PHONE INSANITY OR COMPETITIVE ADVANTAGE?
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1 MRA Insights & Strategies Conference June 2015 Got Phone?
2 PHONE INSANITY OR COMPETITIVE ADVANTAGE? 2015 MRA Insights & Strategies Conference Mary McDougall CEO CFMC Survox Solutions Copyright 2015 CFMC All rights reserved. 2
3 Once in a while, remember to dial!
4 Phone data collection Strategic Value Multi-mode Approach Budget Impact Technology Enablement Copyright 2015 CFMC All rights reserved. 4
5 Phone interviewing Copyright 2015 CFMC All rights reserved. 5
6 IVR * answering, screening, interviewing * Interactive Voice Response Copyright 2015 CFMC All rights reserved. 6
7 Process Automation 2015 CFMC 7
8 Recruitment PUSH URL S U R V E Y PULL CALL CENTER Copyright 2015 CFMC All rights reserved. 8
9 WHY PHONE?
10 Who s missing? 13% US adults Who are they? Over 65 No high school degree Under $30,000 Non-white Rural 43% Age % High School or less 23% Income < $30,000 Copyright 2015 CFMC All rights reserved. 10
11 Phone Data Collection Reach demographics not accessible online Validate identities better Target under-quota segments Reach the right people Fill quota & minimize weighting Complete projects faster Copyright 2015 CFMC All rights reserved. 11
12 Why Else Phone? Rich Data Guide the participant through the interview for more in-depth research. Improved Customer Service Deal with issues quickly by passing caller directly to a service rep. Representative Results Deliver early insights with responses from replicate samples. Mode Bias Testing Analyze response differences by mode Copyright 2015 CFMC All rights reserved. 12
13 Understand How Answers Differ by Mode From Telephone to the Web: The Challenge of Mode of Interview Effects in Public Opinion Polls Scott Keeter, et al Pew Research Center, Nancy Mathiwetz, Univ. Wisconsin-Milwaukee AAPOR May 2015 Copyright 2015 CFMC All rights reserved. 13
14 TALK ISN T CHEAP
15 Data Collection Options Copyright 2015 CFMC All rights reserved. 15
16 Cost Components LABOR TELCO TELCO SAMPLE SAMPLE SAMPLE ONLINE SURVEY IVR INTERVIEW PHONE INTERVIEW $ $ $ Copyright 2015 CFMC All rights reserved. 16
17 Direct Costs per Complete TELCO + LABOR Permissioned Lists TELCO + LABOR Non-Permissioned Lists SAMPLE + TELCO + LABOR Non-Permissioned Lists PHONE: 40:60 cell to landlines, differentially dialed. ONLINE: 50:50 optimized connect vs. non-optimized. SOURCES: MSG, Fulcrum, and Survox customers Copyright 2015 CFMC All rights reserved. 17
18 Research Decision Which Mode(s) to Use? COSTS RESULTS - Time - Quantity - Demographics Copyright 2015 CFMC All rights reserved. 18
19 Technology Now Enables Multi-Mode Research SURVEY COLLECTION METHODS DATA SET FOR ANALYSIS Copyright 2015 CFMC All rights reserved. 19
