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Critical Incidence

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Submitted By verobio1
Words 412
Pages 2
Critical incident often refers to a scenario or an event which has an effect on an employer/employee in the work environment. Lately, however, it is now becoming a very popular tool, used for collecting feedback from customers. A journal article entitled ‘The Business Case for Workplace Critical Incident Response…’ states ‘Critical incidents are sudden, unexpected, often life-threatening time-limited events that can inhibit an individual’s capacity to respond adaptively’ (Attridge et al 2010). If not tended to correctly such incidents can have a very negative affect on the individual’s experience, whether it being employee or a customer.
In his book ‘Critical Incidents in Teaching’, David Tripp writes, ‘Incidents happen, but critical incidents are produced by the way we look at a situation: a critical incident is an interpretation of the significance of a situation’ (Tripp, 1993). Whether good or bad, when critical incidents take place in the work environment they can serve as training and development for other members of staff.
As part of their research to find out the effects of webpages on customer satisfaction, Wang et al used critical incidents technique (CIT) in order to compare in-store customer experiences to that of those customers using the website. Their chosen restaurant was TGIF. To carry out the CIT, a front door intercept interview process was carried out where customers had to recall their TGIF experiences in the previous six months (Wang et al, 2004). Customers taking part in the study were required to answer two main questions. These were:
1. “Of the TGI Fridays you have eaten in during the last six month, please think about if there was any service that you were dis/satisfied with
2. “Please tell us exactly what happened? How you felt?”
This technique was found to be very successful, resulting in a lot of feedback. The result of the study showed that the most important attribute affecting customer satisfaction was service attitudes (Wang et al, 2004).

My Conclusion

The success of the study conducted using CIT shows that this can be very useful for any business wanting to get feedback on their customer’s experience. This method can be used by different types of businesses as it is easy and not expensive. To keep information current businesses use CIT should carry out an assessment regularly. Additionally, CIT is not just for the customers, CIT can be use in-house, on the employees, to find out what the perceptions of the business are.

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