Exploring the customer feedback process

In today’s increasingly competitive market, it is important both to delight and to avoid disappointing the customers. Thus, it is of value to have a systematic process for obtaining feedback from the customers, not only as a basis for corrective action relating to current products, but also as vital input to the new product development process. How can we meet our present and future customers’ expectations, if we do not have a feedback process that handles available information? This study investigates how this feedback process functions, and it seeks potential improvement. Three organizations are studied, and data are collected through interviews and personal observation. The case studies are conducted as a collaborative project with three Swedish manufacturing companies and the Department of Total Quality Management at Chalmers University of Technology.

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