“Aligning Customers’ Viewpoint Data With Organization Internal Indicators”
Abdulghani Al Najjar
Manager Quality & Business Processes
Bahrain Telecommunications Company – Batelco
Nowadays, organizations across the glob are swamped with data and statistics about
various aspects of their businesses. Collection of data is becoming the main role and
responsibility of many managers, sometimes, it is becoming a hobby just like stamps
collection.
There is no doubt or question on the fact that data collection process is an important
activity to any business, however, the process on itself does not add a real business value
if the data collected not co-related with other business indicators, and also, analysed to
draw attention to the root causes of the problems.
To achieve better customer service and to be of real value to the business, customers’
view data or what is normally called “customer satisfaction” survey results shall be aligned
with other organizational internal indicators or measures. The analysis of the data shall
then be carried out as an integral activity that encompasses all aspects of the business
that affect and influence customer viewpoint. Therefore, businesses must establish a
mechanism or a process that associate or link customers’ view point data with the
business indicators so that decision on improvement actions are taken based on an
informed situation.