Global market research firm Synovate is bringing its advanced telephone and web-based survey technology, ViewsCast, to India. ViewsCast captures feedback directly from customers at the point of service, and will enable companies to carry out continuous monitoring of customer satisfaction and preferences, with results accessible on the web in real-time.
With the outsourcing business booming in India, ViewsCast's technology fills the present void existing in terms of 'no-instant-feedback-capture' mechanism available for the contact centre industry. This real-time feedback would enable Synovate's clients to make decisions that have a noticeable influence on contact centre performance and efficiency.
Bruce Wells, Global Director, Synovate ViewsCast, said, "Gathering instant feedback at the end of a customer's transaction provides up to date information on the quality of handling by the agents directly from the customer, and is an invaluable aid to quality monitoring and training." He added that this technology puts Synovate at the forefront of moving beyond customer satisfaction measurement to full customer relationship management programmes.
Prior to ViewsCast, obtaining customer feedback was a very different process. Companies relied on traditional methods such as call monitoring, mystery shopping, or even taking agents off the phones to conduct customer follow-up interviews. With ViewsCast, customers can now be forwarded to an automated survey immediately at the end of the call. Within seconds of the customer completing the survey, the contact centre can review the customer's feedback online, including listening to verbatim comments, and be in a position to react to potential problems
A Synovate official informed that the server had been set up in Mumbai at an investment of around Rs 10 lakh.