Using Social Media Voice Of Customers On House Of Quality

What is Social Media and Why is it Important?

One of the majorly influential aspects of the modern day is the impact of social media on the modern day world that has taken the world by storm. After analyzing the report of Nielson it can be evaluated that various aspects of social media have its impacts of the various aspects of the business from both the sides of the customers and the authorities (nielsen.com). Social media is defined as the computer-mediated technological creation that enhances the aspects of sharing information, ideas and careers in various expressive forms of the communities of the virtual world (Kaplan, Andreas and Haenlein 2012). The social media is immensely important in the modern life as without the readiness of the said source, the whole world seems to be stagnant in the modern day world. The following literature review cites the concept of social media along with its importance in the modern world. The impact of social media as a voice of customers is also stated in the following paragraphs that highlight the other aspects of social media as a voice of customers and its impact on the house of quality (Kietzmann et al. 2012). The various notions of implementing house of quality on the product development and the challenges that has been faced by the social media along with the recommendations for the same have been stated in the following paragraphs. At the end of the literature review, the literature gap has also been mentioned to highlight the aspects that have not been dealt with in the following part.

The concept of social media is based on the interactive tool that is used to communicate with the mass people in most of the world of the modern times. The various aspects of the social media deals with the different kinds of information and career decisions that is being done in the modern times namely information, ideas and career and other forms of interest prevalent on the social media (Sitaram, and Huberman 2012). The whole concept of social media is there by the use of the interactive web media servers and is different from the print-based social media by the amount of user interaction and frequency in which the whole theme reaches the audience.

The whole concept of social media is gaining popularity with more number of the social media channels being introduced and more number of teenagers interacting with the world through their social media channels. The importance of social media lies in the fact that according to 2015 survey by the United States, it has been seen that more than 71% of the teenagers have their Facebook account and are connected to the some of the forms of social media like Google+, Myspace, Instagram and others (Zheng, and Gretzel 2013). They are accounted to being more than 60% on the profiles in the age group of 13-17 years in the various parts of the world with the majority being in United States (Nick 2012).

Social Media as Voice of Customers

For the tech-savvy teenagers to the business world that are operating in the modern world, the importance of social media is prime and holds much importance in the world. The following are the reasons for the importance of social media in the world –

• The importance of social media lies in the fact that it is easily available to most of the people working in the business. In addition, the social media serves to be the meeting destination for most of the internet-loving people who are there in the market (Zheng, and Gretzel 2013).
• The importance of social media lies in the fact that it is used by a majority of the people both from the young and the old generation which make it a suitable point for reaching a major section of the population in the meantime (Teresa et al. 2013).
• The social media make it easy for the companies and organizations to reach the clients and the customers without the intervention of the third party people making it one of the potential parts.
• The cost of advertising in the social media channels is comparatively lesser than the conventional advertising tools like television and other print media making the social media way more important in the matter (Danah 2014).
• The social media is important by the use of Search Engine Optimization which means to narrow-down the audience limit and reach the potential audience of the sector in a much better and efficient way (Eric, and Karahalios 2013).
• The importance of social media lies in the fact that it helps to build a strong relation status between the employees and the authorities and the various parts of the employees in terms of their relationship
• Social media helps the people to get an effective insight into the brand and the lives of the other people who they might be interested in. This is one of the major ways to silently know about the lives of the people and also let others know about the way the task is being conducted (Andreas and Haenlein 2012).
• Social media is integrated in the public relation policy of the companies and the celebrities that help to connect the audience and the other facts in the same manner.
• The target audience and the engagement is being done in the same manner as to make sure that each of the people engaged in the task is being adhered the same benefits of the importance of social media.
• Updates for the different types of the information and company which in turn can help others in the matter is one of the most effective information for the social media operations and holds an important place in the lives of the audience (Goetsch and Stanley 2014).
• The promotion of various types of things can be done in the social media and through the various channels of social media which make it one of the potential sources of the importance of social media.

Social media along with the various other means of the importance and uses is being regarded as the voice of the customers in majority of the terms (Danah 2014). The social media is important in the fact that most of the customers in the business world can express their grievances and other problems that they are facing in terms of the social media that is being done. The aspect of social media in the business world is seen to be one of the most effective means to communicate with most of the customer and other people who are involved in the business (Marcus et al. 2013). Previously the only way to express the grievances of the customer was to indulge in the customer care executive and give them the brief of the problems that they are facing in terms of the customer reviews and the product usage that they are taking upon. However, in the age of social media the whole theme of customer grievances has taken a wide turn as most of the companies are engaged in the social media advertising and business after employing their traits in the business of the times (Danah 2014).

