Data Collection and Analysis: Using Social Media Voice of Customers on House of Quality

This chapter provides in-depth analysis on using social media as the voice of customers on House of Quality. Maybelline Singapore is used as an example to evaluate the impact of social media on product development and the barriers of using social media as a voice of customer.

Running head: DATA COLLECTION AND ANALYSIS
Data Collection and Analysis
(How to Use Social Media Voice of Customers on House of Quality)
Name of the Student
Name of the University
Author’s Note

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DATA COLLECTION AND ANALYSIS
Data Collection and Analysis
Introduction:
This very specific chapter has provided in-depth secondary analysis about identified
research issue. Use of Social Media as the Voice of Customers on House of Quality is the
primary concern of this particular study based on which reliable and valid resources are collected
by involving the opinion of numerous eminent scholars. Based on 6 themes associated with the
research topic collected data and information is evaluated critically. The entire thematic analysis
has involved the opinion of numerous contemporary scholars. The organization that is selected
for analysing data includes Maybelline Singapore, which is considered as one of the most
prestigious cosmetic brands occupying predominant places in social media
platform(maybelline.com 2018). As per market analysis review of IQ, Maybelline captured 59
million ‘likes’in the age of Instagram (digiday.com 2018).
Thematic analysis:
Theme 1: Social media as a voice of customer:
As per the opinion of Scott (2015), around 71% of the teenagers uses social media
platform as a source of collecting product information (nielsen.com 2018). With the emergence
of new technology the expectation level of the customers are getting improvised day by day. In
quest of meeting the needs and demands of the customers’ business experts have to improve their
marketing plans and policies in accordingly. After launching their business process
Maybellinehas started their tradition business store in the market of America. After getting a
huge response from the customers the business experts have decided to launch e-commerce
business process. Social media is the only platform based on which the marketing executives can

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DATA COLLECTION AND ANALYSIS
gather both service providers and users together. As per the business scenario of Maybelline, it is
observed that the marketing executives have introduced their products in social media pages for
drawing the attention of global customers. As opined by Ashley, Christy, and Tracy (2015),
superior quality of lipsticks, nail police, eye shadow, suns screen, make up kits, colossal liner are
available from the stores of Maybelline. In quest of acquiring brand image and brand identity the
organization has decided to select social media presence to get an instant reaction on behalf of
the customers.
On the other hand, customers initially did not get enough scope of providing their
feedback after purchasing products and services. The emergence of social media however has
become the voice of customers with the help of which the service providers can get response
regarding their products. The feedback can be either positive or negative. Based on the prior
response collected from the customers,the marketing executivesplan to amend their business
strategies. On the other hand, Tiago et al. (2014) differed the point of view that customers are
using social media platform in a negative way. As a result, the business expert of Maybelline is
getting misinterpreted in making their promotional strategy which reflects on the business
profitability enormously.
Graph: Maybelline social media presence
Theme 2: Impact of house of quality on product development
House of quality implies a product development matrix that signifies an inseparable
relation between customers’ desire and product of quality. Aichner, Thomas and Frank (2015)
opined that product quality is defined based on the customers’ actual needs and desire. If the
product is unable to maintain customers needs and demands the product quality is considered as

