Customer Service Level 2Gather, Analyse and interpret customer feedback

Gathering customer feedbackAims and objectivesThe aim of this section is to:

To provide learners with the knowledge to be able to gather customer feedback.The objectives are for you to:

Understand how to gather customer feedback.

Methods of collecting feedbackIn your group discuss methods of collecting customer feedback.

Methods of gathering customer feedback Telephone Online Mail Face to face Text Social media Surveys Questionnaires

Random samplingRandom sampling is where we select a group of people, the sample, from a larger group of people, everyone has an equal chance of being selected for the sample. There are various forms of random sampling:

Systematic Stratified

Non-random samplingNon-random sampling does not provide for all to be selected for the sample, there are several reasons to choose non-random sampling:

Quota sampling: proportional non-proportional Convenience Judgment Volunteer

Creating a questionnaireWhen developing any questionnaire there are certain principles, best practice, to follow…Consider these in your groups.Principles of questionnaire design

What needs to be found out Who is the target audience The length of the questionnaire The type of questions Using the right vocabulary Avoiding bias Placing the questions with care

Summary Gathering feedback Random sampling Non-random sampling Questionnaire design

Analysing customer feedbackAims and objectivesThe aim of this section is to:

• to provide learners with the knowledge on how to analyse customer feedback.

The objectives are for you to:• understand how to analyse customer feedback.

Methods of collecting feedback• Gathering feedback• Random sampling• Non-random sampling• Questionnaire design

Analytical techniquesCross tabulation – provides statistical information covering two or more variables.Dashboard – a dashboard provides the most important, or summary, results of a survey using charts and other visual elements. Comments – the verbatim comments provided by the sample.

Quality of feedbackMonitoring of the feedback for quality is provided in many forms, this is dependent on the method used for gathering:

• telephone surveys – monitored through the used of a recorded conversations from a quality assurance department.

• online surveys – quality is managed by the programme being used, prevents respondents from not answering questions before they move on.

• face-to-face surveys – monitored through observation of the process and the checking of the recorded answers.

Software for surveys

There are many form of software available for organisations to use to support the gathering and analysing of customer feedback. Several of these options allows for the information to be gathered online:

• Survey Monkey – will allow an organisation to set its own question set and analyse results in a set configuration.

• SurveyPro 5 – lets you distribute surveys on the web, via paper or on your local area network. You can also create ‘scannable’ surveys. This software will also analysis the results.

Validation issues• Honest – are the answers given to a survey honest?

Is the customer interested? Are they rushed?

• Accurate – is the information being received accurate? Human error Software error

• Genuine – is the survey genuine? Are you asking the right questions? Avoid using leading questions.

Anonymising commentsThere are two reasons to anonymising comments:

Personal choiceo More likely to achieve an honest result.o Disadvantage as you do not know if the comments will be genuine.

• Data protectionThe requirements of the Data Protection Act require anonymity if requested.

Summary• Analytical techniques• Quality• Software• Validation• Anonymising

Planning the collection of customer feedbackAims and objectivesThe aim of this session is to:

• provide learners with the knowledge on how to plan the collection of customer service feedback.The objectives are for you to:

• identify the objectives of collecting customer feedback• justify the reason s for selecting different methods of collecting the feedback• develop a data collection plan that specifies the sampling frame, data collection and recording methods and

timeframe.

Analysing customer feedback• Analytical techniques• Quality• Software

• Validation• Anonymising•

Customer feedback (data) collection objectivesWhy do we collect data?

Collection methodsThere are many ways to conduct customer feedback, all will have advantages and disadvantages.Example:

• Email survey:• Advantage – cheap and efficient• Disadvantage – the “delete” button

Data collection and analysis planWhen planning for the collection and analysis of any customer feedback you must first consider the following:

• sampling frame – the sample from where the data is being collected.The sample must be considered from the start, what are you trying to find out and from whom?

Data collection and analysis planThe recording methods to be used – online , data entry (eg Excel®), hand written.Different recording methods will be used dependent on the survey type. You should also consider the requirements for quality and data protection at this point.