Every big company in most of the sectors of the business shave their own official social media account in various business purposes which makes it one of the most effective in terms of the customer dealing and make sure that their engagement with the customer is on the point with every sense. The customers on the other hand have their own upper hand in such social media accounts where they can express both their positive and negative feedbacks in them which is visible to most of the people operating the social media circle (Cass 2018). The official accounts of the companies makes sure to include as many of the information for the customers as required at the official accounts as that makes sure to be included in the customer reviews and plans as required (Danah 2014). The customers can surely express their problems and satisfaction issues as has been anticipated which makes it one of the vital aspects of the customer voice as deemed by the customer service.

Using Social Media in Businesses

The customer service of the companies and the business organization are not always satisfactory for dealing the clients and also make sure to be included in the social media circles for the better implementation of their grievances and dealings (Angella and Ko 2012). The phone calls and other traditional means that has been employed by the customers for the convenience of their problems and other means to the business organization is being done in the same manner. The customer service cannot be very proactive all the time for dealing with the customers which makes it one of the most important points to include the social media channels in the customer voice quality (Danah 2014).

The social media acts as the voice to the customer which also means that the customers can tag or mention their desired company name in their profile and say a lot about their problems and benefits from the social media in the sector (Cheng, Ko, and Tseng 2013). The customers can also go to the business accounts of the companies and mention their names and problems and even directly message them in either Facebook or Instagram. Twitter is one of the best known social media channels that can be employed by the business companies for expressing their business spectrum and also making sure that their plans and programmes can be coordinated by every means to the social media channels (Cass 2018). The companies can handle then the customer problems and their queries with being implemented in the vital parts. The customers therefore can make sure to implement their own stands and other issues that can be done in their favour.

There are times when the customer expresses their problems to the customer care of the company and also makes adequate problem statements regarding the various kinds of issues that the customer can face in the longer period of time (Cheng, Ko, and Tseng 2013). However, due to all these issues it becomes imperative for the people who are buying or taking the service from the brand to have their levels of interest and expectations from the brand which sometimes the brand fails to address. This results in customer dissatisfaction and anger which ultimately results in their venting out on social media which is again one of the best ways to make the brands address the issues in the longer period.

The brands in turn makes sure that the customers are not dissatisfied in the process of customer dissatisfaction and also makes sure that the customers have their levels of interest in the brands prolonged for the majority of the times (Cass 2018). The brands intervene in the process of the brand and also make sure that the customers have all their queries answered in the prolonged time span. They either make sure to indulge in problems that are received by the customers or acknowledge the various complaints and queries given by the customers in the long time span (Cheng, Ko, and Tseng 2013). These in turn help the customers to be really interactive with their customer base and also make sure to have the level of loyalty with the brand.

The Importance of Social Media in the Modern Business World

The social media is the voice of the customers of the brand which makes the importance of social media one of the most vital in the sense. The importance of social media lies in the fact that brands always strive to make their customers happy which in turn means that they are always ready to make efficient changes in their customer satisfaction plan (Tuten and Solomon 2017). The problems that are stated by the customer are meant to be addressed in the majority of the terms which make social media one of the most important points in the modern business world. When the customers delve out their queries and problems on the various channels of the social media, then the brands are liable to answer their problems and queries which make it one of the best possible methods to make sure that the customers are satisfied by the presence of social media and they are getting their queries and all other problems cleared in the same manner (Cass 2018).

Social media being the voice of the modern day customer base for venting out their queries and other problems on the public platform make sure to attract the views of the majority of the audience base and also make sure to have their voice heard (Cheng, Ko, and Tseng 2013). The customers being the most important factor of the business are treated with priority which makes their opinions matter the most to the authorities (Dorothea 2012). Therefore, the social media importance is way ahead as it makes sure that the voice and the reviews of the customers are heard and acted upon by the brands to attract the new customers and retain their older customers. This is one of the best marketing strategies in the sense.

House of Quality is defined as the diagram that represents that potential relationship between the customer reviews and queries with the capabilities of the product and firms in the longer sense. The diagram that symbolises a house means to address the problems and the solutions in terms of the relationship that is being addressed by the customer and the seller (Marcus et al. 2013). This is one of the famous and mostly used design tool that is being used in the management circuit of the modern times and also to make sure that the quality of the management is being maintained in the stagnant proportion. The concept is widely used to maintain the customer satisfaction regarding the quality of the products that is being addressed in the manner of the company and the clients (Marcus et al. 2013).

