1 Describe methods of collecting data for customer research

CUS32 Gather, analyse and interpret customer feedback

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Outcome 1 Understand how to gather, analyse and interpret customer feedback

The learner can:

1 describe methods of collecting data for customer research

2 explain random sampling techniques used to collect data

3 explain how to evaluate bias in non-random samples

4 explain the principles of questionnaire design

5 assess the suitability of a range of techniques to analyse customer feedback

6 explain techniques used to monitor the quality of data collected

7 explain the use of software to record and analyse customer feedback

8 explain the validation issues associated with customer feedback

9 explain the importance of anonymising comments from customers who do not wish to be

identified

Outcome 2 Be able to plan the collection of customer feedback on customer service

issues

The learner can:

1 identify the objectives of collecting customer feedback

2 justify the reasons for selecting different data collection methods

3 develop a data collection and analysis plan that specifies the sampling frame, data

collection and recording methods and timeframe

Outcome 3 Be able to gather customer feedback

The learner can:

1 collect customer feedback using the sampling frame identified in a customer service

plan

2 record data in a way that makes analysis straightforward

3 verify that all data is handled in line with legal, organisational and ethical policies and

procedures

Outcome 4 Be able to analyse and interpret customer feedback to recommend

improvements

The learner can:

1 use data analysis methods to identify patterns and trends in customer feedback

2 use the findings of a data analysis to identify areas for improvement to customer service

3 present the findings of an analysis in the agreed format

4 recommend improvements in response to the findings of an analysis

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