Quality and Transparency in Telephone Market Research: CATI and Online

Transcription

1 IFF International Institute for Field Research Quality and Transparency in Telephone Market Research: CATI and Online

2 Quality Fieldwork By means of our product division, Quality Fieldwork-Phone Network, we can guarantee absolute quality in the execution of your international telephone surveys, each based on a foundation of homogeneous and uniform standards. One face to the customer stands for consistency and efficiency in project handling. We organize, monitor and execute your international studies. You have just one contact person so you use the time you save for other tasks. Our added extra for your cost efficiency. Our key facts: Only by using fixed, consistent rules can a multi-national project meet our demands homogenous project handling with consistent quality standards: Uniform programming throughout all countries and languages. Central sample evaluation and database server. Uniform rules for interview procedure and data-check routines. Stringent quality guidelines and documentation of fieldwork. Central project management and one face to the customer. Regular communication between partners and a debriefing of every project. Native speakers for all languages and countries. Quality fieldwork also means: Desk research for the acquisition of information specific to individual countries. Translation checks in relation to relevance to market research and terminology. Uniform technological platform, web based and with real-time access. By means of our 100 CATI-stations in Germany we can, of course, also provide you with the services you need for your national telephone market research projects (b2b / b2c). The IFF Service Spectrum Project set-up Multilingual CATI- Programming with Web- Testing function Implementation of complex questionnaire structures possible Translation of questionnaire Taking of samples; sample purchase (b2b, b2c) Pre-Test with the possibility of audio monitoring in our CATI Studios Field work 100 CATI stations in Germany with predictive and auto-dialing More than 200 of our own CATI stations internationally National & international interviews as CATI or p&p - B2C, B2B and customer satisfaction analysis - Mystery calls and CATI-Center checks Recruiting for online interviews, in-depth interviews, focus groups Audio monitoring Data analysis Data collection from p&p-interviews Data cleaning Back-translation Code plan development and coding Tabulation evaluations (descriptive and multivariate) Compiling of data sets in desired format (e.g. ASCII, SPSS) Descriptive charts Customer satisfaction and employee survey Only specially trained, experienced interviewers are used Preparation and sending of announcement letters Red alert management Hotline provided for queries Compliance with data protection guidelines in accordance with BDSG [Federal Data Protection Act] Customer touchpoint evaluation Phone-to-web and mixed mode studies in order to obtain the best possible utilisation and willingness of your customers to participate Mystery calls and call centre checks Individual project servers and high security standard; on-site data protection audits also possible by request

3 CATI-Projects Process organisation and quality management of an international project CATI-Center CATI-Center CATI-Center CATI-Center CATI-Center International CATI-Center (world-wide) VPN/VOIP VPN world-wide calls Central Telephony Sytel Pro Linking of individual questionnaires and call-managementsystem-dialer possible Central Server NEBU Information in real-time Visual access Data-base system Interview software Project management Project monitoring Quota management Sample management Phone Services We have more than 200 CATI stations of our own in our branches and with our worldwide network partners, so we cover all countries with native speakers. With central project management and decentralised fieldwork you can obtain everything you need from a single source. By means of our integrated platform for multi- and mixed mode data collection in combination with our dialer we guarantee a central telephony and call administration for all countries worldwide. Better results, a better flexibility and a more efficient communication with our clients is provided by our online portal, reportings can be triggered without difficulty in an optimized data protection area. The IFF Network Country Network Partner Languages Germany C4R, Cologne (Group) German UK CIF, London (Group) English, Nordic languages France Paris (Partner) French local Tunisia Tunis (Partner) French (offshore), Arabic Italy IFF Italia, Palermo (Group) Italian, Portuguese Spain Malaga (Partner) Spanish, English, Nordic languages, Benelux Macedonia Skopje (Group) Balkan Ukraine Lviv (Network partner) Ukrainian, Polish, Russian VAE/Saudi Arabia Leyhausen ME (Partner) Arabic Switzerland Zurich (Network partner) Swiss German, Italian, French Worldwide partners in all continents

4 Our demand: transparency in all phases Project phase Transparency Quality Control Commissioning Naming of responsible contact person; provision of project schedule Confirmation of project specifications; clarification of open questions; internal team kick-off Sample purchase Naming of sample provider, source of addresses Documentation of sampling Project setup Translation Handled by translation offices, translations from own core countries will be checked again by native speakers Programming Test-link Interactive process: client and programmer Quota set Quota-link Import quota vs. set variable; mutual definition of quota cells by means of representative sampling: continuous monitoring of quota Briefing Client visit at launch of project is welcomed By means of individual briefing documents a uniform training standard is ensured for all call centers and interviewers involved in the project; training of interviewers according to project specifications, qualitative and quantitative interviewer planning Field start Feedback on completion of first field day Intensive monitoring; debriefing if necessary Field phase Field work Arranging of monitoring schedules or delivery of voice recordings possible. Delivery of continuous status reports Continuous monitoring and coaching of the interviewers; data check after first field day, using tracking, wave comparisons; ongoing quota and quality monitoring through partner institutes within the framework of international projects Field end Final response rate report Data check; for client surveys: processing of all schedule agreements; sample evaluation Data delivery Data validation Data structure check Logic checks, interviewer checks, cleaning, amendments to open answers, standard procedures to maintain continuity Output Coding Preliminary data set available on request; data format on agreement with client Discussion of code plan in detail; delivery of coding and the original open end answers Independent formal checks of data by third party before being sent to client Coding by experienced coder, back-translation by specialists Tables Agreement on spreadsheet headings and layouts Evaluation using SPSS