House of Quality – An Overview

The total concept of House of Quality was first introduced by the Japanese company Mitsubishi in 1972 at their shipyard style and the started its operation by Hewlett-Packard and other types of companies in the field of electronics, communication and other construction and rubber employees. The House of Quality is being used by the people who are using their services for the number of social related tasks like schools and other type of layouts that are used for their work and services provided to them by their own benefit (David and Davis 2014). The base of House of Quality is to make sure that the products that are being used by the customers should be designed and improved keeping the desires and the taste of the customers in mind. The House of Quality is determined for the people who are there for the purpose of marketing, designing and manufacturing and are worked in a close manner to make sure that the products are conceived in the market place (David and Davis 2014).

The House of Quality is a conceptual map that is used for the authorities and the managers of the company to have a basic sense of the inter-functional planning and communication plan. The people with various kinds of responsibilities and other factors can also utilise the plan done by the people to make sure to attract a large number of people in the different fields of the product world in the business scenarios. The major task for the development of the House of Quality is the use in Quality Function Development. The quality of the customer is to be developed to make sure that the people who have their demands in the products and services are to be assessed to access the same type of theory in the same manner.

The House of Quality is built on certain steps and ways which enables the house to be quality improvised for all and should be made to satisfy the needs and wants of the customer in the prolonged period of time. The House of Quality is considered as the Quality Development function which is considered as one of the advanced and foremost lean techniques. There are six steps for the formation of the House of Quality the analysis which are as follows –

• Identification of the demands of the customers – One of the major ways to make sure that the House of Quality is built is the identification of the demands of the customers. The customers are the major end of the business and so a proper identification of the customers is being done based on their demands which they do from the different house of product or services that they want to have (Mitreva et al. 2013). The identification of the demands helps the business houses to analyse the wants of the customers and to make sure that the products and services that are being developed by the people are also addressed in the same manner.
• Satisfaction of the customers – Another major aspect of the House of Quality is the satisfaction of the customer in the business of the times. The satisfaction of the customer is one of the major aspect which means that the major goal of the business houses is to make sure that the customers are satisfied with the services and products that has been provided by the companies and brands in the due course of time.
• Relationship – The relationship between the customer and the brand is another major aspect of the House of Quality that is to be maintained in the brand business and other aspects of the same manner (Mitreva et al. 2013). The relationship of the brand and the customer is one of the major reasons that make sure that the brand is giving their best to their clients. The relationship between the clients and the brands are strengthened due to the House of Quality as given by the brand.
• Development of ratings – The development of ratings is one of the major aspect that is being drawn on the House of Quality that is being given by the authorities in the present time. The development of ratings is being done by the people of the organization and the development of the ratings is being done in the well-manner. The development of ratings is one of the major aspect of the House of Quality.
• Evaluation of services – The evaluation of the services is again one of the major aspect of the House of Quality which is made sure in the organization. The evaluation of services is to be addressed in the manner to make sure that the quality of the work is being maintained in the house (Mitreva et al. 2013). The evaluation of services are being done by the authorities of House of Quality.
• Determination of the desirable attributes – The determination of the desirable qualities is made in the House of Quality as the desirable output  as with the amount of qualioties that are desirable to the core, it is mandatory for the people to have the specific amount of desirable quality in the whole matter.

As already mentioned house of quality is the concept of product development matrix which creates a relation between customers’ desire and quality of products. As per the report of Nielsen Social media in the current market scenario is one of the most effective platforms to connect the customers directly with business service providers (nielsen.com 2018). House of quality is the product development matrix which enables the service providers to understand which kinds of product can draw the attention of customers. Sashi (2012) stated that social media is one of the most significant platforms from where the service providers get to know current trend of market and the needs of customers. Six major steps are there in order to build house of quality and these are as follows:

• To identify the needs and demands of the customers
• Based on the customers’ needs the service providers should find out the quality of products
• Evaluate the way on how house of quality can satisfy customers’ needs
• Develop the product as per new market trend
• Evaluate competitors’ market threats regarding products and services
• Collect customers’ feedback whether they are satisfied with the product or not

