Taking Care of Customers: Voice of Customer Tools to Increase the Performance of Organizations

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Recommended: Theories on customer loyalty

Customers want to be heard, be understood, feel important, and feel energized when they patron an establishment. Emotions play an important role in the service process for customers and are triggered by factors associated with the levels of intentionality within a business to care for the customer (Svari & Olsen, 2012). Financial growth, profitability and organizational growth are directly impacted by an ability to service the guest is a way that have a positive effect on their emotional drive to “want” to return. In the case of Chipotle Mexican Grill (CMG), since 2010 cash flow has increase 29%, ROI has improved 1% to 17.81%, gross margins reached an all-time high of 26.6%, and EBITA growth in fiscal 2013 supported a 52% return on capital investments ("Yahoo! Finance," 2014). The results that CMG has been able to produce are driven by their ability to service their customer on the basis of value, belief in their product, and superior service. So, how are organizations able to understand how the emotions of a guest are affecting their business? Voice of customer tools enables businesses to see and understand these emotions. These tools assist in understanding the relationship amongst the quality of service and food, pricing and value, customer satisfaction, and behavioral intentions (Jin & Prybutok, 2008). The purpose of this report is to provide insight on how voice of customer tools and technologies has created a means of improving managerial control and operational improvement in the service industry.
Understanding Voice of Customer
Customers are constantly assessing a business’ ability to service the guest from a product quality, service, cleanliness and operational point of view. According to Lowenstein (1993), “as ...

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...ity management Journal, 15(2), 35-50. Retrieved from https://csuglobal.idm.oclc.org/login?url=http://search.proquest.com.csuglobal.idm.oclc.org/docview/213616075?accountid=38569
Qin, H., & Prybutok, V. (2009). Service quality, customer satisfaction, and behavioral intentions in fast-food restaurants. International Journal of Quality and Service Sciences, 1(1), 78-95. http://dx.doi.org/http://dx.doi.org/10.1108/17566690910945886
Service Management Group (SMG) launches new customer satisfaction program for Payless ShowSource. (2002). Retrieved from http://search.proquest.com.csuglobal.idm.oclc.org/docview/449023371/F1CC97990D31484BPQ/2?accountid=38569##
Svari, S., & Olsen, L. E. (2012). The role of emotions in customer complaint behaviors. International Journal of Quality and Service Science, 4(3), 270-282. http://dx.doi.org/http://dx.doi.org/10.1108/17566691211269585

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