{ "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\/sv\/hur-du-administrerar-din-kundundersokning\/", "title": { "rendered": "Hur du administrerar din kundunders\u00f6kning" }, "content": { "rendered": "

Det b\u00e4sta s\u00e4ttet att administrera en kundunders\u00f6kning<\/a> beror p\u00e5 om det \u00e4r en transaktionsunders\u00f6kning eller en relationsunders\u00f6kning. En transaktionsunders\u00f6kning genomf\u00f6rs vid kundkontakt. Beroende p\u00e5 hur kundkontakten ser ut kan det vara l\u00e4mpligt att g\u00f6ra en unders\u00f6kning personligen, per telefon eller online. Relationsunders\u00f6kningar \u00e4r d\u00e4remot mest kostnadseffektiva om de genomf\u00f6rs online.<\/p>\n\n\n\n\n\n\n\n

\"kundunders\u00f6kning\"\/<\/figure><\/div>\n\n\n\n


Datainsamling online har stora f\u00f6rdelar j\u00e4mf\u00f6rt med andra s\u00e4tt att intervjua kunder och du b\u00f6r anv\u00e4nda det n\u00e4r det \u00e4r m\u00f6jligt. F\u00f6rdelarna \u00e4r bland annat f\u00f6ljande:<\/p>\n\n\n\n

Hastighet<\/strong><\/h3>\n\n\n\n

Internet m\u00f6jligg\u00f6r omedelbar distribution av enk\u00e4ten och ackumulering och tabulering av resultaten i realtid. Detta g\u00f6r det m\u00f6jligt att omedelbart analysera data, \u00e4ven n\u00e4r unders\u00f6kningen fortfarande p\u00e5g\u00e5r. Eftersom resultaten av kundn\u00f6jdheten anv\u00e4nds f\u00f6r att identifiera problem och \u00e5tg\u00e4rda dem, kan problemen \u00e5tg\u00e4rdas snabbare ju snabbare svaren kommer in. D\u00e4remot lider postenk\u00e4ter av l\u00e5nga f\u00f6rdr\u00f6jningstider och l\u00e5ga svarsfrekvenser, s\u00e5 l\u00e5ga som 5%. <\/p>\n\n\n\n

Telefonunders\u00f6kningar tar l\u00e4ngre tid p\u00e5 grund av att svarsfrekvensen sjunker. Antalet avslag p\u00e5 telefonintervjuer har n\u00e5tt 60% (AC Nielsen). Eftersom det \u00e4r l\u00e4tt att besvara onlineunders\u00f6kningar kan de slutf\u00f6ras snabbare och en bredare del av kundbasen kan n\u00e5s. <\/p>\n\n\n\n

Beroende p\u00e5 ett antal variabler - f\u00f6rh\u00e5llandet till unders\u00f6kningsmottagarna, unders\u00f6kningens l\u00e4ngd, om en p\u00e5minnelse skickas och om ett incitament erbjuds - kan svarsfrekvensen f\u00f6r onlineunders\u00f6kningar vara upp\u00e5t 35%. \u00c4ven f\u00f6r onlineunders\u00f6kningar d\u00e4r det inte finns n\u00e5gon tidigare relation till mottagarna kan svarsfrekvensen vara 23% till 31% (Quirk's Marketing Research Review).<\/p>\n\n\n\n

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

M\u00e4nniskor \u00e4r \u00e4rligare n\u00e4r deras svar inte filtreras genom n\u00e5gon i telefonen. Detta \u00e4r viktigt f\u00f6r forskning om k\u00e4nsliga \u00e4mnen d\u00e4r studier visar att m\u00e4nniskor \u00e4r mer ben\u00e4gna att svara p\u00e5 fr\u00e5gor p\u00e5 webben \u00e4n p\u00e5 telefon eller i personliga intervjuer. <\/p>\n\n\n\n

Eftersom intervjuaren inte l\u00e4ngre har en f\u00f6rdomsfull inst\u00e4llning och inte beh\u00f6ver v\u00e4nta p\u00e5 att intervjuaren ska registrera resultaten kan man ocks\u00e5 f\u00e5 mer uppriktiga och fullst\u00e4ndiga svar p\u00e5 \u00f6ppna fr\u00e5gor. Detta \u00e4r s\u00e4rskilt viktigt n\u00e4r kunderna frivilligt l\u00e4mnar ytterligare information f\u00f6r att f\u00f6rklara sina n\u00f6jdhetsbetyg. S\u00e5dana svar ger en inblick i vad ett f\u00f6retag g\u00f6r bra och ger ofta varningssignaler om hur bra aff\u00e4rsrelationen \u00e4r.<\/p>\n\n\n\n

Kostnad<\/strong><\/h3>\n\n\n\n

Internet eliminerar m\u00e5nga av de kostnader som \u00e4r f\u00f6rknippade med traditionell marknadsunders\u00f6kning. Genom onlineunders\u00f6kningar undviker man porto- och telefonkostnader samt grundl\u00e4ggande material som papper, kuvert och tryckning. Eftersom det \u00e4r sj\u00e4lvstyrande finns det inga kostnader f\u00f6r intervjuare. Slutligen \u00e4r det bekv\u00e4mare, vilket g\u00f6r att kostnaden f\u00f6r att erbjuda incitament kan minskas.<\/p>\n\n\n\n

Uppgiftsinsamling online och offline kan ocks\u00e5 kombineras. Om offline-metoder \u00e4r n\u00f6dv\u00e4ndiga f\u00f6r en del av kundbasen kan uppgifter om kunder som endast kan n\u00e5s via post, personligen eller per telefon f\u00f6ras in i en verktyg f\u00f6r online-enk\u00e4t<\/a>. P\u00e5 s\u00e5 s\u00e4tt kan alla unders\u00f6kningsresultat samlas in, granskas och analyseras tillsammans.<\/p>", "protected": false }, "excerpt": { "rendered": "

Det b\u00e4sta s\u00e4ttet att administrera en kundunders\u00f6kning beror p\u00e5 om det \u00e4r en transaktions- eller relationsunders\u00f6kning. En transaktionsunders\u00f6kning genomf\u00f6rs i samband med kundkontakten. Beroende p\u00e5 typen av kundkontakt kan en personlig, telefon- eller onlineunders\u00f6kning vara l\u00e4mplig. Relationsunders\u00f6kningar, \u00e5 andra sidan, \u00e4r mest kostnadseffektiva [...]<\/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": "\nHur du administrerar din kundunders\u00f6kning | SurveyRock<\/title>\n<meta name=\"description\" content=\"Det b\u00e4sta s\u00e4ttet att genomf\u00f6ra en kundunders\u00f6kning beror p\u00e5 om det \u00e4r en transaktionsunders\u00f6kning eller en relationsunders\u00f6kning.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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