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Effectively tracking Customer Journeys is vital for improving your Customer Experience

Getting customers for your products or services can be tough and staying in your target audience’ mind can be an even bigger challenge. However, the rewards are greater as well. You WANT to be the first business they think of when they’re looking for a product or service. Establishing a positive Customer Experience is a major differentiator that can help you occupy customer mind space, and mapping customer journeys can help provide the best possible experience to customers at every touchpoint.

What are Customer Journeys?

A customer journey is every interaction a potential customer has with your brand at each touchpoint. It starts right from the process of learning about your brand and its offerings to after the sale is made.

Mapping Customer Journeys help organizations keep a track of customer sentiment - for both prospective and existing customers. By arming themselves with customer-related insights, businesses can craft better customer experiences and make more informed decisions about their portfolio.

Technology is constantly evolving, and with it, customer journeys are evolving as well. Which is why conducting customer experience surveys regularly will help businesses better understand customer pain points. It also helps one understand if customer interaction with your brand is positive.

Why should you track customer journeys?

Do you wish for your brand to occupy your target audience’ mind space, or for your product to define its category? If your answer is yes, then you need to track customer experience and journeys. 

Tracking customer journeys can help you get insights to:

Helps focus company resources

Conducting customer experience surveys at every touchpoint will help you better understand customer pain points, their expectations from future hardware, software or services from your brand.
You can then choose to act on these insights whenever possible. Proactively responding to customer issues helps establish an emotional connection with your brand, which in turn breeds loyalty and advocacy. 

Create new customer bases

Mapping customer journeys can grant you a whole host of information about your customer's behavior. This does not need to be limited to addressing concerns of your existing customers. By surveying prospective customers who eventually decided to go in another direction, you can learn where your offerings are lacking.

You can then choose to release another product that caters to this niche or incorporate customer feedback into current offerings. 

Bridge the gap between online and offline customer interactions

For businesses that have both an online and physical presence, it's possible to have two vastly differing sets of customer experiences. What has been working for your retail presence may not hold any relevance online.
If your data and insights are siloed, it can make it difficult to identify successful product strategies.

For example - Company A makes mobile phones. Their phones sell great via online channels, but brick and mortar outlets are struggling to perform as well, even in areas which are traditionally better suited to physical stores. Conducting customer experience surveys at touchpoints along both these channels can help identify what’s going wrong in physical stores, and help Company A effect changes which bring customer journeys at retail stores in line with their online counterparts.

Customer Journey

Mapping the Customer Journey

To effectively track customer experience and journeys, companies need to embed CX professionals in their organization. You can have a department dedicated to improving CX, or embed CX professionals in other teams to help track customer experience and influence changes starting from the design phase itself.

However, one needs to be cognizant of certain factors while tracking journeys:

Customer emotions need to be taken into account

Any customer journey is that of a person, and people are emotional. Their buying habits are dictated by emotions to varying extents. These emotional characteristics can have a huge role in customer loyalty and brand advocacy. 

Which is why customer experience surveys need to ask respondents on how they feel about different aspects of your business. 

Taking customer emotions into account can also give insights which businesses can use to create more personalized marketing campaigns.

Journeys need to reflect customer truth, not what stakeholders want to hear

Although data doesn’t lie, there’s always a way to present data in a manner which suits an agenda. CX professionals tracking customer journeys with a business cannot afford to do anything of the sort.

Customer feedback can be unkind, but there’s always value in it. Gleaning insights from unbiased feedback can help guide business decisions which breed customer loyalty over time and can help turn detractors into promoters.

 

Voxco is trusted by researchers across verticals in 30+ countries. Our powerful omnichannel Customer Experience survey software can help you systematically measure & improve CX.

How to make the most of your online surveys?

As channels for gathering feedback from customers and employees, online surveys play a vital role in the organization's growth. By gaining insights into how people think, act, or feel, businesses can track their performance, enhance their services, and develop new products too. Whether you're doing market research, testing an idea, or merely running a poll, an effective online survey is all you need to collect actionable insights.

