如何写一个顾客调查和业务有何回应批评声(一)
How to write a customer survey and businesses can respond to criticism on yelp
如何写一个顾客调查和业务有何回应批评声
original author: Tim Donnelly and Kasey Wehrum translator: Zhou Xiaohong
原作者：蒂姆·唐奈利吧和Kasey Wehrum， 翻译者：周晓红
Looking for insight into what your customers want? Here's how to ask poignant questions they'll actually take the time to answer.
寻找深入了解你的顾客想要什么？实际上他们将花点时间来回答如何询问这些尖锐的问题。
What's the best way to find out what people think of your business and where they think you need to improve? Just ask them, Sherlock.
什么是最好的办法是别人认为你的生意，他们认为你需要改进呢？问问他们，福尔摩斯。
Regularly surveying your customers can provide a direct insight into how happy your products and services make your customers, what deficiencies hurt your bottom line, and on what kind of new product development you should focus your efforts. Professional surveyors talk a lot about the concept of "fit:" Is your business meshing with your desired audience? If not, you might as well be throwing out money.
客户可以提供定期调查直接洞察你的产品和服务，使客户不足底线，并且伤害了你对什么样的新产品开发能力，你应该集中精力。专业的调查者说到很多关于专业的经营理念：“你和你的对象商业啮合吗？如果没有，你倒不如投入钱。”
"Quality is in the end much more important than price in terms of determining overall satisfaction," says David VanAmburg, director of the American Customer Satisfaction Index. "It's very easy to attract customers by offering discounts. At the end of the day, if you don't offer a quality product that taps into what the customer feels is really a good fit for him or her, it doesn't matter where your price is."
“质量是最后更重要的决定而不是价格总体满意度”大卫VanAmburg说，导演的美国消费者满意指数。“这很容易吸引客户提供折扣。在一天结束的时候，如果你不提供优质产品，水龙头的顾客觉得真是很适合他(或她)的位置并不重要，你方的价格并不重要。”
Some corporations use customer surveys to impress their stockholders, others, such as public utilities, show the information to regulatory commissions, while still more use it to track trends over years. Customers who rank themselves as "completely satisfied" are worth three to six times more than those who say they are just "satisfied" or "dissatisfied," says Jeffrey Henning, founder and vice president of strategy of Vovici, an online survey management company that has worked with Marriot, Cisco, and many other large companies.
Most customers, VanAmburg says, are eager to share their opinions, and show a great deal of savvy for rating products. They're just waiting for you to ask.
一些公司使用客户调查给股东，而另一些公司，如公共设施，展示了信息管理委员会，但仍有更多的使用它来追踪趋势。顾客满意为“自我”三至六次超过那些说他们只是“满意”或“不满意”，杰弗里说道，创始人和副总裁，Vovici战略的一项在线调查，管理公司曾经与万豪、思科、和许多其他大公司。大多数客户，VanAmburg说，急切地分享他们的意见，并表现出极大的悟性等级的产品。他们只是在等待着你去问。
Writing a Customer Survey: Identify Your Goals.
写一个顾客调查：确定你的目标。
Before you even start thinking about what questions you want to ask customers, survey professionals say you should ask yourself: What am I trying to learn, and what am I going to do with that information?
在你开始之前考虑你想要问客户什么问题，调查人员称客户时，你应该问问自己：我努力学习，我该怎么做这些信息吗？
"If customers are happy, you really want to know that. If they're not happy, you can't hide," says Howard Deutsch, CEO of Quantisoft, a survey and consulting company. "You need to know why and you need to take action, or you're going to go out of business."
“如果顾客满意时，你真的很想知道。如果他们不满意时，你不能躲起来，”Quantisoft首席执行官霍华德德语说，与咨询公司进行的一项调查显示。“你要知道为什么，你需要采取行动，否则你将会歇业。”
Deutsch says growing companies should strive to conduct a customer survey once or twice a year.
罗伯特说，日益增长的公司应该努力进行顾客调查一年两次。
Don't ask customers a question without a plan for how it will be used to provide insight for you company's stakeholders, says Gina Pingitore, the chief research officer for J.D. Power and Associates, a global customer satisfaction research firm best known for its automotive quality rankings.
