3.1b(1) C4
V determines customer satisfaction, dissatisfaction,
and engagement primarily through integration of information
gained from surveys, focus groups, and comment cards. As noted
in 3.1a(1), methods differ among customer groups and market
segments. Dissatisfaction is measured primarily through low
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scores on satisfaction surveys, complaints received, and negativity
on social media. Memorials personnel are the benchmark for
satisfaction within C4
V, and VIVC personnel engage as instructors
for “The Experience of the Veteran” classes. All results flow into
the C4
V Data Warehouse to capture information, and PMARS
enables analysis by DataFACTS and process owners. In addition
to the coding system used to note source, type, and topic of
feedback, the system also prompts entry of the type of service
and whether the comment is negative, neutral, positive, or mixed.
An improvement, based on the IDEALS analysis of both CRMS
and PMARS, incorporated a thesaurus database, so that feedback
can be aggregated by key words or “close matches” to better
identify trends.