Principles behind great surveys

While surveys can help you foster closer ties with customers or employees, it is important to build surveys that are clear, concise, and engaging. Let’s dive deeper into the principles behind great surveys: 

  • Surveys are for respondents
    On visiting your website, most visitors have some goals in their mind that they want to accomplish. The idea is to offer surveys that are customer-focused so that people don't find it difficult to answer your questions while working on the tasks at hand. Adding answer options that are collectively exhaustive & mutually exclusive can make your surveys painless for the respondents.

  • Surveys reflect your brand
    Considered as effective channels of communication between customers and the company, online surveys are the sobering mirrors of the brand that send them. Using impeccable grammar, spelling, and formal tone can help ensure you represent your brand in the best way possible. Also, adding irrelevant topics (that are not related to your products/services) to the survey affects your company standards.

  • Clarity and precision are key
    Adding context to clarify your survey questions enables respondents to understand what you mean. Stacking multiple aspects in a single question or using terms that are not so precise will make your survey ambiguous. Decoupling concepts in your survey can help you sidestep such pitfalls.  

Designing surveys that perform well

To ensure your online survey is suitable for the respondents, you need to analyze the fundamentals of survey design. As your survey's design can make or break its performance, here are some steps that can ensure your survey design is on point:

  • Analyze your objectives
    Start by setting up your goals, i.e. what do you want from this survey, how will it add value to your brand? This benchmark will prevent you from losing sight of your survey’s purpose while helping you visualize the results too.
     
  • Set your priorities right
    Once you review and finalize your goals, you can shortlist the content and frame up the survey questions accordingly. While setting up a survey, you need to include questions based on priority. Also, it’s important to check if people are comfortable answering each question.

  • Extract information with the right question types
    As respondents are going to interact with your brand through surveys only, it's essential to include questions that provide the best information. You can use dichotomous (yes/no), rank order, open-ended text, multiple-choice questions as per your choice. 

  • Road-test and Revise
    Before you begin with distribution, you should pre-test your survey to discover the required gaps. Getting feedback from a group of testers can help you realize the areas of improvement and make revisions.

Best practices for online surveys

While the popularity of online surveys has propelled people to create surveys for their business, building a successful online survey is not as easy as it seems. Let's consider some best practices that could help you make the most of your online surveys:

  • Keeping it simple
    Using extremely wordy or confusing questions can irritate your respondents and they might quit your survey. Adding simple questions that are easy to understand will fetch you accurate results from your clients. 

  • Using close-ended questions
    While setting up your online survey, it's great to include close-ended questions (that have pre-determined answers). These questions are easy to respond and produce quantitative results as compared to open-ended ones which take time to fill out and analyze too.

  • Utilizing scale questions
    Playing a pivotal role in research, scales help to gauge the direction as well as the intensity of your respondent's opinion. Including a 5 or 7-point response scale with opposite extremities can help you extract detailed information without using open-ended questions.

  • Backing up your survey
    As data loss can occur anytime, it's recommended to create a backup copy of online surveys and their responses regularly. After you're done with the backup copy, you can delete old surveys that are not receiving responses anymore.

Increasing your online survey response rates

  • Know your customers well
    Before you begin with the survey process, it's important to fully understand your customers. Ensure the correct contact information of your respondents before surveying as it helps to increase the response rate of your surveys. Also, appreciate the customers for their valuable participation.

  • Value the time of your customers
    As most of the customers would not like to engage in surveys that are too long or irrelevant, you need to be considerate of the respondents' time. By giving your customers an estimated time of survey completion, you can convince them to participate in the surveys. Also, keep the duration of your surveys up to 10 mins only (or 15 mins max). 

  • Use an omnichannel approach
    There's no denying that sending surveys via email is the best way to reach out to respondents. But to pique the interest of your target audience, you can conduct the surveys via phone, or post it over social media channels too. This way you can generate curiosity among your respondents and they will end up completing your survey. You can use Voxco's omnichannel survey software to reach your respondents anywhere, anytime.
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User Intent – why are they visiting your website?

Everything is customer centric - products, services and even their marketing. An organization’s website is an important part of their marketing and sales outreach to prospective customers. However it comes with its own sets of challenges. One of them being User Intent. 

