1. Passive Data Gathering A low cost solution for identifying customer service gaps.

2. Passive Data Gathering Define Passive Data GatheringDefine Passive Data Gathering Explain Three Components of Passive Data Gathering.Explain Three Components of Passive Data Gathering. Nuts & Bolts of Passive Data GatheringNuts & Bolts of Passive Data Gathering

3. …Continued Real Life ExamplesReal Life Examples Brainstorming ExerciseBrainstorming Exercise Create Your Own QuestionnaireCreate Your Own Questionnaire

4. PDG Defined Passive Data Gathering – Customer initiated feedback on performance.

5. Three Components to PDG Mechanism for FeedbackMechanism for Feedback Feedback LoopFeedback Loop Corrective ActionCorrective Action

6. Mechanisms for Feedback Complaint CardsComplaint Cards 1-800 number or hotline1-800 number or hotline Electronic form on the company websiteElectronic form on the company website Email address for customer feedbackEmail address for customer feedback

7. Feedback Loop Management/Decision makers Employees Notified Customer

8. Corrective Action Have procedures in place to implement changes to correct gaps in customer service.Have procedures in place to implement changes to correct gaps in customer service.

9. Nuts & Bolts of PDG Low Cost to OperateLow Cost to Operate Subject to Non-response BiasSubject to Non-response Bias Identify Gaps in Customer ServiceIdentify Gaps in Customer Service Non-customers are excludedNon-customers are excluded

10. Low Cost Data gathering can be incorporated into daily operations.Data gathering can be incorporated into daily operations.

11. Non-Response Bias Customers must have cause to initiate responseCustomers must have cause to initiate response

12. Management perceptions of consumer expectations Management perceptions of consumer expectations Translation of perceptions into service quality specs Translation of perceptions into service quality specs Service delivery Perceived service Expected service Word of mouth communications Word of mouth communications Past experience Personal needs External communications to consumers External communications to consumers Gap 4 Marketer Gap 5 Gap 3 Gap 2 Gap 1 Gaps In Service Quality Model

13. Customers Only! Data is limited to only customers.Data is limited to only customers.

14. Real World Examples Dairy Queen ExampleDairy Queen Example BestWebBuys.com exampleBestWebBuys.com example

15. Dairy Queen Fast-food FranchiseFast-food Franchise –The store surveyed did not have comment cards –The Website had a form for feedback The form was long and required too much personal informationThe form was long and required too much personal information

16. DQ Customer Feedback Website

18. BestWebBuys.com BestWebBuys.com is a shopping service website – Shopping botBestWebBuys.com is a shopping service website – Shopping bot Passive Data Gathering on vendor timeliness and servicePassive Data Gathering on vendor timeliness and service –Data is made available to users of the service

19. BestWebBuys.com

20. BestWebBuys.com

21. Brainstorm How can Passive Data Gathering be implemented at your firm?How can Passive Data Gathering be implemented at your firm? –What medium to use for feedback? –How will feedback get to managers? –How will corrective Actions be implemented?

22. Design Your Own Questionnaire

23. Summary Low Cost way to gather customer feedbackLow Cost way to gather customer feedback Must have Feedback loop/Corrective action to be effectiveMust have Feedback loop/Corrective action to be effective Keep feedback questions short and simpleKeep feedback questions short and simple

24. Works Cited Sampson, Scott E., “Ramifications of Monitoring Service Quality Through Passively Solicited Customer Feedback.” Decision Sciences 27 (1996) 600 – 620. Sampson, Scott E., “Ramifications of Monitoring Service Quality Through Passively Solicited Customer Feedback.” Decision Sciences 27 (1996) 600 – 620. Foster, S. Thomas. Managing Quality. Upper Saddle River: Prentice Hall, 2001 Foster, S. Thomas. Managing Quality. Upper Saddle River: Prentice Hall, 2001