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        "rendered": "<p>O melhor meio de administrar um <a href=\"https:\/\/www.surveyrock.com\/home\/customer-satisfaction-surveys.html\">pesquisa com clientes<\/a> depende se se trata de uma pesquisa transacional ou de relacionamento. Uma pesquisa transacional \u00e9 conduzida no ponto de contato com o cliente. Dependendo da natureza do contato com o cliente, uma pesquisa presencial, telef\u00f4nica ou on-line pode ser apropriada. As pesquisas de relacionamento, por outro lado, s\u00e3o mais rent\u00e1veis e conduzidas on-line.<\/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=\"pesquisa com 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. Isso permite a an\u00e1lise imediata dos dados, mesmo enquanto a pesquisa 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>As pesquisas telef\u00f4nicas demoram mais por causa da diminui\u00e7\u00e3o das taxas de resposta. As taxas de recusa para entrevistas telef\u00f4nicas chegaram a 60% (AC Nielsen). Com a facilidade de responder pesquisas on-line, elas podem ser completadas mais rapidamente e um segmento mais amplo da base de clientes pode ser alcan\u00e7ado. <\/p>\n\n\n\n<p>Dependendo de uma s\u00e9rie de 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 suas respostas n\u00e3o s\u00e3o filtradas por meio de algu\u00e9m ao telefone. Isso \u00e9 essencial para pesquisas sobre assuntos sens\u00edveis onde estudos indicam que as pessoas s\u00e3o mais propensas a responder 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 registre resultados tamb\u00e9m produz respostas mais francas e completas \u00e0s perguntas em aberto. Isso \u00e9 particularmente importante quando os clientes fornecem informa\u00e7\u00f5es adicionais volunt\u00e1rias para explicar seus \u00edndices de satisfa\u00e7\u00e3o. Tais respostas fornecem informa\u00e7\u00f5es sobre o 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 on-line 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 de coleta de dados on-line e off-line tamb\u00e9m podem ser combinados. Se os m\u00e9todos off-line forem necess\u00e1rios para parte da base de clientes, os dados para clientes que s\u00f3 podem ser alcan\u00e7ados via correio, pessoalmente ou por telefone podem ser inseridos em uma <a href=\"http:\/\/www.surveyrock.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">ferramenta de pesquisa on-line<\/a>. Dessa forma, todos os resultados da pesquisa podem ser capturados, revisados e analisados juntos.<\/p>",
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        "rendered": "<p>O melhor meio de administrar uma pesquisa de clientes depende de se tratar de uma pesquisa transacional ou de relacionamento. Uma pesquisa transacional \u00e9 realizada no ponto de contato com o cliente. Dependendo da natureza do contato com o cliente, uma pesquisa presencial, por telefone ou on-line pode ser apropriada. As pesquisas de relacionamento, por outro lado, s\u00e3o mais econ\u00f4micas [...]<\/p>",
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