Recall surveys can be sent to a randomly selected group of customers or potential customers. The challenge with this approach is that the response rate is as low as 10%. In addition, the accuracy of the responses is questionable. A carefully worded and analyzed survey can, however, shed significant light on customer reactions. Plus, this approach is highly cost efficient as we can reach out to a large audience using just one survey format. Focus groups are an attempt to improve the depth and accuracy of the response.

Focus groups generally provide more accurate answers, and the ability to probe deeper into issues or concerns on a real time basis. However, the sample is often non random and too small. It is difficult to generalize the outcome because of the small sample size. It is also time consuming and cost effective if we have to seek inputs from a large sample of population. phone or in person interviews permit a higher response rate than written surveys. However, as with written surveys, the respondents tend to be self selecting because many people declined to participate.

The interviewer also needs to be skilled to ask the right questions. In order to make this approach successful. You can use this method if you want to identify the specifics of a certain problem you're trying to address. You can also focus on customer attitudes and inquire about the habits of the customers customer complaints. It is one of the best and most reliable sources of customer feedback. complaints from customers who use our products or service are mostly genuine.

They help us understand the challenges customer face that we may not even have imagined.