如何寫一個顧客調(diào)查和業(yè)務(wù)有何回應(yīng)批評聲(一)

How to write a customer survey and businesses can respond to criticism on yelp
 如何寫一個顧客調(diào)查和業(yè)務(wù)有何回應(yīng)批評聲

original author: Tim Donnelly and Kasey Wehrum     translator: Zhou Xiaohong
原作者：蒂姆·唐奈利吧和Kasey Wehrum，        翻譯者：周曉紅
 Looking for insight into what your customers want? Here's how to ask poignant questions they'll actually take the time to answer.
 尋找深入了解你的顧客想要什么？實際上他們將花點時間來回答如何詢問這些尖銳的問題。
 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.
 什么是最好的辦法是別人認(rèn)為你的生意，他們認(rèn)為你需要改進呢？問問他們，福爾摩斯。
 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.
 客戶可以提供定期調(diào)查直接洞察你的產(chǎn)品和服務(wù)，使客戶不足底線，并且傷害了你對什么樣的新產(chǎn)品開發(fā)能力，你應(yīng)該集中精力。專業(yè)的調(diào)查者說到很多關(guān)于專業(yè)的經(jīng)營理念：“你和你的對象商業(yè)嚙合嗎？如果沒有，你倒不如投入錢�！�
 "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."
 “質(zhì)量是最后更重要的決定而不是價格總體滿意度”大衛(wèi)VanAmburg說，導(dǎo)演的美國消費者滿意指數(shù)�！斑@很容易吸引客戶提供折扣。在一天結(jié)束的時候，如果你不提供優(yōu)質(zhì)產(chǎn)品，水龍頭的顧客覺得真是很適合他(或她)的位置并不重要，你方的價格并不重要�！�
 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.
 一些公司使用客戶調(diào)查給股東，而另一些公司，如公共設(shè)施，展示了信息管理委員會，但仍有更多的使用它來追蹤趨勢。顧客滿意為“自我”三至六次超過那些說他們只是“滿意”或“不滿意”，杰弗里說道，創(chuàng)始人和副總裁，Vovici戰(zhàn)略的一項在線調(diào)查，管理公司曾經(jīng)與萬豪、思科、和許多其他大公司。大多數(shù)客戶，VanAmburg說，急切地分享他們的意見，并表現(xiàn)出極大的悟性等級的產(chǎn)品。他們只是在等待著你去問。
 Writing a Customer Survey: Identify Your Goals.
 寫一個顧客調(diào)查：確定你的目標(biāo)。
 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?
 在你開始之前考慮你想要問客戶什么問題，調(diào)查人員稱客戶時，你應(yīng)該問問自己：我努力學(xué)習(xí)，我該怎么做這些信息嗎？
 "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."
 “如果顧客滿意時，你真的很想知道。如果他們不滿意時，你不能躲起來，”Quantisoft首席執(zhí)行官霍華德德語說，與咨詢公司進行的一項調(diào)查顯示�！澳阋�知道為什么，你需要采取行動，否則你將會歇業(yè)�！�
 Deutsch says growing companies should strive to conduct a customer survey once or twice a year.
 羅伯特說，日益增長的公司應(yīng)該努力進行顧客調(diào)查一年兩次。
 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.
 不要問顧客沒有一個計劃，它會如何被用來提供后進者參考你公司的股東， Pingitore說長效研究人員和員工，權(quán)力。全球顧客滿意度研究公司的汽車質(zhì)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."
 “有什么影響的是或否在滿意的成績怎么樣？”她說�！澳銘�(yīng)該有一個很清晰的認(rèn)識，你打算怎樣去分析數(shù)據(jù)�！�
 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.
