{ "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\/nl\/hoe-moet-u-klanten-enquete-beheren\/", "title": { "rendered": "Hoe u uw klantenenqu\u00eate kunt uitvoeren" }, "content": { "rendered": "

De beste manier om een klantenenqu\u00eate<\/a> hangt af van de vraag of het om een transactie- of een relatieonderzoek gaat. Een transactionele enqu\u00eate wordt uitgevoerd op het punt waar de klant contact opneemt. Afhankelijk van de aard van het contact met de klant kan een persoonlijke, telefonische of online enqu\u00eate geschikt zijn. Relatie-enqu\u00eates daarentegen worden het meest kosteneffectief online uitgevoerd.<\/p>\n\n\n\n\n\n\n\n

\"klantenenqu\u00eate\"\/<\/figure><\/div>\n\n\n\n


Online gegevens verzamelen biedt aanzienlijke voordelen ten opzichte van andere manieren om klanten te ondervragen, en u zou er waar mogelijk gebruik van moeten maken. De voordelen zijn onder meer:<\/p>\n\n\n\n

Snelheid<\/strong><\/h3>\n\n\n\n

Internet biedt de mogelijkheid de enqu\u00eate onmiddellijk te verspreiden en de resultaten in real time te verzamelen en in tabellen op te nemen. Dit maakt een onmiddellijke gegevensanalyse mogelijk, zelfs terwijl de enqu\u00eate nog aan de gang is. Omdat klanttevredenheidsresultaten worden gebruikt om problemen te identificeren en op te lossen, geldt dat hoe sneller de antwoorden binnenkomen, hoe sneller ze kunnen worden aangepakt. Postenqu\u00eates daarentegen hebben te kampen met lange wachttijden en lage responspercentages, tot wel 5%. <\/p>\n\n\n\n

Telefonische enqu\u00eates nemen meer tijd in beslag wegens de dalende responspercentages. Weigeringspercentages voor telefonische enqu\u00eates hebben de 60% bereikt (AC Nielsen). Door het gemak waarmee online enqu\u00eates kunnen worden ingevuld, kunnen ze sneller worden voltooid en kan een breder segment van het klantenbestand worden bereikt. <\/p>\n\n\n\n

Afhankelijk van een aantal variabelen - de relatie met de ontvangers van de enqu\u00eate, de lengte van de enqu\u00eate, of er een herinnering wordt verstuurd, en of er een incentive wordt aangeboden - kunnen de responspercentages voor online enqu\u00eates oplopen tot 35%. Zelfs voor online enqu\u00eates waarbij er geen voorafgaande relatie met de ontvangers is, kunnen de responspercentages 23% tot 31% bedragen (Quirk's Marketing Research Review).<\/p>\n\n\n\n

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

Mensen zijn eerlijker wanneer hun antwoorden niet worden gefilterd door iemand aan de telefoon. Dit is van essentieel belang voor onderzoek over gevoelige onderwerpen, waarbij uit studies blijkt dat mensen eerder geneigd zijn vragen op het web te beantwoorden dan aan de telefoon of in persoonlijke interviews. <\/p>\n\n\n\n

Het wegnemen van de vooringenomenheid van de interviewer en het wegvallen van de wachttijd voor het noteren van de resultaten levert ook meer openhartige en volledige antwoorden op open vragen op. Dit is vooral belangrijk wanneer klanten vrijwillig aanvullende informatie geven om hun tevredenheidsbeoordeling te verklaren. Dergelijke antwoorden geven inzicht in wat een bedrijf goed doet en zijn vaak een waarschuwing voor de gezondheid van de zakenrelatie.<\/p>\n\n\n\n

Kostprijs<\/strong><\/h3>\n\n\n\n

Internet elimineert veel van de kosten die verbonden zijn aan traditioneel marketingonderzoek. Bij online enqu\u00eates worden porto- en telefoonkosten vermeden, evenals basismaterialen zoals papier, enveloppen en drukwerk. Omdat het zelfgestuurd is, zijn er geen kosten voor de enqu\u00eateur. Ten slotte is het handiger, zodat de kosten voor het aanbieden van incentives kunnen worden verlaagd.<\/p>\n\n\n\n

Online- en offline-methoden van gegevensverzameling kunnen ook worden gecombineerd. Indien offline-methoden noodzakelijk zijn voor een deel van het klantenbestand, kunnen de gegevens voor klanten die alleen per post, persoonlijk of telefonisch kunnen worden bereikt, worden ingevoerd in een online enqu\u00eate-instrument<\/a>. Op die manier kunnen alle enqu\u00eateresultaten samen worden vastgelegd, beoordeeld en geanalyseerd.<\/p>", "protected": false }, "excerpt": { "rendered": "

De beste manier om een klantenenqu\u00eate te houden hangt af van het feit of het een transactie- of relatie-enqu\u00eate is. Een transactie-enqu\u00eate wordt gehouden op het moment dat de klant contact opneemt. Afhankelijk van de aard van het klantcontact kan een persoonlijk, telefonisch of online onderzoek geschikt zijn. 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