True North starts this process by identifying potential problems to include in the study.  We prefer to review customer service notes and/or open-ended responses from NPS or other tools.  If these are not available, we may prefer to capture problems through qualitative methods.

The resulting list will be edited and perhaps modified by management.

The resulting list of potential problems will be added to a quantitative questionnaire.  The key elements of the questionnaire are 1) capturing the degree to which the problem is a burden to the respondent and 2) the frequency that the problem occurs.

The result is a grid similar to this one.  This framework provides a structure to identify which problems to address first.

With management’s input,  we can further refine the prioritization of which problems to address first by identifying the level of effort involved in addressing each problem.  Problems that take less effort to address, and are located in the upper-right quadrant should be attacked first.

Customers may leave due to problems they encounter with your brand.  Problem Detection identifies problems that may exist before customers leave.  It will identify those frequent nuisances as well as the infrequent big deals.