Improving Processes & Services
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 below.
Mail Survey
- Self administered questionnaire
- Shorter than other survey forms
- Mail with self-addressed, stamped, envelope
Comments
- Inexpensive, small staff resource, and slow
Pros
- Anonymity allows candid response
- Reaches geographically dispersed clientele
- Small field staff needed.
Cons
- Strong non-response bias
- Response bias
- 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
Comments
- Inexpensive, small staff resource, medium turnaround time.
Pros
- Gets information useful for improving services.
Cons
- Strong response bias
- 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.
Comments
- Moderate cost, small staff resources needed, prompt results.
Pros
- Identifies problem areas immediately
- Easy, private, method
Cons
- Cannot obtain qualitative responses
- Many customers afraid of or won’t use the machines
- Strong response bias.
Complaint Bureau
- Includes acknowledgement and handling & closure of complaints
- Computer analysis of complaints feasible.
- Handles mailed, telephoned & personal complaints
Comments
- Expensive, large staff resources needed, prompt results.
Pros
- Identifies trends & problem areas
- Convinces customers of organisations desire to be responsive to their problems.
Cons
- Must be organised well, staff must be empowered
- Can be difficult to keep track of complaints
Hotline
- Providing a direct, personal contact so that customers can resolve complaints and questions.
Comments
- Expensive, large staff resources needed, prompt results.
Pros
- Can turn an irritated customer into a source of information
- Customers use it as a personal source of information.
Cons
- Strong response bias.