CRAIG COCHRAN - The Fundamentals of Effective
Customer Feedback Customer satisfaction is the single most important issue affecting organizational survival. Despite this fact, most companies have no clue what their customers really think. They operate in a state of ignorant bliss, believing that if their customers were anything less than 100-percent satisfied they'd hear about it. Then they are shocked when their customer base erodes and their existence is threatened. The key to competitive advantage is proactively gauging customer perceptions and aggressively acting on the findings. The techniques for doing this don't have to be difficult; they just have to be timely and effective. This presentation will explore a range of practical techniques for probing your customers' true level of satisfaction. This talk addresses practical techniques that will rapidly translate to an improved bottom line regardless of the nature of the products or services that your business provides. Craig Cochran: Craig Cochran is a Project Manager with Georgia Tech's Center for International Standards & Quality (CISQ). He has an MBA from the University of Tennessee and a B.S. in Industrial Management from the Georgia Institute of Technology. He is a Certified Quality Manager, Certified Quality Engineer, and Certified Quality Auditor through the American Society for Quality. He is certified as a QMS Lead Auditor through the Registrar Accreditation Board. Craig is the author of "The Continual Improvement Process: From Strategy to The Bottom Line," (2003) and "Customer Satisfaction: Tools, Techniques, and Formulas for Success," (2002) both available from Paton Press (www.patonpress.com). SPIN
Note: For an
interesting article written by Craig on ISO 9000:2000 audit questions, see
http://www.saferpak.com/iso_art9.htm |