IVR Surveys The secret to Increasing response Rates by Barnard Crespi
I recently launched an ask the expert program on IVR Surveys inviting anyone who wanted to participate to submit their questions regarding IVR Surveys. Not surprisingly the most popular question was How can I increase my survey response rates when using IVR
I would like share a client story with you that will help answer this question.
I was recently working with a healthcare benefits group we develop host about a dozen IVR surveys per year for them. They were experiencing a 10% response rate on a particular project when the average for projects of this scope is about 30%. They chose IVR specifically because of the demographics they were targeting where access to the internet was limited.
The IVR survey invitation was part of a benefits package information kit sent out to 15,000 employees the package contained about 50 pages. If you have worked in a large organization or your employer offers you benefits I ’m sure you are familiar with this type of package. Included in the package there was an invitation to participate in an employee survey. The client thought they had this under control. The organization was relying on the results of this survey to tailor changes to the benefits package to the realities faced by employees the client wanted to obtain a significant enough sample to make the changes that reflect the needs wants of the employees.
Needless to say the 10% response was not what they expected certainly was not representative of their employee base; therefore it was of little use in planning their benefits strategy change. They were very disappointed I would be.
The first reaction by the clients project team was "Our employees don't use IVR" this is why so few responded. Our client called us immediately to ask for our opinion what could be done. Of course as soon I heard where the invitation was inserted; basic marketing 101 told me where the problem was.
Since the client had already invested in developing the survey had pre paid for some transactional services I suggested that they conduct a small pilot a mailing to 200 employees. This was a simple post card invitation with the survey toll free number access code plus a compelling reason to call “We are making changes to your benefits plan your opinion is important to us. "
Printing mailing were cost effective the response rate jumped to 65%. Needless to say the client was ecstatic the next week they mailed all 15,000 postcards achieving a 62% response rate. Applying basic marketing principals to promoting surveys became part of our clients practice escalated the average survey participation rate for employee surveys from 30% to over 50% where IVR access was provided.
The survey invitation was part of a benefits package information kit sent out to 15,000 employees the package contained about 50 pages. If you have worked in a large organization or your employer offers you benefits I ’m sure you are familiar with this type of package. Included in the package there was an invitation to participate in an employee survey. The client thought they had this under control. The organization was relying on the results of this survey to tailor changes to the benefits package to the realities faced by employees the client wanted to obtain a significant enough sample to make the changes that reflect the needs wants of the employees.
Needless to say the 10% response was not what they expected certainly was not representative of their employee base; therefore it was of little use in planning their benefits strategy change. They were very disappointed I would be.
The first reaction by the clients project team was “Our employees don ’t use IVR ” this is why so few responded. Our client called us immediately to ask for our opinion what could be done. Of course as soon I heard where the invitation was inserted; basic marketing 101 told me where the problem was.
Since the client had already invested in developing the survey had pre paid for some transactional services I suggested that they conduct a small pilot a mailing to 200 employees. This was a simple post card invitation with the survey toll free number access code plus a compelling reason to call “We are making changes to your benefits plan your opinion is important to us'
Printing mailing were cost effective the response rate jumped to 65%. Needless to say the client was ecstatic the next week they mailed all 15,000 postcards achieving a 62% participation rate. Applying basic marketing principals to promoting surveys became part of our clients practice escalated the average survey participation rate for employee surveys from 30% to over 50% where IVR access was provided.
A guide to help you with your projects IVR Surveys datatel systems. comand IVR datatel systems. com IVR Surveys The secret to Increasing response Rates