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DATA COLLECTION AND ANALYSIS
poor. However, house of quality is the matrix based on which the business experts intend to
identify the areas of customers’ preferences. With the major initiative of research and
development team of Maybelline, the business experts collect data about current market trend. In
case of launching the brand in social media, the business experts have focused on three important
factors which include product diversification, product design and product quality (Broekemier et
al. 2015). While analysing the ways of customer satisfaction it is observed that more than 50% of
the customers available on social media are in craze of product variety. After finding this data,
the marketing executives of Maybelline has decided to render product variety within services.
The product designers have invented several new varieties within products. For an
example, the variety that Maybelline has brought within their lipstick includes Maybelline
Colour Sensational Lipstick Pink Petal, Maybelline Super stay Lipstick in Kiss Me Coral,
Maybelline Colour sensational Lipstick in My Mahogany, Maybelline Colour sensational
Lipstick in Fruit Punch, Maybelline Colour Sensational Lipstick in Glamorous Redand so on
(maybelline.com 2018). As a result, the customers can get the scope of making a comparative
analysis among those shades. However, house of quality enables the business experts in
analyzing the scope of product development as per current trend of market. Therefore,
customers’ voice and response through social media is highly important for developing product
quality.
Theme 3: Interpersonal relation between social media and house of quality
As already mentioned, with the advancement of new technology the expectation level of
the customers are getting improvised day by day. In quest of meeting the needs and demands of
the customers’ business experts have to improve their marketing plans and policies in

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DATA COLLECTION AND ANALYSIS
accordingly. In quest of acquiring brand image and brand identity the organization has decided to
select social media presence to get an instant reaction on behalf of the customers. The business
expert of Maybelline is getting misinterpreted in making their promotional strategy which
reflects on the business profitability enormously. In case of launching the brand in social media,
the business experts have focused on three important factors which include product
diversification, product design and product quality. The ream of social media is vast and wide
that can easily draw the attention of people from different geographical backgrounds and
attitudes.
Theme 4: Impact of social media as a voice of customer for house of quality
The House of Quality focuses on the product development matrix, which is based on the
evaluation of the demand of the customers and the quality of the product offerings of the
enterprise. Kumar et al. (2016) stated that feedbacks from the customers, as implied by the voice
of customer help organizations in maintaining the standardization protocol as per the objectives
of the organizational sustenance while operating in the offshore markets. Social media plays an
important role through providing the customers with a platform of raising their voice as per the
needs so that the organizations might comply with the changes in the systems of the business
operations.
Zhang et al. (2014) stated that the intervention of the social media platforms has helped
in developing the organizational understanding of the needs of the customers while operating in
the offshore markets. Moreover, Valos et al. (2016) added that around 82% of the total samples
are prone to visit social media platforms for deriving information of the different available
products and the brands in the markets. Therefore, the integration of the organization with

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DATA COLLECTION AND ANALYSIS
different digital media platforms has enabled the organizational growth through mass awareness
at an affordable cost. Alt and Olaf Reinhold (2012) noted in the research that integration of the
social media platforms has helped in creating the maximum awareness among the target
customers.
Brands Influence of Facebook integration on enhancing
the rate of operations of the business
Maybelline 59 million likes
Estée Lauder’s 5 million likes
L’Oreal 27 million likes (Kristianto, Mian and Maqsood
Sandhu 2012)
(Source: Facebook. 2018)

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DATA COLLECTION AND ANALYSIS
( Source: Twitter. 2018 )

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DATA COLLECTION AND ANALYSIS
(Source: Facebook. 2018 )
The likes that are received by organizations in the social media platforms are based on
the performance and quality that is offered by the same while operating as per the demands. The
voice of the customers acts as a tool for bringing forth improvements in the organizational design
and design of products. On the other hand, Kristianto, Mian and Maqsood Sandhu (2012)
argued that the negative comments of the customers affect the brand name of the organizations
while operating in the offshore markets. The quality development objectives of the organization
are supported through the feedbacks that are retrieved from the customers. However, Zhang et al.
(2014) argued that the web is already overcrowded with the different contents from the various
organizations.

