Where to Start

摘要

Toyota's recalls -- and the subsequent media blitz surrounding customer reaction, the automakers handling of the recall and the Congressional hearings with company executives -- have deleteriously affected the company's reputation for delivering high-quality vehicles. As a result, customer loyalty has taken a hit. Customer feedback programs refer to customer programs in which formal customer data are collected on customers' perceptions and attitudes about their experiences. For customer-centric companies, the strategy is directed at improving the customer experience. Governance is a system by which companies are directed and controlled. The strategy and governance of a customer feedback program provide high-level direction that creates an atmosphere in which the company's attention is directed at customers and their needs. The success of a customer feedback program does not rest solely on the management processes that support the program. In addition to corporate strategy and business process integration, the method of customer feedback data collection is crucial to a successful program.