{ "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\/ro\/cum-sa-administrati-sondajul-pentru-clienti\/", "title": { "rendered": "Cum s\u0103 v\u0103 administra\u021bi sondajul pentru clien\u021bi" }, "content": { "rendered": "

Cel mai bun mijloc de administrare a unui sondaj pentru clien\u021bi<\/a> depinde de faptul c\u0103 este vorba de un sondaj tranzac\u021bional sau de rela\u021bii. Un sondaj tranzac\u021bional se realizeaz\u0103 la punctul de contact cu clientul. \u00cen func\u021bie de natura contactului cu clientul, poate fi adecvat un sondaj personal, telefonic sau online. Pe de alt\u0103 parte, sondajele de rela\u021bii sunt cel mai eficient din punct de vedere al costurilor \u0219i se realizeaz\u0103 online.<\/p>\n\n\n\n\n\n\n\n

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


Colectarea online a datelor ofer\u0103 avantaje semnificative fa\u021b\u0103 de alte modalit\u0103\u021bi de intervievare a clien\u021bilor \u0219i ar trebui s\u0103 le folosi\u021bi ori de c\u00e2te ori este posibil. Avantajele includ:<\/p>\n\n\n\n

Vitez\u0103<\/strong><\/h3>\n\n\n\n

Internetul permite distribuirea instantanee a sondajului, precum \u0219i acumularea \u0219i prezentarea \u00een timp real a rezultatelor. Acest lucru permite o analiz\u0103 imediat\u0103 a datelor, chiar \u0219i \u00een timp ce sondajul este \u00eenc\u0103 \u00een desf\u0103\u0219urare. Deoarece rezultatele privind satisfac\u021bia clien\u021bilor sunt folosite pentru a identifica problemele \u0219i a le rezolva, cu c\u00e2t mai repede r\u0103spunsurile, cu at\u00e2t mai repede pot fi rezolvate. \u00cen schimb, sondajele prin po\u0219t\u0103 sufer\u0103 de timpi de a\u0219teptare lungi \u0219i de rate de r\u0103spuns sc\u0103zute, de p\u00e2n\u0103 la la 5%. <\/p>\n\n\n\n

Sondajele telefonice dureaz\u0103 mai mult din cauza sc\u0103derii ratelor de r\u0103spuns. Ratele de refuz pentru interviurile telefonice au ajuns la 60% (AC Nielsen). Datorit\u0103 u\u0219urin\u021bei cu care se r\u0103spunde la sondajele online, acestea pot fi finalizate mai repede \u0219i se poate ajunge la un segment mai larg al bazei de clien\u021bi. <\/p>\n\n\n\n

\u00cen func\u021bie de o serie de variabile - rela\u021bia cu destinatarii sondajului, durata sondajului, dac\u0103 se trimite un memento \u0219i dac\u0103 se ofer\u0103 un stimulent - ratele de r\u0103spuns pentru sondajele online pot fi de p\u00e2n\u0103 la la 35%. Chiar \u0219i \u00een cazul sondajelor online \u00een care nu exist\u0103 o rela\u021bie prealabil\u0103 cu destinatarii, ratele de r\u0103spuns pot fi cuprinse \u00eentre 23% \u0219i 31% (Quirk's Marketing Research Review).<\/p>\n\n\n\n

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

Oamenii sunt mai sinceri atunci c\u00e2nd r\u0103spunsurile lor nu sunt filtrate de cineva la telefon. Acest lucru este esen\u021bial pentru cercet\u0103rile pe teme sensibile, unde studiile arat\u0103 c\u0103 oamenii sunt mai predispu\u0219i s\u0103 r\u0103spund\u0103 la \u00eentreb\u0103ri pe internet dec\u00e2t la telefon sau \u00een cadrul interviurilor personale. <\/p>\n\n\n\n

Eliminarea prejudec\u0103\u021bilor intervievatorului \u0219i eliminarea timpului de a\u0219teptare pentru ca acesta s\u0103 \u00eenregistreze rezultatele genereaz\u0103, de asemenea, r\u0103spunsuri mai sincere \u0219i mai complete la \u00eentreb\u0103rile deschise. Acest lucru este deosebit de important atunci c\u00e2nd clien\u021bii ofer\u0103 voluntar informa\u021bii suplimentare pentru a explica gradul de satisfac\u021bie. Astfel de r\u0103spunsuri ofer\u0103 informa\u021bii despre ceea ce face bine o companie \u0219i, \u00een mod frecvent, ofer\u0103 semne de avertizare cu privire la s\u0103n\u0103tatea rela\u021biilor de afaceri.<\/p>\n\n\n\n

Cost<\/strong><\/h3>\n\n\n\n

Internetul elimin\u0103 multe dintre costurile asociate cu cercetarea de marketing tradi\u021bional. Sondajele online evit\u0103 costurile po\u0219tale \u0219i telefonice, precum \u0219i materialele de baz\u0103, cum ar fi h\u00e2rtia, plicurile \u0219i tip\u0103rirea. Deoarece este autodirijat, nu exist\u0103 costuri pentru intervievator. \u00cen cele din urm\u0103, este mai convenabil, astfel \u00eenc\u00e2t costul oferirii de stimulente poate fi redus.<\/p>\n\n\n\n

De asemenea, metodele de colectare a datelor online \u0219i offline pot fi combinate. \u00cen cazul \u00een care metodele offline sunt necesare pentru o parte a bazei de clien\u021bi, datele referitoare la clien\u021bii care pot fi contacta\u021bi numai prin po\u0219t\u0103, personal sau telefonic pot fi introduse \u00eentr-o baz\u0103 de date de tip instrument de sondaj online<\/a>. \u00cen acest fel, toate rezultatele sondajelor pot fi capturate, revizuite \u0219i analizate \u00eempreun\u0103.<\/p>", "protected": false }, "excerpt": { "rendered": "

Cel mai bun mod de a administra un sondaj de opinie depinde de faptul c\u0103 este vorba de un sondaj tranzac\u021bional sau de un sondaj de rela\u021bii. Un sondaj tranzac\u021bional este realizat la punctul de contact cu clientul. \u00cen func\u021bie de natura contactului cu clientul, poate fi adecvat un sondaj personal, telefonic sau online. Pe de alt\u0103 parte, sondajele de rela\u021bii sunt cel mai eficient din punct de vedere al costurilor [...]<\/p>", "protected": false }, "author": 3, "featured_media": 485, "comment_status": "open", "ping_status": "open", "sticky": false, "template": "", "format": "standard", "meta": { "footnotes": "" }, "categories": [ 58 ], "tags": [ 46, 45, 28, 53, 34, 40 ], "class_list": [ "post-481", "post", "type-post", "status-publish", "format-standard", "has-post-thumbnail", "hentry", "category-customer-surveys", "tag-customer-experience-survey", "tag-customer-satisfaction-survey", "tag-customer-survey", "tag-customer-surveys", "tag-online-survey", "tag-online-surveys" ], "yoast_head": "\nCum s\u0103 v\u0103 administra\u021bi sondajul pentru clien\u021bi | SurveyRock<\/title>\n<meta name=\"description\" content=\"Cel mai bun mod de a administra un sondaj de opinie depinde de faptul c\u0103 este vorba de un sondaj tranzac\u021bional sau de un sondaj de rela\u021bii.\" \/>\n<meta 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