5 Customer Focus Customer Touchpoint Evaluation (CTE) An efficient and effective market communication assured. Using our Customer Touch Point Evaluation instrument we can measure your customerís satis-faction during the course of your interaction with each other. The evaluation is a prompt and process-oriented measurement in the area of service touch points in your company. It will assist you in a long term optimisation of your public image and in gaining new customers. Customer Touch Point Evaluation is an instrument in the area of customer relationship management to aid the optimisation of your internal procedures. The precise measurement, as well as the systematic management of contact points in service and hotline areas, leads to an effective increase in employee performance and to a measurable increase in customer satisfaction. The result: an increase in customer loyalty while simultaneously gaining new customers. Your CTE study will be tailored to suit your individual needs and will offer you direct feedback from existing customers as well as insight into company internal communication. Using this information to analyse any Content of survey Verification of last customer touch point. Satisfaction with this touch point. Recommendation to others. Investigation of number of touch points. Investigation of problem solving. CTE- Procedure Classically personal Vs. Personal/ automated weak points will then enable you to introduce countermeasures to aid the development and improvement of management procedures. Ideally, CTE can be used to: Dimension of Information Evaluate your hotline. Evaluate your sales force/ your service team. Evaluate a combination of various contacts. Evaluation of inbound and outbound services. Measurement of customer satisfaction. NPS determination Problem solving quota Base estimate for employee payments. Initial point: Telefonical contact: Customer with Service Hotline Customer Service Hotline/ Call Centre Customer Care IFF- Network Process Levels Database Client Data transfer: 1. Contact data 2. Interview data Database Questionnaire Interview data IVR Voice portal Process 1: Fully automated IVR - survey after contact, handover only in case of escalation Process 2: Handover from servicehotline-agent to IFF Interviewer after contact, telefonical live interview conducted with IFF interviewer Process 3: Initiation of callback by servicehotline-agent telefonical deferred live interview conducted with IFF interviewer Process 4: Inititiation callback by customer, telefonical deferred live interview with IFF interviewer Organisational procedure of a CTE study, illustrated using the example of the CATI option

6 The sample the foundation for conclusive data collection B2C samples, representative We work with the RTS sample system from Rösch. Basis for collection: The basic idea came from Gabler-Häder: The analysis of the entire number range in blocks of a hundred. essential modifications and enhancements, as in the identification and allocation of telephone directory entries and the analysis of remaining blocks (remaining non-registered numbers) for landlines and mobile network. the allocation, as far as is possible, of non-private connections - the identification of private household multiple entries - classification according to how old the connection is Sample procedures micro-stratified nationwide samples a specialized optimal procedure for regional samples optional specialized procedures (e. g. Mobile Only ) Weighting procedures/non-response-offset the most modern evaluation procedures with minimal information loss professional and competent for the professional and competent off-setting of design effects (e.g. householdpersons-transformation) and of non-response bias. B2B samples Sources: D&B, Rösch, our own data bases Data basis: The analysis of every entry in the telephone directory Information from the trade directory Feedback from relevant surveys other publish sources (e.g. internet) Structural features: Branch coding according to NACE 2.0 and SIC Classification regarding number of employees differentiated regional allocation Selection procedures: advanced multi-stratified selection techniques for the execution of optimal samples for the respective survey targets. Target sample Target samples from various suppliers will be used for studies with difficult target groups or very low incidence, if desired. Online Services Cooperation with PAYBACK During the process of a project we can draw on an international net work of partners. We are capable of carrying out your B2C and B2B surveys online in all important markets all over the world irrespective of the scale of your project. Procedures are constantly monitored and controlled by experienced personnel here in Germany. You profit from a central contact person regardless of project design. Fieldwork in Germany With the panel of the largest German customer bonus program, PAYBACK, we have an exceptional pool of B2C respondents at our disposal. Our online fieldwork can be applied flexibly. We can offer you access to online panels if it is your desire. Likewise, we can take on the hosting of server capacities or your entire online project. Fieldwork worldwide Payback Partner 1 Partner 2 Partner 3 Identical platform as for CATI-studies (NEBU), the panel users of the partners are routed directly onto our servers. Central Server IFF International Institute for Field Research GmbH Biberach Leverkusen Leipzig London Palermo Member of the Leyhausen Group Tom Abele Dipl.- Verw.wiss. Managing Director Tel (0) t.abele@iff-international.com Dietmar Zentner Dipl.- Kfm. (Univ.) Managing Director Tel (0) d.zentner@iff-international.com Jens Overlaender Dipl.- Soz. Wiss. Client Development Manager Tel (0) j.overlaender@iff-international.com