On Jan 25, 2010, at 1:37 PM, Melissa Casburn wrote:
A client has asked us to cold-call some existing customers to do some
fast research on purchasing decisions. This isn't an activity we
normally engage in, so I'm treading carefully.
The survey is fairly short (about 15 questions) and includes a $50
incentive. The call script looks tidy, with the incentive called out
very quickly. We believe the questions are short and clear, and easy
to answer via the phone (as opposed to a readable format like paper
or web). Anybody have additional items we should double-check, or
basic guidance from past experience using this technique?
Hi Melissa,
In addition to what Charlie suggested, I'd make it more of a
discussion and less of a scripted survey. I'd make sure the people
asking the questions really understand what you're looking for and are
prepared for diving in deep with the customers.
The incentive isn't really the $50 for customers: it's knowing that
they are going to influence something that's important. The $50 just
shows you (and your client) has some skin in the game and aren't
taking them for granted.
If you want to get really good, valuable information, you'll want to
incent them by showing real interest in their answers. That means
having someone who can really engage them and demonstrate a real
curiosity. (It also means establishing clearly, through your actions,
that this isn't a glorified sales call or timeshare-like pitch. You
are there to learn, not sell.)
There are some tricks, like contacting through email first, to
establish interest and set up an appointment. You want to explain,
both in the initial contact and at the start of the interview, what
you're hoping to learn and what you're doing with their information.
You probably don't want to call it a survey, but something more
engaging (which will vary based on who you're talking to). And you
want to arrange to get them the money as soon as you can, even before
the interview, if possible. (This demonstrates you're serious and it's
a partnership, not exploitive.)
Hope this helps,
Jared
Jared M. Spool
User Interface Engineering
510 Turnpike St., Suite 102, North Andover, MA 01845
e: [email protected] p: +1 978 327 5561
http://uie.com Blog: http://uie.com/brainsparks Twitter: @jmspool
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