Justify the need for the travel agent to use other research methods to evaluate customer care - Scottish Highers Administration and IT - Question 2 - 2019
Question 2
Justify the need for the travel agent to use other research methods to evaluate customer care.
Despite the usefulness of mystery shoppers in assessing customer serv... show full transcript
Worked Solution & Example Answer:Justify the need for the travel agent to use other research methods to evaluate customer care - Scottish Highers Administration and IT - Question 2 - 2019
Step 1
Mystery shopper is only one viewpoint - could be biased
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Answer
The mystery shopper method only captures the opinion of one individual, which may not reflect the experiences of the majority of customers.
Step 2
Customer focus groups - diverse feedback
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Answer
Focus groups allow for discussions that can provide a range of perspectives from different customers, offering insights that a single mystery shopper cannot.
Step 3
Questionnaires for broader data
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Sending out questionnaires to customers can gather extensive feedback across a larger audience, minimizing the bias inherent in a single viewpoint.
Step 4
Text messaging for direct ratings
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Using text messages can target customers for immediate feedback after service interactions, allowing for timely improvements.
Step 5
Social media insights
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Monitoring feedback from customers on social media platforms can reveal public perceptions and issues that need immediate attention.
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