After stepping on a lot of pit, we vomit blood summarizing the method of improving the success rate of the phone invitation

I believe that when it comes to user research methods, everyone should think of telephone invitations, but today's situation does not support offline visits, so telephone invitations have become a major response method. However, many people will be distressed, the number of call invitations is poor and the success rate is low. In the face of this situation, I don't know how to solve it. The author summarizes the pit that his team has stepped on and summarizes some methods of call invitations, hoping to help you.

When it comes to qualitative research, I believe many students can say a lot of qualitative research methods: 1 to 1 deep visit, group symposium, household interviews, etc., but maybe because of the restrictions of the epidemic, offline interviews are getting more and more and more and more received. The intangible restrictions, the frequency of telephone interviews in actual work gradually increases.

First, why is the electric visitor still valued?

Maybe many friends will have doubts. Now that the Internet is so developed, there are still so many companies that are still using traditional telephone interviews, but it is true. Not long ago, friends in major Internet factories in major Internet factories are also in Tucao. The big Internet factories are still using the upcoming electric visits in the field of professional research. The electric visits are still valued by the following reasons:

1. Save money and time: save the expenditures of various travel, conference preparation, venue and other expenses involved in offline interviews, and save time cost expenses with the characteristics of follow -up. The Internet environment is not good, saving money is understandable;

2. convenient and fast: the Internet rhythm is fast, thunderbolt is popular, and the rapidly changing Internet environment also requires to speed up with research. The telephone interview can be connected with the respondent. Office or at home can be successfully carried out. The more perfect catering the efficiency of the Internet field;

3. Wide coverage: Internet corporate services generally cover the country, and even the successful enterprise business covers the world. Telephone interviews can reach the area covered by most business;

4. Low visit threshold: Maybe some friends ask why they do not use online voice chats and video conferences? You must know that not everyone will download the office tools in the workplace. The more the interviews of the visitors, the more likely it will lead to the stranding of the visit; and many students with electricity visits know that the phone calls to call the environment where the respondent is located. Unprecedented, the Internet is often unable to ensure that it has been unobstructed, so online interviews are often not as stable as electric visits;

There seems to be a lot of strengths in electric visits, but it may not be as simple as you think in actual operation, and you need to avoid the shortcomings of a lot of telephone visits:

1. It is difficult to judge the authenticity: Most visitors and the respondents do not know each other, and it is difficult to distinguish the authenticity of the feedback content of the respondent, especially if the interviewer is confused about the conceptual confusion of the subject. Answer the situation of the non -asked, so it tests the identification of the respondent's identity in the early stage;

2. Impatient: Telephone interviews are similar to deep visits, and the span of time is generally about an hour. Everyone imagines whether a stranger will have the patience to chat with you for an hour of phone porridge. Therefore, the telegram of the visiting visitor's communication skills, the visitors should say concisely, clear their mouths, avoid ambiguous questions, and shorten the interview time as much as possible, so as to maximize the willingness of the visitors;

3. Hanging/refusal: After all, electric visits do not require face -to -face communication, and the visitors can hang up the phone at any time.

4. Difficulty invitations: I believe that everyone has experienced the experience of various marketing, fraud phone calls, etc. In a complicated phone call environment, the invitation phone call is difficult to survive in the gap. The invitation success rate is made.

2. How to improve the success rate of invitation?

In the actual execution of the telephone interview, in order to leave the respondent's expectations of the interview, the invitation and confirmation of the interview with the user in the early stage, and the situation of the failure, the second hanging, the refusal, and even the subsequent refusal are common. Xiao Bian has roughly counted the success rate of invitations, 5%has already been considered a good performance.

Therefore, for the customer service teams of each company and even professional third -party professional market research and execution agencies, the invitation work is a lot of challenges. Therefore, Xiaobian combined with previous work experience to consult a professional third -party market research company, this article summarizes the following methods to help everyone quickly improve the success rate of invitation.

1. Release recruitment questionnaire in the early stage

It is not a clever way to get a list of calls to get a list. You must know that the list is not necessarily all users within the scope of our research. Hai call will waste a lot of time and energy. At this time, the recruitment questionnaire will be particularly important. It will assume the role of the two parts. One is that the hard screening conditions can be set in the questionnaire, and a large number of users who do not meet the access conditions through the questionnaire. After careful filling in the questionnaire and the user's willingness to visit, the visits will be stronger. A targeted invitation will help improve the success rate of the later invitation. This step requires a certain ability to write a questionnaire, and the purpose and target group of the target of the interview at this node to test the preparation of the previous project.

