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Customer response assessment involves gathering information from customers and determining which suggestions can be implemented, based on the company’s best interests. Businesses rely on customer information to improve their services and better meet their customers’ needs, as well as to make vital improvements to their customer service methods. Companies gather this information from surveys, questionnaires and customer suggestions.
Home Customer Survey
Businesses use home customer surveys to assess the needs and expectations of their customers. This includes email surveys, mailed surveys, phone surveys or take-home surveys attached to the customer’s receipts. These surveys request information about customer’s latest interaction with the business, such as how the customer feels about the service they received, their interaction with the company’s staff and their opinion of the product they purchased. These surveys provide an important means of gathering customer responses, specifically responses formed soon after interacting with a company.
Customer Service Questionnaire
Customer service questionnaires are the brief surveys that customers take when they approach a customer service employee with a problem. This includes asking customers about complaints, asking them to take surveys about their shopping experience and asking them to fill out surveys about product problems. Customer service questionnaires can be short physical surveys, a verbal questionnaire from a customer service employee or a general assessment by the employee about a customer’s problem. These surveys give companies an important assessment tool to understand a customer’s perception of the company’s methods of handling complicated problems.
Customers often make helpful suggestions of ways businesses can improve their service. Businesses can use suggestion forms, listen to suggestions made during service or those made by customers who call into the company. These suggestions offer businesses the opportunity to listen to customer opinions, and are different from surveys or questionnaires because the information is volunteered. A customer has to choose to fill out a suggestion form, call customer service or approach an employee to voice a concern. Businesses can use this information to determine what products customers may wish to purchase or learn about other services that customers would like to see implemented.
Businesses must consider every customer response, making sure to avoid changes based on unfair requests. This includes angry customers making unreasonable demands, customer expectations that are too high or suggestions that are not in the best interest of the business. Businesses evaluate these issues by assessing customer expectation, determining if the customer has an expectation for service that is unreasonable or excessive.
- "Managing Customer Value: Creating Quality and Service That Customers Can See"; Bradley Gale; 1994
- Air Conditioning Heating Refrigeration News; Assessing Customer Satisfaction; Bob Cicerone; July 2008
Kristyn Hammond has been teaching freshman college composition at the university level since 2010. She has experience teaching developmental writing, freshman composition, and freshman composition and research. She currently resides in Central Texas where she works for a small university in the Texas A&M system of schools.