Customer Intercept

Fresh off the oven data – be where the action is

What is an Intercept survey?

• Customer experiences are ‘moments of truth’ that shape the customer’s perceptions about a Brand and decide his brand loyalty.
• The Intercept survey is designed to measure recent customer experiences on a day to day level, such as for a Shopping Mall visitor it would be experience with the Parking, Security, Housekeeping, Store salesmen, etc.
• Provides a quick assessment of your customer’s satisfaction at a broad level.

How can it help your Brand?

• Presents an overall understanding of the customer’s experience with your service.
• Gauges whether or not internally defined service norms are being met by all units/departments.
• Aids actionability at a micro-level by identifying improvement areas for each unit/branch.
• Provides a framework to track performance on a continuous basis – as a pre-emptive measure.
• Can help assess competition strengths & weaknesses in the immediate vicinity.

The Framework

Survey design

• Exit interviews outside a Restaurant / Office branch / within a Shopping Mall
• No time gap, so recall is completely fresh
• Short questionnaire (5-10 mins max): better response rate, at the same time covering all critical aspects at a broad level
• In-depth diagnosis of any one particular area can be accommodated
• Consumer speak: reasons for dissatisfaction 

Respondent mix

• Age
• Gender
• Family stage
• Product ownership/consumption
• Frequency of visit
• Any other important customer segments

Sample size

• 30 – 100 per entity
• Conducted at different times of the day, on different days of the week
• Monthly/Fortnightly/Weekly reporting