The Importance of In-Person Surveys

Through the eyes of Paula…

A significant amount of people would probably not want to spend their time answering in-person surveys. People may think that agreeing to participate in in-person surveys is a waste of time and therefore they just decline to become involved. However, in-person communication still remains the most effective and efficient way of obtaining well-thought-out, substantial, detailed, and accurate feedback. Those who answer an in-person survey can supplement their answers with additional information if anything is unclear, so the in-person survey is most useful for communication purposes and for providing the most useful feedback.

In-person surveys are the most direct form of communication, since they are completely face-to-face. The interviewer and the interviewee exchange information in this type of environment, and the presence of an interviewer assists in obtaining in-depth feedback. A person is likely to provide more abundant information when talking face-to-face to another person. Interviewees will want to be clear to make sure that the interviewers can understand them, because people do not want to come off as confusing or unhelpful when they are directly communicating with someone else who requires accurate and specific information. Interviewers can also explain any complicated questions more easily that arise when talking face-to-face.

The traditional in-person survey involves a customer and a representative of a business operation. But an emerging trend is for companies to examine their relationships with their internal partners, in addition to their customers. These partners can include employees, managers, franchisees, and suppliers. In both cases, in-person surveys can be used for a variety of purposes. Companies often want to either conduct market research or gather general information to understand ever-changing trends and customers’ needs and preferences. Companies also want to know how satisfied their customers or partners are, so that they can continue to improve on their services.

Also helping the companies’ goal of better servicing their clients is when they receive feedback from their clients that is detailed, constructive, and useful. If companies are engaging with customers on an ongoing basis, then they will want to follow up with customers to keep communication going and open. In-person surveys are also conducted to help companies develop, maintain, and improve their public image. Companies obviously want their customers to view them favourably, and they also want to have a relationship with their customers.

Companies implement various practices, strategies, and technologies to manage and analyze customer interactions, and in-person surveys help with providing valuable information about customers’ experiences of companies. One advantage of in-person surveys is that they capture information immediately, following the experience, at the source. Interviewers can also make note of customers’ verbal and non-verbal cues, emotions, and behaviours while answering the questions, which provides more nuanced answers. Face-to-face communication also reduces ambiguity and involves the personal touch. In-person surveys provide a wealth of effective communication strategies that cannot be completely replaced by technology.

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