The benefits of outsourcing market research fieldwork to a call centre

Silvia Planella/ August 12, 2014/ blog

Too many companies neglect market research and then wonder why their promotions are falling down. Market research can be a time-consuming process for a company, filled with facts and figures.

Wouldn’t it be great if all this information was just on your computer without having to do the work? A call centre can be an ideal vessel for said market research.

The mining of customer data is second nature to any call centre. By using their CRM (customer relationship management) they are constantly gathering and updating customer information. Experience is also a factor; the mantra of any customer service agent is to be warm, welcoming and friendly. This means the integration between market research and contact centres is seamless as the similarities are prominent regarding customer satisfaction. The data collected in a call centre follows data protection policies.

The main areas of market research:

  • Database Management
  • Mystery Shopping
  • Customer Satisfaction Surveys
  • Market Analysis
  • Competitor Analysis

Advantages of outsourcing market research

The time-saving aspect is the main advantage to outsourcing market research to a call centre. It should be the first step for any business whether large or small. Defining the market and exploiting it through research is how so many companies and individual entrepreneurs have made their success over the years and it is these persons who are leaders in their field.

Market research campaigns generally require a large number of people to be contacted through qualitative or quantitative surveys. Call centres can also provide you with a dedicated phone number that increases the contact rate per campaign. This contact rate is higher in a call centre than anywhere else due to the experience of the staff and superior customer/product knowledge. When starting a new campaign for a product or service it is routine for the centre to familiarise their staff with the new product/service through training, research and learning the script of the client.

It increases the amount of data that can be mined and increases the accuracy. Policies and procedures are adhered to so data is more securely protected. A contact centre offers additional services such as email handling, live chat and an experienced workforce.

Choosing a market research agency with an in-house contact centre is the most logical option as the experienced customer centric agents are tailor made for projects such as this due to their adaptability, phone manners and contact rate.

Finding out customer trends and locating areas of improvement is what takes a business onward, by going the extra mile and outsourcing market research services rather than sweeping them under the rug!

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