 羅伯特說，公司通常轉(zhuǎn)到兩種類型的調(diào)查。通過網(wǎng)絡(luò)服務(wù)的自助問卷調(diào)查，例如調(diào)查猴，通過調(diào)查猴公司可以寫自己的問題，然后提出了原始數(shù)據(jù)。第二種類型是通過更多的個性化服務(wù)，專業(yè)的調(diào)查都有自己的調(diào)查方法，分析了目前你的數(shù)據(jù)、圖表和詳細(xì)的評論報告。
 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
 專家稱共同目標(biāo)的調(diào)查，包括：
 顧客忠誠度的測量
 協(xié)助人力資源部門的員工或執(zhí)行新員工的培訓(xùn)
 新產(chǎn)品開發(fā)
 對于新的融資的方向
 客戶服務(wù)效能衡量
 Writing a Customer Survey: Crafting Quality Questions
 寫一個顧客調(diào)查：制作質(zhì)量問題
 Designing a questionnaire is a more complicated science than most people think, Pingitore says.
 比大多數(shù)人認(rèn)為的設(shè)計調(diào)查問卷有更復(fù)雜的科學(xué)，Pingitore說。
 "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
 “人們獲得博士，”她說。每一個方面的調(diào)查可以影響結(jié)果，包括語法使用帶來的問題、有序的問題出現(xiàn)在調(diào)查和選擇如何回答，例如是否回答者被問到一個是或者否的問題，或者是yes-or-no必須為他們的響應(yīng)規(guī)模。.
 Professionals say to keep these tips in mind:
 專家說，把這些小提示：
 Don't write questions that are ambiguous. Make them as specific and targeted as possible.
 不要寫的問題，都是模糊的。讓他們盡可能具體和有針對性的。
 Don't write "double-barrel" questions, such as asking, "How easy and timely" an experience was. "They're two different constructs," Pingitore says.
 不要寫“double-barrel”的問題，例如問，“怎么容易和及時”的實踐�！八麄兪莾煞N不同結(jié)構(gòu)”，Pingitore說。
 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.
 使用可擴展的問題，問顧客把反應(yīng)數(shù)值或質(zhì)譜。使用“上多指標(biāo)”的方法，創(chuàng)造得分基于反應(yīng)的問題，涉及到三個不同客戶的滿意度。詢問客戶，例如：1)如何滿足他們有經(jīng)驗，2)達到何種程度超過了他們的經(jīng)驗或低于預(yù)期;3)如何與他們的理想，經(jīng)驗比較結(jié)果加權(quán)三維圖像，VanAmburg說。利用10個度量表上為其定性的問題，使更多的灰色地帶，比更狹窄的規(guī)模，他說。
 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.
 問了許多問題�！斑@個問題問得越多，你在這方面的知識越多，減少的誤差率越多，減輕噪聲在任何調(diào)查，“VanAmburg說。
 If repeating a survey, make sure to keep the questions identical from year to year so the results can be compared.
 如果重復(fù)進行的一項調(diào)查顯示，一定要把這個問題相同，每年可比較的結(jié)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.
 至少包括一些開放性問題。他們允許更廣泛的反饋你可能離開你的調(diào)查�！叭绻�一個問題是值得問，就值得把評論領(lǐng)域放在每節(jié)后，”德語說。“在很多情況下他們將會傾瀉到他們的內(nèi)心�！遍_放性問題是棘手的，因為答案通常不是特定的，Pingitore說。但即使大型調(diào)查編寫軟件已經(jīng)好轉(zhuǎn)，這類問題幫助了你的調(diào)查和增加風(fēng)味的結(jié)果。
 Writing a Customer Survey: Choosing the Best Format
 寫一個顧客調(diào)查：選擇最好的格式
 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.
 找出如何分配你的調(diào)查取決于你的類業(yè)務(wù)。使用電話調(diào)查的行業(yè)標(biāo)準(zhǔn)，當(dāng)所有顧客地背臺詞，但在時代的手機和do-not-call列表，它是不可靠的。當(dāng)Vovici最近試圖這么做，全國電話調(diào)查顯示，一半的調(diào)查過程中實現(xiàn)的公司并沒有達到某一個特定的人在24歲的年輕人下。如果電話調(diào)查是你唯一的選擇，使問題短，弄清楚了你不是想賣任何東西，Pingitore說。
 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.
