It's commonly known that the speed with which customer issues are addressed can be the difference between keeping or losing that customer. So when a client asked us for 24-hour turnaround on transcriptions for its initial contact study, we were quick to respond, "You got it!"

The project parameters for this initiative included receiving daily sample files and conducting independent phone surveys to determine customer satisfaction regarding service or sales experiences within an automotive manufacturer's dealerships in the United States and Canada. Morley conducted the calls and provided daily call disposition reports and 24-hour turnaround for all transcribed verbatim responses to open-ended questions.

To achieve these objectives, we leveraged our internal capabilities to ensure accuracy, efficiency and expediency.

For example, we utilized our CATI (Computer Aided Telephone Interviewing) system's sample management tools to automatically track the number of call attempts, record expiration, duration between calls, busy signals, wrong numbers, unanswered calls and the number of successful contacts. This enabled us to easily customize call disposition reporting to match the client's needs. Since CATI also uses algorithms to develop a predictive sequence to call respondents, we were able to maximize the number of successful connections and survey completions.

Our staff of interviewers who conducted these surveys was fluent in both English and French Canadian. To allow them to remain focused on each respondent during the three-minute conversation, interviewers managed a list of probes during each call, and all interviews were recorded for subsequent transcription. Our client especially appreciated the ability to dial in at any time to anonymously listen to interviewers conducting surveys. Not only did this practice assure the client of our consistent professionalism, but it also provided an opportunity to give specific feedback to enhance future calls. In addition, based on what they heard during calls or read in reports, the client was able to provide us with proactive questions that were temporarily added to the end of surveys in order to gain valuable input on hot-button issues.

Finally, our in-house staff provided quick turnaround for recording and reporting open-ended survey responses. Our staff includes English majors to transcribe all responses from U.S. residents, and individuals fluent in French Canadian to transcribe all responses from Canadian residents. By using these internal resources, clients received both fast and accurate data.

By leveraging our internal technology and talent, our client was able to receive high-quality data output in time to make a significant impact on customer loyalty.