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    "slug": "how-to-administer-your-customer-survey",
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    "link": "http:\/\/www.surveyrock.com\/blog\/fr\/comment-administrer-votre-enquete-client\/",
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        "rendered": "<p>Le meilleur moyen d'administrer un <a href=\"https:\/\/www.surveyrock.com\/home\/customer-satisfaction-surveys.html\">enqu\u00eate sur la client\u00e8le<\/a> d\u00e9pend du fait qu'il s'agisse d'une enqu\u00eate transactionnelle ou relationnelle. Une enqu\u00eate transactionnelle est men\u00e9e au moment du contact avec le client. Selon la nature du contact avec le client, une enqu\u00eate en personne, par t\u00e9l\u00e9phone ou en ligne peut \u00eatre appropri\u00e9e. Les enqu\u00eates relationnelles, quant \u00e0 elles, sont plus rentables lorsqu'elles sont men\u00e9es en ligne.<\/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=\"enqu\u00eate sur la client\u00e8le\"\/><\/figure><\/div>\n\n\n\n<p><br>La collecte de donn\u00e9es en ligne offre des avantages consid\u00e9rables par rapport aux autres modes d'interview des clients, et vous devriez l'utiliser chaque fois que possible. Ces avantages sont les suivants<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Vitesse<\/strong><\/h3>\n\n\n\n<p>L'Internet offre une distribution instantan\u00e9e de l'enqu\u00eate et une accumulation et une tabulation des r\u00e9sultats en temps r\u00e9el. Cela permet une analyse imm\u00e9diate des donn\u00e9es, m\u00eame si l'enqu\u00eate est toujours en cours. \u00c9tant donn\u00e9 que les r\u00e9sultats de la satisfaction des clients sont utilis\u00e9s pour identifier les probl\u00e8mes et les r\u00e9soudre, plus les r\u00e9ponses arrivent rapidement, plus vite ils peuvent \u00eatre trait\u00e9s. En revanche, les enqu\u00eates par courrier souffrent de longs d\u00e9lais d'attente et de faibles taux de r\u00e9ponse, aussi bas que 5%. <\/p>\n\n\n\n<p>Les enqu\u00eates t\u00e9l\u00e9phoniques prennent plus de temps en raison de la baisse des taux de r\u00e9ponse. Les taux de refus des entretiens t\u00e9l\u00e9phoniques ont atteint 60% (AC Nielsen). Gr\u00e2ce \u00e0 la facilit\u00e9 de r\u00e9pondre aux enqu\u00eates en ligne, celles-ci peuvent \u00eatre r\u00e9alis\u00e9es plus rapidement et un segment plus large de la client\u00e8le peut \u00eatre atteint. <\/p>\n\n\n\n<p>En fonction d'un certain nombre de variables - la relation avec les destinataires de l'enqu\u00eate, la longueur de l'enqu\u00eate, l'envoi ou non d'un rappel et l'offre ou non d'une incitation - les taux de r\u00e9ponse aux enqu\u00eates en ligne peuvent atteindre 35%. M\u00eame pour les enqu\u00eates en ligne dans lesquelles il n'y a pas de relation pr\u00e9alable avec les destinataires, les taux de r\u00e9ponse peuvent \u00eatre de 23% \u00e0 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>Les gens sont plus honn\u00eates lorsque leurs r\u00e9ponses ne sont pas filtr\u00e9es par une personne au t\u00e9l\u00e9phone. C'est essentiel pour les recherches sur des sujets sensibles, car les \u00e9tudes montrent que les gens sont plus enclins \u00e0 r\u00e9pondre aux questions sur le Web qu'au t\u00e9l\u00e9phone ou lors d'entretiens personnels. <\/p>\n\n\n\n<p>La suppression du biais de l'enqu\u00eateur et l'\u00e9limination du temps d'attente de l'enqu\u00eateur pour enregistrer les r\u00e9sultats permettent \u00e9galement d'obtenir des r\u00e9ponses plus franches et plus compl\u00e8tes aux questions ouvertes. Ceci est particuli\u00e8rement important lorsque les clients fournissent volontairement des informations suppl\u00e9mentaires pour expliquer leurs notes de satisfaction. Ces r\u00e9ponses donnent un aper\u00e7u de ce que l'entreprise fait de bien et fournissent souvent des signaux d'alarme sur la sant\u00e9 de la relation commerciale.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Co\u00fbt<\/strong><\/h3>\n\n\n\n<p>L'Internet \u00e9limine bon nombre des co\u00fbts associ\u00e9s \u00e0 la recherche marketing traditionnelle. Les enqu\u00eates en ligne \u00e9vitent les frais d'affranchissement et de t\u00e9l\u00e9phone ainsi que les mat\u00e9riaux de base comme le papier, les enveloppes et l'impression. Comme elle est autodirig\u00e9e, il n'y a pas de frais d'enqu\u00eateur. Enfin, elle est plus pratique, ce qui permet de r\u00e9duire le co\u00fbt des incitations.<\/p>\n\n\n\n<p>Les m\u00e9thodes de collecte de donn\u00e9es en ligne et hors ligne peuvent \u00e9galement \u00eatre combin\u00e9es. Si les m\u00e9thodes hors ligne sont n\u00e9cessaires pour une partie de la client\u00e8le, les donn\u00e9es relatives aux clients qui ne peuvent \u00eatre joints que par courrier, en personne ou par t\u00e9l\u00e9phone peuvent \u00eatre saisies dans un fichier de donn\u00e9es \u00e0 caract\u00e8re personnel. <a href=\"http:\/\/www.surveyrock.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">outil d'enqu\u00eate en ligne<\/a>. Ainsi, tous les r\u00e9sultats de l'enqu\u00eate peuvent \u00eatre saisis, examin\u00e9s et analys\u00e9s ensemble.<\/p>",
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