It is widely believed that acquiring a new customer is five times more expensive than retaining an existing customer. In this respect, high levels of customer loyalty and repeat business are desirable and it makes sense for every business to have some mechanism to understand and meet customer needs. Here are 10 of the main benefits of measuring satisfaction over the phone

1. It is widely believed that acquiring a new
customer is five times more expensive
than retaining an existing customer. It
makes sense for every business to have
some mechanism to understand and
meet customer needs.
10 Benefits of Measuring
Customer Satisfaction over the Phone

2. It is widely believed that acquiring a new customer is five times more
expensive than retaining an existing customer. In this respect, high levels of
customer loyalty and repeat business are desirable and it makes sense for
every business to have some mechanism to understand and meet customer
needs. In a more competitive global market with less product differentiation,
where consumer power and social media channels can make or break a
brand, many companies have customer satisfaction and loyalty programs and
benchmark themselves against their competitors.
Introduction
10 Benefits of Measuring
Customer Satisfaction over the Phone

3. Whilst measuring customer satisfaction is more common place, there is also a
risk that it becomes a tick‐box exercise, rather than a genuine effort to
understand customer needs and improve performance. Any successful survey
program must have a clear set of objectives that can lead to improved
performance. The key to success is not to measure everything, but only what
is important to your customer in the context of your products or services, and
therefore what can positively or negatively impact your business. It is not
enough to take a generic approach.
Clear Objectives that lead to improved performance
10 Benefits of Measuring
Customer Satisfaction over the Phone

4. The many different survey tools and methodologies available can
be overwhelming but, setting clear objectives and priorities,
makes it easier to find an approach which best fits your needs.
Here are 10 of the main benefits of using the phone to measure
customer satisfaction.
10 Benefits of Measuring Customer
Satisfaction over the Phone
10 Benefits of Measuring
Customer Satisfaction over the Phone

5. The level and quality of communication is better when
it results from human interaction. Aside from the literal
meaning of the words, lots can be learnt through tone
of voice and the emotion, it conveys. A human can pick
up signals and patterns more quickly and easily than
will necessarily be conveyed through the data alone.
1. Quality of Feedback
10 Benefits of Measuring
Customer Satisfaction over the Phone

6. Capturing a conversation on a call recording,
which can be listened to and analysed after a
call, gives extra clarity to the feedback provided
and ensures it is properly understood.
2. Call Recordings
10 Benefits of Measuring
Customer Satisfaction over the Phone

7. As it is difficult to ignore the phone, response
rates are generally much higher than those of
other channels. If you need to reach a certain
sample size, lower response rates from channels
such as email can make this difficult.
3. Response Rates
10 Benefits of Measuring
Customer Satisfaction over the Phone

8. Customer Satisfaction Indexes and Net Promoter Scores
are useful for benchmarking but provide little insight
into what issues are, or what to do about them. With
open questions during a phone conversation, it is
possible to identify patterns and develop a good
understanding of the customer viewpoint.
4. Open Questions and Insight
10 Benefits of Measuring
Customer Satisfaction over the Phone

9. The personal nature of a phone conversation enables
the caller to build rapport with a customer. An
experienced agent will make the customer feel secure
so they are comfortable opening up and sharing their
opinions, perhaps more so than with other, less
personal, approaches.
5. Rapport
10 Benefits of Measuring
Customer Satisfaction over the Phone

10. Phone research can be both qualitative and quantitative, either
combined or used in a staged approach, where qualitative
research identifies key areas of focus for a broader quantitative
survey. A phone conversation can be scripted; presenting a set
of pre‐defined options for consistency or include open
questions that capture insight that may not have been
foreseen, or a mix of both.
6. Qualitative and Quantitative
10 Ways To Optimise
The B2B Sales Funnel

11. We always advise our clients to include an option for
open feedback. If you give the customer a set of pre‐
defined responses to choose from, that is what they
will do. Allowing for open feedback ensures you will
learn something you didn’t know already and get a true
customer perspective.
Be careful what you wish for…
10 Benefits of Measuring
Customer Satisfaction over the Phone

12. A phone call can provide outcomes and value, in addition to the
survey’s planned objectives. Additional information gleaned
during the call, either as notes or through the call recording, can
help with organisation and market mapping, or provide valuable
competitor insight. Other outcomes such as database updates
and email opt‐ins can also be obtained in the same call.
7. Additional Value
10 Benefits of Measuring
Customer Satisfaction over the Phone

13. For industries subject to regulation, including financial services, telephone
research can be particularly effective in getting the right level of feedback in
the format required for legislative compliance or to meet TCF (Treating
Customers Fairly) standards.
Aside from the call recordings as a reference point, a bespoke framework can
be established within a specialist CATI system, which provides the paper trail
and capture of verbatim response often required. Call recordings also help
maintain interviewer performance and allow the correct behaviours to be
incentivised where standards are critical.
8. Regulatory Compliance
10 Benefits of Measuring
Customer Satisfaction over the Phone

14. As phone research is based on data, it is easy to control and
target your survey according to your priorities and required
criteria. You may, for example, need to target a particular
geographical area or a specific demographic group. As it is data‐
led, telephone research enables you to focus your efforts only
where they are needed.
9. Targeting
10 Benefits of Measuring
Customer Satisfaction over the Phone

15. And Finally….10. Prioritisation
Whilst it is generally accepted that
repeat business is more profitable, it is
also true that most companies have a
broad mix of customers with varying
costs to acquire and maintain, depending
on their profile.
Pareto’s principle or the 80‐20 rule,
suggests that on average 20% of
customers provide 80% of a company’s
revenue.
10 Benefits of Measuring
Customer Satisfaction over the Phone

16. 10. Prioritisation…continued
If Pareto’s Law holds true, it makes sense to focus on
understanding the needs and retaining those customers, that
are most valuable. A data‐led approach such as telephone
research, means you can profile and segment your database to
prioritise the most profitable segments based on potential
lifetime value, and focus on ensuring their needs in particular
are addressed.
10 Benefits of Measuring
Customer Satisfaction over the Phone

17. Our Services
Established in 1990 and based on the
Brighton sea front, The Telemarketing
Company is the UK's leading specialist
outbound B2B telemarketing agency,
with a robust research offering.
For further information on our services:
01273 765000
info@ttmc.co.uk
www.ttmc.co.uk
26-27 Regency Square
Brighton, East Sussex, BN1 2FH