action

• Have procedures in place to Have procedures in place to implement changes to correct gaps implement changes to correct gaps in customer service.in customer service.

Nuts & Bolts of PDGNuts & Bolts of PDG

• Low Cost to OperateLow Cost to Operate• Subject to Non-response BiasSubject to Non-response Bias• Identify Gaps in Customer ServiceIdentify Gaps in Customer Service• Non-customers are excludedNon-customers are excluded

Low CostLow Cost

• Data gathering can be incorporated Data gathering can be incorporated into daily operations.into daily operations.

Non-Response BiasNon-Response Bias

• Customers must have cause to Customers must have cause to initiate responseinitiate response

Managementperceptions of

consumer expectations

Managementperceptions of

consumer expectations

Translation of perceptions into

service quality specs

Translation of perceptions into

service quality specs

Service deliveryService delivery

Perceived servicePerceived service

Expected serviceExpected serviceWord of mouthcommunications

Word of mouthcommunications

Past experiencePast experience

Personal needsPersonal needs

Externalcommunications

to consumers

Externalcommunications

to consumers

Gap 4Marketer

Gap 5

Gap 3

Gap 2

Gap 1

Gaps In Service Quality ModelGaps In Service Quality Model

Customers Only!Customers Only!

• Data is limited to only customers.Data is limited to only customers.

Real World ExamplesReal World Examples

• Dairy Queen ExampleDairy Queen Example

• BestWebBuys.com exampleBestWebBuys.com example

Dairy QueenDairy Queen

• Fast-food FranchiseFast-food Franchise– The store surveyed did not have The store surveyed did not have

comment cardscomment cards– The Website had a form for feedbackThe Website had a form for feedback

• The form was long and required too much The form was long and required too much personal informationpersonal information

DQ Customer Feedback WebsiteDQ Customer Feedback Website

DQ Customer Feedback WebsiteDQ Customer Feedback Website

BestWebBuys.comBestWebBuys.com

• BestWebBuys.com is a shopping BestWebBuys.com is a shopping service website – Shopping botservice website – Shopping bot

• Passive Data Gathering on vendor Passive Data Gathering on vendor timeliness and servicetimeliness and service– Data is made available to users of the Data is made available to users of the

serviceservice

BestWebBuys.comBestWebBuys.com

BestWebBuys.comBestWebBuys.com

BrainstormBrainstorm

• How can Passive Data Gathering be How can Passive Data Gathering be implemented at your firm?implemented at your firm?– What medium to use for feedback?What medium to use for feedback?– How will feedback get to managers?How will feedback get to managers?– How will corrective Actions be How will corrective Actions be

implemented?implemented?

Design Your Own Design Your Own QuestionnaireQuestionnaire

SummarySummary

• Low Cost way to gather customer Low Cost way to gather customer feedbackfeedback

• Must have Feedback Must have Feedback loop/Corrective action to be loop/Corrective action to be effective effective

• Keep feedback questions short and Keep feedback questions short and simplesimple

Works CitedWorks Cited

Sampson, Scott E., “Ramifications of Sampson, Scott E., “Ramifications of Monitoring Service Quality Through Monitoring Service Quality Through Passively Solicited Customer Feedback.” Passively Solicited Customer Feedback.” Decision Sciences Decision Sciences 27 (1996) 600 – 620. 27 (1996) 600 – 620.

Foster, S. Thomas. Foster, S. Thomas. Managing Quality.Managing Quality. Upper Saddle River: Prentice Hall, 2001Upper Saddle River: Prentice Hall, 2001