Improving Processes & Services

Customer Service

Types of Interviews

If a team is intended an interview-based customer survey then they need to agree amongst themselves on the types of survey they will use.

The options are Personal, Telephone, Focus Group, Intercept, and Shopper. Each have their uses and a description of each with the pros and cons of using them is given in the table below.

Personal Interview

Comments

Pros

  1. Interviews can be lengthy
  2. Interviewers can probe more effectively
  3. Visual aids can be used.
  4. Body language incorporated.

Cons

  1. Hinders candid participation
  2. Difficult to directly supervise interviewers.
  3. Possible sampling bias

Telephone Interview

Comments

Pros

  1. Efficient - high number of respondents - minimum effort
  2. Superior Quality Control
  3. 80%-90% response rate.
  4. Anonymity encourages candid answers.

Cons

  1. Interview does not last long
  2. Canít use visual/graphic examples.
  3. Excludes those without phones.

Focus Group Interview

Comments

Pros

  1. Respondents much more relaxed & responsive
  2. Group profile can be tightly structured
  3. Body language incorporated
  4. Visual presentations feasible.

Cons

  1. Only provides qualitative data.
  2. Can be difficult to assemble desired special interest group.
  3. Problem of "No-Show".

Intercept Interview

Comments

Pros

  1. Can select site to ensure required participants.
  2. Many interviews conducted in a short time.
  3. Visual aids can be used.

Cons

  1. Respondents wonít tolerate lengthy discussions.
  2. Anonymity of sponsoring firm may be lost.
  3. Respondents tend to respond more positively than usual.

Shopper Survey

Comments

Pros

  1. Uniform, measurable customer contact standards
  2. Identifies areas of strengths & weaknesses

Cons 

  1. Surveyors may be identified by staff