With the emergence of speech recognition and the ubiquity of automated phone systems, many market research firms and enterprises are turning to interactive voice response (IVR) for handling surveys. Typically, marketing firms and enterprises have used computer-assisted telephone interviewing (CATI) to conduct research and customer satisfaction surveys over the phone. CATI is an expensive and inefficient endeavor, as it requires an agent to read the survey script and input the data collected from the respondent. This process leads to long call times and a very high cost per respondent. The use of IVR as a survey collection method lowers cost and reduces phone time because data is collected from respondents in a less labor-intensive manner.
Because IVR surveys eliminate the need for call center agents, survey campaigns can be deployed at a fraction of the cost. When you remove an agent from the task of asking survey questions and collecting data, social desirability biases are markedly reduced and the quality of data improves as human error is diminished.
For more information about PlumSurvey and IVR solutions feel free to contact us directly.
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