Getting loads of web traffic is good, but all those hits on your website need to mean something - are they helping you achieve your goals from your website? Is your website catering to the requirements of the user who wandered across from a google search?

Why determining User Intent is key

It’s quite common to stumble across web pages that you did not intend to visit, but if it's your website you want to make sure that whoever visits it is there for what you’re offering. 

“Is user intent matching your website’s intent?”

There are usually 3 key reasons for a user to visit a website.

Transactional Intent - They’ve come to make a purchase.

Navigational Intent - They’ve come to read up on a resource or a specific page on your website.

Seeking Information - They want additional information on a certain topic or want answers to a specific question.

Determining visitor intent - Explicitly

Sometimes the best way to determine why someone is visiting your website is to simply ask them. Modern survey tools can be easily integrated into your website in an unobtrusive manner and pop-up at opportune moments. You can then use these to query visitors and gain insights into user intent and customer behavior.

Implicitly determining User Intent

Even if you’ve integrated a survey tool in your website to query the user on their behavior, they may not always respond. This can be due to a lot of factors - they may not have the time, lack the motivation to do so etc. 

Website analytics tools can help you identify user behavior on your website - how long are they spending on each page? Did they purchase anything? Or did they add something to their cart and not make the final purchase? 

You should also check website analytics for users who’ve filled up your questionnaire to see if their behavior matches with their declared user intent.

What can you do with User Intent?

Once you’ve determined what the visitor is there for, you need to verify if they’re able to accomplish their task. User intent surveys can help you identify if users are able to complete their objectives, or if they’re facing difficulties. You can also use survey tools to gauge user intent and take feedback as well. 

Actively implementing user feedback into your offerings or implementing their suggestions about your website helps build brand loyalty. Users are likely to hold your business in good standing after positive feedback experience as well. 

Determining user intent also helps you identify content on your website which is drawing in quality traffic. Based on these findings, you can choose to create & post more of the same content. You can even integrate these insights into content which you feel isn’t performing well, and provide visitors more of what they’re looking for.

Voxco is trusted by researchers across verticals in 30+ countries. Our powerful Outil d'enquête gratuit can help you systematically measure & improve your website experience.

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All you need to know about conducting pulse surveys during the pandemic

With the COVID-19 outbreak, most businesses are embracing big changes in their organizational structure and functioning. While there’s no quick fix to this uncertainty, companies need to focus on improving their employee experience for consistent work culture.    

As every touchpoint in the employee journey (recruitment, on-boarding, day-to-day activities) has gone virtual, collecting employee feedback via online surveys on an annual or quarterly basis is not frequent enough. That's where the need for pulse surveys arises.

What is a Pulse Survey?

A pulse survey is a quick and short survey conducted frequently to gather employee feedback. Instead of using formal annual surveys to gauge how employees feel about their workplace, pulse surveys help you gain actionable insights into your company's health in real-time. Due to quick feedback cycles and rapid response rates, pulse surveys empower you to take informed decisions before it gets too late.

To ensure employee experience stays on track during these uncertain times, pulse surveys play a significant role in the identification and resolution of employee issues in a company. Here’s why you should adopt pulse surveys for your business:

Employee engagement matters the most

With the pandemic's impact, it has become essential for companies to focus on their employee engagement strategy. Ensuring employees feel heard and empowered to share their concerns is crucial. As engaged employees are more productive, they perform their duties more enthusiastically which leads to an innovative environment in the workplace. Brands like Apple, Airbnb, Amazon, and Microsoft rely on pulse surveys to effectively measure their team engagement levels.

Foster positivity in the work environment

There's no doubt that the pandemic’s threat and the newly adopted virtual work culture has completely transformed how people work. Due to this, it has become even more important to build a transparent and trust-fostering culture among the employees. Using pulse surveys can help you gain actionable insights into the employee journey which enables you to build a positive corporate culture.

High response rates make all the difference

During unprecedented times, it becomes crucial for an organization to solicit feedback from its employees. As pulse surveys are simple and quick-to-complete, they have a higher response rate in comparison to the traditional employee surveys. The more insights you get, the better you'll be able to serve your employees.

