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
