Using the QFD concept to resolve customer satisfaction strategy decisions

To achieve higher operating performance, many enterprises have implemented customer satisfaction (CS) activities. However, after collecting massive amounts of data, most enterprises still cannot make effective CS decisions. There are two factors involved in the difficulty in CS decisions. When collecting data, enterprises have trouble covering the wide scope of customer demands. Furthermore, it is difficult to prioritize the collected elements. The purpose of this article is therefore to modify the traditional quality function deployment (QFD) methodology and propose using “strategy value” as an effective decision basis for CS activities. The use of “strategy value” can strongly supplement the lack of “importance” and “performance” in the traditional analysis. A case study involving an enterprise's strategy decisions is used to analyze the proposed concepts and methodology. The results from this study will facilitate enterprises achieving more effective CS strategy decisions and generally increase the probability for CS success rates among enterprises.