Get representative customer feedback using telephone interviewing (CATI)

CATI—computer-assisted telephone interviewing—differs from other survey methods in one critical way: it gives you control over sample selection, ensuring that your feedback is genuinely representative of your customer base.

Consider a business with 10,000 customers and 20 agents. With CATI, you can assign 10 interviews per agent and randomly select interactions from each agent's pool of 200 customers. This enables an accurate score of the impact of each agent on your customers—something impossible without deliberate sample control.

Email surveys of the same universe generate company-level scores, but they lack granularity for branches, teams, or individual agents. More importantly, email responses are inherently self-selected. Only very angry and very happy people feel emotionally compelled to respond. That skews your data in ways that can lead you to make exactly the wrong decisions.

CATI eliminates that selection bias. The methodology ensures that every customer touchpoint is represented proportionally, and it uses built-in software logic to enhance data accuracy, with real-time interviewer prompting to improve consistency.

The result is feedback that links scores directly to employee performance metrics, ensures fair and consistent scoring across all staff members, and produces detailed representative insights that you can actually act on. For businesses where individual employee or branch performance drives customer loyalty, CATI is not just an option—it is the right tool.