{ "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\/it\/come-gestire-il-tuo-sondaggio-per-i-clienti\/", "title": { "rendered": "Come amministrare il tuo sondaggio per i clienti" }, "content": { "rendered": "

Il mezzo migliore per somministrare un sondaggio tra i clienti<\/a> dipende se si tratta di un sondaggio transazionale o relazionale. Un sondaggio transazionale viene condotto nel punto di contatto con il cliente. A seconda della natura del contatto con il cliente, pu\u00f2 essere appropriato un sondaggio di persona, telefonico o online. I sondaggi relazionali, d'altra parte, sono pi\u00f9 convenienti se condotti online.<\/p>\n\n\n\n\n\n\n\n

\"sondaggio<\/figure><\/div>\n\n\n\n


La raccolta di dati online offre vantaggi significativi rispetto ad altri modi di intervistare i clienti, e dovreste usarla quando possibile. I vantaggi includono:<\/p>\n\n\n\n

Velocit\u00e0<\/strong><\/h3>\n\n\n\n

Internet offre la distribuzione istantanea del sondaggio e l'accumulo e la tabulazione in tempo reale dei risultati. Questo permette un'analisi immediata dei dati, anche mentre il sondaggio \u00e8 ancora in corso. Poich\u00e9 i risultati della soddisfazione dei clienti sono usati per identificare i problemi e risolverli, pi\u00f9 velocemente arrivano le risposte, pi\u00f9 velocemente possono essere affrontati. Al contrario, i sondaggi per posta soffrono di lunghi tempi di ritardo e di bassi tassi di risposta, fino al 5%. <\/p>\n\n\n\n

I sondaggi telefonici richiedono pi\u00f9 tempo a causa del calo dei tassi di risposta. I tassi di rifiuto per le interviste telefoniche hanno raggiunto il 60% (AC Nielsen). Con la facilit\u00e0 di rispondere ai sondaggi online, questi possono essere completati pi\u00f9 velocemente e si pu\u00f2 raggiungere un segmento pi\u00f9 ampio della base di clienti. <\/p>\n\n\n\n

A seconda di una serie di variabili - la relazione con i destinatari del sondaggio, la lunghezza del sondaggio, se viene inviata una promemoria e se viene offerto un incentivo - i tassi di risposta per i sondaggi online possono essere superiori a 35%. Anche per i sondaggi online in cui non c'\u00e8 una relazione precedente con i destinatari, i tassi di risposta possono essere da 23% a 31% (Quirk's Marketing Research Review).<\/p>\n\n\n\n

Candore<\/strong><\/h3>\n\n\n\n

Le persone sono pi\u00f9 oneste quando le loro risposte non sono filtrate da qualcuno al telefono. Questo \u00e8 essenziale per la ricerca su argomenti sensibili, dove gli studi indicano che le persone sono pi\u00f9 propense a rispondere alle domande sul web che al telefono o nelle interviste personali. <\/p>\n\n\n\n

La rimozione dei pregiudizi dell'intervistatore e l'eliminazione del tempo di attesa per la registrazione dei risultati da parte dell'intervistatore producono anche risposte pi\u00f9 sincere e complete alle domande aperte. Questo \u00e8 particolarmente importante quando i clienti forniscono volontariamente informazioni aggiuntive per spiegare le loro valutazioni di soddisfazione. Tali risposte forniscono informazioni su ci\u00f2 che un'azienda sta facendo bene e spesso forniscono segnali di avvertimento sullo stato di salute della relazione commerciale.<\/p>\n\n\n\n

Costo<\/strong><\/h3>\n\n\n\n

Internet elimina molti dei costi associati alla ricerca di marketing tradizionale. I sondaggi online evitano le spese postali e telefoniche e i materiali di base come carta, buste e stampa. Poich\u00e9 \u00e8 auto-diretto, non c'\u00e8 nessun costo per l'intervistatore. Infine, \u00e8 pi\u00f9 conveniente, quindi il costo dell'offerta di incentivi pu\u00f2 essere ridotto.<\/p>\n\n\n\n

I metodi di raccolta dati online e offline possono anche essere combinati. Se i metodi offline sono necessari per una parte della base di clienti, i dati per i clienti che possono essere raggiunti solo via posta, di persona o per telefono possono essere inseriti in un strumento di sondaggio online<\/a>. In questo modo tutti i risultati del sondaggio possono essere catturati, rivisti e analizzati insieme.<\/p>", "protected": false }, "excerpt": { "rendered": "

Il modo migliore per somministrare un sondaggio sui clienti dipende dal fatto che si tratti di un sondaggio transazionale o relazionale. Un sondaggio transazionale viene condotto al momento del contatto con il cliente. A seconda della natura del contatto con il cliente, pu\u00f2 essere appropriato un sondaggio di persona, telefonico o online. 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