1. Charming Shoppes’s Jeffrey Liss gives the following example of VOC input: “Suppose a customer says ‘I really love going to Fashion Bug, but I don’t like sorting through all of the jeans to find the ones that fit me well.’” Is this customer’s experience good, bad, or some of each? What were the words in the Liss quotation that led you to this conclusion? If Fashion Bug hears the same or similar reaction from many other customers, what should it do with this information?
2. A major theme of this chapter is the use of information to obtain a competitive advantage. Do VOC programs help to provide a competitive advantage? Why or why not?