{
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        "rendered": "Como administrar a sua pesquisa de clientes"
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        "rendered": "<p>O melhor meio de administrar um <a href=\"https:\/\/www.surveyrock.com\/home\/customer-satisfaction-surveys.html\">inqu\u00e9rito aos clientes<\/a> depende se se trata de uma pesquisa transacional ou de relacionamento. Uma pesquisa transacional \u00e9 conduzida no ponto de contacto com o cliente. Dependendo da natureza do contacto do cliente, uma pesquisa presencial, telef\u00f3nica ou online pode ser apropriada. As pesquisas de relacionamento, por outro lado, s\u00e3o mais econ\u00f4micas e conduzidas online.<\/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=\"inqu\u00e9rito aos clientes\"\/><\/figure><\/div>\n\n\n\n<p><br>A coleta de dados on-line oferece vantagens significativas sobre outras modalidades de entrevista de clientes, e voc\u00ea deve utiliz\u00e1-la sempre que poss\u00edvel. As vantagens incluem:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Velocidade<\/strong><\/h3>\n\n\n\n<p>A Internet oferece distribui\u00e7\u00e3o instant\u00e2nea de pesquisa e acumula\u00e7\u00e3o e tabula\u00e7\u00e3o de resultados em tempo real. Isto permite a an\u00e1lise imediata dos dados, mesmo quando o levantamento ainda est\u00e1 em andamento. Como os resultados de satisfa\u00e7\u00e3o do cliente s\u00e3o usados para identificar problemas e corrigi-los, quanto mais r\u00e1pido as respostas chegam, mais r\u00e1pido elas podem ser tratadas. Em contraste, as pesquisas por correio sofrem de longos per\u00edodos de atraso e baixas taxas de resposta, t\u00e3o baixas quanto 5%. <\/p>\n\n\n\n<p>Os inqu\u00e9ritos telef\u00f3nicos demoram mais tempo devido \u00e0 diminui\u00e7\u00e3o das taxas de resposta. As taxas de recusa para entrevistas telef\u00f3nicas atingiram 60% (AC Nielsen). Com a facilidade de responder a pesquisas on-line, elas podem ser conclu\u00eddas mais rapidamente e um segmento mais amplo da base de clientes pode ser alcan\u00e7ado. <\/p>\n\n\n\n<p>Dependendo de v\u00e1rias vari\u00e1veis - a rela\u00e7\u00e3o com os destinat\u00e1rios da pesquisa, a dura\u00e7\u00e3o da pesquisa, se um lembrete \u00e9 enviado e se um incentivo \u00e9 oferecido - as taxas de resposta para pesquisas on-line podem ser superiores a 35%. Mesmo para pesquisas on-line nas quais n\u00e3o h\u00e1 rela\u00e7\u00e3o pr\u00e9via com os destinat\u00e1rios, as taxas de resposta podem 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>As pessoas s\u00e3o mais honestas quando as suas respostas n\u00e3o s\u00e3o filtradas atrav\u00e9s de algu\u00e9m ao telefone. Isto \u00e9 essencial para pesquisas sobre assuntos sens\u00edveis, onde estudos indicam que as pessoas t\u00eam mais probabilidade de responder a perguntas na Web do que ao telefone ou em entrevistas pessoais. <\/p>\n\n\n\n<p>A remo\u00e7\u00e3o do vi\u00e9s do entrevistador e a elimina\u00e7\u00e3o do tempo de espera para que um entrevistador registe resultados tamb\u00e9m produz respostas mais francas e completas \u00e0s perguntas em aberto. Isto \u00e9 particularmente importante quando os clientes fornecem informa\u00e7\u00f5es adicionais para explicar seus \u00edndices de satisfa\u00e7\u00e3o. Tais respostas fornecem uma vis\u00e3o do que uma empresa est\u00e1 fazendo bem e freq\u00fcentemente fornecem sinais de alerta sobre a sa\u00fade da rela\u00e7\u00e3o comercial.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Custo<\/strong><\/h3>\n\n\n\n<p>A Internet elimina muitos dos custos associados \u00e0 pesquisa de marketing tradicional. As pesquisas online evitam custos de correio e telefone, assim como materiais b\u00e1sicos como papel, envelopes e impress\u00e3o. Por ser autodirigida, n\u00e3o h\u00e1 custo para o entrevistador. Finalmente, \u00e9 mais conveniente para que o custo de oferecer incentivos possa ser reduzido.<\/p>\n\n\n\n<p>Os m\u00e9todos online e offline de recolha de dados tamb\u00e9m podem ser combinados. Se os m\u00e9todos offline forem necess\u00e1rios para parte da base de clientes, os dados para clientes que podem ser contactados apenas por correio, pessoalmente ou por telefone podem ser introduzidos para uma <a href=\"http:\/\/www.surveyrock.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ferramenta de inqu\u00e9rito online<\/a>. Dessa forma, todos os resultados da pesquisa podem ser capturados, revisados e analisados juntos.<\/p>",
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        "rendered": "<p>A melhor forma de administrar um inqu\u00e9rito ao cliente depende do facto de se tratar de um inqu\u00e9rito transacional ou de relacionamento. Um inqu\u00e9rito transacional \u00e9 realizado no ponto de contacto com o cliente. Dependendo da natureza do contacto com o cliente, pode ser adequado um inqu\u00e9rito presencial, por telefone ou online. Os inqu\u00e9ritos de relacionamento, por outro lado, s\u00e3o mais rent\u00e1veis [...]<\/p>",
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