The sequential event method is a refinement of the Critical Incident Technique (CIT). The refinement consists in the interviewer supporting the customers' memories of their experience with a company by letting them recap their particular experiences with products and / or services in chronological order.
Example: Customers are asked how they assess the company's behavior in the pre- and post-purchase phase and what positive or negative impressions they have. The results of the survey can provide valuable suggestions for improving the range of services and customer care.
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