How to Conduct Customer Service Focus Groups
If you are looking for ways to improve your organization's customer service, conducting a focus group is a great place to start. Focus groups enable you to capture qualitative feedback from existing or potential customers, which will be a valuable source of information as you begin developing an effective long-term customer service strategy for your organization.
A typical focus group consists of approximately 10 people who are brought together to discuss a specific set of questions. Individuals may respond directly to each question, or discussion may arise among the members of the group. Both forms of input can provide critical insights into your company's customer service strengths and gaps.
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Instructions
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Choose an experienced moderator who is knowledgeable about your company's customer service. It is critical for moderators to keep the discussion on track, but also to be flexible regarding the order that specific topics are addressed.
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Invite both existing and potential customers to participate in the focus group. It is this target group whose perceptions should shape your customer service strategy moving forward.
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Ask specific questions to elicit feedback on the quality your existing customer service and new practices that your organization should consider adopting.
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Take notes and record the entire session. Capture high-level themes that emerge from the discussion in your notes. However, be sure to also have an audio or visual recording of the session in order to capture specific quotes and reaffirm original impressions.
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Follow-up with participants to thank them for their time and effort. It is critical to leave these participants, who are existing or potential customers, with a positive impression of your organization so that they continue to give your organization their business and refer you to their contacts.
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Tips & Warnings
The questions you ask the focus group should help you learn about your customers' attitudes and reactions to your company, rather than eliciting quantitative or "yes or no" answers.
Limit the length of your focus group to two hours or less to maximize the value of participants' time.
If your focus group is held during the lunch or dinner hour, provide refreshments to participants.
Beware of biasing the conversation by having a moderator who is invested in the outcome of the focus group. Consider hiring a professional to ensure objectivity.
Test recording equipment in advance of the session to make sure that technical difficulties do not cause delays or hinder you from reviewing the discussion afterward.
Never make final decisions based on the results of one focus group. Remember, the focus group is only a snapshot of your customers, and the information gathered should be just one tool used in your research process.
