Improving Processes & Services

Customer Service

Customer Survey Tools

There are five tools commonly used in customer surveys, namely:-

Descriptions and the pros and cons of their use is given below.


Mail Survey

Comments

Pros

  1. Anonymity allows candid response
  2. Reaches geographically dispersed clientele
  3. Small field staff needed.

Cons

  1. Strong non-response bias
  2. Response bias
  3. Slowest completion time

Comment Cards

Comments

Pros

  1. Gets information useful for improving services.

Cons

  1. Strong response bias
  2. Non-customer response bias.

Feedback Machine

Comments

Pros

  1. Identifies problem areas immediately
  2. Easy, private, method

Cons

  1. Cannot obtain qualitative responses
  2. Many customers afraid of or won’t use the machines
  3. Strong response bias.

Complaint Bureau

Comments

Pros

  1. Identifies trends & problem areas
  2. Convinces customers of organisations desire to be responsive to their problems.

Cons

  1. Must be organised well, staff must be empowered
  2. Can be difficult to keep track of complaints

Hotline

Comments

Pros 

  1. Can turn an irritated customer into a source of information
  2. Customers use it as a personal source of information.

Cons

  1. Strong response bias.