CaseStudy4

Reading Customer Minds for Our Client

The Challenge

Our client was a leading health insurance provider in the US and wanted to conduct an expansive survey before making a vital business decision. The survey would be conducted among 20,000 existing customers and 40,000 customers of our client’s competitors across a specific target market. The intention of this survey was to understand the preferences of users in regards to referral of their health insurance plan. Our client asked us to conduct the survey on the Bling Phone Survey methodology where there will be no mention of our client’s insurance company.

Things to Ponder

We had to gather data from a large audience and there were many decisions confronting us. Such as:

• How to distinguish the client’s services or products from other offerings available in the market?
• To create an enticing questionnaire that would enable maximum responses from 60,000 strong audiences.
• Creating two different survey models – one for the existing customers and the other for customers of competitors’.

Our Approach

We understood that test run of this survey was very important. This is why we took the following steps:

• We created a dummy survey environment and interviewed 15 people within the span of following four days.
• Our findings helped us prepare a special training program for the agents.
• We selected the criteria for respondents – they could not be physicians, hospital staff or employees from a marketing or advertising firm.
• The questionnaire was of 10-15 minutes and it featured many multiple choice questions and five open ended questions.
• Our Quality Assurance team cross checked the voice of respondents.

The Effect

The survey was a roaring success as it achieved the following feats:

• The survey was answered by 91% of respondents which was way beyond client’s expectation of 70%.
• It was completed a week before schedule.
• We achieved over 99% accuracy with the survey results.
• We completed the survey within the pre-decided budget (even though there were major technological implementations in the process) and saved 40% which the client would have to pay for getting the survey done within the US.

Where We Deviated from the Norm?

• We laid extra focus on selection of questions and their types (multiple choice or open ended).
• We had a lengthy test run for the questionnaire before it was unleashed upon the respondents.
• We adopted repeat calls for respondents who could not be connected the first time.
• We employed the Quality Assurance team to monitor the authenticity of our campaign.