I cannot begin to explain how frustrating I find telephone surveys. They drive me crazy. I'm always happy to share my opinions with organizations but don't waste an hour of my day on a bad telephone survey. A bad survey experience reflects on the brand. Respondent's experiences converge into the customer experience, they don't keep the buying and the surveying experiences separate in their minds.
It's easy to create a questionnaire online with web survey software and finding online survey tools that fits your needs is easy. So why are there not more online market research studies being done? Why does my phone ring every night, while I'm eating dinner, with another request to complete a telephone survey? Technology improves the respondent experience tenfold. As I hinted at above, respondent experience impacts customer experience, which influences customer loyalty and retention. If you think you need additional channels for your data collection other than online, here are a few telephone survey tips to help the respondent experience:
1. Training is essential. Make sure your interviewer is well trained and understands their job. For open ended questions, have the interviewer read back the response, ask for more details, and clarify the response they have recorded is exactly what the respondent said. Interviewer bias has a tendency to creep into open ended questions and training is the best way to combat bias.
2. Vary the question type. Asking more than a few of the same question type in a row becomes tedious for the respondent. Respondents also lose interest and you begin to lose their focus. Alter your question types to keep respondents engaged and giving honest feedback.
3. Speak English. With more and more organizations and market research agencies offshoring their telephone surveys, it's really important to ensure your interviewers speak clear English. It should not, at any point, become the respondent's responsibility to try to figure out what the interviewer is asking. Remember, you called them and asked them to help you. In most cases, the respondent isn't getting anything out of it.
4. Only ask important questions. This is a best practice for all survey types whether its a web based survey or a paper feedback form. If you don't need the answer to the question, take it out. If the question does not directly relate back to the survey project objectives, take it out. Do not ask the same question three different ways, one way is good enough. Respondents completing an online questionnaire may be more forgiving of extra questions than in a telephone survey, don't waste their time with extra questions.
The only time I recommend using telephone surveys is when you're trying to build a relationship. Asking for customer service feedback or conducting customer satisfaction surveys are excellent opportunities to take the time to call your clients. The personal touch can go a long way to improve customer retention programs and consumer loyalty.
It's easy to create a questionnaire online with web survey software and finding online survey tools that fits your needs is easy. So why are there not more online market research studies being done? Why does my phone ring every night, while I'm eating dinner, with another request to complete a telephone survey? Technology improves the respondent experience tenfold. As I hinted at above, respondent experience impacts customer experience, which influences customer loyalty and retention. If you think you need additional channels for your data collection other than online, here are a few telephone survey tips to help the respondent experience:
1. Training is essential. Make sure your interviewer is well trained and understands their job. For open ended questions, have the interviewer read back the response, ask for more details, and clarify the response they have recorded is exactly what the respondent said. Interviewer bias has a tendency to creep into open ended questions and training is the best way to combat bias.
2. Vary the question type. Asking more than a few of the same question type in a row becomes tedious for the respondent. Respondents also lose interest and you begin to lose their focus. Alter your question types to keep respondents engaged and giving honest feedback.
3. Speak English. With more and more organizations and market research agencies offshoring their telephone surveys, it's really important to ensure your interviewers speak clear English. It should not, at any point, become the respondent's responsibility to try to figure out what the interviewer is asking. Remember, you called them and asked them to help you. In most cases, the respondent isn't getting anything out of it.
4. Only ask important questions. This is a best practice for all survey types whether its a web based survey or a paper feedback form. If you don't need the answer to the question, take it out. If the question does not directly relate back to the survey project objectives, take it out. Do not ask the same question three different ways, one way is good enough. Respondents completing an online questionnaire may be more forgiving of extra questions than in a telephone survey, don't waste their time with extra questions.
The only time I recommend using telephone surveys is when you're trying to build a relationship. Asking for customer service feedback or conducting customer satisfaction surveys are excellent opportunities to take the time to call your clients. The personal touch can go a long way to improve customer retention programs and consumer loyalty.
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