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. In this assignment, you will focus on data collection methods employed as a means for capturing the voice of the customer.

Exhibit 5.1 in the text on pages 118 - 119 outlines fourteen different types of primary research used to collect requirements and feedback as a structured form of listening to the customer. But, select five methods that you would consider to be ideal for gathering input from customers and minimizing misunderstanding of customer requirements. Evaluate each against the seven criteria for an effective service research program and summarize your findings.

active customer Research Program Exhibit 5.1 Elements in an effective C for Services Dil Elements in an Costs of Information Time Frequency Qualitative! Quantitative Monetary Qualitative Low Low Continuous tion meetings and reviews Quote Low Moderate Peri Process evaluations cuotative Voderate Moderate Perci Quantitative Moderate Moderate A Type of Research Primary Research Objectives Complaint to identify attend to ostatic solicitation customers To identity common service folure points Critical incident To identity "best practices at transaction studies level Idently customer requirements as in of quantitative studies To identify common service failure points To identity 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 company performance compared with that of competition surveys To determine links between satisfaction and behavioral intentions To assess gaps between customer expecta- tions and perceptions Trailer calls or To obtain immediate feedback on perfor posttransaction mance of service transactions surveys To measure effectiveness of changes in service delivery To assess service performance of individua's and teams To use as input for process Improvements To identify common service failure points Social media To identify attend to dissatisfied customers To encourage word of mouth To measure the impact of other advertising Costs of Information pe of Research Primary Research Objectives Qualitativel Quantitative Monetary Time Frequency service expect alog with toortat customers O v e To identify what individual age customers Voderate Moderate expect and then to ensure that it's delivered To close the looo with important customers To determine customer perceptions of long-term professional services during Quantitative Moderate Moderate checkpoint Periodic service provision To identity service problems and solve them early in the service relationship Market oriented r esearch customers in natural settings Qualitative Moderate High Perioare 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 vacation, recognition or rewards To identify systemic strengths and weak Qualitative nesses in customer contact services Customer panels to monitor changing customer Qualitative Moderate Moderate Continuo expectations To provide a forum for customers to suggest and evaluate new service deas Lost customer To identity reasons for customer Qualitative Low Low Continue research defection To assess gaps between customer expecta tions and perceptions Future expecta To forecast future expectations Qualitative High High Perlod tions research of customers To develop and test new service ideas High Quantitative High Cont Database cus. To identify the individual requirements of tomer research customers using information technology and database Information Quantitative Low Low Continuous Low Moderate Controls Qualitative and quantitative active customer Research Program Exhibit 5.1 Elements in an effective C for Services Dil Elements in an Costs of Information Time Frequency Qualitative! Quantitative Monetary Qualitative Low Low Continuous tion meetings and reviews Quote Low Moderate Peri Process evaluations cuotative Voderate Moderate Perci Quantitative Moderate Moderate A Type of Research Primary Research Objectives Complaint to identify attend to ostatic solicitation customers To identity common service folure points Critical incident To identity "best practices at transaction studies level Idently customer requirements as in of quantitative studies To identify common service failure points To identity 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 company performance compared with that of competition surveys To determine links between satisfaction and behavioral intentions To assess gaps between customer expecta- tions and perceptions Trailer calls or To obtain immediate feedback on perfor posttransaction mance of service transactions surveys To measure effectiveness of changes in service delivery To assess service performance of individua's and teams To use as input for process Improvements To identify common service failure points Social media To identify attend to dissatisfied customers To encourage word of mouth To measure the impact of other advertising Costs of Information pe of Research Primary Research Objectives Qualitativel Quantitative Monetary Time Frequency service expect alog with toortat customers O v e To identify what individual age customers Voderate Moderate expect and then to ensure that it's delivered To close the looo with important customers To determine customer perceptions of long-term professional services during Quantitative Moderate Moderate checkpoint Periodic service provision To identity service problems and solve them early in the service relationship Market oriented r esearch customers in natural settings Qualitative Moderate High Perioare 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 vacation, recognition or rewards To identify systemic strengths and weak Qualitative nesses in customer contact services Customer panels to monitor changing customer Qualitative Moderate Moderate Continuo expectations To provide a forum for customers to suggest and evaluate new service deas Lost customer To identity reasons for customer Qualitative Low Low Continue research defection To assess gaps between customer expecta tions and perceptions Future expecta To forecast future expectations Qualitative High High Perlod tions research of customers To develop and test new service ideas High Quantitative High Cont Database cus. To identify the individual requirements of tomer research customers using information technology and database Information Quantitative Low Low Continuous Low Moderate Controls Qualitative and quantitative