如何写一个顾客调查和业务有何回应批评声(一)

时间：2023-03-07 13:50:17 英语毕业论文我要投稿

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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

如何写一个顾客调查和业务有何回应批评声(一)

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。
Include at least a few open-ended questions. They allow for broader feedback you may have left out of your survey. "If a question is worth asking, it's worth putting a comments field in after each section," Deutsch says. "They'll pour their guts out in many cases." Open-ended questions are tricky because the answers often aren't specific, Pingitore says. But as coding software even for large-scale surveys has improved, these kinds of questions help round out your survey and add more flavor to the outcome.
至少包括一些开放性问题。他们允许更广泛的反馈你可能离开你的调查。“如果一个问题是值得问，就值得把评论领域放在每节后，”德语说。“在很多情况下他们将会倾泻到他们的内心。”开放性问题是棘手的，因为答案通常不是特定的，Pingitore说。但即使大型调查编写软件已经好转，这类问题帮助了你的调查和增加风味的结果。
Writing a Customer Survey: Choosing the Best Format
写一个顾客调查：选择最好的格式
Figuring out how to distribute your survey depends on your type of business. Phone surveys used to be the standard in the industry back when all customers had land lines, but in the era of the cell phone and do-not-call list, it's less reliable. When Vovici recently tried to do a national phone survey, halfway through the survey process the company realized it hadn't reached a single person under the age of 24. If phone surveys are your only option, keep the questions short and make it clear right away that you're not trying to sell anything, Pingitore says.
找出如何分配你的调查取决于你的类业务。使用电话调查的行业标准，当所有顾客地背台词，但在时代的手机和do-not-call列表，它是不可靠的。当Vovici最近试图这么做，全国电话调查显示，一半的调查过程中实现的公司并没有达到某一个特定的人在24岁的年轻人下。如果电话调查是你唯一的选择，使问题短，弄清楚了你不是想卖任何东西，Pingitore说。
Online surveys are now the preferred method because they are the most cost-effective, efficient means of producing data quickly, experts say. They also eliminate the human error from a surveyor keying in data over the phone.
网上调查，现在的首选方法，因为他们是最划算，有效率的生产数据的快速，专家说。他们也排除了人为错误从一个探测器在电话中输入数据。
If you only have customers' mailing addresses, it's more cost-effective to mail a postcard directing people to an online survey rather than send the whole questionnaire, Pingitore says.
如果你只有客户的邮件地址，它更划算寄一张明信片，引导人们对在线调查，而不是把整个问卷发送，Pingitore说。
Some stores also have success handing out a survey at the register or printing a link to a survey on the receipt, Deutsch says.
有些商店也有成功的分发调查登记或打印一个连接到一个调查，德语说收到。
Writing a Customer Survey: Work Toward Getting a Great Response Rate
写一个顾客调查：努力获得一个伟大的响应速度
It's a good idea to plan ahead for a survey and start building a database of customer contact information.
这是一个好主意，提前计划调查并开始建立一个数据库的客户联系信息。
"If your list isn't good it doesn't matter how good your survey is," Pingitore says. It might even be smart to send out a test e-mail to your contact list to see how many addresses bounce back before investing in a survey.
“如果你的列表不是很好，调查没什么好，”Pingitore说。它甚至可能是聪明的，散发出测试邮件加到你的接触表来看看有多少地址弹回来之前投资在一项调查。
Surveying by e-mail also means you'll have to format it so it doesn't get marked as spam, or disregarded as e-mail marketing. Survey companies can help you tailor the keywords in your subject line and body of the message so that the purpose is "simple, clear, and motivating," she says.
通过电子邮件或测量也意味着你要格式它，使它不被标识为垃圾，或忽视以电子邮件行销。调查公司能帮助你量身订做的字，在你的题目线和身体的信息这样的目的是“简单、清晰、激励，”她说。
