Allstate changed its insurance billing procedure after research revealed customers wanted flexible payment plans and billing information presented in an easy-to-read format.What type of research would Allstate most likely have used to discover how customers perceived Allstate's billing procedure?
A) Trailer calls
B) Mall intercept interviews
C) Role-playing experiments
D) Critical incident technique
E) Thematic apperception tests

Question

Quizplus · Accepted Answer

The Critical Incident Technique is a method used to gather facts about specific incidents from the past experiences of individuals. It is particularly effective in identifying what customers like or dislike about a specific aspect of a service or product, such as billing procedures, by focusing on specific incidents that had a significant impact on the customer's perception. This technique would allow Allstate to pinpoint exactly what aspects of their billing procedure were problematic for customers and what changes could make it more appealing, based on real customer experiences and feedback.

Allstate Changed Its Insurance Billing Procedure After Research Revealed Customers