{ "id": 481, "date": "2015-06-30T19:08:15", "date_gmt": "2015-06-30T17:08:15", "guid": { "rendered": "http:\/\/www.surveyrock.com\/blog\/?p=481" }, "modified": "2020-10-19T16:43:40", "modified_gmt": "2020-10-19T14:43:40", "slug": "how-to-administer-your-customer-survey", "status": "publish", "type": "post", "link": "http:\/\/www.surveyrock.com\/blog\/da\/hvordan-du-administrerer-din-kundeundersogelse\/", "title": { "rendered": "S\u00e5dan administrerer du din kundeunders\u00f8gelse" }, "content": { "rendered": "

Det bedste middel til at administrere en kundeunders\u00f8gelse<\/a> afh\u00e6nger af, om der er tale om en transaktionsunders\u00f8gelse eller en relationsunders\u00f8gelse. En transaktionsunders\u00f8gelse gennemf\u00f8res p\u00e5 det sted, hvor kunden er i kontakt med ham. Afh\u00e6ngigt af arten af kundekontakten kan en personlig, telefonisk eller online unders\u00f8gelse v\u00e6re hensigtsm\u00e6ssig. Forholdsunders\u00f8gelser er derimod mest omkostningseffektivt at gennemf\u00f8re online.<\/p>\n\n\n\n\n\n\n\n

\"kundeunders\u00f8gelse\"\/<\/figure><\/div>\n\n\n\n


Online dataindsamling har betydelige fordele i forhold til andre m\u00e5der at interviewe kunder p\u00e5, og du b\u00f8r bruge det, n\u00e5r det er muligt. Fordelene omfatter bl.a:<\/p>\n\n\n\n

Hastighed<\/strong><\/h3>\n\n\n\n

Internettet giver mulighed for \u00f8jeblikkelig distribution af unders\u00f8gelser og realtidsakkumulering og tabulering af resultater. Dette giver mulighed for \u00f8jeblikkelig dataanalyse, selv mens unders\u00f8gelsen stadig er i gang. Da resultaterne af kundetilfredsheden bruges til at identificere problemer og l\u00f8se dem, kan der hurtigere tages fat p\u00e5 dem, jo hurtigere svarene kommer, jo hurtigere kan de l\u00f8ses. I mods\u00e6tning hertil lider postunders\u00f8gelser under lange forsinkelser og lave svarprocenter, der kan v\u00e6re helt ned til 5%. <\/p>\n\n\n\n

Telefonunders\u00f8gelser tager l\u00e6ngere tid p\u00e5 grund af de faldende svarprocenter. Antallet af afviste svar p\u00e5 telefoninterviews er n\u00e5et op p\u00e5 60% (AC Nielsen). Da det er nemt at besvare onlineunders\u00f8gelser, kan de gennemf\u00f8res hurtigere, og et bredere segment af kundebasen kan n\u00e5s. <\/p>\n\n\n\n

Afh\u00e6ngigt af en r\u00e6kke variabler - forholdet til unders\u00f8gelsesmodtagerne, unders\u00f8gelsens l\u00e6ngde, om der sendes en p\u00e5mindelse, og om der tilbydes et incitament - kan svarprocenten for onlineunders\u00f8gelser v\u00e6re op til 35%. Selv for onlineunders\u00f8gelser, hvor der ikke er nogen forudg\u00e5ende relation til modtagerne, kan svarprocenten v\u00e6re 23% til 31% (Quirk's Marketing Research Review).<\/p>\n\n\n\n

Candor<\/strong><\/h3>\n\n\n\n

Folk er mere \u00e6rlige, n\u00e5r deres svar ikke er filtreret gennem en person i telefonen. Dette er vigtigt i forbindelse med forskning om f\u00f8lsomme emner, hvor unders\u00f8gelser viser, at folk er mere tilb\u00f8jelige til at svare p\u00e5 sp\u00f8rgsm\u00e5l p\u00e5 nettet end p\u00e5 telefonen eller i personlige interviews. <\/p>\n\n\n\n

Fjernelsen af interviewerens bias og elimineringen af ventetiden for en interviewer til at registrere resultaterne giver ogs\u00e5 mere \u00e6rlige og fuldst\u00e6ndige svar p\u00e5 \u00e5bne sp\u00f8rgsm\u00e5l. Dette er is\u00e6r vigtigt, n\u00e5r kunderne frivilligt giver yderligere oplysninger for at forklare deres tilfredshedsklassifikationer. S\u00e5danne svar giver indsigt i, hvad en virksomhed g\u00f8r godt, og giver ofte advarselstegn om forretningsforbindelsernes tilstand.<\/p>\n\n\n\n

Omkostninger<\/strong><\/h3>\n\n\n\n

Internettet eliminerer mange af de omkostninger, der er forbundet med traditionel markedsf\u00f8ringsunders\u00f8gelse. Ved onlineunders\u00f8gelser undg\u00e5s porto- og telefonomkostninger samt basismaterialer som papir, kuverter og trykning. Fordi det er selvstyret, er der ingen omkostninger til intervieweren. Endelig er det mere bekvemt, s\u00e5 omkostningerne ved at tilbyde incitamenter kan reduceres.<\/p>\n\n\n\n

Online- og offline-metoder til dataindsamling kan ogs\u00e5 kombineres. Hvis offline-metoder er n\u00f8dvendige for en del af kundegrundlaget, kan data for kunder, der kun kan kontaktes via post, personligt eller telefonisk, indl\u00e6ses i en v\u00e6rkt\u00f8j til online-unders\u00f8gelse<\/a>. P\u00e5 den m\u00e5de kan alle unders\u00f8gelsesresultater registreres, gennemg\u00e5s og analyseres sammen.<\/p>", "protected": false }, "excerpt": { "rendered": "

Den bedste m\u00e5de at administrere en kundeunders\u00f8gelse p\u00e5 afh\u00e6nger af, om det er en transaktions- eller relationsunders\u00f8gelse. En transaktionsunders\u00f8gelse gennemf\u00f8res i forbindelse med kundekontakten. Afh\u00e6ngigt af arten af kundekontakten kan en personlig, telefonisk eller online unders\u00f8gelse v\u00e6re passende. 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