{
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        "rendered": "<p>El mejor medio para administrar un <a href=\"https:\/\/www.surveyrock.com\/home\/customer-satisfaction-surveys.html\">encuesta a los clientes<\/a> depende de si se trata de una encuesta transaccional o relacional. Una encuesta transaccional se realiza en el punto de contacto con el cliente. Dependiendo de la naturaleza del contacto con el cliente, una encuesta en persona, por tel\u00e9fono o en l\u00ednea puede ser apropiada. Las encuestas relacionales, en cambio, son m\u00e1s rentables si se realizan en l\u00ednea.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2015\/06\/customerfeedback.jpg\" alt=\"encuesta a los clientes\"\/><\/figure><\/div>\n\n\n\n<p><br>La recopilaci\u00f3n de datos en l\u00ednea ofrece importantes ventajas sobre otros modos de entrevistar a los clientes, y deber\u00eda utilizarla siempre que sea posible. Las ventajas incluyen:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Velocidad<\/strong><\/h3>\n\n\n\n<p>Internet ofrece una distribuci\u00f3n instant\u00e1nea de la encuesta y una acumulaci\u00f3n y tabulaci\u00f3n de los resultados en tiempo real. Esto permite un an\u00e1lisis inmediato de los datos, incluso mientras la encuesta est\u00e1 en curso. Dado que los resultados de la satisfacci\u00f3n del cliente se utilizan para identificar los problemas y solucionarlos, cuanto m\u00e1s r\u00e1pido lleguen las respuestas, m\u00e1s r\u00e1pido se podr\u00e1n abordar. Por el contrario, las encuestas por correo sufren de largos tiempos de espera y bajos \u00edndices de respuesta, que llegan a ser de 5%. <\/p>\n\n\n\n<p>Las encuestas telef\u00f3nicas tardan m\u00e1s tiempo debido a la disminuci\u00f3n de las tasas de respuesta. Las tasas de rechazo de las entrevistas telef\u00f3nicas han alcanzado el 60% (AC Nielsen). Con la facilidad de responder a las encuestas en l\u00ednea, se pueden completar m\u00e1s r\u00e1pidamente y se puede llegar a un segmento m\u00e1s amplio de la base de clientes. <\/p>\n\n\n\n<p>Dependiendo de una serie de variables -la relaci\u00f3n con los destinatarios de la encuesta, la duraci\u00f3n de la misma, si se env\u00eda un recordatorio y si se ofrece un incentivo- los \u00edndices de respuesta de las encuestas en l\u00ednea pueden ser superiores a 35%. Incluso en el caso de las encuestas en l\u00ednea en las que no existe una relaci\u00f3n previa con los destinatarios, los \u00edndices de respuesta pueden ser de 23% a 31% (Quirk's Marketing Research Review).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Candor<\/strong><\/h3>\n\n\n\n<p>La gente es m\u00e1s sincera cuando sus respuestas no se filtran a trav\u00e9s de alguien en el tel\u00e9fono. Esto es esencial para la investigaci\u00f3n de temas delicados, ya que los estudios indican que las personas son m\u00e1s propensas a responder a las preguntas en la web que por tel\u00e9fono o en entrevistas personales. <\/p>\n\n\n\n<p>La eliminaci\u00f3n del sesgo del entrevistador y la supresi\u00f3n del tiempo de espera para que el entrevistador registre los resultados tambi\u00e9n producen respuestas m\u00e1s sinceras y completas a las preguntas abiertas. Esto es especialmente importante cuando los clientes ofrecen informaci\u00f3n adicional para explicar sus \u00edndices de satisfacci\u00f3n. Estas respuestas proporcionan una visi\u00f3n de lo que una empresa est\u00e1 haciendo bien y a menudo proporcionan se\u00f1ales de advertencia sobre la salud de la relaci\u00f3n comercial.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Coste<\/strong><\/h3>\n\n\n\n<p>Internet elimina muchos de los costes asociados a la investigaci\u00f3n de marketing tradicional. Las encuestas en l\u00ednea evitan los gastos de correo y tel\u00e9fono, as\u00ed como los materiales b\u00e1sicos como el papel, los sobres y la impresi\u00f3n. Al ser autodirigida, no hay costes de entrevistador. Por \u00faltimo, es m\u00e1s c\u00f3modo, por lo que se puede reducir el coste de ofrecer incentivos.<\/p>\n\n\n\n<p>Los m\u00e9todos de recogida de datos online y offline tambi\u00e9n pueden combinarse. Si los m\u00e9todos fuera de l\u00ednea son necesarios para una parte de la base de de clientes, los datos de los clientes con los que s\u00f3lo se puede contactar por correo, en persona o por tel\u00e9fono pueden introducirse en un <a href=\"http:\/\/www.surveyrock.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">online survey tool<\/a>. De esta manera, todos los resultados de la encuesta pueden ser capturados, revisados y analizados conjuntamente.<\/p>",
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        "rendered": "<p>La mejor manera de realizar una encuesta a un cliente depende de si se trata de una encuesta transaccional o relacional. Una encuesta transaccional se realiza en el punto de contacto con el cliente. Dependiendo de la naturaleza del contacto con el cliente, una encuesta en persona, por tel\u00e9fono o en l\u00ednea puede ser apropiada. En cambio, las encuestas relacionales son m\u00e1s rentables [...].<\/p>",
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