What are the common challenges and pitfalls of implementing voice of the customer in quality control?

Departments Silos: If different departments (e.g., marketing, product development, customer service) don't work together to utilize VOC data for quality control, valuable insights can get lost or misinterpreted. Misunderstood Priorities: Without clear alignment on priorities, organizations might focus on VOC data that aligns with departmental goals (e.g., marketing might prioritize positive brand mentions over quality control issues) rather than using it holistically to improve overall quality.

Lack of alignment. Data overload. Lack of action. Cultural barriers. Be the first to add your personal experience. Ethical issues. Be the first to add your personal experience. Here's what else to consider.

Desafios comuns ao implementar a voz do cliente no controle de qualidade incluem a dificuldade em capturar feedback representativo e a integração eficiente dessas informações no processo de melhoria. Além disso, pode haver resistência interna à mudança e dificuldade em traduzir feedback qualitativo em ações práticas. A gestão eficaz dessas questões é crucial para alinhar o controle de qualidade com as expectativas reais dos clientes.

One thing I've found helpful is to visualize and analyze VOC data is starting with an N gram word cloud or a packed bubble chart. The quick visualization of most common words and phrases gives a snapshot idea of what we are working with and helps with the prioritization process, identifying a starting point. Overwhelm happens when we have data overload and a quick visualization of the data allows us to take the first step, prioritization and allows us to start the sort and sift process to create meaningful solutions in quality control.

This is true in every area of business - knowledge is only a small part of the equation, action is where the magic happens. Data collection without action means nothing changes. We have seen overwhelm turn into inaction. For those businesses beginning this process, choosing a couple key priorities to focus upon addressing that will move the needle the most is essential. If we set action plans to one or two opportunities to improve with identified key indicators, we are able to take a step by step approach to improvements or changes in products or processes, essentially eliminating the overwhelm and creating positive momentum.

A big question for me relates to the mechanism being used for people to express Voice of the Customer (VOC). We see vocalisation on “quality” through platforms like Facebook. Whist social media chat might give useful insights on quality failure, including food safety, the challenge is how we use this “data” or is it worthless as without validation of authenticity? Not sure if it is a reality but I have heard of (potential) use of social media as VOC in terms of foodborne disease issues, on the basis that “bad news” travels fast using this communication media. I am sure Brands may be damaged by unvalidated social media chat where a product is “rubbished” on this basis. It is all a question of “Trust”.