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DATA COLLECTION AND ANALYSIS
Maybelline has undertaken steps to integrate with the different social media platforms in
order to identify the concerns of the customers. The identification of the concerns of
organizations has helped in bringing forth changes in the line of products that are devised by the
brands. Alt and Olaf Reinhold (2012) stated in the research that some 28% of global marketers
believe that the social media integration of the organizations like Maybelline and L’Oreal has
helped in enhancing the product offerings and the quality management. However, Valos et al.
(2016) studied that some 32% of the negative comments that are provided by the customers has
affected the brand name of the organizations adversely. The digital promotions through different
social media platforms and the responses of the customers that are recorded by the organizations
have helped in bringing forth changes in the operations of the business.
` Kumar et al. (2016) stated that governance plays a major role in organizational
integration with the social media platforms. Suitable implementation of tools for governing the
social media platforms and the synthesis of the contents helps in maintaining the efficacy of the
functions of the business operations. However, Rydén, Torsten Ringberg and Ricky Wilke
(2015) stated that some 27% of the organizations lack proper governance which affected the
loyalty of the customers through the publication of inappropriate content. Mergel (2013) added
that the lack of proper feedback giving systems of the organizations affects the sentiments of the
customers while they provide their valuable feedbacks after utilizing the products through social
media platforms. Kristianto, Mian and Maqsood Sandhu (2012) stated that the lack of proactive
approach while responding to the feedbacks that are shared by the customers affect the objectives
of the organization that influences the social media integration. In this relation, Estée Lauder’s
suffered through the lack of customer loyalty due to poor responding systems of the
organization. Valos et al. (2016) stated that some 48% of the profitability of the organization is

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DATA COLLECTION AND ANALYSIS
affected through the lack of the proactive approach of responding to the queries of the clients.
The voice of the customers acts as a tool for bringing forth developments in the line of products
through the identification of demand of the customers and the different concerns relating to
quality management.
The content that is published in the social media platforms helps in making the target
customers aware of the different product offerings of the organizations. However, Rydén,
Torsten Ringberg and Ricky Wilke (2015) stated that the lack of proper communication with the
customers affect the smooth functioning of the systems of the business while operating in the
offshore markets. Alt and Olaf Reinhold (2012) noted that the quality of the developed product is
based on the different feedbacks that are retrieved from the customers through the utilizatipon of
the social media platforms. However, Mergel (2013) noted that 63% of the organizations are
affected by the negative promotions that are forwarded by the customers. Moreover, Marshall et
al. (2012) stated that the cultural clashes affects the promotional practices that are undertaken by
the organizations through social media platforms. For an instance, Shiseido faced an issue while
undertaking digital promotions of the product offerings, which was opposed by the German
customers due to differences in linguistic expressions. It has affected the sales volume of the
organization by 2.4% (Mergel 2013). Kumar et al. (2016) stated that the differences in the
languages has affected the social media integration objectives of the business. However, Zhang
et al. (2014) stated that apart from all the disadvantages, the social media integration of the
companies facilitates in identifying the different needs of the customers and thereby ensure
quality management. Integration of the organizations with different social media platforms has
helped in maintaining the efficacy of the systems through the identification of the concerns of the
customers.

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DATA COLLECTION AND ANALYSIS
Theme 5: Barriers of using social media as a voice of customer
Social media and its various digital platforms are a prevalent idea in current times which
help people to engage with each other in conversations and to connect with the customers. Perrin
(2015) states that social media have been on the growth with the change in time and people have
become more attached and used to the idea of social media and the ease of use that comes with it.
It is very easy to connect with people all over the world with the help of social media and
especially for businesses as they can connect with a large base of customers without much effort.
They have one single platform through which they can connect with a large number of people
and this becomes a benefit of the company as they do not have to spend much amount for their
advertising or for exposing their brand to the customers (Van Dijck 2013). Maybelline uses
social media to a great extent by advertising their products through different social media
platforms such as Facebook, Twitter, Instagram and others. However, social media cannot
always be used as a voice of customer even though it has many advantages. This is because,
along with the advantages, there are several barriers to using social media platforms as a voice of
customer. There are mainly four barriers to using social media as a voice of customer which
could be faced by Maybelline.
Firstly, social media is often used to criticize the company. This is the most common and
the biggest barrier to using social media. Customers are able to freely give their views on the
social media platforms of the Maybelline which might not always be an advantage. In case of
any crisis these customers could give bad reviews or feedbacks regarding the company which
can contribute to the tarnishing of the image of the company. Maybelline would face various
backlashes if the any of the products of the company fails in the market. The customers are quick
to point out the mistakes of the company more than they point out the good things that the