How to make the most of your pulse surveys?

While pulse surveys can help you measure any aspect in your company, it's imperative to include relevant questions for improving the overall employee experience. Here's what you need to consider:

  • Define your goals before creating a survey: It's great to value the feedback of your employees, but you shouldn't survey them without any purpose. Formulate a plan and set the goals that you want to accomplish through that survey.

  • Add questions that are appropriate for the employees: If you add irrelevant questions to your pulse survey, your employees might skip it or select answers randomly. This will fetch you inaccurate results.

  • Keep it short and crisp: Since pulse surveys are short and easy to answer, they have higher response rates. Make sure your survey length ranges between 5-10 questions only.

  • Protect anonymity in all cases: Most respondents prefer to participate in surveys where personal anonymity is ensured. To make your employees stay honest and truthful with their feedback, you need to ensure their responses stay anonymous. 


If you need help launching employee surveys at an unparalleled scale, please click here. To download a specific employee experience survey of your choice, click here.

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CSAT Surveys: Why they’re key in ensuring your Customer Experience is up to par

For any organization to thrive, they need repeat business and this is why Customer Experience (CX) has become a major focus for most, if not all companies. Whether you’re a B2B or B2C company, you need to keep an eye on a few tried and tested CX metrics to see how your overall performance stacks up. With much of the world affected by the CoronaVirus, there’s a possibility that your CX has been impacted as well. CSAT (Customer Satisfaction) surveys offer a reliable means to get actionable insights into customer sentiment.

What are CSAT Surveys?

CSAT is a metric which can be considered a Key Performance Indicator (KPI) to quantify your customer’s satisfaction with a certain aspect of your business on a percentage basis.

Here’s how CSAT is measured - Respondents are asked a series of questions, usually measured on a 5 point scale. They have to choose from predefined answers which are usually phrased in some variation of Very Bad/Unsatisfied/Unhappy to Very good/Satisfied/Happy.

CSAT Surveys

CSAT scores can help you identify issues with the aspects your respondents have been queried on, and can help improve customer retention and customer loyalty and reduce churn as well. Incorporating customer feedback and letting them know about it will also boost their affection for your brand, turning them into promoters.

Where are CSAT surveys most useful?

Although these surveys can be used at almost any touchpoint in the Customer Experience journey, CSAT is especially suited in certain scenarios. CSAT scores are great for measuring improvement in customer satisfaction levels over time. 

Customer Support: Integrating a CSAT survey immediately after an interaction with customer support is a useful way to get honest feedback that is still fresh in the customer’s mind. 

Before a subscription is renewed: When your offering relies on recurring payments, it's in your best interests to consistently take feedback and implement if and when feasible. Conducting CSAT surveys 3-4 times a year can give you a good indication about whether or not a customer intends to renew their subscription. 

Ideally, these surveys should query subscribers about different aspects of your service which can help you break your challenges into silos and enable you take care of them in a more strategic manner. 

At major events during the Customer Lifecycle: Whether its onboarding a new customer, or their first car service or even after their exit from your customer journey, you’ll get valuable insights by conducting CSAT surveys after these Customer Lifecycle moments.

You’re going to be able to easily implement changes based on customer feedback because of the timing of these questionnaires. 

If customers feel like their feedback is being taken seriously, it will greatly help with customer retention as well as customer loyalty.

 

Voxco is trusted by researchers across verticals in 30+ countries. Our powerful Omnichannel Customer Experience survey software can help you systematically measure & improve CX.

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Voxco Survey Software Secures Growth Capital to Accelerate Omnichannel Enterprise Feedback Management Platform

MONTREAL, CANADA, August 12, 2020

Voxco survey software announced today the closing of a recent round of growth capital, which it will use to fund its growth strategy and product roadmap, focused on its
Enterprise Feedback Management Platform, the Voxco Research Cloud.

