1. 1. Got Phone? MRA Insights & Strategies Conference | June 2015
2. 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. 3. Once in a while, remember to dial!
4. 4. Strategic Value Multi-mode Approach Budget Impact Technology Enablement Phone data collection Copyright 2015 CFMC | All rights reserved. 4
5. 5. Copyright 2015 CFMC | All rights reserved. 5 Phone interviewing
6. 6. Copyright 2015 CFMC | All rights reserved. 6 IVR* answering, screening, interviewing * Interactive Voice Response
7. 7. Process Automation 2015 CFMC 7
8. 8. SU RVEYURLPUSH PULL CALL CENTER Copyright 2015 CFMC | All rights reserved. 8 Recruitment
9. 9. WHY PHONE?
10. 10. Whos missing? Who are they? Over 65 No high school degree Under $30,000 Non-white Rural Copyright 2015 CFMC | All rights reserved. 10 13% US adults 43% Age 65+ 23% Income < $30,000 24% High School or less
11. 11. Reach the right people Fill quota & minimize weighting Complete projects faster Phone Data Collection Reach demographics not accessible online Validate identities better Target under-quota segments Copyright 2015 CFMC | All rights reserved. 11
12. 12. Guide the participant through the interview for more in-depth research. Rich Data Deal with issues quickly by passing caller directly to a service rep. Improved Customer Service Deliver early insights with responses from replicate samples. Representative Results Analyze response differences by mode Mode Bias Testing Why Else Phone? 12 Copyright 2015 CFMC | All rights reserved.
13. 13. Understand How Answers Differ by Mode Copyright 2015 CFMC | All rights reserved. 13 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
14. 14. TALK ISNT CHEAP
15. 15. Data Collection Options Copyright 2015 CFMC | All rights reserved. 15
16. 16. Cost Components SAMPLESAMPLESAMPLE TELCOTELCO PHONE INTERVIEW IVR INTERVIEW ONLINE SURVEY $ $$ Copyright 2015 CFMC | All rights reserved. 16 LABOR
17. 17. Direct Costs per Complete Copyright 2015 CFMC | All rights reserved. 17 PHONE: 40:60 cell to landlines, differentially dialed. ONLINE: 50:50 optimized connect vs. non-optimized. SOURCES: MSG, Fulcrum, and Survox customers TELCO + LABOR Permissioned Lists TELCO + LABOR Non-Permissioned Lists SAMPLE + TELCO + LABOR Non-Permissioned Lists
18. 18. Research Decision | Which Mode(s) to Use? Copyright 2015 CFMC | All rights reserved. 18 COSTS RESULTS - Time - Quantity - Demographics
19. 19. SURVEY COLLECTION METHODS DATA SET FOR ANALYSIS Technology Now Enables Multi-Mode Research 19 Copyright 2015 CFMC | All rights reserved.
20. 20. + Multi-Mode Data Analysis 20 Copyright 2015 CFMC | All rights reserved. O N L I N E P H O N E
21. 21. Reaching the RIGHT audience?
22. 22. NATIONAL RETAILER | A multi-mode story. Copyright 2015 CFMC | All rights reserved. 22
23. 23. Seniors Rural Lower Income Lower Education Copyright 2015 CFMC | All rights reserved. 23
24. 24. Increase Response | Expand Reach Copyright 2015 CFMC | All rights reserved. 24 URL + 800# 15% higher overall 75% more Seniors 25% more customers who are High school only Rural resident Lower income
25. 25. Offer Engagement Choices 25 Invitation URL WEB Survey PHONE # IVR Survey Copyright 2015 CFMC | All rights reserved. RESPONSE DATA
26. 26. Consider Outbound Copyright 2015 CFMC | All rights reserved. 26 SET QUOTA Per agent Per store Per region Per day STORE AGENT REGION
27. 27. Solicit Feedback from Representative Sets 27 OUTBOUND Call IVR Survey Copyright 2015 CFMC | All rights reserved. TRANSACTION DATA RESPONSE DATA PHONE Survey Optimized Dialing to Meet Quota
28. 28. CUSTOMERS New Product Development Feature Testing Pricing Analysis Customer Feedback Voice of Customer NPS Customer Experience Outbound Follow-up Transfer to Survey 28 Copyright 2015 CFMC | All rights reserved.
29. 29. The 80:20 Rule Copyright 2015 CFMC | All rights reserved. 29
30. 30. Who means the most to your business? Copyright 2015 CFMC | All rights reserved. 30
31. 31. Differentiate by Value Copyright 2015 CFMC | All rights reserved. 31 ALL OTHER CUSTOMERS MAJOR ACCOUNTS TOP 10 CUSTOMERS ALL OTHER EMPLOYEES MANAGERS CXO WORKFORCE
32. 32. Invest for Best Return Copyright 2015 CFMC | All rights reserved. 32 In-Person Phone Interview Online Survey Collect insights efficiently Expend resources for highest return
33. 33. Differentiate by Value Copyright 2015 CFMC | All rights reserved. 33 ALL OTHER CUSTOMERS MAJOR ACCOUNTS TOP 10 CUSTOMERS ALL OTHER EMPLOYEES MANAGERS CXO WORKFORCE In-Person Phone Interview Online Survey
34. 34. EMPLOYEES Workforce Development Key Employees In-Depth Drill Downs Employee Feedback Choice of Modes Proactive Sampling Exit Interviews Key Employees Strategic Functions 34 Copyright 2015 CFMC | All rights reserved.