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DATA COLLECTION AND ANALYSIS
company does. This is because criticism is an integral part of human being which they do with
enthusiasm. As reported in HuffPost UK (2018), Maybelline faced severe backlash when a
beauty blogger publicly stated that the company only sold makeup for the white women
population. There was severe criticism on this practice of the company since the company did
not cater to the needs of the black women population. Maybelline uses black woman to advertise
their products but those same products could not be used by the model since they did not suite
her complexion. In this scenario the customers flooded the social media platforms of the
company with various comments about the ill practices that were being adopted by the company.
Secondly, social media is such a platform where the company needs to continuously
update their information so that they are able to maintain a smooth connection with the
customers. The company has to post regular information about their products and services and
the steps that they are taking to make sure that transparency us maintained with their customers.
Transparency is very important for the good brand image of the company since the customers
need to know every aspect of the company which makes them feel important and also makes
them understand that the company is not hiding any information from them. For example,
Maybelline posts regular updates regarding their several products on instagram in the form of
pictures which receives various comments from customers. In case of launch of any new product
the company will be able to share it with a large audience in less time by posting it on their social
media sites. Caecilia et al. (2017) states that social media updates also have great impact on the
buying behaviour of the consumers since the attractiveness of the posts can also act as an
influencer for the consumers to purchase the products.
Thirdly, the feedback received from the customers are of utmost importance to the
company. However, these feedbacks could also become a barrier for the company to understand

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DATA COLLECTION AND ANALYSIS
the voice of the customer if they are not evaluated in the right perspective. The feedbacks would
help the company to understand the views and the opinions of the people or the customers. These
views would help them during any future strategy that they might obtain for their manufacturing
or operations or even include them in their existing products and services. Feedbacks are
necessary mostly in cases where the company does a trial run for any new product which will be
launched into the market. (Gu and Qiang 2014) proposes that this is a big barrier since the
feedbacks are not always considered by the company since the large amount of feedbacks
received in social media platforms might not always be easy to manage or comprehend.
Therefore, there might be many important views which could get lost in the crowd of feedbacks
and opinions. When any new product of Maybelline is launched into the market, there are
various customers who would give their positive or negative feedbacks about the product
depending on the quality of the product. These feedbacks needs to be analysed properly to
determine if the products are a success in the market and are accepted by the customers or not.
Lastly, another barrier of social media as a voice of customer is the scripted
communication that is done with the customers through social media. Every company has a set
of scripts that are used during any interaction with the customer through any social media
platforms (Harasimiuk et al 2018). These communication techniques are often not liked by the
customers who miss the personal touch that an executive can provide over the phone while
solving any issue or interacting with the customer. The interactions and communications over
social media often feels very robotic and hence make the customers feel like they are not being
treated well or valued.
These barriers are the most common ones that stops social media as a platform for the voice of
customer. It is important that the customers feel valued regarding the opinions and the feedbacks

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DATA COLLECTION AND ANALYSIS
that they give and they can also feel a connection to the company. Maybelline would have to
make sure that social media is able to make that connection and move forward from the
traditional communication methods.
Theme 6: Effective ways of overcoming the barriers that social media users have to face in
becoming voice of customers
The social media tends to implement the fear of criticism within the given organisation in
order to deal with the posts that are used to advertise about the products and the services that are
extended by the concerned organisation towards the clients. The concerned organisation might
overcome these barriers by promoting the positive remarks and the comments that they have
received against the marketed products (Fuchs 2017). The concerned organisational management
that have been related to the handling the social media presence of the concerned organisation
might be advised to engage in the proper conversation with the concerned clients. This might
help the clients of Maybelline to receive a proper feedback on the various queries and the
discrepancies that are faced by the concerned client (Ioanăs and Stoica 2014). The solving of the
queries and the discrepancies that have arisen among the clients of Maybelline tend to help the
potential future clients to place their faith on Maybelline (Grégoire, Salle and Tripp 2015). The
management of Maybelline might be advised to adopt a casual approach in their delivery to the
queries and discrepancies. The replies that have been put forth to the concerned clients should
also depict the human nature of the management of Maybelline.
The social media is a very effective way to connect with the various clients of the
organisation. This might help in the matters that have been pertaining to the regularity of the
presence of the concerned company in the various social media platforms. The presence of the