Voxco is a global leader in cloud and on-premise omnichannel survey software. The company’s integrated survey platform enables organizations to collect survey data through multiple channels that include web, offline, mobile, and phone surveys. With operations in North America, Europe and Australia, Voxco serves some of the largest corporate, social and market research organizations in the world.

The company’s new funding comes from a current syndicate of Canadian and U.S. private equity investorsin Pivoton Capital. “The board of directors and I are extremely excited to embark on this next phase of growth at Voxco” said Sumit Aneja, Voxco’s CEO. “This new round of funding ensures Voxco will continue to accelerate its product roadmap and invest in expanding our offering to the Customer Experience Management marketplace in North America, Europe, the Middle East, and Asia Pacific.”

À propos de Voxco

Voxco is a global leader in omnichannel cloud and on-premise enterprise feedback management solutions. The company provides market research organizations, government & government agencies, universities and global corporations with a platform to collect data anytime and anywhere via online and mobile surveys, over-the-phone interviews, or face-to-face offline surveys. Founded over 45 years ago and with offices around the world, Voxco services more than 450 clients in over 40 countries.

Sind einfache Befragungen besser? Ja. Und nein.

Teil 1: Mehr Engagement = bessere Ergebnisse

Die Befragten lieben einfache Umfragen. Aber unter der Oberfläche sollten Ihre Umfragen alles andere als einfach sein. Die Geduld der Befragten ist zu jeder Zeit gering, wodurch die Abbruchquoten steigen, wenn die Umfragen zu lang, zu plump, zu langweilig oder zu irrelevant sind. Als Folge ist der Trend der heutigen Umfragen: je einfacher, desto besser.

Aber es gibt wesentlich mehr als Einfachheit und Kürze, um die Befragten anzusprechen. Die Befragten geben eher mehr Antworten, bessere Antworten und fühlen sich vertrauter mit Ihrer Marke, wenn Ihre Umfrage sie wirklich anspricht (solange Sie die Grundlagen von „kürzer“ und „süßer“ respektieren). Machen Sie Ihre Umfragen jedoch nicht zu einfach. Denn Sie können beides haben.

Schauen wir uns einige Möglichkeiten an, um Umfragen einfach und ansprechend zu gestalten:

Wie wird dies gemacht?

Einige der grundlegenden Vorschläge umfassen die Verwendung von visuellen Hintergründen hinter dem Fragebogen, eingebettete Multimedia-Fragen mit Audio oder Video, die Verwendung von Reglern als Zufriedenheitsskalen und Drag & Drop-Rankings für Punkt-Priorisierung. Wir stimmen zu,, dass dies wie  das 1×1 der Umfrageerstellung erscheint: Stellen Sie eine grundlegende Frage in einer interessanten, fesselnde Art und Weise.

Aber berücksichtigen Sie eine ansprechendere Weise um Standardfragetypen zu stellen. Verwenden Sie zum Beispiel die Auswahl eines Bildbereiches. Es hilft den Befragten sofort die Bedeutung Ihrer Frage zu visualisieren und macht es interessanter, diese zu beantworten. Für eine einfache Frage wie “Welche Sitzbereiche bevorzugen Sie in einem Flugzeug?”, verbalisieren Sie die Optionen (z.B. “vorne”,”Flügel”, “hinten”) und benutzen Sie die Auswahl eines Bildbereiches, um sofort zu veranschaulichen, was Sie fragen und um jede Fehlinterpretation zu vermeiden.

Die flexibelsten Versionen der Auswahl eines Bildbereiches bieten sowohl eine negative, als auch positive Auswahl, so dass eine einzige Frage zwei Einsichten zur gleichen Zeit erlangen kann (z.B. am günstigsten oder weniger günstigste Auswahl).

Kleine visuelle Scherze helfen dabei, Umfragen interessant zu machen, also ändern Sie dies im Laufe der Zeit. Die Personen heute sind visueller als jemals zuvor. Gut aussehende Umfragen erhalten im Allgemeinen höhere Antwortraten, was für Ihr Projekt bessere Daten und einen niedrigeren ROI (aufgrund kleiner Stichprobengröße) bedeutet.

