he assumed that all consumers that bought coffee from their outlet actually got their receipts, saw the website and understood that it was for feedback, had internet access, and figured that it is worth their time to make suggestion/complaint about the service. This survey is dominantly dependent on consumers' subjective initiative, which could obscure the problems underneath. This survey method posts high threshold for customers to make suggestions, for instance, keeping the receipt for reference, key-in of website by hand, etc. Considering human nature, it is only when the experience is exceptionally bad or good that people will take the trouble to proactively give feedback. Therefore, it is reasonable to say taht the percentage of 'fully satisfacted customers' is only a subclass of those who 'do not complain', the latter of which actually comprises of such consumer groups as 'their problems are not worth my time complaining' and 'I can live with the problems'. Therefore, the around 1.5% complain rate in fact cannot be deemed an ease to the management level, if not the other way round. Statistically, the underneath problem should be much more severe in light of the iceberg principle. Second, solely depending on this one method of customer survey does not generate enough data to make any conclusion. The company should take a more proactive approach to get feedback, for example, using incentives like free coupons for participating customers or face-to-face surveying, to get more data and reveal as large part of the iceberg as possible.
有点长阿……希望有帮助作者: Xiaotongdi 时间: 2011-10-6 15:01
i got it! thanks so much!作者: zy352414882 时间: 2011-10-7 11:41
这个有点深度啊。。。