Improving Processes & Services

Customer Service

Customer Surveys - techniques

Typically, there are three techniques to use when carrying out a customer survey -

Each is suited to particular situations and the following tables summarises when they are best used and their pros and cons.


Interviews

Pros
Cons
  1. Are personalised
  2. Offer flexibility
  3. Yield rich data
  4. Can be arranged quickly
  1. Can be costly
  2. Are tedious to analyse
  3. Requires skilled interviewer


Focus Groups

Pros
Cons
  1. Ensures that all critical issues are covered.
  2. Gives "why" as well as" what"
  3. Yield rich data
  4. Can be arranged quickly
  1. Can be costly
  2. Are tedious to analyse
  3. Requires skilled moderator


Questionnaire Surveys

Pros
Cons
  1. Are efficient
  2. Ensures standardisation of data.
  1. Danger of "garbage in - garbage out"
  2. Response rate cannot be guaranteed
  3. Interpretation affects results