20 Multi-Mode Data Analysis O N L I N E + P H O N E Copyright 2015 CFMC All rights reserved. 20
21 Reaching the RIGHT audience?
22 NATIONAL RETAILER A multi-mode story. Copyright 2015 CFMC All rights reserved. 22
23 Seniors Rural Lower Income Lower Education Copyright 2015 CFMC All rights reserved. 23
24 Increase Response Expand Reach URL + 800# 15% higher overall 75% more Seniors 25% more customers who are High school only Rural resident Lower income Copyright 2015 CFMC All rights reserved. 24
25 Offer Engagement Choices Invitation WEB Survey URL PHONE # IVR Survey RESPONSE DATA Copyright 2015 CFMC All rights reserved. 25
26 Consider Outbound SET QUOTA Per agent Per store Per region Per day REGION AGENT STORE Copyright 2015 CFMC All rights reserved. 26
27 Solicit Feedback from Representative Sets TRANSACTION DATA Optimized Dialing to Meet Quota OUTBOUND Call IVR Survey PHONE Survey RESPONSE DATA Copyright 2015 CFMC All rights reserved. 27
28 CUSTOMERS Customer Feedback Voice of Customer NPS Customer Experience Outbound Follow-up Transfer to Survey New Product Development Feature Testing Pricing Analysis Copyright 2015 CFMC All rights reserved. 28
29 The 80:20 Rule Copyright 2015 CFMC All rights reserved. 29
30 Who means the most to your business? Copyright 2015 CFMC All rights reserved. 30
31 Differentiate by Value CUSTOMERS WORKFORCE TOP 10 CXO MAJOR ACCOUNTS MANAGERS ALL OTHER CUSTOMERS ALL OTHER EMPLOYEES Copyright 2015 CFMC All rights reserved. 31
32 Invest for Best Return In-Person Collect insights efficiently Phone Interview Expend resources for highest return Online Survey Copyright 2015 CFMC All rights reserved. 32
33 Differentiate by Value CUSTOMERS WORKFORCE TOP 10 In-Person CXO MAJOR ACCOUNTS Phone Interview MANAGERS ALL OTHER CUSTOMERS Online Survey ALL OTHER EMPLOYEES Copyright 2015 CFMC All rights reserved. 33
34 EMPLOYEES Workforce Development Key Employees In-Depth Drill Downs Employee Feedback Choice of Modes Proactive Sampling Exit Interviews Key Employees Strategic Functions Copyright 2015 CFMC All rights reserved. 34
35 SPEND WISELY Copyright 2015 CFMC All rights reserved. 35
36 Complete Quota Within Budget SAMPLE SURVEY METHOD QUOTA $ ONLINE $ $ IVR PHONE ONLINE + IVR ONLINE + PHONE Copyright 2015 CFMC All rights reserved. 36
37 How Might Costs Shift DIRECT COST ONLINE ON-IVR ON-PHONE All Online $ - 100% 0% 0% Online IVR $ 77 70% 30% 0% All IVR $ 255 0% 100% 0% Online Phone $ 1,471 70% 0% 30% IVR + Phone $ 2,114 0% 60% 40% All Phone $ 4,903 0% 0% 100% 1000 Responses; IVR landlines & permissioned cell phones Copyright 2015 CFMC All rights reserved. 37
38 CITIZENS Public Opinion Policy Input New Policy Testing Political Strategies Campaign Strategy Message Testing Citizen Feedback Choice of Modes e.g. Inbound IVR Copyright 2015 CFMC All rights reserved. 38
39 DOES THIS WORK?
40 Multi-Mode Learnings Characteristics of Web, Mail, and Phone responders to a Survey about the Health Insurance Marketplace HarmoniJoie Noel, Stacey Bielick, Daniel Harwell, Steve Garfinkel American Institute of Research AAPOR May 2015 Phone Highest Response Rates Single: Phone Multiple: Mail + Phone Phone More Representative More diverse population, typically underrepresented Most similar to sample frame. Web respondents appeared to be a healthier, more advantaged group Phone More < 34 years of age Copyright 2015 CFMC All rights reserved. 40
41 Phone-only vs. Multi-mode + Adding A Web Mode To Phone Surveys: Effectiveness & Cost Implications Becky Lien, MPH, Professional Data Analysts, Inc. AAPOR Conference May 14, % HIGHER RESPONSE RATE in all age groups. LOWER COST under 1000 completes + LOWER COST over 1000 completes Copyright 2015 CFMC All rights reserved. 41