 網(wǎng)上調(diào)查，現(xiàn)在的首選方法，因為他們是最劃算，有效率的生產(chǎn)數(shù)據(jù)的快速，專家說。他們也排除了人為錯誤從一個探測器在電話中輸入數(shù)據(jù)。
 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.
 如果你只有客戶的郵件地址，它更劃算寄一張明信片，引導(dǎo)人們對在線調(diào)查，而不是把整個問卷發(fā)送，Pingitore說。
 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發(fā)調(diào)查登記或打印一個連接到一個調(diào)查，德語說收到。
 Writing a Customer Survey: Work Toward Getting a Great Response Rate
 寫一個顧客調(diào)查：努力獲得一個偉大的響應(yīng)速度
 It's a good idea to plan ahead for a survey and start building a database of customer contact information.
 這是一個好主意，提前計劃調(diào)查并開始建立一個數(shù)據(jù)庫的客戶聯(lián)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， 調(diào)查沒什么好，”Pingitore說。它甚至可能是聰明的，散發(fā)出測試郵件加到你的接觸表來看看有多少地址彈回來之前投資在一項調(diào)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.
 通過電子郵件或測量也意味著你要格式它，使它不被標(biāo)識為垃圾，或忽視以電子郵件行銷。調(diào)查公司能幫助你量身訂做的字，在你的題目線和身體的信息這樣的目的是“簡單、清晰、激勵，”她說。
 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.
 如果你在做一個平信調(diào)查，貿(mào)易平信了一點：什么區(qū)別調(diào)查從直接營銷將增加你的成功率。一流的郵費是更昂貴，但也更有效得多比三流的郵費，Pingitore說。使用激光打印機制作的地址看起來hand-printed。用白色的形式吸引大量的字體和空間，清楚地描述該信息如何將被使用。允許匿名的受訪者也很有幫助，但如果個人資料收集，你應(yīng)該清楚地描述了如何將被使用。
 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.
 選擇一個隨機抽樣調(diào)查是非常重要的使你的可信度，桑德拉說�！叭绻�你有真實的隨機性，那么你只需要跟400百萬人口的代表，”他說。小公司很難做到的任務(wù)：如果你只有100個客戶，你需要跟其中80名獲得重大的可信度，”他說。
 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.
 許多商店都能得到的聯(lián)系信息通過會員卡或頻繁的買家程序：40%的人通常會給他們的地址，當(dāng)被問到登記時，桑德拉。說。
 "I actually think that justifies having a loyalty program alone," he says.
 “我真的認(rèn)為這里應(yīng)擁有一個忠誠的計劃，”他說。
 Writing a Customer Survey: Interpreting the Results
 寫一個顧客調(diào)查：解釋結(jié)果
 One sure way to annoy your customers or clients is to ask for their opinion but then do nothing with the feedback.
 一種騷擾你的客戶可靠路線或客戶是征求他們的意見，然后什么也不做反饋。
 "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."
 “如果你不采取行動的話，你會變得更好——其實并不做調(diào)查，德語說�！澳阏媪钏麄兪�望，機會是他們很可能就會走到別處去。”
 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引用最近的一項研究，在德國的影響消費者參與滿意度調(diào)查。消費者認(rèn)為公司采取行動基于反饋的有關(guān)公司的感覺更好，更有可能對調(diào)查響應(yīng)。一旦你得到的結(jié)果，流通數(shù)據(jù)的整個公司確認(rèn)每個人都知道什么是對客戶的想法。
 Once you receive the results, circulate the data widely throughout the company to make sure everyone knows what's on customers' minds.
 一旦你得到的結(jié)果，流通數(shù)據(jù)的整個公司確認(rèn)每個人都知道什么是對客戶的想法。
 "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.
