Customer service is the primary purpose of all businesses. To assess customer satisfaction and visitor satisfaction, companies and businesses use intercept interviews. These interviews give an insight into the customer’s mind and are an effective marketing research method of collecting customer feedback. Customer intercept is an interview to help businesses know about a customer’s experience, brand recall, recognition and many other viewpoints. Data collected this way are authentic and reflect the true feelings of the customer, because his interaction with the company is still fresh in his memory and he's able to remember the finer details.
Intercept Hot Spots
Customer intercept interviews and surveys are common in streets, retail outlets, shopping malls, fairs, shows and any other place where there would be a reasonable turnout of target customers. Customers give immediate feedback on their experience at the stores, the merchandise on display and the behavior and professionalism of the employees. The businesses aim to know why some people left the shop without making any purchases. The surveyors generally make the right inquiries and are able to gauge customer opinion and successfully covert casual shoppers into buyers.
Questionnaire and Logistics
Prepare a suitable questionnaire in keeping with the sole aim of utilizing high-quality marketing research tools. A questionnaire should be well equipped and well thought out, emphasizing the need of every detail. Experts prepare effective questionnaires that encompass all relevant topics. A custom-made questionnaire for every project helps gauge customer satisfaction more closely and in greater detail. An experienced market research team helps in training and supervising intercept interviewers. Data collected through intercepts go through proper analysis before reports are presented.
Why Intercept Interviews
Intercept interviews are an effective tool to assess consumers’ satisfaction and opinions relating to an organization. Intercept interviews are carried out to know about customer expectations and perceptions that include possible modifications and improvements. Intercepts are utilized to gather statistical data -- including the size of the market segments in a particular region, an estimate of income that may be generated if the product or services are used and to prepare the demographic profile of the customers. These surveys often convey to the businesses the requirements, views and behaviors of the entire population.
Advantages and Disadvantages of Customer Intercept
Intercepts can be carried out quickly, and immediate review is also available. This method is cost effective and can access a large number of target customers. The questionnaires are structured well, so you can draw conclusions in a short time. The major drawback is that it involves convenient sampling -- which often means a small sample size is considered, so the results may not represent the true picture. However, intercept interviews in most cases are as reliable as other more costly and comprehensive survey methods.
Things to Do
Get immediate opinions from the customer and record her experiences. Act quickly when a customer expresses her dissatisfaction. Inform the right people so they can take corrective measures. Set up precise training requirements and reward those customer service representatives who do their jobs exceptionally well. Make customer satisfaction your main aim, and focus on customer service and care.
Hailing out of Pittsburgh, Pa., David Stewart has been writing articles since 2004, specializing in consumer-oriented pieces. He holds an associate degree in specialized technology from the Pittsburgh Technical Institute.