If you're doing a snail mail survey, trade up a bit: Anything that distinguishes the survey from direct marketing will increase your success rate. First-class postage is more expensive but also more effective than third-class, Pingitore says. Use a laser printer to make the address look hand-printed. Make the form attractive with white space, large fonts and a clear description of how the information will be used. Allowing respondents to remain anonymous also helps, but if personal information is collected, you should clearly describe how it will be used.
如果你在做一个平信调查，贸易平信了一点：什么区别调查从直接营销将增加你的成功率。一流的邮费是更昂贵，但也更有效得多比三流的邮费，Pingitore说。使用激光打印机制作的地址看起来hand-printed。用白色的形式吸引大量的字体和空间，清楚地描述该信息如何将被使用。允许匿名的受访者也很有帮助，但如果个人资料收集，你应该清楚地描述了如何将被使用。
Picking a random sample is important to make your survey credible, Henning says. "If you have true randomness, then you only need to talk to 400 to represent population in the millions," he says. Smaller companies have a harder task: if you only have 100 customers, you'll need to talk to 80 of them to get a significant confidence level," he says.
选择一个随机抽样调查是非常重要的使你的可信度，桑德拉说。“如果你有真实的随机性，那么你只需要跟400百万人口的代表，”他说。小公司很难做到的任务：如果你只有100个客户，你需要跟其中80名获得重大的可信度，”他说。
Many stores are able to get contact information through club card or frequent buyer program: 40 percent of people will usually give their address when asked at the register, Henning says.
许多商店都能得到的联系信息通过会员卡或频繁的买家程序：40%的人通常会给他们的地址，当被问到登记时，桑德拉。说。
"I actually think that justifies having a loyalty program alone," he says.
“我真的认为这里应拥有一个忠诚的计划，”他说。
Writing a Customer Survey: Interpreting the Results
写一个顾客调查：解释结果
One sure way to annoy your customers or clients is to ask for their opinion but then do nothing with the feedback.
一种骚扰你的客户可靠路线或客户是征求他们的意见，然后什么也不做反馈。
"If you don't take action, you're better off actually not doing the survey," Deutsch says. "You're really disappointing them, and chances are they may go elsewhere."
“如果你不采取行动的话，你会变得更好——其实并不做调查，德语说。“你真令他们失望，机会是他们很可能就会走到别处去。”
Pingitore cited a recent study in Germany that looked at the impact of consumers who took part in satisfaction surveys. Customers who believe companies take action based on the feedback feel better about the company and are more likely to respond to surveys.
Pingitore引用最近的一项研究，在德国的影响消费者参与满意度调查。消费者认为公司采取行动基于反馈的有关公司的感觉更好，更有可能对调查响应。一旦你得到的结果，流通数据的整个公司确认每个人都知道什么是对客户的想法。
Once you receive the results, circulate the data widely throughout the company to make sure everyone knows what's on customers' minds.
一旦你得到的结果，流通数据的整个公司确认每个人都知道什么是对客户的想法。
"Too often management will see them and no one else will see them," Henning says. Publicizing the results can also help too: it paints your business as responsive to customer concerns, and willing to make pragmatic changes.
“经常管理将看见他们，没有其他人能看见他们，"桑德拉说。宣传的结果也能帮助：它描绘你适应客户的问题，并愿意进行务实的变化。
How businesses can respond to criticism on yelp
业务有何回应批评声吗
Three business owners give their views on when it makes sense to respond to critics posting negative reviews on Yelp
业务有何回应批评YelpThree企业主给他们的意见是很有意义的回应时，张贴负面评论批评在声吗
Yelp, the online review service, recently announced that business owners will be able to publicly answer negative posts. Does it make sense to respond? Here's how three businesses are dealing with their Yelp complainers.
在网上评论，服务，最近宣布，业主可以公开地回答消极张贴。它有道理回应？这里是三家企业如何处理他们的声投诉者。
Craig Stoll, co-owner of Pizzeria Delfina in San Francisco, outfits his servers in T-shirts emblazoned with quotes from the restaurant's harshest critics. So a diner may be greeted by a waitress wearing a shirt proclaiming, "This place sucks." Stoll says the shirts are meant to poke fun at his critics and boost employee morale. "You can only take so much bashing," he says. "We've never been one to say the customer is always right."