不要问顾客没有一个计划，它会如何被用来提供后进者参考你公司的股东， Pingitore说长效研究人员和员工，权力。全球顾客满意度研究公司的汽车质量排行榜。
"What's the impact of being a yes or no on satisfaction scores?" she says. "You should have a very clear understanding of how you're going to analyze the data."
“有什么影响的是或否在满意的成绩怎么样？”她说。“你应该有一个很清晰的认识，你打算怎样去分析数据。”
Deutsch says companies usually turn to two types of surveys. Self-service questionnaires through web services such as Survey Monkey, through which a company can write its own questions and then be presented with the raw data. The second type is to go through more individualized professional survey services that have their own survey methods and present you with analyzed data, charts, graphs and detailed comment reports.
罗伯特说，公司通常转到两种类型的调查。通过网络服务的自助问卷调查，例如调查猴，通过调查猴公司可以写自己的问题，然后提出了原始数据。第二种类型是通过更多的个性化服务，专业的调查都有自己的调查方法，分析了目前你的数据、图表和详细的评论报告。
Experts say common goals of surveys include:
Measuring customer loyalty
Helping human resources departments train staff or execute new staff initiatives
New product development
Direction for new financing
Gauging customer service effectiveness
专家称共同目标的调查，包括：
顾客忠诚度的测量
协助人力资源部门的员工或执行新员工的培训
新产品开发
对于新的融资的方向
客户服务效能衡量
Writing a Customer Survey: Crafting Quality Questions
写一个顾客调查：制作质量问题
Designing a questionnaire is a more complicated science than most people think, Pingitore says.
比大多数人认为的设计调查问卷有更复杂的科学，Pingitore说。
"People get their Ph.D.s in it," she says. Every aspect of the survey can affect the outcome, including the phrasing used to pose the question, the order the questions appear on the survey and the options for how to answer, such as whether respondents are asked a yes-or-no question, or to rate their response along a scale
“人们获得博士，”她说。每一个方面的调查可以影响结果，包括语法使用带来的问题、有序的问题出现在调查和选择如何回答，例如是否回答者被问到一个是或者否的问题，或者是yes-or-no必须为他们的响应规模。.
Professionals say to keep these tips in mind:
专家说，把这些小提示：
Don't write questions that are ambiguous. Make them as specific and targeted as possible.
不要写的问题，都是模糊的。让他们尽可能具体和有针对性的。
Don't write "double-barrel" questions, such as asking, "How easy and timely" an experience was. "They're two different constructs," Pingitore says.
不要写“double-barrel”的问题，例如问，“怎么容易和及时”的实践。“他们是两种不同结构”，Pingitore说。
Use scalable questions that ask customers to rank their responses on a numerical or qualitative spectrum. The ASCI uses a "multiple indicator" approach that creates scores based on responses to three different questions that relate to customer satisfaction. By asking customers, for instance, 1) how satisfied they were with an experience, 2) to what degree did their experience exceed or fall short of their expectations; and 3) how that experience compares with their ideal, the results create a weighted three-dimensional picture, VanAmburg says. The ASCI uses a 10-point scale for its qualitative questions as well, which allows for more grey area than a more narrow scale, he says.
使用可扩展的问题，问顾客把反应数值或质谱。使用“上多指标”的方法，创造得分基于反应的问题，涉及到三个不同客户的满意度。询问客户，例如：1)如何满足他们有经验，2)达到何种程度超过了他们的经验或低于预期;3)如何与他们的理想，经验比较结果加权三维图像，VanAmburg说。利用10个度量表上为其定性的问题，使更多的灰色地带，比更狭窄的规模，他说。
Ask a lot of questions. "The more questions that you ask, the more facets of it you get at, the more you minimize the margin of error, the more you minimize the noise in any survey," VanAmburg says.
问了许多问题。“这个问题问得越多，你在这方面的知识越多，减少的误差率越多，减轻噪声在任何调查，“VanAmburg说。
If repeating a survey, make sure to keep the questions identical from year to year so the results can be compared.
如果重复进行的一项调查显示，一定要把这个问题相同，每年可比较的.结果。