On a scale of 1 to 10, how satisfied are you with this survey?
Have you ever been in a customer focus group session where there is a facilitator who asks questions like, "What did you like about product X", or "What did you think about when you learned about product X?" ? These groups and questions are designed to elicite free form responses from the participants and give rich material for the surveyor to learn from. Why do focus groups ask questions like this? According to Richard A Krueger, " We want people to listen to us. . . . Focus group interviewing is about listening. It is about paying attention. . . . being nonjudgmental. . . .When used appropriately, the process improves listening".
Now, focus on the last automated phone survey you participated in? Once you realized that the questions seemed to never end, how quickly did you fall into a pattern of just answering the "yes", "5", "good", without really listening?
Bruce Pollock, Director Strategic Technology Solutions, West Corporation writes,
Then Bruce goes on to talk about West's new automated tool for taking surveys. How can an automated tool be truly "interactive", when all of the interactions are pre-programmed and there is no way to adapt to new grammars or context that are not anticipated? In order to capture a full qualatative result, wouldn't the automated tool need to interpret meaning, context, intent, comprehension and understanding on behalf of the caller being surveyed as well? Fully automated interactions could never match the effectivness of a focus group excercise, unless you inserted a human into the process.
Guided Speech IVR integrates a human at every stage of a call, so that the interaction can be more - human, but with the advantages that automation brings. Agent guides monitor 4 interactions at a time where open ended questions can be interpreted on meaning, intent, comprehension, words, tone and understanding. Also, since the human can adapt to any set of circumstances, each and every interaction is interactive in the ultimate sense, without the expense of one-on-one individual surveys.
Give me a call if you want to see how it works.
More on this item
Now, focus on the last automated phone survey you participated in? Once you realized that the questions seemed to never end, how quickly did you fall into a pattern of just answering the "yes", "5", "good", without really listening?
Bruce Pollock, Director Strategic Technology Solutions, West Corporation writes,
" When selecting a survey tool for your customer service representatives and call center agents, the most important features to consider for best-practice results are as follows:Effective Customer Service Requires Not Just Knowledge, But Insight
• Interactive. Interactivity makes the survey easy and therefore more likely to be completed.
• Qualitative and quantitative results. Numbers and ratings can provide only so much information. Hearing the actual customer voice allows that individual to share his or her true feelings; the tone of voice and specific words used will ultimately allow a complete understanding of the customer’s sentiments.
Then Bruce goes on to talk about West's new automated tool for taking surveys. How can an automated tool be truly "interactive", when all of the interactions are pre-programmed and there is no way to adapt to new grammars or context that are not anticipated? In order to capture a full qualatative result, wouldn't the automated tool need to interpret meaning, context, intent, comprehension and understanding on behalf of the caller being surveyed as well? Fully automated interactions could never match the effectivness of a focus group excercise, unless you inserted a human into the process.
Guided Speech IVR integrates a human at every stage of a call, so that the interaction can be more - human, but with the advantages that automation brings. Agent guides monitor 4 interactions at a time where open ended questions can be interpreted on meaning, intent, comprehension, words, tone and understanding. Also, since the human can adapt to any set of circumstances, each and every interaction is interactive in the ultimate sense, without the expense of one-on-one individual surveys.
Give me a call if you want to see how it works.
