CustomerGauge, Best Practice SeriesEmail/Web Surveys vs. Phone Surveys         Adam Dorrell,                  Robert Kerne...
Email/Web Survey vs Phone Surveys            Two go in, one comes out!
What we do: Directness                                                                                B2b                 ...
Outbound Phone Surveying (with people)•   Simple to start, infinitely flexible     – Script based, numbers into a       sp...
Phone Surveying IVR•   Well understood technology (1960s)     –   Normally at end of call, operator hands of         to IV...
Email/Web surveying•   Simple to setup     –   Inexpensive     –   Flexible, many question types     –   Immediate results...
Web Hall of Shame                              Page 14 of 21•    How not to do a web     survey      – Too many        que...
Email Hall of Shame• Email annoyance  – Bad subject lines: “test”  – Too many graphics, or    not working on a smart    ph...
Let’s take an example This Example? No!                     Stating Point:                     • 10,000 customer names    ...
From a cost perspective          Contact Centre, 1 call per customer                             Email, initial email and ...
Why should I get more emails?Why should we try to get more email addresses?                     Starting Point            ...
When to touch the phone….• There are times to call but not just to do a survey.• Call your top customers after a response ...
Key Take AwaysEmail/web is MORE effective than phone surveys Email/web is around 100 times more cost effective than  tele...
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Best practice series: Email surveys vs. phone surveys - what works best?

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What works best for Net Promoter® Score: Web Surveys or Phone Surveys? Rob and Adam discuss when it is more appropriate to use phone or email, and a look at the economics of both.

This presentation was part of a webinar [ https://directness.webex.com/directness/ldr.php?AT=pb&SP=MC&rID=13981877&rKey=24B5C68C328C7925 ]- our Net Promoter Best Practice Series.

Led by Robert Kerner and Adam Dorrell, this webinar looks at the pros and cons of both web and phone surveys – with cost comparisons, a look at the value, and when to use either web or phone.

This is a fast run through, with practical examples, plus a short Q&A session at the end. It should be useful for those considering the design and implementation of a Net Promoter program.

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Best practice series: Email surveys vs. phone surveys - what works best?

