Researching Customer Satisfaction and Loyalty

09Facing the consumer

This chapter looks at what happens when customer satisfaction surveys are in the field. It covers issues about the recruitment and selection of interviewers, how much briefing and training interviewers should be given, and what ongoing training and coaching should be provided. It also offers some thoughts on what interest and involvement clients should have in this stage of a survey, the value of ‘listening-in’ sessions for telephone surveys, and the problems that they and other forms of ‘accompanied’ interviewing can cause. It looks at the administration of fieldwork, including the need for monitoring sample usage and the quality checks that should be used. While the value of piloting surveys was covered in Chapter 8, ...