 “經(jīng)常管理將看見他們，沒有其他人能看見他們，"桑德拉說。宣傳的結(jié)果也能幫助：它描繪你適應(yīng)客戶的問題，并愿意進行務(wù)實的變化。
 How businesses can respond to criticism on yelp
 業(yè)務(wù)有何回應(yīng)批評聲嗎
 Three business owners give their views on when it makes sense to respond to critics posting negative reviews on Yelp
 業(yè)務(wù)有何回應(yīng)批評YelpThree企業(yè)主給他們的意見是很有意義的回應(yīng)時，張貼負(fù)面評論批評在聲嗎
 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.
 在網(wǎng)上評論，服務(wù)，最近宣布，業(yè)主可以公開地回答消極張貼。它有道理回應(yīng)？這里是三家企業(yè)如何處理他們的聲投訴者。
 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餅，合伙人的服裝在舊金山，他在t恤印有服務(wù)器引用餐廳的批評家們。所以一個食客可以接見女招待穿了一件襯衫，上書：“這個地方爛透了�！盨toll說的襯衫是用來取笑他的批評者和提高員工的士氣�！澳阒荒艹惺苣敲炊嗟呐険�，”他說�！拔覀儚膩頉]人說，顧客永遠(yuǎn)是對的�！�
 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."
 將Stoll直接回應(yīng)他的批評者認(rèn)為對聲嗎？“我認(rèn)為這是一種lose-lose命題，”他說�！澳憬Y(jié)束了防御或控方人員。我將在那里，回答別人的評論�！�
 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在芝加哥的書店，而且避免了迷人的批評他的人公開上網(wǎng)。相反，Kirsammer利用負(fù)面評論作為工具，以提高客戶服務(wù)水平。例如，吠，不過最滿意的選擇的商店的漫畫書，不是太激動了與他們的行為�！斑@是其中的一件事，我們才意識到我們正在做，直到我讀它，”他說�，F(xiàn)在，他的店鋪經(jīng)理Kirsammer定期檢查公司的網(wǎng)頁上為小費吠叫他們可以做的更好。Kirsammer說，“我完全修補我們的客戶服務(wù)的途徑�！爆F(xiàn)在是使員工·昆比的故事被額外的熱情，也可用來回答問題，尤其是新客戶，他們可能不知道他們從他們的神奇四《x戰(zhàn)警》�！斑@太難以得到反饋，尤其是負(fù)反饋說道，”Kirsammer�！叭藗儾簧蟻淼搅斯衽_前，說：‘你們stink.’他們通常只留下。我總是學(xué)到更多的負(fù)面評論比從正面。”
 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·鄧巴，業(yè)主大筆錢，一個舊式服裝精品店加州奧克蘭，說她是一個點的回應(yīng)，每個評論私下�！叭绻�有人給家得寶涉外二星級復(fù)習(xí)，但我不認(rèn)為這是很重要的，”鄧巴�！暗�是不要緊，社區(qū)業(yè)務(wù)�！编嚢驼f回到她的在線評論家只是良好的商業(yè)意識。“如果有一個合法的訴訟，我想知道我們?nèi)绾尾拍苁顾�適合他們，”她說�！拔乙呀�(jīng)給人們對我的手機號碼，我吠;我已經(jīng)給了商店的時間，我的工作，并讓他們進到商店和我說話�！编嚢退�做的努力，影響了一些評論員重新思考他們的負(fù)面的收視率，給錢有第二次機會。
 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.
 當(dāng)然，這還沒有完全停止惡劣的評論。一大筆錢客戶寫以下崗位后投資一些嚴(yán)重的時候接觸無不滿的顧客：“老板發(fā)送消息給所有的人不給她的恒星評論的嗎？那只是背陰的生意�！编嚢蜕形幢慌�評她的網(wǎng)站，但她的聲認(rèn)為它是一個不錯的選擇�！捌髽I(yè)主應(yīng)該有一個論壇，讓他們能夠保護自己，”她說。

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