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Background
Previously, CareerBuilder.com relied on telephone surveys to conduct its customer satisfaction research. Getting respondents on the phone was the main hurdle. They could only gather data from a very small subset of customers, and the process took an entire week. It took another full day to tabulate the data.
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Results
Using Zoomerang, CareerBuilder.com can stay connected to its customers, identify problem areas, and discover new opportunities for service improvements. Zoomerang lets CareerBuilder.com reach four times the number of respondents via email than phone, and achieve twice the response rate—but in a matter of minutes, rather than days or even weeks.
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However, the company relied on telephone surveys that were time-consuming and laborious, said Gina Ratini, national account executive, with CareerBuilder.com’s Recruiting Business Unit.
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| A single customer survey might involve anywhere from several hundred to thousands of recipients at large, national companies.
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“With telephone surveys, we’d call and find people weren’t always there. So we’d spend a great deal of time calling people back and tracking them down,” said Ratini. “The biggest hurdle was getting phone time, which often required at least three call attempts per respondent.”
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| Even with focused resources and multiple call attempts, the company was only able to collect responses from approximately 40 people for every 100 to 120 people that it phoned, resulting in a response rate ranging from 33 to 40 percent. |
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| Table 1: Telephone Surveys versus Zoomerang Online Surveys |
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Telephone |
Zoomerang |
| Survey Audience |
Sample of 120 Customers |
All Customers |
| Response Rate |
33-40% |
75-80% |
| Resources Allocated to Conducting Interviews |
1 person for 1 week |
0 (self-directed online surveys) |
| Time Devoted to Data Tabulation |
1 person for 1 day |
0 (real-time, online) |
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| Once respondents were on the phone, a typical telephone survey took about 15 minutes to complete. Yet collecting all the data from all the available respondents took approximately ten hours over one or two weeks’ time. Tabulating the survey data then required another full workday. |
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| Given the difficulty of conducting and collecting data from phone surveys, the company was forced to restrict its survey population, and was only able to devote one week to each survey. |
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| That’s why CareerBuilder.com decided to make a change last year. The company recognized that it needed a more efficient way of reaching its customers. It also needed a faster, better way to collect and act on its vital survey data. (Please see Table 1: “Telephone Surveys versus Zoomerang Online Surveys.”) |
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| The Right Solution: Zoomerang |
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| Trusted colleagues had recommended Zoomerang so highly that Ratini immediately selected it as the company’s online survey tool. |
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| “From the start, Zoomerang was the clear choice,” she recalled. That’s because the survey comes pre-written, making it quick and easy to get started. “Using Zoomerang is surprisingly simple. All I had to do was create a template and work from that. To this day, we reuse that same template again and again.” |
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| But it’s not just the survey service itself, but also the company that drew Ratini. Because CareerBuilder.com is a business that listens closely to its customers, it expects the same of its vendors. |
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| “Zoomerang is a great tool that MarketTools keeps upgrading to make even better,” said Ratini. “Ultimately, that’s what makes me stay with MarketTools—that they listen to and implement customer comments.” |
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| Reality Checks and Temperature Checks |
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| Today, CareerBuilder.com uses Zoomerang surveys to evaluate the satisfaction levels of new as well as long-standing customers. For example, the company can assess how well a new staffing program or trial is working for a new customer. It can also use Zoomerang surveys as a “temperature check” to ensure long-term customers continue to be satisfied. |
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| Once the company receives feedback, Ratini can tabulate the survey data within several minutes as opposed to several hours. Quick turnaround time means that the company can more rapidly respond to its customers’ requests and strengthen its offerings. |
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| Zoomerang also provides more opportunities for CareerBuilder.com to contact—and therefore, stay closely connected to—customers because it tracks specific customer responses. “Zoomerang lets me see exactly who put in a request for a certain change,” said Ratini. |
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| Additionally, customer satisfaction surveys alert CareerBuilder.com to information gaps between itself and its customers. For example, if a customer requests the ability to send out mass emails, Ratini can then notify the customer that the capability already exists. |
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| “Zoomerang helps us to direct customers to already existing functionality they may not know about,” she said. “I can also use that opportunity to call the customer directly and show him/her how to use the feature. That goes a long way towards showing we care, that we’re listening and following up.” |
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| Compelling Business Results |
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| Using Zoomerang, CareerBuilder.com can reach four times the number of respondents via email than phone, and achieve twice the response rate—but in a matter of minutes, rather than days or even weeks. |
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| And Ratini attributes the high response rate—ranging from 75 to 80 percent—to customers’ ability to complete email surveys more quickly than phone surveys. |
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| “When you conduct a phone survey, you have to give people a choice of five options. It’s time-consuming and tedious. With our email format, it’s much simpler for people to respond because they can navigate through the survey visually,” she added. |
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| According to Ratini, that’s especially important given that the survey respondents are primarily recruiters and sales people. “For them, time is money. They don’t want to waste time on the phone. They’d much rather give feedback over email at their convenience.” |
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| Results from Zoomerang surveys help CareerBuilder.com to determine which changes to makes to its services and online functionalities. |
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| Recently, for example, some customers requested the ability to download their applicants’ resumes via Microsoft Word format—a capability that CareerBuilder.com had not had previously. Based on compelling survey data, the company added the feature. When the new feature became available, Ratini sent an email to customers notifying them that the change had been implemented. |
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| “Using Zoomerang, we can make sure we deliver the right features, and therefore, a higher level of service to our customers,” she said. |
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| Ultimately, in customer-focused organizations such as CareerBuilder.com, surveys are a core part of maintaining competitive advantage, said Ratini. “Zoomerang gives us a competitive edge because more people are reading and responding to our surveys. Without Zoomerang, we couldn’t possibly gather the valuable data and make the important changes that translate into long-term customer loyalty.” |
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Zoomerang is a part of MarketTools, Inc.
For more information, please contact us at:
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Zoomerang
MarketTools, Inc.
150 Spear Street, Suite 600
San Francisco, CA 94105
(415) 957-2200 www.zoomerang.com
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© 2006 MarketTools. All rights reserved.
This case study is for informational purposes only. MARKETTOOLS MAKES NO WARRANTIES, EXPRESSED OR IMPLIED, IN THIS SUMMARY. The information contained in this document represents the current view of MarketTools on the issues discussed as of the date of publication. ZPro and Zoomerang are either registered trademarks or trademarks of MarketTools in the United States and/or other countries. Other product and company names may be the trademarks of their respective owners.
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