Es ist einfach

Zu vereinfachte Umfrage-Tools schaffen zu vereinfachte Umfragen. Es gibt ein intelligentes einfach und ein zu einfach. Die ansprechendsten Umfragen bieten den Befragten ein ansprechendes Umfrage-Erlebnis.

Wir hoffen, Sie bekommen die Chance, sich die Voxco Online Demo anzuschauen. Sie zeigt, wie eine flexible Umfrage-Software nahtlos Grafik, Multimedia und ansprechende Fragetypen benutzen kann, um die Aufmerksamkeit der Befragten lange genug aufrecht zu erhalten, um eine vollständige Umfrage zu beantworten.

Dies war Teil 1 von 2 Beiträgen über ein einfaches Erlebnis für Befragte, während  gewährleistet wird, dass es unter der Oberfläche alles andere als einfach ist. Teil 2 erklärt, wie Sie sicherstellen können, dass Ihre Umfrage die Befragten erhört und sie nahtlos an ihre Antworten anpasst.

Sind einfache Befragungen besser? Ja. Und nein.

Teil 2: Erhören und anpassen

In dieser zweiteiligen Serie veranschaulichen wir, was eine gute, einfache Befragung ausmacht. Teil 1 beschreibt Tipps und Vorteile, um Befragungen visueller zu machen und somit das Engagement der Befragten zu maximieren. Der Schlüssel ist, dass die Befragungen an der Oberfläche einfach erscheinen sollten, aber darunter  alles andere als das sind.

Befragte interessieren sich nicht für wiederholende oder irrelevante Fragen. Sie mögen Umfragen, die so einfach wie möglich sind. Und die beste Art von einfach ist ein „relevantes“ einfach – also stellen  Sie die Fragen so, dass Sie die Situation der Befragten widerspiegelt. Hören Sie auf Ihre Befragten. Und stellen Sie dann die richtigen Fragen. Die Befragten sollten niemals eine Fragen sehen, die nicht auf sie ausgerichtet ist. Wenn Ihre Umfrage nicht wirklich ihre Befragten “erhört”, sollte sie an das laufende Gespräch angepasst werden.

Wie funktioniert das?

Conditions

Wenn die Umfrage richtig programmiert ist, können die versteckten Variablen der Umfrage 50% der Fragen berücksichtigen. Das bedeutet, dass mit der skip logic eine Umfrage von 30 Fragen auf 15 Fragen angepasst werden kann, da die Befragten in den vorherigen Fragen “erhört” wurden (oder ihre Attribute in ihrem Teilnehmerprofil).

Eine gute Umfrage-Software sollte dynamic same-page skipping oder auch same-table skipping erlauben, welches sofort auf die gegebenen Antworten reagiert. Beispiel: Wenn Frage 14 sich auf die letzte Flugreise des Befragten bezieht und der Befragte “ich bin noch nie in einem Flugzeug gereist” angibt, sollten Fragen 15 und 16 sofort verschwinden, wenn diese sich auf die Qualität der Reise beziehen. Auf diese Weise kommen die Befragten schnell auf die nächste Seite. Manuell Fragen zu überspringen oder zu wiederholen, dass Sie kürzlich nicht geflogen sind, frustriert die Befragten.

Wussten Sie, dass Sie Voxco Online auch benutzen können, um  skips basierend auf Geo-Location, Gerätetyp und Browser-Spracheinstellungen Autoprogrammieren zu können? Diese Arten von skips sind äußerst hilfreich, da Sie sich tiefer in die geografische oder technische Situation der Befragten einlassen können, da sich sofort auf Informationen basiert wird, die vor Beginn der Befragung gesammelt wurden.

Réutilisation

Das Piping nutzt alte Antworten und verwendet sie in zukünftigen Fragen wieder. Dieses Echo lässt die Befragten wissen, dass sie erhört wurden. Das kann in Kundeninformationsumfragen oder Mitarbeiterfeedbackumfragen sehr hilfreich sein, wo es wichtig ist, dass sich die Befragten bewertet fühlen.

