To establish what really matters to the customer, qualitative research is essential. The gathering of ideas, perceptions, beliefs and values - allowing customers to talk openly about their experiences is the objective. Methodologies include focus groups, workshops and in–depth interviews.

Focus groups are conducted to establish what customers want from a company in terms of customer service as well as to generate ideas for improvement, in line with these customer wants and needs.

The information gathered is then measured using quantitative methods. Quantitative data is primarily obtained through face – to – face interviews with customers using a structured questionnaire, mystery shopping exercises and customer intercept interviews.

This is done to measure customers’ ideas, perceptions and beliefs from which valid and reliable conclusions are drawn.

A gap analysis is another useful tool in uncovering the difference between what a customer wants and what is currently being delivered to those customers.
The specialist research products such as focus groups, workshops or face-to-face interviews should be seen as the starting point for any ongoing Customer Service strategy in an organisation.

Subsequent steps include the ongoing measurements of service delivery and the facilitation of improvements based on these findings.

We believe the Customer Service process follows the following steps:

• Talk to customers – focus groups, workshops
• Identify and create standards
• Educate the service champions
• Measure the delivery of standards- mystery shopping
• Feedback – Customer Excellence Centres
• Start the cycle again at an appropriate point

Talk to us today about a dynamic measurement programme for your organisation.

Professional memberships
IMM, MSPA (Asia/Pacific), ESOMAR (Europe), SAMRA