A simplified lean method to capture customer voice

Purpose – This paper tested a model to collect the voice of the customer to improve service delivery in call centers using the concept of failure demand. Customer responses are quantified for improvement in service delivery. There are many academic studies reporting effective and validated research methodologies to measure service quality. However, these methods are complex and unwieldy. The purpose of this paper is to adapt the lean service concept of working from the customer's viewpoint – to measure, then improve customer satisfaction, and thereby reduce costs. Design/methodology/approach – A checklist of best practices for call centers was developed from the literature and multiple iterations used to develop a three part call evaluation system to include value demand, failure demand, not able to determine, and value demand as stated by the customer. Findings – The findings indicated that the value/failure demand measurement system was useful and many failure demand occurrences occurred. Research limitations/implications – This paper is limited to service providers in call centers and their managers. Call center operators logged customer perceptions so it has the potential to lack objectivity. Practical implications – Service providers need simple tools to assess operations, improve quality, and efficiency. This paper will assist in the development of an easy‐to‐use and generic tool for the continuous improvement of services. Originality/value – The paper is one of very few studies that use the actual customer voice to measure failure demand and call centers can apply this process.