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Passive Data Gathering

Passive Data Gathering. A low cost solution for identifying customer service gaps. Passive Data Gathering. Define Passive Data Gathering Explain Three Components of Passive Data Gathering. Nuts & Bolts of Passive Data Gathering. …Continued. Real Life Examples Brainstorming Exercise

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Passive Data Gathering

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  1. Passive Data Gathering A low cost solution for identifying customer service gaps.

  2. Passive Data Gathering • Define Passive Data Gathering • Explain Three Components of Passive Data Gathering. • Nuts & Bolts of Passive Data Gathering

  3. …Continued • Real Life Examples • Brainstorming Exercise • Create Your Own Questionnaire

  4. PDG Defined Passive Data Gathering – Customer initiated feedback on performance.

  5. Three Components to PDG • Mechanism for Feedback • Feedback Loop • Corrective Action

  6. Mechanisms for Feedback • Complaint Cards • 1-800 number or hotline • Electronic form on the company website • Email address for customer feedback

  7. Feedback Loop

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

  9. Nuts & Bolts of PDG • Low Cost to Operate • Subject to Non-response Bias • Identify Gaps in Customer Service • Non-customers are excluded

  10. Low Cost • Data gathering can be incorporated into daily operations.

  11. Non-Response Bias • Customers must have cause to initiate response

  12. Gaps In Service Quality Model Personal needs Past experience Word of mouth communications Expected service Gap 5 Perceived service External communications to consumers Gap 4 Marketer Service delivery Gap 3 Gap 1 Translation of perceptions into service quality specs Gap 2 Management perceptions of consumer expectations

  13. Customers Only! • Data is limited to only customers.

  14. Real World Examples • Dairy Queen Example • BestWebBuys.com example

  15. Dairy Queen • Fast-food Franchise • The store surveyed did not have comment cards • The Website had a form for feedback • The form was long and required too much personal information

  16. DQ Customer Feedback Website

  17. DQ Customer Feedback Website

  18. BestWebBuys.com • BestWebBuys.com is a shopping service website – Shopping bot • Passive Data Gathering on vendor timeliness and service • Data is made available to users of the service

  19. BestWebBuys.com

  20. BestWebBuys.com

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

  22. Design Your Own Questionnaire

  23. Summary • Low Cost way to gather customer feedback • Must have Feedback loop/Corrective action to be effective • Keep feedback questions short and simple

  24. Works Cited Sampson, Scott E., “Ramifications of Monitoring Service Quality Through Passively Solicited Customer Feedback.” Decision Sciences 27 (1996) 600 – 620. Foster, S. Thomas. Managing Quality. Upper Saddle River: Prentice Hall, 2001

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