Data collection and analysis planTimeframe – during the planning stage the timeframe should include the following:

• Prepare survey• Conducting the survey• Analysing the survey

Summary• Objectives• Justification of methods• Planning

Gather customer feedback

Aims and objectivesThe aim of this session is to:

• provide learners with the knowledge on how to the gather customer feedback.The objectives are for you to:

• be able to gather customer feedback.

Planning the gathering of customer feedback• Objectives• Justification of methods• Planning

Customer service planA customer service plan will also include a data collection and analysis plan, this plan will include:

• Sampling frame• Method of collection• Recording method• Timescale

Recording methodsIt is imperative that an efficient and accurate recording method is chosen. There are various methods available:

• Paper • Online• Software

Paper While paper-based recording is a cost-effective method for recording data, it is prone to poor data input and therefore errors.

Online The online gathering of feedback is both cost effective and efficient, there is a small margin for error, but this is on the part of the customer.Overall this method is a good method for the gathering information which is resource efficient.

Software

There are many software packages available for recording customer feedback which are efficient and cost effective.The most common package available is Excel® which allows the user to perform calculations and present the information in many formats, including lists, charts and tables.

Policies and proceduresWhen gathering any feedback all organisations will have policies and procedures which must be adhered to. These policies and procedures are in place to explain:

• the roles and responsibilities• the limits of authority• how to handle of customer information.

These policies will also explain the service offer that the organisation will provide.

Legal requirementsWhen gathering any customer feedback organisations must consider the legal requirements of gathering, storing and using information from their customers.In the United Kingdom this legal requirement is written in to the Data Protection Act. Compliance is not a choice but a requirement.

Ethical requirementsCustomer feedback must be gathered according to the organisations policies and procedures. Included in this is the organisations ethics, the way the business is going to ‘do the right thing’.Compliance with the organisational principles will guide those involved in the gathering of customer feedback. The ethics of a company will produce a set of values that the organisational will abide by, included in this will be the need to treat all, including customers and staff, honestly and fairly.

Analysing data

Aims and objectivesThe aim of this session is for:

• learners to understand how to analyse data• learners to understand patterns and trends.

The objectives are for you to:• be able to identify patterns and trends• be able to interpret customer feedback to provide recommendation for improvements.

Collecting customer feedback• Data collection and analysis plan• Recording data• Data protection• Policies and procedures

Frequency distribution

Frequency distribution in gathering data is a method for displaying frequency data in a visual form. This can be in charts, graphs etc.

Descriptive statisticsDescriptive statistics provide a simple summary of the feedback and the observations that have been seen.In essence they are used to present, organise and summarise data.No attempt is made to infer or predict the characteristics of those that were not involved in the sample.Descriptive statistics are factual based on the information collected.

Identifying areas for improvementFollowing the collection of the customer feedback, the information must analysed and trends, and patterns identified.These patterns and trends will provide you with the statistical data to direct improvements in a specific organisational area.

Presenting informationMany organisations will have a policy on presenting information. If not you must agree how you are going to present your analysis with those that are receiving the information.It is imperative that the information provided is clear, accurate and unambiguous.Do not present any inaccurate or superfluous information.

RecommendationsFollowing any customer feedback recommendations must be made.Recommendations for improvement must be based only of the findings that has been gained from feedback.A recommendation can be to leave the customer service delivery alone, however this is highly unlikely.

Summary• Frequency distribution• Descriptive statistics• Improvements• Presenting information• Recommendations

Unit Recap

Aims and objectives• cover areas within the unit that have been identified, through the use of worksheets, as needing further

support.The objectives are for you to:

• fully understand the information required to complete the unit assessment.

Gathering feedback• Random sampling• Non-random sampling• Questionnaire designing customer feedback

Analysing customer feedback• Analytical techniques• Quality• Software• Validation• Anonymising

Planning the collection of customer feedback• Objectives• Justification of methods• Planning

Gather customer feedback• Data collection and analysis plan• Recording data• Data protection• Policies and procedures

Analysing data• Frequency distribution• Descriptive statistics• Improvements• Presenting information• Recommendations