Thinking Outside the Mode. Improving Accuracy by Choosing a Multi-Mode Approach
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The document discusses the benefits of multi-mode data collection in market research, highlighting how different methods (CATI, web, IVR, CAPI) enhance accuracy, customer engagement, and return on investment. It emphasizes the importance of flexibility in data collection strategies to adapt to varying respondent preferences and demographics while minimizing costs and improving reach. Additionally, it outlines how combining different modes can provide richer insights and better customer service outcomes.
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Improve Customer
Service Improving
Customer Service
RESEARCH TYPE DESCRIPTION MODE
Post Transaction
Follow-up
Generally conducted after a customer calls
into a support center to get help or an
inside sales desk to place an order.
1. Transfer from agent to IVR
2. Customer information is used to place IVR
outbound calls to the customer.
Point of Sale
Experience
Customer visits a store and purchase
something – a latte, a pizza, etc. Often an
incentive is offered for the customer to
provide feedback.
ONLINE & IVR - The sales receipt is printed with
a URL and an 800# to enable the customer to
provide feedback and collect their reward
[points, cup of coffee, etc. ]
Loyalty Program
Member Survey
Member profiles often allow customers to
indicate their preferred method of
contact
Whenever a survey goes out to members, they
are either given a choice of URL or 800# or the
sample is divided by preference and the
outreached is done on that basis.
Many Enterprise Feedback Management (EFM), Voice of the Customer (VoC) and Customer Experience (CX)
research will benefit from providing customers with a choice of feedback mechanisms](https://image.slidesharecdn.com/newmr-collectingbetterdata-allenportermalgorzatamleczko-2021-211013175437/85/Thinking-Outside-the-Mode-Improving-Accuracy-by-Choosing-a-Multi-Mode-Approach-16-320.jpg)
Thinking Outside the Mode. Improving Accuracy by Choosing a Multi-Mode Approach
- 1. Thinking Outside of the Mode Improving Accuracy by Choosing a Multi-Mode
- 3. 3 14th October 2021 Thinking Outside of the Mode Improving Accuracy by Choosing a Multi-Mode
- 4. 4 Who We Are
- 5. 5 Global Business Unit (Survox + Nebu) Focus on MR Software Solutions Multimode Data Collection (CATI, Web, IVR, CAPI) Cloud & On-Premise Voice of the Customer solutions Dedicated Operations Organisation Hungary Technology Hub expansion Customer Retention and Expansion Platform, Tools and Cloud Services Roadmaps Choice, Reliability and Customer Success Culture Global Sales, Support and Service (US, EMEA, APAC) DIY and Fully Managed Services solutions Enghouse Interactive Market Research & Communities Market Research & Communities
- 6. 6 Enghouse Interactive Multi-Tenant Cloud Private Cloud On Premise Contact Center Technology Provider
- 7. 7 Public Canadian TSX $3.0B Market Cap 2,400 + Employees 10,000+ Customers 120 Countries Leader Reliability & Choice
- 8. 8 Thinking Outside the Mode
- 9. 9 Five main quantitative methods in the mix Historically, reservations due to technological limitations Then, it generated costs due to re-developments and aggregating data for analysis Today, technology span modes, technology, vendors and organizations Phone interviewers in your or partner’s call center, or home based and interviewer-less surveys online or IVR Single survey can be used to gather insights with a variety of collection modes and audiences
- 10. 10 Benefits of multi- /mixed-mode Meet target demographics Control all mode data collection operations Stay withing schedules Minimize costs No compromising of other modes’ performance Access to the right tool for each task Flexibility in designing data collection strategies Add a new mode to at any point Reach quota faster Weight data no more
- 11. 11 Enhancing the customer experience Difficult to engage respondents based on one method only and ignoring their preferences Enhancing the Customer Experience The preferences might vary depending where and when are being contacted Feedback of various nature require different methods, for venting record their input; for in-depth insights go for CATI Flexibility to add a mode during the study, or switch mode during the interview (CATI - online) Branding surveys in all modes (the look and feel, the voice and the theme or respondents’ expectations (boomers vs millennials)) Offer a choice on how, when and where they want to engage © Statista 2021
- 12. 12 Improving your Return On Investment Using one mode can lower the ROI as one group can be over-surveyed or under-surveyed Improving Your Return On Investment Differentiating modes help you to manage budgets (online will lower costs, while CATI will bring deep insights from segments you care most, IVR takes the best of both worlds) Using multiple modes helps to extend reach, meet quota faster, lower projects’ costs and keep deadlines
- 13. 13 Increasing the reach of your audience Chosen mode impacts the capability to reach specific demographics (preferences, internet and landline coverage) Increasing the Reach of Your Audience Only about 21% of email is opened. Web-based survey offer less control over managing demographics Web-based survey depend heavily on respondent initiative Phone surveys helps to meet quota faster and reduce the need to weight data
- 14. 14 Enriching your data with in-depth insights One mode does not fit all folks Enriching Your Data with In-Depth Insights Capture insights with consideration of value to the business Prioritize respondents’ whose opinions are most valuable One survey deployed across different modes with extended question to a subset for subset or specific demographics/audience type Capture Voice of the Customer by adding qualitative aspects to quantitative studies Non-response bias, including non-contact and refusal Rich Data Guide the participant through the interview for more in-depth research. Mode Bias and Questionnaire Testing Analyze how responses differ by mode – Test for ambiguities and issues with word choice. Improve Customer Service If a customer service issue is discovered, the customer can be passed directly to a service representative. Representative Results Targeted calling requires a replicate sample of responses for early insights. Why Else Make Phone a Part of Your Multi-Mode Strategy?
- 15. 15 Improving Customer Service Improving Customer Service
- 16. 16 Improve Customer Service Improving Customer Service RESEARCH TYPE DESCRIPTION MODE Post Transaction Follow-up Generally conducted after a customer calls into a support center to get help or an inside sales desk to place an order. 1. Transfer from agent to IVR 2. Customer information is used to place IVR outbound calls to the customer. Point of Sale Experience Customer visits a store and purchase something – a latte, a pizza, etc. Often an incentive is offered for the customer to provide feedback. ONLINE & IVR - The sales receipt is printed with a URL and an 800# to enable the customer to provide feedback and collect their reward [points, cup of coffee, etc. ] Loyalty Program Member Survey Member profiles often allow customers to indicate their preferred method of contact Whenever a survey goes out to members, they are either given a choice of URL or 800# or the sample is divided by preference and the outreached is done on that basis. Many Enterprise Feedback Management (EFM), Voice of the Customer (VoC) and Customer Experience (CX) research will benefit from providing customers with a choice of feedback mechanisms
- 17. Q & A Ray Poynter NewMR Allen Porter Enghouse Interactive Malgorzata Mleczko Enghouse Interactive