Challenges in Implementing House of Quality with Social Media

As per the opinion of Tiago et al. (2014) it is observed that business experts tend to show their reluctant attitude in rendering product development and product diversification being unable to understand the competitors’ market growth. Consequently, the organization gradually starts to lose customers loyalty. In order to overcome this kind of situation, the business experts intend to implement house of quality matrix. Tsimonis, Georgios, and Sergios (2014) opined that with the help of this tool the product managers can develop their products in terms of quality, design and packaging. The significance of six major steps in product development is critically evaluated below:

Identify the needs and demands of the customers:

As opined by Munar, Ana Maria (2012), in quest of identifying the needs and demands of the customers the research and development team of an organization intends to make effective social media survey. In this survey the customers from various geographical backgrounds and attitudes intend to take major parts to give their point of views. As per their response the R&D team can get to know current market demand.

Verify the product quality:

Ayeh et al. (2012) stated that based on the necessary response from the customers the business experts intend to focus on identifying the flaws of products and its possible ways of development in order to meet their needs and demands. It is however undeniable that maintaining product quality as per current market trends is one of the most effective ways of building good relationship with customers.

The way on how house of quality can satisfy customers’ needs

The primary aim of implementing house of quality is to evaluate the customers’ demands along with verifying product quality. As commented by Kumar et al. (2013), if the quality of products fails to meet customers’ needs and demands the business experts fail to maintain their brand image and brand identity. However, house of quality is the tool or matrix with the help of which business experts can render product development in order to satisfy customers’ needs and demands.

Develop the product as per new market trend

Aral et al. (2013) stated that after identifying the shortcomings of the products the business experts can focus on developing product features as well as designs as per the current market trends. As a result, customers buying behaviour can be influenced highly.

Evaluate competitors’ market threats

One most significant aim of house of quality is to gain in-depth knowledge on competitors’ market threat. Moorhead et al. (2013) stated that organizations have to receive competitors’ market threat based on some of the most specific areas. The areas include superior quality of products, fast delivery of services, effective customer management system and so on. With the help of house of quality the business experts get the opportunity of analyzing the strengths of its competitors. Based on the strengths the business executives tend to revise their market strategy and policy.  

Recommendations for Implementing House of Quality with Social Media

Collect customers’ feedback

Ketter, Eran, and Eli (2012) commented that collecting customers’ feedback is one of the most significant ways of rendering product development. Providing superior quality of products and services is not the primary mission of a business organization. At the same time, the business experts have to focus on collecting customers’ feedback in order to evaluate the pros and cons of product quality. Meijer, Albert and Marcel (2013) opined that good feedback from the customers motivates the business experts in performing well. On the other hand, any kind of negative feedback regarding the product or price helps the business organization in improving their business strategy and policy for gaining competitive advantages.

In order to evaluate the phrase “Social media as the voice of customer on House of quality”, numerous eminent scholars have provided their own opinion regarding the importance of social media in engaging customers. Nielson has reported the fact that around 25% of social media users are female households (nielsen.com 2018). With the current trend of business the marketing and sales department does not have to go anywhere in order to gather customers’ feedback. Kwok, Linchi, and Bei (2013) commented that people in addition, belonging to different geographical backgrounds and attitudes can gain an in-depth knowledge and understanding about the products and services. Several ways are there on how social media can become the voice of customers and the ways are as follows:

• Connect people from different geographical boundaries:

Neiger et al. (2012) commented that the realm of social media is vast where people of diverse cultural backgrounds show their outlook towards specific products and services. In order to meet the needs and demands of the customers, service providers can launch their product in social media channels. As a result, business experts can get the scope of expanding the business in multinational countries.

• People of diverse cultural backgrounds and attitudes can share opinion:

Witkemper et al. (2012) stated that the cost of advertising in the social media channels is low in cost.  It is comparatively lesser than the conventional advertising tools. The cost of electronic media like television and other print media makes huge cost due to which business experts have to face immense challenges. However, promotional media tool is very much effective to grab customers’ attention. After evaluating this fact it is however observed that social media can gather customers’ feedback more immediately. Nicholls and James (2014) stated that on the other hand, the business experts do not get the scope of gathering customers’ response from electronic media channels. With the help of electronic media the customers cannot provide immediate feedback. In this kind of situation, social media gets major preferences than electronic media. On the other hand, people belonging to diverse cultural backgrounds and attitudes can raise their voice regarding product quality and service facility.

