When assessing the quality of customer service, there are many methods of gaining information, it is said by Mclean-conner (2006) that generally a combination of different methods will provide the best knowledge of your customers.
Mclean-conner(2006) states that a transactional survey is only a survey of the customers that have been in recent contact with the company. These are said to run for no longer than a week at a time and should last around 15mins. These surveys will usually start with a main question to rate the customers overall satisfaction with the company. Then they will go on to questions on accuracy, satisfaction of the service they received and information they received into more detail.
Real time surveys
Mclean-conner(2006) says that these surveys are completed at the end of a customers transaction. These are usually surveys which use IVR interactive voice response to select customers at random to ask the customers brief questions. The advantage of real time surveys is you can gain information on the recent changes of the company, however many customers have a negative view over IVR systems and they may think negatively towards the company if they were asked to take part in one.
Mclean-conner (2006) says focus groups are great for gaining knowledge and a better understanding on a specific subject or issue another use of them is to test a companies communication messages. In the past companies have used a series of focus groups to test new ideas out on the customers and listen to what they would like from the company. By the last focus group the feedback from customers is positive and the company feel like they have done a good job.
Mclean-conner (2006) says companies meet customers in various different ways ranging from individual meetings to group meeting in communities. The knowledge gained from these meetings is valuable in understanding and appreciating the issues customers may have about the company. When having individual meetings it is usually either to respond to a customers issue or to provide the company with updates on their initiatives. A disadvantage of this is the feedback from the meeting is only communicated to the employee and not the rest of the company who might benefit from it. It is also not used as data to learn about customer trends. A...