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My company conducts surveys on behalf of customers, but personally and professionally,doudoune moncler, I think they suck!
Don? get me wrong. Wanting to get your customers?opinions is a good thing.
I just don? think surveys get at people? opinions efficiently or effectively, and there are better means at our disposal.
For example, last night at the checkout counter at the supermarket I picked up a survey. It has a listing of eleven items, ranging from the speed and accuracy of the checkout to the freshness and selection of meat and fish. Plus,mercurial vapor, there are spaces, tiny lines at that,moncler, for recording comments and suggestions.
It? a lot to cram onto a 4 by 7 pre-stamped card.
Anyway, here are just five of my concerns about a survey of this type:
(1)Only a fraction of shoppers will see it in its plastic bin, pick it up, and take it with them. So, the response won? be representative of shoppers at large, because many just won? see it or know what it is. One card should be placed in the hand of every shopper, or in her shopping bag.
(2)By asking that the form be mailed back, the company is precluding people from noting their reactions just as they?e occurring. They will be in an altered frame of mind when they get home, or a day or two or even a week later when they fill it out. Lots of other variables will intrude into their thinking, making their responses suspect. If the company wants genuine responses, they should provide pens at the checkout counter, so cards can be filled in right away. But, if they offer pens, people will take them! So, faced with a choice between investing in pens, and getting less fresh and valid replies,piumini moncler, the company is choosing to save money on pens.
(3)There is no control on how many forms a given shopper can take and fill-out. If you have real heartburn with a clerk, you can flame them by sending back ten scorching cards. Or, you can put halos over your friends?heads, if you wish. In other words, there is no control against stuffing the ballot box, jeopardizing the validity of the overall response.
(4)Checkers can differentially discourage or encourage shoppers from taking and filling out the cards by frowning or smiling as people reach for them. Again, this will skew the response.
(5)The shoppers at this store are less likely to participate because many hail from formerly totalitarian countries where you would be punished for revealing your true feelings. The tacit cultural code could be stated this way: don? volunteer, and don? bring attention to yourself,franklin marshall, or else,moncler sito ufficiale!
The mailer is addressed to the President, and that? a nice touch, but if he? genuinely interested in knowing how his customers feel he should get out of his office and visit the stores, himself, and observe them. Or, he can achieve a similar outcome by commissioning an unobtrusive study of customer responses, or by using mystery shoppers, and even focus groups.
Then again, we?e not sure of his genuine motivation, are we? He may just want his survey to give the appearance that he? customer focused.
In that case, he? wise to save money on pens.
Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone?and Monitoring, Measuring & Managing Customer Service. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School,moncler, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He is headquartered in Glendale, California,mercurial, and he can be reached at (818) 243-7338 or at: [email protected].
[返回上一页] [打 印]Related articles： The first attack took place at about 9:00 a.m. local time (0600 GMT), when a suicide bomber blew up his explosive vest among a group of the Awakening Council members in front of an Iraqi army base in the Um al-Edham area near the provincial capital city of Baquba, some 65 km northeast of Baghdad, a source from Diyala's operations command told Xinhua on condition of anonymity. Minutes later, a booby-trapped car went off at a garage outside the base when Iraqi security forces arrived at the scene of the first blast, the source said. "Our latest reports said that 10 people were killed and 25 others wounded, most of them were Awakening Council group members and security members," the source said. The victims were gathering at the entrance of the base to collect their salaries when the suicide bomber attacked them, the source said. The two blasts set ablaze six civilian cars and three police vehicles at the scene, the source added. Iraqi security forces cordoned off the scene and launched an investigation into the incident, he said. The Awakening Council group, or Sahwa in Arabic, consists of armed groups, including some powerful anti-U.S. Sunni insurgent groups which fought al-Qaida militants in the Sunni Arab areas after the U.S.-led invasion of Iraq.
