Answer To Question No:01
A great example of a local service organization to consider for an interview on customer research
is a local public library system. Libraries are service-driven, community-focused, and often do
customer research to improve offerings.
Interview Example: Savar Public Library
1. Organization Objectives:
• Promote literacy and lifelong learning.
• Provide free access to information, resources, and technology.
• Serve as a community hub for events, workshops, and educational programs.
• Increase library usage and membership.
2. Current Customer Research Methods:
• Surveys: Periodic email and in-branch surveys about programs, staff performance, and
facility satisfaction.
• Program Feedback Forms: After events and classes, attendees are asked to fill out
feedback forms.
• Library Usage Metrics: Tracking book checkouts, computer usage, room bookings, and
foot traffic.
• Suggestion Boxes & Online Feedback: Patrons can submit suggestions or complaints
online or in physical drop boxes.
• Focus Groups (occasionally): Especially when planning large changes like remodeling
or major service additions.
Effectiveness of Customer Research
Strengths:
• Accessible Tools: Surveys and feedback forms are easy for most patrons to engage with.
• Quantitative Data Collection: Usage stats offer strong insights into what services are
being used most.
• Community Input: Suggestion boxes and occasional focus groups allow direct patron
voices to be heard.
Weaknesses:
• Limited Demographic Reach: Surveys often only reach regular patrons, not the broader
community.
• Infrequency: Surveys and focus groups may not happen regularly enough to track
changing needs or trends.
• Lack of Deep Analysis: While data is collected, there may not be a robust system for
analyzing it deeply to drive innovation.
• Digital Divide: Relying heavily on online forms may exclude less tech-savvy users.
Suggestions for Improvement:
• Use persona-based research to identify the needs of different patron segments (students,
job seekers, seniors).
• Implement regular short surveys at checkout stations or on the website homepage.
• Consider using mobile ethnography or observational studies to watch how people
interact with space and services.
• Expand outreach by partnering with community centers to get feedback from non-
users or underserved groups.
Answer To Question No:02
Let's take Spotify as the service example.
Type of Survey:
A relationship-based survey would be most appropriate for Spotify. This type focuses on the
customer’s overall satisfaction, loyalty, and long-term perception of the service, rather than
feedback on a single transaction or interaction. Since Spotify is a subscription-based service,
understanding the ongoing experience is more valuable than feedback on one playlist or app
session.
Example Survey Questions:
Overall Experience
1. On a scale from 1 to 10, how satisfied are you with Spotify overall?
2. How likely are you to recommend Spotify to a friend or colleague? (Net Promoter Score)
Usage and Features
3. Which features do you use most often? (e.g., Discover Weekly, Daily Mix, Podcasts,
Playlist creation)
4. Is there a feature you feel is missing or could be improved?
Content and Curation
5. How satisfied are you with the music recommendations you receive?
6. Do you feel the music/podcast variety matches your interests?
User Interface & Accessibility
7. How easy is it to navigate the Spotify app on your device?
8. Have you experienced any technical issues recently (e.g., buffering, crashes)?
Pricing and Value
9. Do you feel that Spotify’s subscription plans offer good value for money?
10. If you’re using the free version, what would motivate you to upgrade to Premium?
Customer Support
11. Have you ever contacted Spotify support? If yes, how would you rate your experience?
Open-Ended
12. What’s one thing you love about Spotify?
13. What’s one thing you’d change?
Recommendations for Management:
1. Segment the Data – Break down responses by user type (e.g., free vs. Premium, new vs.
longtime users) to better understand specific needs and issues.
2. Track Over Time – Conduct this survey regularly (e.g., quarterly) to monitor shifts in
satisfaction and user priorities.
3. Tie Feedback to Action – Assign teams to own specific survey themes (UX, content,
support) and hold regular meetings to act on the feedback.
4. Communicate Back – Let users know how their feedback is being used. This builds trust
and engagement.
5. Follow Up – For negative scores or comments, consider follow-up interviews to dig
deeper into issues and prevent churn.
Answer To Question No:03
The SERVQUAL model assesses service quality based on five dimensions: Tangibles,
Reliability, Responsiveness, Assurance, and Empathy. Here's how we’ll approach this task:
Step 1: Choose a Service Firm
Let’s say we’re evaluating a local coffee shop you frequent.
Step 2: Build the SERVQUAL-Based Questionnaire
Each SERVQUAL dimension usually has 3–5 statements. Respondents rate their level of
agreement on a Likert scale (e.g., 1 = Strongly Disagree to 5 = Strongly Agree).
Questionnaire Title: Customer Perception of Service Quality – Local Coffee Shop
Instructions: Please rate the following statements based on your experience at Beans
1. Tangibles (Physical facilities, equipment, appearance of personnel)
1. The coffee shop is visually appealing.
2. The staff appear neat and professional.
3. The equipment (e.g., espresso machines, seating, menu boards) is modern and well-
maintained.
4. The physical facilities (tables, floors, restrooms) are clean and organized.
2. Reliability (Ability to perform the promised service dependably and accurately)
5. The coffee shop consistently delivers what it promises.
6. Orders are prepared correctly.
7. Service is provided at the time it is promised.
8. They rarely make mistakes with orders.
3. Responsiveness (Willingness to help customers and provide prompt service)
9. Employees are always willing to help.
10. Staff respond quickly when you need assistance.
11. Waiting time is minimal, even during busy hours.
4. Assurance (Knowledge and courtesy of employees and their ability to convey trust)
12. The staff make me feel safe and confident in their service.
13. Employees are courteous and respectful.
14. Staff seem well-trained and competent.
5. Empathy (Caring, individualized attention to customers)
15. Staff give personal attention when needed.
16. The coffee shop understands my specific needs as a customer.
17. Employees are patient when addressing customer questions or issues.
Step 3: Administer the Questionnaire
Give it to 10 people who have visited the same coffee shop (can be friends, classmates, or
customers at the shop). Tally and analyze average scores for each SERVQUAL dimension.
Step 4: Analyze and Describe What I Learn
Here's an example write-up:
Results & Insights
After surveying 10 customers of Beans, the following average scores (out of 5) were recorded
per dimension:
Dimension Avg. Score
Tangibles 4.6
Reliability 4.3
Responsiveness 4.0
Assurance 4.7
Empathy 3.8