42 Phone-only vs. Multi-mode + Adding A Web Mode To Phone Surveys: Effectiveness & Cost Implications Becky Lien, MPH, Professional Data Analysts, Inc. AAPOR Conference May 14, 2015 EVEN LOWER? Reduce set-up Eliminate import 12% LOWER COST per complete at 1100 respondents Copyright 2015 CFMC All rights reserved. 42
43 Mixed Modes, Mixed Vendors T E C H N O L O G Y P L AT F O R M S SURVEY C O L L E C T I O N M E T H O D S DATA SET FOR ANALYSIS Copyright 2015 CFMC All rights reserved. 43
44 CREATE A SURVEY OPTIONAL: ADD MODE-BASED INSTRUCTIONS Web Introduction Phone Introduction Copyright 2015 CFMC All rights reserved. 44
45 1 Survey.2 Modes ONLINE SURVEY CALL MANAGEMENT PLATFORM Copyright 2015 CFMC All rights reserved. 45
46 YOUR CALL CENTER.OR THEIRS ONLINE RESEARCHER SINGLE DATA SET ONLINE RESEARCHER ONLINE SURVEY USER CALL CENTER CALL CENTER SPECIALIZED PARTNER Copyright 2015 CFMC All rights reserved. 46
47 TECHNOLOGY IS NO LONGER A BARRIER
48 Mixed Vendor, Multi-Mode Workflow ONLINE SURVEY PLATFORM Create Survey Import Panels Collect Responses Analyze Data Issue Report Create Project Set up & Assign Interviewers Import Sample Activate Study & Interviewers Run Study Manage Sample, Quota, Interviewers, Studies & Process Call Center Operational Reporting Sample Disposition, Interviewers, Productivity PHONE SURVEY PLATFORM Copyright 2015 CFMC All rights reserved. 48
49 Mixed Vendor Integrated Workflow Function Technology Author Questionnaire Host the Survey Online Survey Platform Invite & Remind Sample Management to Dialer Interviewer Management Phone Survey Platform Call Center Operational Reporting Store Data Analyze & Report Online Survey Platform 2015 CFMC 49
50 In the Call Center. Supervisor Adjusts sample flow, manages and monitors interviewer activity Interviewer Business as usual.but uses the ONLINE survey as the interview script Once there is a connected call, a preloaded contact record and questionnaire are presented to interviewer Dialer acquires new number and dials it The interviewer conducts the interview using the online survey And statuses the call in the call management system Copyright 2015 CFMC All rights reserved. 50
51 Interviewer Experience Copyright 2015 CFMC All rights reserved. 51
52 Single Data Repository ONLINE SURVEY PLATFORM Survey Responses Analysis RESPONDENT DATA Research Insights Call center productivity Sample disposition Quota attainment OPERATIONAL DATA PHONE SURVEY PLATFORM Call Center Optimization Copyright 2015 CFMC All rights reserved. 52
53 Call Center Operational Control Sample Interviewers Quota Dialing Operations 2015 CFMC 53
54 Multi-mode Data Collection Mode is tracked by SurveyType SurveyType Web, Phone or IVR Copyright 2015 CFMC All rights reserved. 54
55 Mode-based Response Data Copyright 2015 CFMC All rights reserved. 55
56 More Efficient Process SURVEY COLLECTION METHODS DATA SET FOR ANALYSIS SAVE TIME & LABOR SURVEY CREATION: 1 vs. 3 surveys no re-creation per platform DATA ANALYSIS: 1 vs. 3 data sets no export & import of data Copyright 2015 CFMC All rights reserved. 56
57 UNLOCK your RESEARCH DESIGN
58 Unlock Your Research Design SURVEY COLLECTION METHODS DATA SET FOR ANALYSIS Copyright 2015 CFMC All rights reserved. 58
59 Use PHONE Reach all demographics Offer a choice URL #800 Increase response rates Match mode to value PHONE ONLINE Gain better insights Finish on Phone ONLINE PHONE Fill quota at lowest cost Copyright 2015 CFMC All rights reserved. 59
60 Once in a while, remember to dial!
61 Got Phone? M A R Y M C D O U G A L L M M C D O U G A L C F M C. C O M MRA Insights & Strategies Conference June 2015
OPEN UP YOUR RESEARCH DESIGN CHOOSE THE DATA COLLECTION APPROACH THAT BEST FITS THE RESEARCH
OPEN UP YOUR RESEARCH DESIGN CHOOSE THE DATA COLLECTION APPROACH THAT BEST FITS THE RESEARCH WWW.CFMC.COM Copyright 2015 CONTENTS IDEA IN ACTION 2 DATA COLLECTION MODES 2 DEMOGRAPHICS MATTER 3 COSTS MATTER
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