Use customer expectation and service quality lenses to prioritize VOC actions.
Basic need, performance need, or delighter? Kano lens Stabilize basic needs before funding delighters. RATER What service quality dimensions can help code VOC? Common SERVQUAL memory cue. SERVQUAL Client says: Let's add proactive texts first; they will delight customers. Refund accuracy complaints are still high. Your line I like the text pilot, but Kano says delight will not compensate for a broken basic. Let's stabilize refund accuracy first, then pilot texts on the clean path. Innovation language can distract from basic reliability failures. The response supports innovation while sequencing it after the basic need. Which VOC issue usually gets priority:…
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