Literature Gap

It is undeniable that using social media as a voice of customers is not a easiest method for people. As per the point of view of Goh et at. (2013), service providers have to face immense challenges in interacting with the customers effectively as they do not have effective technological skill and competency. On the other hand, customers as well are from different religious and psychological backgrounds. In this kind of situation, they have to face challenges in using social media while providing effective feedback. Most significant challenges at the time of using social media as the voice of customers are as follows:

• Language barrier:

Papasolomou, Ioanna and Yioula (2012) commented that social media users are from various cultural and psychological backgrounds. Their way of approach and psychology differ from one person to another. While providing an effective feedback regarding product quality and services on behalf of the customers the service providers have to face innumerable challenges in understanding the language. In this situation, the service providers fail to analyze that feedback where the customers have used regional language. Lovejoy, Kristen and Gregory (2012) commented that language barrier has become a major issue for both the service providers and service users in using social media as effective communication tool.

• Psychological barrier:

Apart from language barrier psychological barrier is one of the most effective challenges due to which business experts fail to use social media platform as a means of customers’ voice. Nah, Seungahn and Gregory (2013) opined that people participating in social media tools are from various geographical backgrounds and psychological attitudes. Therefore, their way of product selection and choice of services differ from each other. Business experts have to receive different kinds of feedback from different customers. It is very confusing for a social media analyst to evaluate the feedback and come into a conclusion. In this kind of situation, psychological barriers create a major prevention in using social media as one of the most effective tools for gathering customers’ feedback.

• Lack of technological competency:

Vernuccio and Maria (2014) opined that sometimes it is observed that business experts are not always comfortable in operating advanced technology properly. In this kind of situation, the social media analyst of an organization has to take immense time in gathering customers’ response and providing them necessary feedback based on their response. In this situation, customers being unable to get possible feedback from the service providers show their reluctance in using products and services from this brand. Therefore, lack of technological competency is one of the most effective challenges due to which social media platform cannot be used effectively.

• Lack of in-depth research about customers’ current trend:

It is believed that the marketing and sales promotion team of a business organization has to be very much active in collecting data about current trends of market. At the same time, the business experts need to have detailed knowledge about competitors’ strengths and weakness based on which business strategy would be implemented. Bernhardt et al. (2012) commented that in real business scenario however, it is observed that the business experts do not intend to gather customers’ current trend by making an in-depth research. As a result, the market executives are unable to know competitors strengths and weakness. Social media is one of the most effective tools based on which the current trends of market can be analyzed. However, the lack of self efficacy in the research and development team is one of the most significant reasons due to which market evaluation process is getting affected immensely.

Paquette and Holly (2013) stated that after discussing the challenges it can be summed up that social media is one of the most active platform where the people from different geographical and psychographic backgrounds amalgamate to exchange their views and thoughts regarding products and services. In order to share opinion people belonging to multinational countries have to face immense challenges in sharing their views due to cultural barrier, religious barrier, linguistic barrier and psychological barriers. However, some of the most effective ways are there based on which the business experts can easily overcome those challenges and the ways are as follows:

• Rending multi-lingual flexibility among customer service executives:

In many cases it has been observed that customers’ service executives are very much accustomed with professional business language. While dealing with the target audience of different geographical backgrounds and attitudes it is however evaluated that those people are not comfortable in maintaining formal language. As commented by Castronovo, Cristina and Lei (2012), they have shown their flexible outlook in maintaining regional language while talking with the customer service providers regarding product and service quality. However, in order to overcome this kind of challenges the customer service management executives are instructed to render multi-lingual flexibility. As a result, the customers having language problem can easily communicating with the CRM executives by suing social media tools.

• Being flexible with both verbal and non-verbal communication:

It is one of the most effective solutions of overcoming linguistic barrier to grab both verbal and non-verbal communication. Erdo?mu?, ?rem and Mesut (2012) opined that verbal communication is the most significant process of communicating with the customers effectively. If the customers have to face challenges in using verbal communication, the business experts can focus on maintaining non-verbal communication as well. While interacting with the people through social media platform the business experts have to use non-verbal communication method especially written communication. As a result, both the service providers and service users would not have to face any challenges in interacting with each other.

• Making in-depth research and development on customers’ current trend:

Social media is the platform where customers of various religious backgrounds and psychological attitudes intend to share their views and thoughts regarding product and service quality. In Facebook pages the customers can provide their views through “likes” and “comments.” As a result, it becomes easier for marketing research team to gather sufficient data and information about the current needs and demands of the customers.

