Institutionalising customer‐driven learning through fully integrated customer feedback systems

Jochen Wirtz (Jochen Wirtz is Associate Professor, Department of Marketing, National University of Singapore, Singapore.)
Monica Tomlin (Monica Tomlin is Associate Director, Arthur D. Little.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Publication date: 1 August 2000


Most companies understand the importance of complaint handling, customer satisfaction measurement and service recovery, and many firms have systems and procedures to do at least part of these activities. However, few companies have implemented integrated customer feedback systems to systematically collect, analyse and disseminate the various types of feedback coming into the firm and guide customer‐focused learning, continuous improvement and process redesign. A key reason is the difficulties faced in integrating various systems and procedures. This paper focuses on how to design, and cost‐effectively run, a completely integrated customer feedback system (CFS) that ensures continuous learning and improvement in service quality, as well as productivity.



Wirtz, J. and Tomlin, M. (2000), "Institutionalising customer‐driven learning through fully integrated customer feedback systems", Managing Service Quality: An International Journal, Vol. 10 No. 4, pp. 205-215.




Copyright © 2000, MCB UP Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.