
1. Introduction
In the competitive textile materials trading industry, The Client’s company, a leading FDI B2B company in Vietnam, has built a strong presence over the past eight years, ranking top 2 in the market. However, they faced a major business challenge—declining sales compared to both their competitors and their own performance in the same quarter last year. A key concern was that many clients switched to competitors.
The company lacked a CRM system, relying on in-person meetings, Zalo chats, and email to manage client interactions. Their local, provincial clients were not tech-savvy, making digital solutions less accessible. The business owner sought a strategic approach to uncover why clients left, why they chose competitors, and what could be done to win them back.
2. Problem
The primary challenges identified were:
Defective Shipments – Clients requested refunds, returns, or exchanges due to order issues.
Existing Clients Not Buying as Forecasted – Sales did not meet expected targets.
Internal Conflicts – Warehouse and sales teams clashed over shipment handling.
These challenges negatively impacted revenue, client trust, and operational efficiency.
3. Action Steps
To address these critical issues, The Client’s company partnered with SOSP Consulting. We implemented a Customer Feedback Analysis project, structured in five key steps:
Phase 1: Analyze Feedback
1. Define the Problems
Conducted in-depth interviews with 5 sales team members, 1 sales manager, and the business owner to gather qualitative insights on recurring challenges.
Analyzed historical sales reports and order tracking data to identify trends, patterns, and potential bottlenecks.
Categorized key issues based on initial observations, focusing on order fulfillment, delivery accuracy, and payment reconciliation.
Mapped out the key process flow using a SIPOC diagram with input from key stakeholders across the Sales, Warehouse & Delivery, and Accounting teams.
2. Gather Data & Insights
Arranged in-depth interviews with selected clients.
Conducted a phone survey targeting existing clients with orders in the last 12 months.
Used a Pareto analysis to prioritize the most frequent issues affecting customer retention.
3. Categorize Feedback
Created a taxonomy for customer issues, segmented into:
Booking issues
Delivery issues
Product issues
Packaging issues
Payment issues
Refund issues
4. Root Cause Analysis of Customer Feedback
Applied the 5 Whys framework to uncover underlying issues behind defective shipments and customer dissatisfaction.
Used a Fishbone Diagram to map out potential causes, including logistics, product quality, and communication gaps.
Analyzed warehouse and sales team processes to identify inefficiencies.
Combined with Data & Insights, we also conducted a deep dive into specific orders and client buying history via emails, Zalo chats, and invoices.


5. Present Customer Feedback Report
Based on the analysis, we identified the top root causes:
Defective Shipments:
Low-quality product
Wrong product delivered
Expired product
Missing products in shipment
Existing Clients Not Buying as Forecasted:
Not reaching MOQ (Minimum Order Quantity)
High product price
Unavailable product or brand
Low seasonal demand
Clients still have inventory
Internal Conflicts Between Warehouse & Sales Teams:
Lack of documented alignment
Miscommunication and misunderstandings
Failure to follow internal processes
Unclear scope of responsibilities
Overloaded team members
Personal conflicts affecting collaboration
4. Results
The customer feedback analysis provided valuable insights, enabling data-driven decision-making. The Client’s company gained a clear understanding of client dissatisfaction and internal inefficiencies. This report became the foundation for improvement initiatives.
Phase 2 - Implement Improvement Projects
With actionable insights in place, Phase 2 will focus on implementing strategic improvements to resolve identified issues and improve customer retention, using BPMN & Lean 6 Sigma principals (To be covered in a separate case study.)
Are you facing similar challenges in your business?
Let SOSP Consulting Group help you turn feedback into growth strategies. Contact us today for a free consultation!
Learn more: https://www.sospgroup.com/service-page/customer-feedback-analysis?referral=service_list_widget

Comments