Many different methods exist for collecting data from customers to help service providers develop service offerings. However, the type of data collected, how it is collected, and finally, how the data is analyzed can make the difference between the development of a service that is successful versus one that is not. Focus on data collection methods employed as a means for capturing the voice of the customer.

Select 5 methods that you would consider to be ideal for gathering input from customers and minimizing misunderstanding of customer requirements. Evaluate each against the 7 criteria for an effective service research program and summarize your findings.

7 criteria for an effective service research program ^

5 methods ^

Includes both qualitative and quantitative research. Includes both expectations and perceptions of customers. Balances the cost of the research and the value of the information. Includes statistical validity when necessary. Measures priorities or importance of attributes. Occurs with appropriate frequency. Includes measurement of loyalty, behavioral intentions, or actual behavior. Costs of Information Time - LOW Qualitative/ - Quantitative Monetary Qualitative Low Frequeno Contra Qualitative Low Moderate Periods Type of Research Primary Research Objectives Complaint To dentity attend to dissatisfied solicitation Customers To identify common service failure points Critical incident To antify "best practices at transaction studies level To identify customer requirements as input for quantitative studies To identify common service failure points To identify systemic strengths and weak- nesses in customer contact services Requirements To identify customer requirements as input research for quantitative research Relationship To monitor and track service performance surveys and SERVQUAL To assess overall compeny performance surveys compared with that of competition To determine links between satisfaction and behavioral intentions Qualitative Moderate Moderate Periodi Quantitative Moderate Moderate Anne To assess gops between customer expecta- tions and perceptions Trailer calls or posttransaction surveys Low Low Continues to obtain immediate feedback on perfor Quantitative mance of service transactions To measure effectiveness of changes in Service delivery To assess service performance of individuals and teams Social media To use as input for process Improvements To identify common service failure points To identify tend to dissatisfied customers To encourage word of mouth To measure the impact of other advertising Qualitative and Low Moderate contro quantitative Costs of Information Qualitative/ - Type of Research Primary Research Objectives Quantitative Monetary Time Frequency Service expect to create dialogue with important customers Qualitative Moderate Moderate Annual tion meetings To identify what individual large customers and reviews expect and then to ensure that it is delivered To close the loop with Important customers Process To determine customer perceptions of Quantitative Moderate Moderate Periodic checkpoint long-term professional services during evaluations service provision To identify service problems and solve them early in the service relationship Market-oriented to research customers in natural settings Qualitative Moderate High Periodic ethnography To study customers from cultures other than America in an unbiased way Mystery To measure individual employee Quantitative Low Low Quarterly shopping performance for evaluation, recognition or rewards To identify systemic strengths and weak. Qualitative nesses in customer-contact services Customer panels To monitor changing customer Qualitative Moderate Moderate Continuous expectations To provide a forum for customers to suggest and evaluate new service ideas Lost customer To identify reasons for customer Qualitative Low Low Continuous research defection To assess gaps between customer expecta- tions and perceptions Future expecta- To forecast future expectations Qualitative High Periodic High tions research To develop and test new service ideas Database cus. To identify the individual requirements of Quantitative High High Continuous tomer research customers using Information technology and database information Includes both qualitative and quantitative research. Includes both expectations and perceptions of customers. Balances the cost of the research and the value of the information. Includes statistical validity when necessary. Measures priorities or importance of attributes. Occurs with appropriate frequency. Includes measurement of loyalty, behavioral intentions, or actual behavior. Costs of Information Time - LOW Qualitative/ - Quantitative Monetary Qualitative Low Frequeno Contra Qualitative Low Moderate Periods Type of Research Primary Research Objectives Complaint To dentity attend to dissatisfied solicitation Customers To identify common service failure points Critical incident To antify "best practices at transaction studies level To identify customer requirements as input for quantitative studies To identify common service failure points To identify systemic strengths and weak- nesses in customer contact services Requirements To identify customer requirements as input research for quantitative research Relationship To monitor and track service performance surveys and SERVQUAL To assess overall compeny performance surveys compared with that of competition To determine links between satisfaction and behavioral intentions Qualitative Moderate Moderate Periodi Quantitative Moderate Moderate Anne To assess gops between customer expecta- tions and perceptions Trailer calls or posttransaction surveys Low Low Continues to obtain immediate feedback on perfor Quantitative mance of service transactions To measure effectiveness of changes in Service delivery To assess service performance of individuals and teams Social media To use as input for process Improvements To identify common service failure points To identify tend to dissatisfied customers To encourage word of mouth To measure the impact of other advertising Qualitative and Low Moderate contro quantitative Costs of Information Qualitative/ - Type of Research Primary Research Objectives Quantitative Monetary Time Frequency Service expect to create dialogue with important customers Qualitative Moderate Moderate Annual tion meetings To identify what individual large customers and reviews expect and then to ensure that it is delivered To close the loop with Important customers Process To determine customer perceptions of Quantitative Moderate Moderate Periodic checkpoint long-term professional services during evaluations service provision To identify service problems and solve them early in the service relationship Market-oriented to research customers in natural settings Qualitative Moderate High Periodic ethnography To study customers from cultures other than America in an unbiased way Mystery To measure individual employee Quantitative Low Low Quarterly shopping performance for evaluation, recognition or rewards To identify systemic strengths and weak. Qualitative nesses in customer-contact services Customer panels To monitor changing customer Qualitative Moderate Moderate Continuous expectations To provide a forum for customers to suggest and evaluate new service ideas Lost customer To identify reasons for customer Qualitative Low Low Continuous research defection To assess gaps between customer expecta- tions and perceptions Future expecta- To forecast future expectations Qualitative High Periodic High tions research To develop and test new service ideas Database cus. To identify the individual requirements of Quantitative High High Continuous tomer research customers using Information technology and database information