Surveys

With recent advances in call center 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 :

1. 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.

2. 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.

3. 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.

4. 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.

5. Important Survey Issues

• Response Rate
• Accuracy of results
• Unbiased results
• Decision maker contact
• Truly global response
• Depth of reporting / analysis
• Cost per contact

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