Using Customer Opinions to Improve Operations

Stephen Connell and Kurt Engelvuori

This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research.

Using Customer Opinions to Improve Operations of a Multinational Company. Some People are Never Satisfied

Stephen Connell MORPACE International Ltd. United KingdomKurt Engelvuori Nokia Telecommunications Finland

BACKGROUND

Nokia has achieved a unique place in the world's telecommunications industry. The company was founded in 1865 in Finland as a paper maker that later developed into a diversified manufacturing group whose products included chemicals and rubber. By 1967 it had formed an Electronics Group which employed 460 people. It has since focused on telecommunications, divesting itself of other businesses; and in 1998 had sales of 13.3 billion...

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