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Client
Background/Situation:
A metal fabricator supplying aluminum, steel, vinyl,
and fiberglass products to the manufactured housing industry from fifteen
manufacturing locations across the U.S. wanted to obtain ongoing performance
feedback from its primary customers.
The organization created a project team of six managers and asked the team
to recommend, design and implement the best methodology for obtaining this
customer feedback.
The project team initially asked The Focus Group to assist them by facilitating
a workshop for the project team, providing them with the knowledge and skill
sets necessary to complete this project.
TFG, after becoming oriented with the nature of the business and the objectives
of the project, conducted a two day Customer Satisfaction Measurement workshop
for the project team addressing issues such as:
> Identifying the appropriate
customer segments to survey
> Utilizing focus groups
and depth interviews to identify the appropriate survey attributes
> The pros and cons of ten
methodologies for gauging customer satisfaction
> Approaches and techniques
to follow in designing a questionnaire
> The proper sampling approach
> Common, useful means of
analyzing and reporting the survey findings
At the conclusion of the workshop the project team asked TFG to assist
them in the design and facilitation of the total project.
Initiatives designed and implemented by
The Focus Group
In partnership with the project team, TFG:
> Developed an in depth interview
questionnaire
> Visited and conducted approximately
twenty interviews with primary customers
> Conducted telephone interviews
with twenty five other customers utilizing the same survey tool
> Analyzed the results and
prepared a summary report of the findings
> Developed a mail survey
instrument based on the previous interview results which was mailed to approximately
800 customers
> Analyzed the results of
the mail survey and delivered to the client a written report of the findings
with recommendations
Outcomes of the initiatives:
> The senior management team
prioritized the customer findings in order to establish priorities
> A team composed of operations
managers in conjunction with the project team made recommendations for addressing
the priority issues
> A significant series of
improvement initiatives were undertaken within the organization through cross
functional teams
> The organization received
significant positive comments from its customer base regarding both the nature
of the survey and the follow through
> The organization has continued
this CSM process with ongoing, periodic enhancements