Evaluation of the Most Frequented Forms of Customer Feedback Acquisition and Analysis

Knowing and analyzing customer requirements is a constant challenge in quality management. Organizations can use various forms to identify and analyze these requirements. The most commonly used tools include complaint analysis, observation of customer behavior, like/dislike questions, questions about feelings, general questionnaires, external and internal focus groups, attributive satisfaction measurement and statistical analysis. This paper aims to explore the extent to which these techniques are associated with the organization’s resultant success. The results are based on a survey and the data are processed by standard statistical procedures. Individual analyzes pointed out to the fact that in terms of the market situation there are four groups of organizations. One of them, named as “innovators”, uses mostly semi-open forms of customer feedback acquisition and analysis. The success of the organization is a relatively broad concept, and the generalization of its predictors is not entirely possible. The submitted paper provides an objective view of forms of customer feedback analysis as an opportunity for organizational competitiveness.