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DATA COLLECTION AND ANALYSIS
concerned managerial body of the Maybelline might help them to resolve the queries and the
discrepancies that might arise among the concerned clientele (Zhu, and Chen 2015). The
concerned clientele of the organisation might be assisted by the regular presence of the company
over social media. The concerned company in discussion, Maybelline, might also be advised to
employ a certain section of the staff who have been dedicated to the dealings with the various
matters relating to the social media presence of the concerned company. The concerned team
must display a certain level of humanity while dealing with the responses to the people who have
been interacting over the social media (Ahmad, Musa, and Harun 2016). This might help the
concerned company, Maybelline, in this case, to gain a larger loyal client base for the company
itself.
The company in discussion, Maybelline might also be advised to implement the various
measures that are necessary to deal with the evaluation of the feedback of the concerned
clientele. The major barrier in this case might be the implementation of a team off analysts who
might be able to deal with the responses that are provided by the concerned clientele as well as
the employees of Maybelline (Celuch, Robinson and Walsh 2015). This might help in the matters
that have been related to the goodwill as well as the image of Maybelline. The analyst team
might also help in the matters that are related to the discussion of the various demands of the
clients of Maybelline (Fabijan, Olsson, Bosch 2015). The evaluation of the feedback of the clients
might also help in the matters that are related to the development of the various products and the
services that are offered by the concerned company, Maybelline. The evaluation of the feedback
of the concerned clients as well as the employees of Maybelline over the social media might help
in the development of the necessary changes within the given organisation.

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DATA COLLECTION AND ANALYSIS
The concerned company in discussion, Maybelline, might face a number of issues in the
matters pertaining to the charges that the conversations on the official pages of Maybelline at the
various social media platforms are very cryptic in nature. The company in discussion,
Maybelline might be advised to train the concerned employees to implement some human
touches within the concerned communications (Kevoe-Feldman 2015). This might be implemented
by training the staff regarding the ways to implement the humanly touches within the
communication that have been extended to the concerned employees of the organisation. The
concerned employees of the organisation who have been dealing with the various queries,
discrepancies and complains of the clientele as well as the employees of the organisation. The
organisation might also solve the concerned barrier by initiating personal chats as well as being
empathetic in their approaches to the concerned client (Verhoeven 2015). The empathetic touch in
the communication might help in the retention of the client of the company as well. This might
also help in the increase in the engagement of the concerned employees within the organisation.
Overall discussion and analysis:
Analysing overall all the points as well as the themes on the Social Media on the voice of
quality in House of Quality, it can be assessed that the use of social media as a the voice of the
customers is really one of the most important facts. In the age of Facebook and Instagram, it
becomes essential for an organization to have a specific social media following which will help
the organization to have a stable follower list as well as the loyalty of the people with the brand
will also grow with each passing day.