Gute Online-Umfrage-Programme ermöglichen die Vernetzung von Bildern, numerischen Werten und Texten. Berücksichtigen Sie unseren Rat in Teil 1 und vernetzen Sie sich verändernde Hintergrundbilder mit verschiedenen Punkten in der Umfrage, basierend auf frühere Antworten. Zum Beispiel, wenn ein Befragter angegeben hat, dass sein idealer Urlaub an einem entfernten tropischen Strand sei, blenden Sie ein Strand-Hintergrundbild bei den detaillierteren Fragen zum Traumurlaub ein.

Erinnerung: Halten Sie es einfach.

Der wachsende Trend ist, dass die Befragten einfachere, kürzere Online-Umfragen wollen. Aber das bedeutet nicht, dass das Umfrage-Tool einfach zu sein braucht, sondern nur das Umfrageerlebnis sollte es sein. Also nutzen Sie  intelligente “zuhören und anpassen” Logik hinter den Kulissen, um eine entsprechende Einfachheit für die Befragten zu bewahren, während Sie Ihre potentiellen Einsichten maximieren.

Voxco Online ist die flexibelste Umfrage-Software in der Industrie. Sie kombiniert das einfache Erlebnis der Befragten mit leistungsstarker Logik und Design-Funktionen. Machen Sieeinfache Umfragen richtig!

La simplicité fait-elle la force des enquêtes ? Oui et non.

Partie 1 : un meilleur engagement, de meilleurs résultats

Les répondants apprécient les enquêtes faciles à remplir. Cependant, en réalité, vos enquêtes doivent être tout sauf simples. Le degré de patience des répondants n’a jamais été aussi faible, c’est pourquoi les taux de décrochage montent en flèche lorsque les enquêtes sont trop longues, trop maladroites, trop ennuyeuses ou pas assez pertinentes. Aujourd’hui, la tendance est donc à la simplicité.

Pourtant, la facilité et la rapidité sont loin d’être les seuls leviers qui permettent de stimuler l’engagement des répondants. Ces derniers seront plus enclins à donner plus de réponses de meilleure qualité et à avoir une vision plus chaleureuse de votre marque si votre enquête leur permet de vraiment s’investir (tout en respectant les règles de base du « plus court » et du « plus agréable »). Veillez cependant à ne pas privilégier la simplicité au détriment de l’engagement des participants : vous pouvez concilier les deux !

Voici quelques méthodes qui vous aideront à créer des enquêtes simples et conviviales :

Comment procéder ?

Utiliser des images d’arrière-plan ; intégrer des composants multimédia audio ou vidéo afin de mettre en valeur les questions ; utiliser des curseurs pour les baromètres de satisfaction ; hiérarchiser les éléments grâce à un classement « glisser-déposer » – voilà quelques-unes des suggestions de base. Il est vrai que ces approches peuvent sembler évidentes pour beaucoup, mais l’objectif reste le même : vous devez poser une question de manière intéressante et agréable.

Pour aller plus loin, imaginez une manière encore plus stimulante de poser les questions types. Vous pouvez par exemple vous appuyer sur un outil de sélection de zones d’image. Ainsi, les répondants peuvent visualiser sur-le-champ le sens de votre question et ils auront davantage envie d’y répondre. Pour une question directe comme : « Quelles sont vos places préférées dans un avion ? », vous pouvez éviter de formuler les options de réponse (par exemple, « à l’avant », « au niveau des ailes » ou « à l’arrière ») et utiliser un outil de sélection de zones d’image afin d’illustrer instantanément votre question et d’éliminer tout risque de malentendu.

Les outils de sélection de zones d’image les plus flexibles permettent de réaliser des sélections négatives et positives. Ainsi, la même question peut être traitée selon une perspective double (par exemple, sélection des options les plus souhaitables et des options les moins souhaitables).

N’hésitez pas à modifier les détails visuels au fil de l’enquête pour attirer l’attention des utilisateurs, car aujourd’hui, les gens sont plus sensibles à l’aspect visuel que jamais. Les enquêtes les plus esthétiques obtiennent généralement un taux de réponse plus élevé, ce qui signifie des données de meilleure qualité ainsi qu’un meilleur retour sur investissement (la taille de l’échantillon étant plus petite) pour votre projet.

