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With digital tools and data collection methods becoming increasingly dominant in the marketing sphere, many businesses have turned from the classic telephone survey method to online surveys, social media polls and other virtual channels to gather customer insights.
While these options offer speed and convenience, there are circumstances where more traditional methods, such as telephone interviewing, provide a richer and more personal level of engagement.
At More Than Words Marketing, we believe that telemarketing survey research offers unique advantages for businesses – especially those working in B2B, education or the public sector.
In this article, we’ll explore the benefits of customer experience and telemarketing surveys, when to use them, and how they can drive better business outcomes.
What is a Telemarketing Survey?
A telemarketing survey is a research method that involves reaching out to individuals or businesses via telephone to gather information.
Unlike traditional telemarketing sales calls, the goal of a survey is not to make a sale but to collect valuable data that your business can use to refine your products, services or marketing campaigns.
More Than Words specialises in telemarketing surveys designed to gather deep insights, whether you’re looking to conduct a customer satisfaction survey, assess brand awareness, or gather opinions on new products/services.
Why Should You Use Telemarketing Surveys?
A telephone survey can offer a number of benefits, including:
1. A Human Touch
One of the most significant benefits of a telemarketing survey is the personal connection it creates between interviewer and survey respondent. Skilled telemarketers are adept at making conversations feel natural and engaging. Unlike online surveys where respondents may provide brief or incomplete answers, a telephone survey allows for a real-time dialogue.
When respondents are asked to explain their ratings or provide feedback, they’re more likely to give detailed answers over the phone. They may even share stories or examples that give you a much richer understanding of their perspectives—something that’s rarely achieved through a digital survey.
2. Better Response Rates
The response rate for telemarketing surveys tend to be much higher than other survey methods. Depending on the survey type and the audience, response rates for telephone surveys typically range between 10% and 25%, significantly outperforming many online or email surveys.
There are several reasons for this. First, telemarketers can clarify any question the respondent may have, increasing completion rates. Second, the interactive nature of the telephone interview allows the interviewer to keep the respondent focused and engaged, helping ensure that they stay on the line long enough to finish the survey.
3. Greater Accessibility
While the internet is ubiquitous today, there are still many segments of the population that either don’t have regular access to the internet or prefer not to engage with online surveys. This is especially relevant when conducting surveys with a diverse target audience, such as research that targets older demographics.
Telephone interviews also offer the flexibility to reach potential respondents wherever they are. Whether you’re contacting people at home or reaching decision-makers at businesses, phone surveys allow for direct, real-time interaction, making them an ideal tool for both B2B and B2C research.
4. Quality Control and Real-Time Adjustments
Another advantage of telephone interviews is that the interviewer can adjust survey questions or follow-up based on the responses they’re receiving. If a respondent provides a vague answer, the interviewer can ask for clarification, ensuring that the collected data quality is as accurate and insightful as possible.
In contrast, an online survey typically doesn’t offer this level of adaptability, which can result in incomplete or unclear data.
Writing an Effective Telemarketing Survey Script
The key to a successful phone interview is writing a clear and concise script that encourages respondents to engage.
Here are some top tips to keep in mind when crafting your telemarketing survey:
- Start with an Informative Introduction: Capture the respondent’s attention from the start. Be transparent about the purpose of the call, and make your introduction engaging to prevent hang-ups.
- Ask Open-Ended Questions: Encourage respondents to elaborate by asking open-ended questions that prompt detailed answers rather than simple “yes” or “no” responses.
- Keep it Short: Respect your respondent’s time. Aim for a survey length of around five minutes to maintain focus and prevent fatigue.
- Use a Rating Scale: Incorporating a number scale allows you to gauge satisfaction levels effectively while keeping the questions simple and easy to answer.
- Avoid Overly Complicated Questions: Keep the language of each question clear and concise. Overloading respondents with too many options or complex wording can lead to confusion and survey abandonment.
By following these best practices, you can design a telemarketing survey that delivers valuable insights while keeping respondents engaged and satisfied.
Why Outsource Your Telephone Survey?
Running a telemarketing survey requires a significant amount of time, skill, and resources. That’s why many businesses choose to outsource this task to a professional telemarketing service like More Than Words Marketing.
More Than Words offers:
1 . Skilled Interviewers
When you outsource to a professional telemarketing team, you benefit from the experience of trained interviewers who know how to handle all types of calls. These agents are skilled in keeping respondents engaged, overcoming objections, and ensuring the quality of the data collected.
2. Cost-Effective Solution
Managing a telemarketing survey internally can be resource-intensive. From hiring and training staff to managing the technology required for smooth call handling, the costs can quickly add up. By outsourcing, you can access a team of experts without having to worry about the overhead costs of managing an in-house operation.
3. Linking Surveys to Multi-Channel Campaigns
At More Than Words, we don’t just stop at telephone interviews and phone surveys. We can integrate your telemarketing efforts with other channels, such as email or postal campaigns, to create a ‘joined-up marketing’ approach to your market research.
This multi-channel strategy allows you to build stronger relationships with decision-makers and gather even deeper insights.
Take Your Market Research to the Next Level with More Than Words
If you’re considering running a phone survey to gather valuable insights for your business, More Than Words can help.
Our experienced team is ready to assist you with survey design, execution, and analysis, ensuring that you get the most out of your research efforts.
