{"id":784516,"date":"2017-09-05T07:30:55","date_gmt":"2017-09-05T14:30:55","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/varfor-kundnojdhetsundersokningar-inte-ger-tillfredsstallelse-och-vad-man-kan-gora-at-det\/"},"modified":"2017-09-05T07:30:55","modified_gmt":"2017-09-05T07:30:55","slug":"varfor-kundnojdhetsundersokningar-inte-ger-tillfredsstallelse-och-vad-man-kan-gora-at-det","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/sv\/varfor-kundnojdhetsundersokningar-inte-ger-tillfredsstallelse-och-vad-man-kan-gora-at-det\/","title":{"rendered":"Varf\u00f6r kundn\u00f6jdhetsunders\u00f6kningar inte ger tillfredsst\u00e4llelse och vad man kan g\u00f6ra \u00e5t det"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Om du inte har varit i ett rymdlaboratorium de senaste 30 \u00e5ren har du s\u00e4kert blivit ombedd att fylla i en <a href=\"https:\/\/www.questionpro.com\/survey-templates\/customer-satisfaction-surveys\/\">kundn\u00f6jdhetsunders\u00f6kning<\/a> efter en nyligen genomf\u00f6rd shoppingupplevelse, oavsett om det \u00e4r online eller offline. Faktum \u00e4r att \u00e4ven i rymden \u00e4r det f\u00f6rmodligen inte l\u00e5ngs\u00f6kt att anta att NASA har genomf\u00f6rt ett par tester med sina astronauter f\u00f6r att f\u00e5 feedback fr\u00e5n sina produktpartners. Kanske ville Cottonelle eller Charmin m\u00e4ta astronauternas tillfredsst\u00e4llelse med sina toalettpappersprodukter i rymden. Okej, det h\u00e4r \u00e4r kanske inte ett s\u00e5 bra exempel, men du f\u00f6rst\u00e5r vad jag menar.  <\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?mode=audience&amp;sourceRef=blog-audience\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>V\u00e4lj dina respondenter<\/strong><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Det finns en anledning till att unders\u00f6kningar om kundtillfredsst\u00e4llelse \u00e4r s\u00e5 popul\u00e4ra. N\u00e4r allt kommer omkring vill f\u00f6retag f\u00f6rbli konkurrenskraftiga, \u00f6ka sin kundrelation, ge b\u00e4ttre service och i slut\u00e4ndan \u00f6ka sina vinstmarginaler f\u00f6r att kunna forts\u00e4tta sin verksamhet. F\u00f6r att uppn\u00e5 dessa m\u00e5l beh\u00f6ver f\u00f6retagen korrekt feedback fr\u00e5n sina kunder. Tyv\u00e4rr minskar kundernas uppm\u00e4rksamhet snabbt. Den typiska svarsfrekvensen f\u00f6r unders\u00f6kningar \u00e4r ofta under 2 %, men problemen med kundn\u00f6jdhetsunders\u00f6kningar slutar inte d\u00e4r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Verkligheten \u00e4r att ett litet antal personer som deltar i kundn\u00f6jdhetsunders\u00f6kningar sannolikt g\u00f6r det som svar p\u00e5 en viss produkt eller, i de flesta fall, p\u00e5 en viss d\u00e5lig upplevelse. I huvudsak kan de \u00f6vergripande unders\u00f6kningsresultaten vara mycket snedvridna. Ja, m\u00e5nga experter kommer att peka p\u00e5 sina topp 10-listor \u00f6ver m\u00f6jliga l\u00f6sningar. Men den stora elefanten finns fortfarande i rummet.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vad \u00e4r det som h\u00e4nder? En respekterad kollega och branschexpert (Bill Fonvielle) f\u00f6reslog att \u00e5tminstone en del av problemet \u00e4r att kundtillfredsst\u00e4llelse \u00e4r en abstraktion och inte en sak i sig sj\u00e4lv. Han fortsatte med att citera den framlidne, ber\u00f6mda marknadsf\u00f6ringsprofessorn Richard L. Oliver, som gjorde f\u00f6ljande uttalande: &#8221;Alla vet vad  [satisfaction]  \u00e4r tills han ombeds att ge en definition. D\u00e5 verkar det som om ingen vet.&#8221; Bill anser att n\u00e4r m\u00e4nniskor i en enk\u00e4t s\u00e4ger att de \u00e4r n\u00f6jda, s\u00e4ger de att upplevelsen var okej, och inget annat. De s\u00e4ger inte att de var glada, upprymda eller f\u00f6rtjusta. M\u00e4nniskor \u00e4r antingen n\u00f6jda eller missn\u00f6jda. Han j\u00e4mf\u00f6r det med att vara gravid. Ingen \u00e4r lite gravid; antingen \u00e4r man det eller inte. Han fortsatte med att s\u00e4ga att betygsskalor uppfinner distinktioner som kanske inte \u00e4r meningsfulla.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vad \u00e4r budskapet f\u00f6r f\u00f6retag som \u00f6verv\u00e4ger att g\u00f6ra en unders\u00f6kning om kundn\u00f6jdhet? En b\u00e4ttre v\u00e4g b\u00f6rjar med att be kunderna ber\u00e4tta vad de f\u00f6rv\u00e4ntar sig och att anv\u00e4nda f\u00f6rv\u00e4ntningarna f\u00f6r att m\u00e4ta inte kundernas tillfredsst\u00e4llelse, utan din prestation n\u00e4r det g\u00e4ller att uppfylla eller \u00f6vertr\u00e4ffa kundernas f\u00f6rv\u00e4ntningar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.questionpro.com\/webinar\/traditional-customer-satisfaction-surveys.html\">F\u00f6lj med p\u00e5 v\u00e5rt kommande webbseminarium<\/a> n\u00e4r Bill och jag diskuterar varf\u00f6r kundn\u00f6jdhetsunders\u00f6kningar inte \u00e4r tillfredsst\u00e4llande och vad man kan g\u00f6ra \u00e5t saken.<\/span><\/p>\n<p><a href=\"http:\/\/info.questionpro.com\/beyond-traditional-customer-satisfaction-surveys\"><img decoding=\"async\" class=\"alignnone size-full wp-image-47960\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2017\/09\/21319291_10154714338856296_8190961522969686817_o-1.jpg\" alt=\"Unders\u00f6kning om kundn\u00f6jdhet\" width=\"1749\" height=\"984\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Om du inte har varit i ett rymdlaboratorium de senaste 30 \u00e5ren har du s\u00e4kert blivit ombedd att fylla i [&hellip;]<\/p>\n","protected":false},"author":102,"featured_media":596131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1398,1460,1500],"tags":[1501],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Varf\u00f6r kundn\u00f6jdhetsunders\u00f6kningar inte ger tillfredsst\u00e4llelse och vad man kan g\u00f6ra \u00e5t det | QuestionPro<\/title>\n<meta name=\"description\" content=\"Kundn\u00f6jdhetsunders\u00f6kningar genomf\u00f6rs n\u00e4r f\u00f6retag vill beh\u00e5lla sin konkurrenskraft, \u00f6ka sin kundrelation osv. 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