Streamlining the timely mechanism of customer feedback collection
Critical to a business organization’s success is to know what customers say about their actual experience on the service rendered. This Integrated Action Research addressed the issue of delayed timing of customer feedback collection in our company, ABC Express Philippines. We are one of the world’s...
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| Format: | text |
| Language: | English |
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Animo Repository
2020
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| Online Access: | https://animorepository.dlsu.edu.ph/etd_masteral/6164 https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13239/viewcontent/Pagaddu__Marichie__11791551__Streamlining_the_Timely_Mechanism_of_Customer_Feedback_Collection_Redacted.pdf |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | Critical to a business organization’s success is to know what customers say about their actual experience on the service rendered. This Integrated Action Research addressed the issue of delayed timing of customer feedback collection in our company, ABC Express Philippines. We are one of the world’s largest express transportation companies, providing export and import courier delivery services, in and out of the Philippines, via air transportation. But ironically, when it comes to rolling out our project initiatives, it takes us several months before we are able to get customer feedback. Our team uncovered this issue through our series of discussions with the help of the Five Whys and Force Field Analysis. We were guided by the Balanced Breakthrough framework for a gap analysis of the current state versus the ideal scenario pertaining to market desirability, company viability, and feasibility of solutions. We also used Kaizen as a framework on continuous improvement. For our intervention, we designed and implemented an online customer survey project to get timely feedback and rating on recent customer experience with ABC Express Philippines. We piloted the online customer survey project in North and Central Luzon. The results showed that the improved timely mechanism generates regular customer insights towards their recent experience. Thus, the Local Market Development Team is now able to further understand how to specifically enhance customer experience that is timely and relevant. |
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