When it is time to develop, and eventually execute, an analysis plan for customer feedback data, the baseline question to answer is, "What is important to my customers?" A good answer to this question enables you to focus your organization's resources on areas with the largest impact on customer perceptions.
Be honest – do you see yourself as a change agent, or just in your assigned organizational role – be it business/operations manager, customer program leader, quality executive, etc.? Managers who are committed to customer changes must see themselves as the agents of change – or else those refinements simply won't happen in their areas of responsibility.
It's too bad simply learning that customer issues exist doesn't make the needed changes happen. Improvements are the hard part, whether you're running a global enterprise or the dry-cleaners in the neighborhood.
