CEO of ReLOOQ: Sooner or later, everyone will have to turn to market research and data-driven decision-making.
As the largest outbound contact center in the country, ISQI’s Research and Survey Center carries out a wide range of activities on a daily basis, including developing models and evaluating customer behavior, measuring employee satisfaction, diagnosing customer satisfaction issues within organizations, telephone marketing of services, customer follow-up, measuring and improving customer satisfaction, and conducting market research, all with the aim of enhancing customer satisfaction.
To mark the anniversary of the establishment of the center, ISQI’s Communications Department conducted an interview with Babak Esmaeilian, CEO of the center.
- Many people still know ReLOOQ as the Research and Survey Center or ISQI’s Contact Center. If you had to explain the difference between the two in one sentence, what would you say?
ReLOOQ Marketing Research Agency is a full-scope market research agency in Iran. It currently provides a wide range of quantitative and qualitative market research, as well as desk research.
What distinguishes ReLOOQ from other agencies is its strong capacity to conduct quantitative projects across a broad range of methodologies, including telephone, face-to-face, and mobile-based research.
- What change in the behavior of Iranian customers over the past five years has received less attention than it deserves?
The biggest change in customer behavior has been customers’ growing willingness to complete surveys online and via mobile platforms. Currently, more than 15% of ReLOOQ’s survey data is collected through online platforms.
- What has been the most unusual or challenging project or request ever handled by the contact center?
The projects involving recruiting drivers for Snapp and the direct marketing of Surmelyna cosmetics and personal care products have been among the most challenging projects undertaken by the center.
- If you had to choose one ReLOOQ project as a turning point, which one would you choose and why?
The projects conducted for the banking industry using complex and lengthy questionnaires have significantly improved the qualitative level and professional capabilities of the contact center over the past two years.
- If there were no financial constraints, what technology would you like to add to ReLOOQ today?
Using AI for data quality control, as well as launching online consumer panels, are among our current aspirations, and we have already begun planning for them.
- If you were to work as a contact center operator for a day, what would be the first thing you would learn?
Training in soft skills, particularly active listening and anger management, is essential for every contact center operator.
- When people talk about ReLOOQ ten years from now, what would you like them to remember it for?
We would like ReLOOQ to become the first name that comes to mind when a business is looking for a high-quality advisor for market research and market development.
- We recently saw your appointment as Deputy CEO of ISQI. Congratulations, and we wish you success. Do you think this appointment could affect future decision-making at ReLOOQ?
ReLOOQ has a well-integrated organizational structure and highly skilled human resources. This year, the company’s senior management team needs to be further strengthened so that ReLOOQ can achieve its objectives on the path toward 2030.
- Finally, if you could tell Iranian business managers just one sentence today about the importance of listening to the customer, what would it be?
Sooner or later, the Iranian market for products and services will also become competitive. Even today, some industries are operating in highly competitive environments. Industries will have no choice but to move toward data-driven decision-making, and data will be generated through market research and the analysis of customer behavior.
