Passive Data Gathering
A low cost solution for
identifying customer service
gaps.
Passive Data Gathering
• Define Passive Data Gathering
• Explain Three Components of
Passive Data Gathering.
• Nuts & Bolts of Passive Data
Gathering
…Continued
• Real Life Examples
• Brainstorming Exercise
• Create Your Own Questionnaire
PDG Defined
Passive Data Gathering –
Customer initiated
feedback on performance.
Three Components to
PDG
• Mechanism for Feedback
• Feedback Loop
• Corrective Action
Mechanisms for Feedback
• Complaint Cards
• 1-800 number or hotline
• Electronic form on the company
website
• Email address for customer
feedback
Feedback Loop
Customer
Management/Decision makers
Employees Notified
Corrective Action
• Have procedures in place to
implement changes to correct
gaps in customer service.
Nuts & Bolts of PDG
• Low Cost to Operate
• Subject to Non-response Bias
• Identify Gaps in Customer
Service
• Non-customers are excluded
Low Cost
• Data gathering can be
incorporated into daily
operations.
Non-Response Bias
• Customers must have cause to
initiate response
Gaps In Service Quality Model
Personal needs
Word of mouth
communications
Past experience
Expected service
Gap 5
Perceived service
Marketer
Service delivery
Gap 3
Translation of
perceptions into
service quality specs
Gap 1
Gap 2
Management
perceptions of
consumer expectations
Gap 4
External
communications
to consumers
Customers Only!
• Data is limited to only customers.
Real World Examples
• Dairy Queen Example
• BestWebBuys.com example
Dairy Queen
• Fast-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 information
DQ Customer Feedback Website
DQ Customer Feedback Website
BestWebBuys.com
• BestWebBuys.com is a shopping
service website – Shopping bot
• Passive Data Gathering on
vendor timeliness and service
– Data is made available to users of
the service
BestWebBuys.com
BestWebBuys.com
Brainstorm
• 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?
Design Your Own
Questionnaire
Summary
• Low Cost way to gather
customer feedback
• Must have Feedback
loop/Corrective action to be
effective
• Keep feedback questions short
and simple
Works Cited
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