Call Center Market Research: How to Use Resources More Efficiently

Long-term business success depends on good market research. Market research provides the insights that companies need to build business solutions that yield profitable results. There are many ways to conduct market research, from distributing surveys to conducting one-on-one interviews and a lot of options in between the two! There’s even call center market research, which when used efficiently can provide quality data that maximizes a company’s bottom line. Here’s how to ensure that your own call center market research is not just effective, but efficient, as well:

Understand When to Use Call Center Market Research

While call center market research isn’t just for large corporations or businesses with their own call centers, it’s also not for everyone. Make sure the answers you need can be best supplied by call center market research and not via some other research methodology.

Focus on Quality, Not Quantity

Call center market research is a great way to accumulate a large amount of information. However, data quantity should never be the focus in any type of market research project, and the most effective call center market research plan is the one that is carefully scripted, customized to the issue and company at hand so that only relevant information is obtained. If your company has staff with the expertise needed to develop your own list of market research questions, then by all means, utilize them. Otherwise, partner with a professional market research company to help you devise questions that get to the heart of the problem, exposing data that can be worked into actionable solutions. Emphasis on the amount of data not only renders superfluous facts and figures, it can encourage callers to rush and/or manipulate data in their effort to hit a quota.

Supervise Qualified Callers

Of course, it’s critical for market research call centers to be staffed with knowledgeable personnel. People skilled in performing call center market research know that the data they collect is only as good as their data collection efforts. But to be truly efficient, use call supervisors to ensure not just that your callers don’t cut corners during the research process, but that they are objective and engaging, encouraging respondents to offer honest responses. Each safeguards the data collection process in a way that will ultimately make the most use of all the market research call center’s resources.

Use the Right Technology and Have a Backup Plan

You’ll also want to make sure that you have the technology you need to retrieve the data you collect. The right type of software makes it easier and quicker to produce usable reports, saving you time and money. Furthermore, a plan for power outages and other technological glitches will safeguard the hard work of your callers, allowing you to recover data even if disaster strikes. 

Consider Multilingual Support 

Finally, your call center market research processes will be more efficient if you consider offering respondents multilingual support services. Today’s world is extremely diverse. There’s a good chance that you’ll miss recording valuable data if you don’t offer non-English speaking respondents the opportunity to speak to you in another language.

Ready to Learn More About Call Center Market Research?

To learn more about outsourcing call center market research assistance, please contact our team at Research America. We can help you design a market research project that is as efficient as it is effective, offering you the chance to save time and money, as well as collect the data you need!