BEST PRACTICES MATRIX
Understanding Markets and Customers

High USAGE Percentage of companies that use a practice Low

Quadrant IV Quadrant III Expected Adopt a broad definition of "customers" and apply customer satisfaction philosophy not only to internal customers and relationships between departments Track customer satisfaction using informal feedback Share customer satisfaction information widely within the company to stimulate change and improve performance Proactively seek ways to identify customer needs Make responding to customer needs a priority from top management that permeates the organization Formally identify and respond to your most important customers Proven Formally communicate performance against overall company goals to employees on a continuous basis Quadrant I Quadrant II Innovative Use customer evaluations or ratings Track customer satisfaction with formal market research-annual customer satisfaction surveys, performance relative to competitors, etc. Track customer satisfaction using external sources other than customers Make extensive use of quality-related tools to understand and solve problems impacting customers Record customer complaints in a database readily accessible to all employees Differentiated Include customer satisfaction-related measures in employee reviews Formally recognize and reward outstanding customer service Track customer satisfaction with internal operating statistics GAP High Degree to which the percentage of high-ROTA firms using a practice exceeds the percentage of all companies using it Low