Describe the field research methods Santander UK plc may use to gather feedback from its customers so it can improve its service.
- Scottish Highers Business Management - Question e - 2023
Question e
Describe the field research methods Santander UK plc may use to gather feedback from its customers so it can improve its service.
Worked Solution & Example Answer:Describe the field research methods Santander UK plc may use to gather feedback from its customers so it can improve its service.
- Scottish Highers Business Management - Question e - 2023
Step 1
Focus Groups
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Answer
Santander UK plc can conduct focus groups to collect a range of opinions from a targeted group of customers. This method allows for qualitative feedback, although the data may be challenging to analyze. Participants can provide insights into their experiences and expectations, helping the bank identify service improvements.
Step 2
Personal Interview/Street Survey
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Answer
The bank can utilize personal interviews or street surveys to gather direct feedback. This involves one-on-one interactions where interviewers can ask open-ended questions, facilitating detailed responses. Observing customers' body language and facial expressions during these interactions can also offer additional context about their satisfaction.
Step 3
Telephone Survey
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Answer
Another method is a telephone survey, where the bank can call customers and ask structured questions. This allows for immediate feedback and also ensures that customers have a direct line to share their thoughts, enhancing engagement.
Step 4
Social Media
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The bank can leverage social media platforms to gauge customer feedback. Users often comment publicly on services, allowing Santander UK plc to monitor sentiments and gather insights from discussions about their offerings.
Step 5
Postal Survey
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Santander UK plc may use postal surveys to reach out to customers, asking them about their experiences with the bank's services. This method can be beneficial for obtaining feedback from individuals who may not engage online.
Step 6
Online Survey
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Finally, an online survey is an effective way for Santander UK plc to collect customer feedback. This method can reach a broad audience quickly, allowing the bank to analyze data efficiently and make informed decisions for service improvement.
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