Customer Surveying Chapter 1 The Basics of Customer

Customer Surveying Chapter 1. The Basics of Customer Surveying Chapter 2. Pitfalls on the Survey Trail

Survey = Process of examining some area of interest. � Identify � Devise � Gather � Analyze � Draw

Why? To profile the perceptions held by the respondent about the service delivered by your organization, � because perceptions held by your customers are not objective reality, but they are to your customers, � and to identify reality as perceived by customers to give you the information to form good action plans to improve those perceptions. �

Requirements for Surveys �Efficiency and effectiveness, �validity and reliability, �precision and accuracy.

Customer Loyalty Program � Listen actively, � listen broadly, � listen deeply, � listen to extremes, � (listen frequently).

Types of Surveys � Specific Purpose Surveys (not ongoing) � Periodic Surveys (recurring) � Transaction-Driven Surveys (result of some event, i. e. service transaction)

Questions while preparing surveys � Do the questions on the instrument truly measure what we intend them to measure? � Does every respondent interpret the questions on the instrument in the same way?

Instrumentation Bias through: � absence of clearly stated criteria, � questions that do not apply to the respondent, � examples that lead responses, � unreasonable recall expectations, � ambiguous wording, � combination questions, � leading or loaded questions, Improper sequencing of questions.

Administration Bias through: � the administration process, � the administration technique, � targeting the wrong population, � the sample generation, � the respondent group, � statistical strength of the generalizations from the sample to the population.