Phone surveys (CATI) Surveys of respondents by telephone using software and hardware
Phone surveys are one of the most frequently used methods of data collection in marketing and other types of sociological research – along with face-to-face interviews and online surveys. This method refers to quantitative methods, which involve the use of rigidly structured questionnaires containing both “open” and “closed” questions as tools.
The telephone survey is a questionnaire administered by telephone, with an interviewer who, while talking to the respondent, asks him/her questions and enters his/her answers into a database through a software interface. In modern conditions, the survey is carried out with the use of software hardware. The use of such systems makes it possible to semi-automatically (with direct participation of the operator) call a large number of subscribers in a relatively short period.
Smart City Enterprise has its own CATI center, staffed by professional operators, at least 80% of whom have a sociological background. The advantage of our specialists is their focus on conducting sociological research (unlike large contact centers, which provide mostly inbound call processing and cold sales services).
We conduct all types of phone surveys
Our company conducts all existing types of telephone surveys aimed at studying public opinion and consumer preferences. In addition to surveys of the mass consumer segment, our company has extensive experience in conducting telephone surveys of enterprises and organizations of various profiles (b2b segment).
Study of existing consumers: In a short period it is possible to collect consumers’ opinions concerning a product or rendered services, build hypotheses of key motivations, and draw conclusions about the most effective instruments of promotion in the market. Interviews with respondents reduce the risk of uncertainty when choosing a marketing strategy for companies, help to choose a pricing policy that is profitable for the company and affordable for consumers, and much more. An important factor for the possibility of using this method is the presence of a database of current customer contacts, the source of which, for example, can be data from an existing loyalty program or CRM.
Study of customer loyalty: Regular tracking measurement of NPS index reveals priority competitive advantages and weaknesses of a product or service, allowing to identify key service problems in time. The customer loyalty index is calculated based on conducted surveys, and then, taking into account customer expectations, quality standards, and staff motivation are formed. An indispensable tool for building motivation for repeat purchases and regular control over service quality.
Mystery calling: Mystery calls are used to check the bona fides of business partners and dealers, and to study the level of service and pricing policies of competitors. The method is used, among other things, to control the quality of work and professionalism of their employees (mainly the sales department), especially if the company has several branches in different regions of the country.
Industry surveys: Quite often there is a need to study the attitude of companies toward various specialized products or services, as well as to obtain expert evaluations from competent representatives of enterprises responsible for certain areas (for example, financiers, accountants, chief engineers, technologists, etc.). This kind of b2b research is associated with obvious difficulties because it is necessary not only to collect the telephone numbers of enterprises of a certain industry but also to contact the relevant decision-makers.
Benefits of phone surveys
- High level of accessibility and reachability of respondents (provided there is a suitable contact base);
- Lack of restrictions on the geography of telephone interviews;
- Promptness of conducting.
Smart City Enterprise benefits
- Development of professional survey tools;
- Experience and qualification of operators;
- Efficiency of data collection (ability to connect a large number of operators);
- Control of the interviews – segmented or randomized;
- Expertise in the research agency in interpreting the results, and developing of an analytical report.