Improving Processes & Services

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OverviewTools & TechniquesCustomer ServiceLeading the Project

Customer Service

bullet Three Service Dimensions
bullet Analysing the Package
bullet Performance Factors
bullet Journey of the Customer
bullet Journey HealthCheck
bullet Survey Techniques
bullet Types of Interviews
bullet Survey Tools

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Lindsay Sherwin

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Customer Survey Tools

There are five tools commonly used in customer surveys, namely:- Mail Survey, Comment Cards, Feedback Machine, Complaint Bureau, and Hotline. Descriptions and the pros and cons of their use is given in the table below.

 

Description & Comments

Pros & Cons

Mail Survey
  • Self administered questionnaire
  • Shorter than other survey forms
  • Mail with self-addressed, stamped, envelope
  1. Anonymity allows candid response
  2. Reaches geographically dispersed clientele
  3. Small field staff needed.

Comments

  • Inexpensive, small staff resource, and slow
  1. Strong non-response bias
  2. Response bias
  3. Slowest completion time

Comment Cards
  • Simple "Table-top" questionnaire available at counters, etc.
  • Cards either mailed back, given to employee, or dropped in a box.
  • Identifies compliment, complaint, or suggestion
  1. Gets information useful for improving services.

Comments

  • Inexpensive, small staff resource, medium turnaround time.
  1. Strong response bias
  2. Non-customer response bias.

Feedback Machine
  • "Push-button questionnaire" that requires only 30 sec to anonymously answer questions or rate services.
  • Tabulated information quickly printed out.
  1. Identifies problem areas immediately
  2. Easy, private, method

Comments

  • Moderate cost, small staff resources needed, prompt results.
  1. Cannot obtain qualitative responses
  2. Many customers afraid of or won’t use the machines
  3. Strong response bias.

Complaint Bureau
  • Includes acknowledgement and handling & closure of complaints
  • Computer analysis of complaints feasible.
  • Handles mailed, telephoned & personal complaints
  1. Identifies trends & problem areas
  2. Convinces customers of organisations desire to be responsive to their problems.

Comments

  • Expensive, large staff resources needed, prompt results.
  1. Must be organised well, staff must be empowered
  2. Can be difficult to keep track of complaints

Hotline
  • Providing a direct, personal contact so that customers can resolve complaints and questions.

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

Comments

  • Expensive, large staff resources needed, prompt results.
  1. Strong response bias.