Using customer opinions to improve operations of a multinational company

Date of publication: September 1, 1999


This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research. The paper describes how qualitative and quantitative measures from face-to-face interviews carried out across the world are integrated in reports which help Nokia Telecommunications improve standards of service in a very demanding and turbulent market. It shows the importance of understanding customer requirements and of using ratings of customer satisfaction as a signpost to changing issues often generated by market and technical developments rather than as primary metrics.

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