They say actions speak louder than words, but at MCFA, we believe words and actions work together to create change and strengthen relationships. Keeping the lines of communication open is one of the keys to our success. That's why we take feedback from customers, dealers and suppliers very seriously and use their suggestions and comments to measure our progress.

We incorporate a number of ways to measure customer feedback into our supply chain and manufacturing processes. The most visible examples are the Balanced Scorecard management system, Executive Quality Steering Committee (EQSC) meetings and the Customer Voice customer satisfaction program.

The Balanced Scorecard is a system which allows MCFA to focus on specific indicators that drive the company's success. A few key customer-focused indicators are among these. Tracking hour warranty claims and a Customer Voice customer satisfaction index allows MCFA to monitor customers' ownership experience. Measurements tracking lead times and on-time performance reflect on how well the company has delivered on promises to customers. These measurements are tracked over time, and specific action plans for improvement are developed for items that are not meeting the goals set for them. Customer input is also used to help develop innovative designs for new products.

Through our Customer Voice customer satisfaction program, we send surveys to new owners of Mitsubishi forklift trucks and Cat® lift trucks requesting their feedback in a number of areas, ranging from the condition of their new forklift to the overall purchase experience. Once this data is collected, MCFA and its dealers use it to measure MCFA corporate performance through the Balanced Scorecard and identifying opportunities for product and process improvement through the Executive Quality Steering Committee (EQSC).

During EQSC meetings, the executive group analyzes warranty, customer satisfaction and other data to identify key issues. The group then assigns the task of bringing that issue to resolution through a focused quality team, who reports progress back to the group until the issue is resolved. The EQSC is an excellent forum for customer issues to be quickly identified, prioritized and resolved in a proactive manner using all the engineering, sourcing and manufacturing resources available to the company.

Dealer and supplier feedback is also very important to us. We survey our dealers and suppliers annually to measure their satisfaction and listen to their suggestions. This allows us to find ways to help our dealers increase their margins and lower their costs. It also helps us identify areas we need to improve upon, add or eliminate in order to strengthen our relationships with suppliers.