Improving Processes & Services
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
- Respondents randomly selected for interview at home or office.
- Face-to-Face situation
- Interviewers must obtain participant permission in advance
Comments
- Expensive, needs large staff resource, and slow
Pros
- Interviews can be lengthy
- Interviewers can probe more effectively
- Visual aids can be used.
- Body language incorporated.
Cons
- Hinders candid participation
- Difficult to directly supervise interviewers.
- Possible sampling bias
Telephone Interview
- Random sample of customers in a designed geographical area.
- Phone call lasts 10-15 minutes.
Comments
- Expensive, needs large staff resource, but prompt results.
Pros
- Efficient - high number of respondents - minimum effort
- Superior Quality Control
- 80%-90% response rate.
- Anonymity encourages candid answers.
Cons
- Interview does not last long
- Can’t use visual/graphic examples.
- Excludes those without phones.
Focus Group Interview
- 3 to 12 individuals discuss specific issue with trained moderator
- Sessions last from 1 to 2 hours
- At end of session, moderator draws up written report.
Comments
- Moderate cost, medium staff resources needed, prompt results.
Pros
- Respondents much more relaxed & responsive
- Group profile can be tightly structured
- Body language incorporated
- Visual presentations feasible.
Cons
- Only provides qualitative data.
- Can be difficult to assemble desired special interest group.
- Problem of "No-Show".
Intercept Interview
- Respondents randomly approached on location at shop, bank, etc.
- Interviewer takes them to quieter location.
- Conducts interview with pre-approved questionnaire.
Comments
- Moderate cost, medium staff resources needed, average promptness of results.
Pros
- Can select site to ensure required participants.
- Many interviews conducted in a short time.
- Visual aids can be used.
Cons
- Respondents won’t tolerate lengthy discussions.
- Anonymity of sponsoring firm may be lost.
- Respondents tend to respond more positively than usual.
Shopper Survey
- Trained surveyors pose as customers
- Surveyors evaluate customer contact performance
Comments
- Expensive, many surveyors needed, slow response
Pros
- Uniform, measurable customer contact standards
- Identifies areas of strengths & weaknesses
Cons
- Surveyors may be identified by staff