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Measurement Services

Guest Comment Surveys

CST Intercept

Intercept Based Active Sampling produces some of the most reliable customer experience information.

Active Sampling means asking someone for their opinion not just relying on them to volunteer it.

Why?

The key attribute of active sampling is the avoidance of the inaccuracies that can come from self-selection. Self-selection systems are effective as complaint mechanisms but they are biased towards capturing the opinions of those people who, in the main, have had a less than satisfactory customer experience.

They are, thus, not representative of the experience of the total population. Active sampling however captures the total customer experience, right through the spectrum; from highly satisfied to highly dissatisfied.

CST International offers both paper based and screen based intercept surveys.

To facilitate active intercept sampling the system breaks down a standard customer questionnaire into a series of short screens or cards. This conversion to a short format dramatically reduces the time taken to complete the survey.

It takes an employee only seconds to ask a customer to complete a survey. It is not a complex task with substantial training implications. Neither does it inhibit staffs' ability to carry out their other key tasks nor add in any significant way to their workload.