Monitoring & Evaluating Customer Care - Face-to-face interviews

Question 1

What is a face-to-face interview?

Answer 1

A face-to-face interview involves the interviewer and the customer sitting down together and the interviewer asking the customer a series of pre-set questions about what they think about the customer service they experience.

Question 2

What are 2 advantages of a face-to-face interview?

Answer 2

• They allow for more private or personal questioning compared to focus groups.
• Allows the organisation to have 2-way communication and directly gain the views of customers - instant feedback.

Question 3

What are 2 disadvantages of a face-to-face interview?

Answer 3

• Customers may not give an accurate picture of their experience in front of a member of staff to avoid embarrassment, especially if the service is poor.
• They can be longer and therefore more time consuming to collect enough information.