Using the Contact Center To Provide Knowledge

The most reliable data in market research is gathered through telephone-based call centers because no other method eliminates the pitfalls of self-selection inherent in online, mail and Internet-based alternatives. The ability to aim for that specific potential respondent is vital in ensuring that survey opinions reflect all views.

Surveys are an indispensable tool for evaluating a host of strategic issues to maximize value and minimize risk. They can be used for brand positioning and segmentation, to enhance customer satisfaction and acquisition and even to increase retention of valuable employees -- the list is nearly endless.

Yet businesses significantly underutilize surveying, typically for two reasons: 1) implementing a survey is thought to be expensive and cumbersome, and 2) developing a survey and translating raw data tables into actionable recommendations that yield positive business outcomes can be daunting challenges. Finding solutions to these issues can enable businesses that use Contact Center resources to assess their brands, products, target markets and internal alignment and identify ways of generating growth from loyal customers, ex-customers who can be "won-back," prospects in new markets, and employees. Managing the Expense

As with many expenses, technology can be leveraged to mitigate the costs of implementing surveying and research -- especially the costs of training and guiding agents on surveying. Contact Centers are already familiar with the technologies and concepts required to develop and implement effective surveys and to do it cost effectively. Speech automated or even DTMF FVRs are the engine for presenting the questions and collecting the answers. Agent productivity and monitoring tools are used to monitor samples, responses, and progress of the survey. Reporting tools can take the raw data and translate it into actionable information and knowledge.
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