  1. 1. CustomerGauge, Best Practice SeriesEmail/Web Surveys vs. Phone Surveys Adam Dorrell, Robert Kerner, CEO CustomerGauge/Directness Director, Business Development Adam.dorrell@directness.net CustomerGauge/Directness rob.kerner@directness.net
  2. 2. Email/Web Survey vs Phone Surveys Two go in, one comes out!
  3. 3. What we do: Directness B2b customers• We provide technical solutions to help companies add strong metrics to marketing Consumers activities – CustomerGauge: Automatically measure, understand and analyse customer sentiment, using Net Promoter Score®. Identify and grow your most loyal customers.• Used by global organisations – +1 million end-customers measured since 2007 – +25,000 marketing events tracked since 2008• Company background: hi-tech marketing: Sony, Dell, Compaq, HP, KPN etc – Privately funded, based Amsterdam, NL Selected Clients
  4. 4. Outbound Phone Surveying (with people)• Simple to start, infinitely flexible – Script based, numbers into a spreadsheet – “smile and dial” until you get through – Easy to get numbers – you can survey anyone with a phone – Detailed answers – Can immediately escalate issues (if setup right)• Watch out for – “no-call” lists – Busy people don’t take calls – Operator bias – Hard to transcribe a lot of text – Reporting – Expense!
  5. 5. Phone Surveying IVR• Well understood technology (1960s) – Normally at end of call, operator hands of to IVR (Interactive Voice Response) system – Systems can be menu based with voice recording – Transcribing not very expensive if outsourced – Reliable, mid-range costs – Realtime reporting• Watch out for – Low response rate/ high drop off rate – People hate phone menus – Operator bias (don’t survey angry customers) – Mistakes on transcribing – Outbound IVR not liked (some places not legal) – Technology showing its age
  6. 6. Email/Web surveying• Simple to setup – Inexpensive – Flexible, many question types – Immediate results – Number and Text results that can be put in a spreadsheet, searchable – Number of people with email is increasing• Watch out for – Spam – Security – Privacy – Low responses Who can receive email and – Over-complicating surveys browse the web? • IDC say that 1bn smart phones will be – Mobile email/browsing sold in 2015[1] – Making reporting difficult (too many scales!) • 30% of the World’s population already have internet access [2] – Surprisingly difficult to manage well (reminders, bounces, actions, CRM link) 1. http://www.mobileindustryreview.com/2011/06/idcs-smartphone-forecast-55-increase-this-year-reckons-1-billion-will-ship-by-2015.html 2. http://www.internetworldstats.com/stats.htm
  7. 7. Web Hall of Shame Page 14 of 21• How not to do a web survey – Too many questions, multiple pages (you lose c.15% per page) – Complex grids of scales – Insisting on answers – Asking customers for information you already hold (CRM) You must complete every section!
  8. 8. Email Hall of Shame• Email annoyance – Bad subject lines: “test” – Too many graphics, or not working on a smart phone – No way of unsubscribing – Over-emailing
  9. 9. Let’s take an example This Example? No! Stating Point: • 10,000 customer names • 90% phone numbers • 10% email address Ending Point • 10,000 customer names • 40% phone numbers • 60% email address
  10. 10. From a cost perspective Contact Centre, 1 call per customer Email, initial email and 1 reminderNumber of Customers 100,000 Number of Customers 100,000Number of Surveys, usually limited by Number of Surveys, usually limited by number of emailscontact centre capacity 10,000 address that you have 10,000Survey (calls) 10,000 Email 1 sent 10,000 Email 2 sent 8,200Response rate 10% Response rate 18% Response rate 9%Reponses 1,000 Reponses 1,800 Reponses 738Cost per Call, answered € 10.00 Total Email Sent 18,200 Total Reponses 2,538Cost per Call, unanswered € 1.00 Cost per email € 0.025 Cost emails € 455Cost, answered Calls € 10,000Cost, unanswered calls € 9,000Total Costs € 19,000Campaign Budget € 19,000 Campaign Budget € 455.00Cost per Reponses, € 19.00 Cost per Reponses, € 0.18Total Responses 1,000 Total Responses 2,538Responses Rate, of all customers 1.0% Responses Rate, of all customers 2.5% Items in light blue are assumptions but you can clearly see that in practically no scenario are you going to see where emails and reminders are not going to have a lower cost to serve than phone calls
  11. 11. Why should I get more emails?Why should we try to get more email addresses? Starting Point Ending PointCustomers 10,000 Customers 10,000 Phone Surveys 90% Phone Surveys 40% Email Surveys 10% Email Surveys 60% Number of Phone Surveys 9,000 Number of Phone Surveys 4,000 Number of Email Surveys 1,000 Number of Email Surveys 6,000 Reponses, Phone 900 Reponses, Phone 400 Reponses, Email 147 Reponses, Email 885 Total reponses 1,047 Total reponses 1,285 Cost, Phone € 17,100 Cost, Phone € 7,600 Cost, Email € 25 Cost, Email € 150 Cost, Total € 17,125 Cost, Total € 7,750Campaign Budget € 17,125 Campaign Budget € 7,750Cost per Reponses, € 16.35 Cost per Reponses, € 8.76Total Responses 1,047 Total Responses 1,285Responses Rate 10.5% Responses Rate 12.8% Total Savings € 9,375 55% Extra Reponses 237 23% Extra Reponse Rate 2.4%
  12. 12. When to touch the phone….• There are times to call but not just to do a survey.• Call your top customers after a response to ensure that you understand what they meant• Close issues FAST, best practice here is 24 hours for detractors. Use your teams to do this, not take surveys.• Probe interesting comments. Call back people when they give you new product ideas or seem to have some new insight that you can use.• Engage promoters in general, engage them to make them feel more involved in the organization, offer deals to valuable, long term customers to surprise them etc.
  13. 13. Key Take AwaysEmail/web is MORE effective than phone surveys Email/web is around 100 times more cost effective than telephone surveying No response bias (from a telephone operator) Can be completed in own time, better able to reach senior executives No transcribing errors Auditable, anti-gaming systems to ensure that there is no survey fraud Instant results No training of contact staff needed Smartphones are becoming the dominant force, can do web surveys on the move Best practice: Email/Web surveying, use phone for follow-ups and service recovery.

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