Tracking research provides the means of measuring change over time. It can be used either internally or externally and usually starts with a benchmark to measure the current position. The most often used external goals are to track customer satisfaction or internally, staff engagement.
The research tool can be used to look at 'touch points' on the customer journey and the ease with which the customer process generates the desired outcome. We have the benefit of our own computer aided telephone interview centre for customer feedback and customers feel more engaged when their views are sought to track and improve service.
When tracking staff engagement it is important to offer an online and postal questionnaire that is anonymous, so that staff can fully express their opinions without fear of any retribution. In practice, staff will often provide their named opinion and welcome the process to improve organisational efficiency and development.
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