A simplified lean method to capture customer voice
International Journal of Quality and Service Sciences
ISSN: 1756-669X
Article publication date: 6 July 2010
Abstract
Purpose
This paper tested a model to collect the voice of the customer to improve service delivery in call centers using the concept of failure demand. Customer responses are quantified for improvement in service delivery. There are many academic studies reporting effective and validated research methodologies to measure service quality. However, these methods are complex and unwieldy. The purpose of this paper is to adapt the lean service concept of working from the customer's viewpoint – to measure, then improve customer satisfaction, and thereby reduce costs.
Design/methodology/approach
A checklist of best practices for call centers was developed from the literature and multiple iterations used to develop a three part call evaluation system to include value demand, failure demand, not able to determine, and value demand as stated by the customer.
Findings
The findings indicated that the value/failure demand measurement system was useful and many failure demand occurrences occurred.
Research limitations/implications
This paper is limited to service providers in call centers and their managers. Call center operators logged customer perceptions so it has the potential to lack objectivity.
Practical implications
Service providers need simple tools to assess operations, improve quality, and efficiency. This paper will assist in the development of an easy‐to‐use and generic tool for the continuous improvement of services.
Originality/value
The paper is one of very few studies that use the actual customer voice to measure failure demand and call centers can apply this process.
Keywords
Citation
Teehan, R. and Tucker, W. (2010), "A simplified lean method to capture customer voice", International Journal of Quality and Service Sciences, Vol. 2 No. 2, pp. 175-188. https://doi.org/10.1108/17566691011057348
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited