Dr Uwe H Kaufmann is the founder of Centre for Organisational Effectiveness (COE Pte Ltd), a business advisory firm operating out of Singapore. As consultant and coach with many years of experience, his passion lies in supporting organisations to improve their effectiveness.
Uwe is a German national and Permanent Resident of Singapore. He has four children and nine grandchildren … and counting.
I totally agree, Martin. If the same complaints keep coming back, our measures for fixing the problem and eradicating the root cause may not work. This is important to know anyway. Uwe
As the complaints we receive are only the tip of the iceberg, it means we need to put more effort to reveal the iceberg more and more.
Does it mean that more complaints coming to us is much better?
It’s true, that through more complaints we can see and analyse which processes need to be be improved, which products still can not fulfill customer requirement and expectation.
But, we must pay attention to the ‘repeat complaints’. If this repeat complaint keeps coming, that we do not any thing valuable for customer in improving our service and products.
Concise article. Truly, while the emotions of the feedback may mask the intent of the complaint, it is useful to constructively unpack the actions and reactions of these valuable data. That said, it is also great that the article asserts the value of being proactive to design for a more meaningful customer experience by identifying features of the experience of users for enhancement or to change a system process that can always be enhanced!
Lee Tiong Peng
Respond to the reactive data! Customer voice is heard. Plan for the proactive data! Listen to the customer
Great article. But we should not underestimate proactive ways of gathering VOC data, especially Go to Gemba.