35. 35. SPEND WISELY Copyright 2015 CFMC | All rights reserved. 35
36. 36. QUOTA SAMPLE SURVEY METHOD $ ONLINE $ $ IVR PHONE ONLINE + IVR ONLINE + PHONE Complete Quota Within Budget 36 Copyright 2015 CFMC | All rights reserved.
37. 37. How Might Costs Shift Copyright 2015 CFMC | All rights reserved. 37 1000 Responses; IVR landlines & permissioned cell phones 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% DIRECT COST
38. 38. CITIZENS Public Opinion Policy Input New Policy Testing Political Strategies Campaign Strategy Message Testing Citizen Feedback Choice of Modes e.g. Inbound IVR 38 Copyright 2015 CFMC | All rights reserved.
39. 39. DOES THIS WORK?
40. 40. Multi-Mode Learnings Copyright 2015 CFMC | All rights reserved. 40 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
41. 41. Phone-only vs. Multi-mode Copyright 2015 CFMC | All rights reserved. 41 Adding A Web Mode To Phone Surveys: Effectiveness & Cost Implications Becky Lien, MPH, Professional Data Analysts, Inc. AAPOR Conference | May 14, 2015 + 5-16% HIGHER RESPONSE RATE in all age groups. + LOWER COST under 1000 completes + LOWER COST over 1000 completes
42. 42. 12% LOWER COST per complete at 1100 respondents Phone-only vs. Multi-mode Copyright 2015 CFMC | All rights reserved. 42 EVEN LOWER? Reduce set-up Eliminate import Adding A Web Mode To Phone Surveys: Effectiveness & Cost Implications Becky Lien, MPH, Professional Data Analysts, Inc. AAPOR Conference | May 14, 2015 +
43. 43. SURVEY COLLECTION METH OD S TEC H N OLOGY PLATFOR MS DATA SET FOR ANALYSIS Mixed Modes, Mixed Vendors 43 Copyright 2015 CFMC | All rights reserved.
44. 44. Web Introduction CREATE A SURVEY OPTIONAL: ADD MODE-BASED INSTRUCTIONS 44 Phone Introduction Copyright 2015 CFMC | All rights reserved.
45. 45. 1 Survey .2 Modes 45 Copyright 2015 CFMC | All rights reserved. ONLINE SURVEY CALL MANAGEMENT PLATFORM
46. 46. YOUR CALL CENTER.OR THEIRS SINGLE DATA SET SPECIALIZED PARTNER CALL CENTER ONLINE SURVEY USER ONLINE RESEARCHER ONLINE RESEARCHER CALL CENTER 46 Copyright 2015 CFMC | All rights reserved.
47. 47. TECHNOLOGY IS NO LONGER A BARRIER
48. 48. Call Center Operational Reporting Sample Disposition, Interviewers, Productivity Issue Report Create Survey Create Project Set up & Assign Interviewers Import Panels Collect Responses Activate Study & Interviewers Import Sample Manage Sample, Quota, Interviewers, Studies & Process Run Study Mixed Vendor, Multi-Mode Workflow 48 Analyze Data Copyright 2015 CFMC | All rights reserved. ONLINE SURVEY PLATFORM PHONE SURVEY PLATFORM
49. 49. Function Technology Author Questionnaire Online Survey PlatformHost the Survey Invite & Remind Sample Management to Dialer Phone Survey PlatformInterviewer Management Call Center Operational Reporting Store Data Online Survey Platform Analyze & Report Mixed Vendor Integrated Workflow 2015 CFMC 49
50. 50. In the Call Center. Dialer acquires new number and dials it Once there is a connected call, a pre- loaded contact record and questionnaire are presented to interviewer Supervisor Adjusts sample flow, manages and monitors interviewer activity The interviewer conducts the interview using the online survey And statuses the call in the call management system Interviewer Business as usual .but uses the ONLINE survey as the interview script 50 Copyright 2015 CFMC | All rights reserved.
51. 51. Interviewer Experience 51 Copyright 2015 CFMC | All rights reserved.
52. 52. Single Data Repository 52 RESPONDENT DATA OPERATIONAL DATA Survey Responses Analysis Call center productivity Sample disposition Quota attainment Copyright 2015 CFMC | All rights reserved. ONLINE SURVEY PLATFORM PHONE SURVEY PLATFORM Research Insights Call Center Optimization
53. 53. Call Center Operational Control 532015 CFMC Sample Interviewers Quota Dialing Operations
54. 54. Multi-mode Data Collection Mode is tracked by SurveyType SurveyType Web, Phone or IVR Copyright 2015 CFMC | All rights reserved. 54
55. 55. Mode-based Response Data 55 Copyright 2015 CFMC | All rights reserved.
56. 56. More Efficient Process SAVE TIME & LABOR Copyright 2015 CFMC | All rights reserved. 56 SURVEY COLLECTION METHODS DATA SET FOR ANALYSIS SURVEY CREATION: 1 vs. 3 surveys no re-creation per platform DATA ANALYSIS: 1 vs. 3 data sets no export & import of data
57. 57. UNLOCK your RESEARCH DESIGN
58. 58. SURVEY COLLECTION METHODS DATA SET FOR ANALYSIS Unlock Your Research Design 58 Copyright 2015 CFMC | All rights reserved.
59. 59. Reach all demographicsPHONEUse PHONE ONLINE Match mode to value Gain better insights URL Increase response rates Offer a choice #800 Finish on Phone Fill quota at lowest cost ONLINE PHONE Copyright 2015 CFMC | All rights reserved. 59
60. 60. Once in a while, remember to dial!
61. 61. Got Phone? MRA Insights & Strategies Conference | June 2015 M A R Y M C D O U G A L L M M C D O U G A L L @ C F M C . C O M