克雷格Stoll Delfina饼，合伙人的服装在旧金山，他在t恤印有服务器引用餐厅的批评家们。所以一个食客可以接见女招待穿了一件衬衫，上书：“这个地方烂透了。”Stoll说的衬衫是用来取笑他的批评者和提高员工的士气。“你只能承受那么多的抨击，”他说。“我们从来没人说，顾客永远是对的。”
Would Stoll consider responding directly to his critics on Yelp? "I think it is a lose-lose proposition," he says. "You either wind up coming off as defensive or accusatory. There's no way I would get on there and answer somebody's review."
将Stoll直接回应他的批评者认为对声吗？“我认为这是一种lose-lose命题，”他说。“你结束了防御或控方人员。我将在那里，回答别人的评论。”
Eric Kirsammer, owner of Quimby's Bookstore in Chicago, also avoids engaging his critics openly online. Instead, Kirsammer uses negative reviews as a tool to improve customer service. Yelp reviewers, for instance, though happy with the selection of the store's comic books, weren't too thrilled with what they perceived to be its unwelcoming staff. "It's one of those things that we didn't realize we were doing until I read it on Yelp," he says. Kirsammer and his store managers now regularly check the business's Yelp page for tips on what they could be doing better. Says Kirsammer, "I totally revamped our customer service approach." Quimby's staff now makes a point of being extra welcoming and available to answer questions, especially to new customers, who may not know their X-Men from their Fantastic Four. "It's so hard to get feedback, especially negative feedback," says Kirsammer. "People just don't come up to the counter and say, 'You guys stink.' They usually just leave. I always learn much more from the negative reviews than from the positive ones."
埃里克·昆比的故事，Kirsammer在芝加哥的书店，而且避免了迷人的批评他的人公开上网。相反，Kirsammer利用负面评论作为工具，以提高客户服务水平。例如，吠，不过最满意的选择的商店的漫画书，不是太激动了与他们的行为。“这是其中的一件事，我们才意识到我们正在做，直到我读它，”他说。现在，他的店铺经理Kirsammer定期检查公司的网页上为小费吠叫他们可以做的更好。Kirsammer说，“我完全修补我们的客户服务的途径。”现在是使员工·昆比的故事被额外的热情，也可用来回答问题，尤其是新客户，他们可能不知道他们从他们的神奇四《x战警》。“这太难以得到反馈，尤其是负反馈说道，”Kirsammer。“人们不上来到了柜台前，说：‘你们stink.’他们通常只留下。我总是学到更多的负面评论比从正面。”
Sarah Dunbar, owner of Pretty Penny, a vintage clothing boutique in Oakland, California, says she makes a point of responding privately to each critical review. "If someone gives Home Depot a two-star review, I don't think it really matters," says Dunbar. "But it does matter for community-based businesses." Dunbar says getting back to her online critics is just good business sense. "If there's a legitimate complaint, I want to know how we can make it right for them," she says. "I've offered people on Yelp my cell-phone number, my store number; I've given them the hours I'm working and asked them to come in to the store and talk to me." Dunbar's efforts have swayed some reviewers to rethink their negative ratings and give Pretty Penny a second chance.
莎拉·邓巴，业主大笔钱，一个旧式服装精品店加州奥克兰，说她是一个点的回应，每个评论私下。“如果有人给家得宝涉外二星级复习，但我不认为这是很重要的，”邓巴。“但是不要紧，社区业务。”邓巴说回到她的在线评论家只是良好的商业意识。“如果有一个合法的诉讼，我想知道我们如何才能使它适合他们，”她说。“我已经给人们对我的手机号码，我吠;我已经给了商店的时间，我的工作，并让他们进到商店和我说话。”邓巴所做的努力，影响了一些评论员重新思考他们的负面的收视率，给钱有第二次机会。
That, of course, hasn't entirely stopped the nasty comments. One Pretty Penny customer wrote the following post after Dunbar invested some serious time contacting disgruntled customers: "The owner is sending messages to all the people who don't give her stellar reviews'?that's just shady business." Dunbar hasn't yet taken on her critics on Yelp's site, but she thinks it's a good option to have. "Business owners deserve a forum where they are able to defend themselves," she says.
当然，这还没有完全停止恶劣的评论。一大笔钱客户写以下岗位后投资一些严重的时候接触无不满的顾客：“老板发送消息给所有的人不给她的恒星评论的吗？那只是背阴的生意。”邓巴尚未被批评她的网站，但她的声认为它是一个不错的选择。“企业主应该有一个论坛，让他们能够保护自己，”她说。

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