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Collect and analyse customer feedback

URN: PPLTT23
Business Sectors (Suites): Travel and Tourism
Developed by: People 1st
Approved on: 2021

Overview

Customer feedback is critical to business success. In all service industries organisations need to know how their customers feel about the service they have received. In the travel and tourism industries, reputation is based on trust and spread by customers, so measures to ensure that you know what customers think are essential to help resolve any problems that can be put right and positive feedback used to enhance the organisations reputation.

The standard is for any staff who are in direct or indirect contact with customers. It is also relevant to managers who may have particular responsibility for service development, PR or supervising other staff who are providing services.

When you have completed this standard, you will be able to demonstrate your knowledge of and ability to:
• Collect and analyse customer feedback

Performance criteria

You must be able to:

1. Collect customer feedback information 2. Identify feedback information for analysis 3. Maintain customers’ co-operation throughout the collection process 4. Use a collection process which does not damage the reputation of the organisation 5. Record feedback in line with organisational procedures 6. Maintain the confidentiality of customers information and feedback 7. Store feedback according to organisation requirements 8. Select feedback for analysis which is suited to the purpose of the evaluation 9. Extract and synthesise feedback for analysis 10. Present the results of the analysis on time and according to evaluation criteria 11. Identify, and where possible, rectify gaps and deficiencies in the data for analysis 12. Seek further assistance to enhance the accuracy of analysis as necessary

Knowledge and Understanding

You need to know and understand:

1. The different ways of obtaining feedback from customers 2. How to identify key data that will meet the needs of the evaluation 3. The principles of customer research 4. The principles of sampling customers to obtain feedback 5. The types of opportunities to approach customers for feedback 6. The types of feedback data that can be obtained from customers and the validity of the selected type in meeting evaluation needs  7. How to select the most useful feedback opportunities and plan data collection 8. The factors affecting the collection and analysis of customer feedback data 9. The time constraints, cost and staffing that affect obtaining and analysing customer feedback

Scope/range

Feedback information:

a) quantitative
b) qualitative

Collection process:

a) face-to-face
b) telephone
c) text messaging
d) mobile app
e) email
f) online

Recorded:

a) manually
b) electronically

Scope Performance

Scope Knowledge

Values

Behaviours

  1. ​Establish and maintain productive relationship with customers providing feedback.

Skills

Glossary

Links To Other NOS

External Links

Version Number

2

Indicative Review Date

2026

Validity

Current

Status

Original

Originating Organisation

People 1st

Original URN

PPLTT23

Relevant Occupations

Senior Leisure Travel Consultant, Senior Travel Adviser, Travel and Tourism Service Occupations

SOC Code

6212

Keywords

collect, analyse, customer, feedback, quantitative, qualitative, evaluation