Why conduct a customer satisfaction survey using phone interviews?

Phone interviews are an effective method for conducting customer satisfaction surveys. They offer personal interaction, in-depth insights, and the opportunity to respond quickly to customer feedback.

Customer satisfaction is much more than just a business metric; it is the heart of a brand and a key factor in customer loyalty, future purchases, and ultimately the financial success of a company.

In today’s business environment, where digital noise and competition are constantly present, maintaining personal customer relationships is more important than ever. Telephone interviews are a tactical tool that allows customers to express their feelings and opinions directly, thus standing out from other research methods, such as online surveys. Qualitative interview research can also be used to complement quantitative research.

Engage and show appreciation through personal interaction

The primary benefit of phone interviews is that they provide personal interaction. When a customer speaks directly to the interviewer, a genuine connection is created, which can increase customer engagement and willingness to share their honest opinions.

The human dimension is especially important, as customers feel valued and heard during the conversation. This may encourage customers to provide more in-depth feedback – valuable information that might be difficult to gather through online surveys alone.

Many people also don't have the time to fill out online surveys, so a conversation is a more effective way to provide feedback in a busy everyday life. The respondent can choose the most suitable slot for them in the appointment calendar and spend about three minutes chatting, for example while driving a car.

Collect detailed information and understand the customer more deeply

Phone interviews allow for deeper conversations in a way that is not always possible with digital surveys. For example, when a customer mentions disappointment with a particular product, an experienced interviewer can ask more specific questions and guide the conversation deeper.

This approach not only uncovers customer experience pain points, but also helps companies better understand their customers’ needs. In addition, the phone connection allows for immediate reaction to customer feedback, which allows the company to address issues quickly and effectively. The sooner hidden challenges are identified, the better the chances of preventing customer churn.

The interviewer matters

The personality, training, and experience of the interviewers play a crucial role in the success of telephone interviews. Competent interviewers not only ask questions, but also know how to listen and ask follow-up questions to deepen the conversation.

Open-ended questions give customers the space to speak in their own words, which encourages them to share their personal experiences and feelings. This can be particularly useful in improving customer experience, as it reveals perspectives that might not have been considered when designing a survey. The interviewer can also interpret nonverbal cues in the conversation and build a deeper understanding of the quality of the customer experience. For example, some respondents may humorously say that they do not give full marks in principle, even though they are very satisfied with the service they received.

Combine qualitative and quantitative research

Phone interviews can also play a significant role in the research process, combining qualitative and quantitative data, to gather in-depth information about customer experience before conducting larger quantitative surveys.

This information helps companies develop their surveys and understand which questions are relevant for larger quantitative surveys. This allows companies to develop more specific questions that are more closely related to customer satisfaction.

On the other hand, for example, the findings of a regular online survey can be deepened with an annual telephone interview.

Faster response to customer feedback

Phone interviews are not just a data collection method, but a way to differentiate yourself from your competitors. Customers appreciate that their opinions are taken seriously and that your company is investing in personal interaction. This approach can not only improve customer satisfaction but also build stronger brand loyalty.

When customers feel that their opinions really influence the company's operations, they are more likely to remain loyal to the brand and recommend it to others. It is important to communicate before and after surveys so that customers also know how development ideas have been raised as part of the company's strategic work and how they will be implemented in the future.

Summary

Telephone interviews are an effective method for conducting customer satisfaction surveys. They can ensure a high response rate, deepen customer relationships, gain in-depth insights into service development, and respond to negative experiences before they escalate into customer churn.