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SW Special Interest Group  

George Mason University - Mason Enterprise Center-Fairfax

Aug 23    6:30 pm - 8:00 pm (GMT -5:00) EST

Using Non-Traditional Voice of the Customer Techniques to Measure and Manage the Customer Experience

Presented by Mr. John Goodman, Vice Chairman of Customer Care Measurement and Consulting (CCMC)

Tuesday August 23, 2016

6:30 - 7:00 PM - Networking & Pizza

7:00 – 8:00 PM – Program

 There is no cost to attend at Fairfax or Silver Spring

 The world is tired of the annual “Do you love us?” survey as well as the transaction survey.  At the same time, CCMC’s 2015 National Rage Study showed that more than 20 percent of consumers failed to complain, even once, about their most serious problem over the last year.  For less serious product and service issues only 3-30 percent of customers complain anywhere (depending on the issue and product). Surprisingly, this failure to complain is often more pronounced in Business to Business (B2B) or governmental market environments than in consumer markets.  No news is NOT good news! 

  •          What are some innovative ways of getting actionable customer feedback?
  •          How do you use the feedback to get the Finance and Operations executives to allocate funds to quality improvement? 

This presentation by John Goodman, who has worked with 45 of the Fortune 100 and over a dozen State and Federal government agencies, will discuss three of the most interesting non-traditional approaches that instigate action.

Mr. John Goodman is Vice Chairman of Customer Care Measurement and Consulting (CCMC).  CCMC’s customer satisfaction and loyalty surveys and analytics have been used by over 40 of the Fortune 100 companies to produce a better ROI from their investments in customer experience.   John has managed more than 1,000 separate customer service and customer experience studies, including:

·         White House sponsored evaluation of complaint handling practices and

·         Studies of word of mouth and consumer education sponsored by Coca-Cola USA.

He originated the well-known lessons, “it costs five times as much to win a new customer as to keep an existing one” and “twice as many people hear about a bad experience as a good one”. 

The American Management Association published his second book, Customer Experience 3.0, in August, 2014.  He has published eight articles in Quality Progress and has spoken on quantity and customer experience in 14 countries around the world.

Locations and Registration

 The presenters will be at George Mason University’s Mason Enterprise Center location with the presentation video/teleconferenced to the following locations:

George Mason University

Mason Enterprise Center-Fairfax

4031 University Drive, Suite 100, Fairfax, VA 22030


Host: Hung Ngo, Phone: 571-765-3333

US Food and Drug Administration (White Oak)

Building 66, Room G512

10903 New Hampshire Ave

Silver Spring, MD 20993
host: James Simpson, Cell: 301-996-4976

If you can host another location via VTC, please contact Hung Ngo (below)


Join online meeting: https://asq509.webex.com/asq509/j.php?MTID=mbe1b51c2d4c0cc7126819b7acedf6218

Meeting number:

805 274 863

Meeting password:


Join by Phone:

 Call-in toll number (US/Canada)

Access Code:  805 274 863

 Registration: Webpage: https://asq509.org/ht/d/PreviewSurvey/i/116742

 You must register by noon on Monday, August 22nd.  If you cannot attend at any location, select telephone dial-in when you register.  FDA (Silver Spring) cannot host non-citizen visitors.  If not a US citizen, please provide your title, employer, and address.  Allow 2 business days for registration before the meeting.


For registration problems or further information contact Hung Ngo at: or 571-765-3333

Software SIG Chairpersons: Hung Ngo (ASQ 509), Kristine Hejna (ASQ 511), Rhonda Farrell (IEEE-CS). 

Software SIG Committee:

Salwa M Abdul-Rauf, Farzad Aidun, Scott Ankrum, Aaron Dagen, Richard Eng, James L. de la Houssaye, Chris Jones, Lance Kelson, Alfred Kromholz, Mary E. Lewis, James M. Simpson

Sponsored Jointly By: The American Society for Quality (ASQ), Washington DC & Maryland Metro Section (509) & Northern Virginia Section (511) Software Special Interest Group (SW SIG); and IEEE Computer Society (IEEE-CS), Washington, DC & Northern Virginia Chapters.  Members of the ASQ SW SIG include software quality professionals, software engineers, and others interested in applying quality principles to the field of software development.  See our web page: https://asq509.org/ht/d/sp/i/2499/pid/2499.  We meet every month in person, as well as with VTC to other locations.


Our Next Meeting: Tuesday, September 27, 2016