However, by implementing house of quality and gathering sufficient data about the customers purchasing behaviour, the business experts would be able to overcome the challenges of delivering low quality of products. Khan, Anas and Riad (2012) opined that with the dynamic growth of business process the taste of customers are changing gradually. In this kind of situation, competitors always keep on changing their business strategy and rendering product diversification for maintaining brand value in the market. In order to survive in the market amidst large number of competitors the business organizations would have to conduct in-depth research on current market trend. Data can be gathered from the feedback of respondents participating on social media tools. Automatically, service providers would get to know about the current needs and demands of the customers.  

• Rending product diversification for drawing the attention of international customers

A business organization while running their wings in the international market aims to meet two major targets primarily. Abeza et al. (2013) opined that either the organization focuses to restrict their business wings within regional market or the organization aims to spread out their business wings in the global market. While using social media tools the organization focuses to expand their business in the international market. As a result, both the customers and the service providers need to maintain effective communication. Okazaki, Shintaro and Charles (2013) opined that rending product diversification is one of the most effective ways of grabbing international customers. In being impressed with product variety and service quality the customers tend to show their interest in purchasing products. Automatically, the number of target audience will be increased and social media would expand its wings in different geographical backgrounds. As a result, both the service users and service providers would get equal benefits and facilities. The business experts would not have to face challenges in operating social media tools.

• Providing training on enhancing technological skills:

Nicholls and James (2012) stated that the business professionals should be given effective training for enhancing technological skills. In order to use social media as the voice of customers the business experts would have to provide effective training session based on which they can operate the advancement of technology and communicate with the customers effectively. While maintaining virtual communication the business experts sometimes have to face challenges in overcoming sudden technical barriers. Munar and Maria (2012) stated that proper training and development session on technological competency is effective enough in overcoming technical barriers. Customers on the other hand would not have to face challenges in receiving effective feedback from the service providers

Before evaluating the literature gap it can be summed up that the study has critically reflected detailed overview about the importance of social media as the voice of customers. Social media is one of the most significant platforms from where the service providers get to know current trend of market and the needs of customers. In addition, the impact of house of quality in rendering product development has critically evaluated in this very specific study. With the help of this tool such as house of quality the product managers can develop their products in terms of quality, design and packaging. In quest of identifying the needs and demands of the customers the research and development team of an organization intends to make effective social media survey. The study has evaluated the fact that if the quality of products fails to meet customers’ needs and demands the business experts fail to maintain their brand image and brand identity. This matrix can help in identifying the product flaws. After identifying the shortcomings of the products the business experts can focus on developing product features as well as designs as per the current market trends.

However, still this study is not devoid of some of its major negative effects. While discussing social media importance as a customers’ voice, the study has not described on how business service providers get benefits and facilities from social media tools. Therefore, the importance of social media is evaluated in this study from one particular perspective. On the other hand, the study could have focused to make detailed overview about the impact of social media in influencing consumers’ purchasing behaviour. In addition, the study has not provided detailed description about challenges in using social media as the voice of customers. This particular aspect could have been elaborated in more argumentative way by involving the opinion of numerous eminent scholars.

After evaluating the entire literature review it can be summarized that social media is immensely important in the modern life as without the readiness of the said source, the whole world seems to be stagnant in the modern day world. The overall concept of social media is there by the use of the interactive web media servers and is different from the print-based social media by the amount of user interaction and frequency in which the whole theme reaches the audience. Social media tool is one of the major ways to silently know about the lives of the people and also let others know about the way the task is being conducted. The official accounts of the companies makes sure to include as many of the information for the customers as required at the official accounts as that makes sure to be included in the customer reviews and plans as required.

The study has evaluated the fact that customer service cannot be very proactive all the time for dealing with the customers which makes it one of the most important points to include the social media channels in the customer voice quality. The customers therefore can make sure to implement their own stands and other issues that can be done in their favour. The brands intervene in the process of the brand and also make sure that the customers have all their queries answered in the prolonged time span. It is however observed that the customers being the most important factor of the business are treated with priority which makes their opinions matter the most to the authorities. While introducing the concept of The House of Quality the study has depicted that it is a conceptual map used for the authorities and the managers of the company to have a basic sense of the inter-functional planning and communication plan. The customers are the major end of the business and so a proper identification of the customers is being done based on their demands which they do from the different house of product or services. Lastly, the study has critically evaluated the challenges in using social media as a voice of customers along with providing its way of solution in overcoming the barriers of using social media.

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