2. Endorsement as a large enterprise

Seeing this here, I believe that many friends will question whether the subject of exposed interviews will lose the neutrality of the interview. Will the respondents embarrassed to spit, or will they become a compliance conference when they encounter extreme users. After weighing the advantages and disadvantages and combining my own experience, I found that invitations to invite as a large company are greater than the disadvantages: most users will relax the defense psychology to a large extent when they hear that they are more familiar or reputable. May listen to the contents. If you are worried that the transmission of identity affects the user's answer, it can highlight the identity of the visitor as a third party during the actual interview, allowing users to let go of their concerns and express freely. 3. It is best to use a corporate fixed password

The first use of a corporate fixed -line can allow users to have a certain source of calls for calls. For example, when you see 10086, you know that it is China Mobile, and now many mobile phones support the function of the location of the display number. Psychology also forms a clear distinction for inviting calls and chaotic fraud phone calls.

Second, it is conducive to purifying the invitation environment. The corporate number can be set to a virtual network phone. The user cannot call back. The user has encountered the user as a means of contacting the invitation phone. It has become a channel for complaints, which is not conducive to maintaining the purity of the invitation environment.

4. Do a good job of training before the invitation

If you want to build mutual trust with unfamiliar people in a short time, invites personnel must quickly explain their identity and call purpose, and they must be clear and logical. I think many people have received the phone call and do not know the other party's experience. The reason for this phenomenon is that the other side of the phone sacrificed a clear talk for the blind pursuit of speed; The problem of the project is half aware of the project, and the members of their own members are unclear, let alone the cooperation of users.

Therefore, before the invitation, the person in the project team needs a simple training for the invitation team, including the qualified sample conditions, the general content of the project, and the technique of invitations. As for no compliance.

5. Understand the details of the user

Taking the recent second -hand car project as an example, the initial contact of the customer service team and the user is "Have you ever been to the XXX store recently to see the used car?", This kind of question method is more impressive and shorter than the store time. It may be recalled, but most of the situation is that users will not keep too many memory points on a trivial matter. The better way is to enlarge the main object. For example, "You have recently watched a black Audi in the XXX store recently Do you have an impression of A6? "In this project, watching a car is the longest time to consume consumers, which is more conducive to evoking the memory of the subject and the connection of subsequent content.

6. Reward incentive

Participating in the interview to obtain cash, gift vouchers, discount discounts, etc. are the most direct means of leverage users. Do not repeat it here. The only thing that needs to be reminded is to apply for the relevant budget in advance in the preliminary period of the project. In the alternative of equivalent consumption coupons, the consumer coupon naturally does not have a wide range of cash use, which is easy to make consumers conflict, and may have a negative impact on enterprises without faith.

7. Short the time span

According to the implementation time of the project, the invitation can be invited 1-2 days in advance. The time span is too long to make the visitors forget or change the hexagram. As the saying goes, the night dreams are long. Secondly, it is difficult for most people to confirm the time arrangement of more than three days, so invitations and actual interviews need to be ironed while hot.

8. Continue to brush the sense of existence, pass through rigor, improve user sense

Not all the interviewees take the interviews we value, it is easy to encounter a successful invitation but temporarily forget or give up the interview temporarily. Please remind users on Monday morning to have an interview in the afternoon, please arrange time in advance. If there are text messages and email forms, the invitation letter will be better, and the process of the interview is more rigorous, which will give users a sense of ritual, and the more regular the format, the more occupations can pass out our work from the details that our work will be transmitted from the details. Professional, you can get the attention of users.

9. Have a big heart

The actual invitation will encounter a kind of person who has a poor attitude, poor mood, obvious wanting to vomit, etc., and then execute the team to feedback the frustration caused by the user's refusal to visit. The team tips with each other to adjust each other. Do not let the negative emotions affect the communication with the respondent, let the unhappy things laugh!

3. Write at the end

It is hoped that the above views can help everyone progress smoothly in the invitation of subsequent projects. The invitation to make a phone call will make the telephone interview more smoothly, so as to help companies find problems and business opportunities in a fierce competitive business environment, and provide more enterprise development with more. possibility.

In addition to the above views, what invitations do you have in your work summarize?

Author: Luo Hengjie

Source public account: 58uxd (ID: i58uxd), 58uxd, full name 58 user experience design center.

This article is authorized by everyone's cooperation media @58uxd to publish it. Everyone is a product manager.Reprinting is prohibited without permission.The question map is from UNSPLASH, based on the CC0 protocol.

The point of view of this article only represents the author himself, and everyone is the product manager platform that only provides information storage space services.

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