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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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.

 

Description & Comments

Pro and Cons
Personal
Interview
  • Respondents randomly selected for interview at home or office.
  • Face-to-Face situation
  • Interviewers must obtain participant permission in advance
  1. Interviews can be lengthy
  2. Interviewers can probe more effectively
  3. Visual aids can be used.
  4. Body language incorporated.

Comments

Expensive, needs large staff resource, and slow
  1. Hinders candid participation
  2. Difficult to directly supervise interviewers.
  3. Possible sampling bias
Telephone
Interview
  • Random sample of customers in a designed geographical area.
  • Phone call lasts 10-15 minutes.
  1. Efficient - high number of respondents - minimum effort
  2. Superior Quality Control
  3. 80%-90% response rate.
  4. Anonymity encourages candid answers.

Comments

Expensive, needs large staff resource, but prompt results.
  1. Interview does not last long
  2. Can’t use visual/graphic examples.
  3. 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.
  1. Respondents much more relaxed & responsive
  2. Group profile can be tightly structured
  3. Body language incorporated
  4. Visual presentations feasible.

Comments

Moderate cost, medium staff resources needed, prompt results.
  1. Only provides qualitative data.
  2. Can be difficult to assemble desired special interest group.
  3. 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.

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

 

Comments

Moderate cost, medium staff resources needed, average promptness of results.
  1. Respondents won’t tolerate lengthy discussions.
  2. Anonymity of sponsoring firm may be lost.
  3. Respondents tend to respond more positively than usual.

 
Shopper
Survey

 
  • Trained surveyors pose as customers
  • Surveyors evaluate customer contact performance

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

 

Comments

Expensive, many surveyors needed, slow response

 
  1. Surveyors may be identified by staff