Simplicité

Avec des outils excessivement simples, on obtient des enquêtes excessivement simples. La simplicité peut être judicieuse, mais également excessive. Les enquêtes les plus stimulantes offrent au répondant un sentiment d’implication.

Nous vous invitons à découvrir la Démo Voxco Online, qui vous montre comment notre solution flexible intègre des composants visuels et multimédia et utilise des questions stimulantes afin de mobiliser l’attention des répondants jusqu’à la fin de l’enquête.

Ce texte constitue la première partie de notre billet qui vous explique comment créer des enquêtes simples pour vos répondants en vous appuyant sur des fonctionnalités sophistiquées. La partie 2 sera consacrée aux méthodes à utiliser pour que vos enquêtes tiennent compte des répondants et s’adaptent parfaitement à leurs réponses.

La simplicité fait-elle la force des enquêtes ? Oui et non.

Partie 2 : être à l’écoute et s’adapter

Dans cet article en deux parties, nous vous expliquons comment créer des enquêtes simples, mais performantes. Dans la première partie, nous avons vu des astuces et les avantages de l’aspect visuel des enquêtes, pour maximiser l’engagement des participants. Ainsi, les enquêtes doivent être simples pour l’utilisateur, mais reposer néanmoins sur un certain degré de sophistication.

Les répondants ont une aversion particulière pour les questionnaires répétitifs ou manquant de pertinence : plus une étude est simple, plus ils l’apprécient. Pour répondre à cette attente, vous devez aller à l’essentiel en ne gardant que les questions qui seront pertinentes par rapport à la situation des participants. Tenez compte des retours de vos répondants, puis posez-leur les bonnes questions. Dans l’idéal, un participant ne devrait jamais avoir à répondre à une question qui ne le concerne pas. Pour être « à l’écoute » de ses participants, votre enquête doit s’adapter en fonction des commentaires reçus à la volée.

Comment procéder ?

Conditions

Dans une enquête bien programmée, les éléments variables peuvent représenter 50 % du nombre total de questions. Ainsi, une étude de 30 questions peut être réduite à 15 éléments seulement à l’aide du branchement conditionnel, qui s’adapte en quelque sorte aux réponses précédemment fournies par le répondant (ou aux informations de son profil dans le panel).

Les logiciels les plus performants proposent des fonctionnalités de conditions dynamiques par page ou par tableau qui permettent au questionnaire de s’adapter en temps réel. Imaginons que la question 14 concerne le dernier voyage en avion du participant, et que celui-ci réponde « Je n’ai jamais pris l’avion » : les questions 15 et 16 sur la qualité du voyage disparaîtront automatiquement. Les participants peuvent ainsi passer plus rapidement à la page suivante, et n’ont pas besoin de perdre du temps à passer manuellement les questions ou à indiquer à plusieurs reprises qu’ils ne prennent pas l’avion.

Saviez-vous qu’il est également possible d’utiliser Voxco Online pour programmer automatiquement des conditions selon des critères géographiques, les appareils utilisés et la langue du navigateur Web ? Ces éléments sont très utiles, car ils vous aident à mieux comprendre l’environnement géographique ou technologique de vos répondants en rassemblant des informations avant le début de l’enquête.

Réutilisation

Vous pouvez également exploiter les réponses précédemment données dans vos nouvelles enquêtes. Les répondants savent ainsi que leurs retours ont bien été pris en compte par votre entreprise. Cette approche est particulièrement utile dans les études sur les avis client ou les retours d’employés où il est important que les répondants se sentent appréciés.

Avec un programme performant, vous pouvez réutiliser des images, des valeurs numériques et du texte. Vous pouvez par exemple suivre les conseils donnés dans la première partie et réutiliser des images d’arrière-plan à différentes étapes de l’étude en fonction des réponses précédentes. Par exemple, si un répondant a indiqué sa destination préférée dans un questionnaire antérieur, il est possible d’insérer une image de ladite destination en arrière-plan.

Souvenez-vous : la simplicité est votre meilleure alliée.