With recent advances in call centre
technology, integrated tele-services campaigns are quickly becoming the
most direct path to success. Surveys assume great significance and are
skillfully undertaken by the outbound call centers.
Types of Survey :
- Written Survey: Being the most common form of
customer satisfaction survey, this calls for fairly low cost to
undertake. But, has some disadvantages as well. The call center
receives a maximum of only 10% replies and the survey represents
only a minority of customers. In the process, the respondents become
bored, forming patterns of answers.
- Telephone Survey: Telephone surveys produce
response rates between 30%-40% leaving a substantial amount of
contacts that have not contacted. The drawbacks are that these are
very intrusive and have to be answered immediately. They are time
consuming spending up to 15 minutes answering a survey. Skewed
results through the respondent gaining an affinity to the
telemarketer.
- One to One Survey: These surveys generate a
response from decision maker level. However, the cost can be
prohibitive to the number of responses that are generated.
Face-to-face visits, correspondence and direct involvement programs
are part of one to one survey.
- Internet Surveys: Internet Surveys are an
economic way of achieving quick feedback from the customers. The
on-line survey receives about 30-40% response rate and has proven to
be successful for the computer literate respondents.
- Important Survey Issues:
- Response Rate
- Accuracy of results
- Unbiased results
- Decision maker contact
- Truly global response
- Depth of reporting / analysis
- Cost per contact