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DATA COLLECTION AND ANALYSIS
In the analysis conducted in the previous paragraphs, it can be stated that Maybelline,
Singapore is one of the most celebrated brands of the modern times with a very strong follower
details. The number of likes and followers is on a steady increase in the brand social media page
which accounts for its increase in followers. According to the Theme 1 stated in the analysis,
social media is the voice of the customer which means that the customers can express their own
set of problems as well as solutions on the social media accounts. Moreover, the social media
accounts of the companies can act as a link between the customers and the companies which can
be used as a communicative medium. Right from the new launches to the customer feedback on
the new as well as the old products, everything can be found on the social media page of
Maybelline along with the detailed review as well as mention of the brand. This makes sure that
the brand gets enough exposure to the rest of the world and even to the new and old customers
who are constantly striving to find new products for their personal use.
In the second theme analysed in the report, the House of Quality concept as well as its
association with Maybelline as a brand is mentioned. The brand is one of the most varied brands
in the cosmetic and beauty market which implies that they have a strong hold on the market both
in terms of the product as well as the variety of product that is there. The customers who are
interested to buy the products have a number of options to their favour which clearly state the
reason for the popularity of the brand. Moreover, the brand has the three factors needed for the
popularity of the brand namely diversification, product quality and the demand of the product
which has made sure to keep the interest of the buyers attached to the phase. The House of
Quality of Maybelline is op top quality as it has enabled the customers to get attracted to the
brand due to the varied products that the company has in terms of the beauty and makeup items
of the brand.

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DATA COLLECTION AND ANALYSIS
According to the third theme as stated in the analysis, it can be stated that social media
plays a vital role in the House of Quality of the brand which is one of the major themes of the
brand analysis. Due to the continuous goodwill of the brand, the customers find to have a better
expectations on the brand identity which means that the brand needs to emphasise more on the
marketing techniques as well as the product and services of the brand in the concerned time. The
House of Quality of Maybelline is one of the most significant of the cases which means that the
consumers of the brand have a specific requirements to the brand and the brand is on the topmost
level due to the adherence of all the qualities that the brand should possess to be at the top.
According to the fourth theme of the study, the House of Quality which is one of the
chief determinants of the product development matrix is to make sure that the social media of the
product plays an important role in the assessing of the brand. Maybelline being one of the most
popular brands in the genre plays a vital role in the customer appreciation. Due to the popularity
of the social media service, the people who are aware of the brand visit their social media
accounts for the knowledge of the products and new launches which make sure that the role of
social media in the brand is of prime value. The use of social media in determining the problems
and the measures of the customers is one of the important ways to make sure that the brand has
ample amount of customer satisfaction level. The lack of such activities is always associated
with the dissatisfaction of the customers which makes sure that the brand has lost all the
measures for being the best brand in the circle. Governance along with the integration of the
organization plays a major role in the overall social media presence of the brand which makes
the brand one of the best in the scene.
Though the use of social media is one of the major factors that has led to the success of
the brand both in the long and short term, still the barriers of social media usage like the update

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DATA COLLECTION AND ANALYSIS
factor as well as the communication plays one of the major roles. The customers though want to
make themselves updated with the new launches as well as the products, the social media can
also make them negative to a certain brand. The continuous criticism as well as the negative vibe
that is there in the social media account can make a customer have bad views which can affect
their loyalty and their buying value. The social media has played its part in determining the fate
of a brand by means of its feedbacks and the amount of care that the brand has for the customers.
The social media determines the level of the goodwill that the brand will possess which makes
the fact that social media is of utmost importance in life of the people.
Below is the framework for the unstructured data on social media to make it structure in
order to satisfy the voice of customer for the House of Quality.

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DATA COLLECTION AND ANALYSIS
Figure –Flowchart for the unstructured data on social media for the House of Quality and
Voice of Customer
(Source – As created by the author)
Inspite of the various problems that social media has in terms of the negative publicity
and other factors, the recommendations that has been done in the last portion serve to save the
company from the ill effects of the hazards. The company and social media have an inter related
effect to it which makes the brand either of great value to the scene or possess certain ways to
make sure that the social media is of prime importance in today’s marketing since without

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DATA COLLECTION AND ANALYSIS
publicity the marketing of the product is at the worse stage and social media is the best form of
marketing in modern times.

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DATA COLLECTION AND ANALYSIS
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