Uma ufuna i-ankhethi online ikhiqize imiphumela engaqhathaniseka emazweni ahlukene, akwanele ukuhumusha imibuzo igama negama. Kumele kugcinwe incazelo efanayo, izinga lokusemthethweni, umqondo wesikali sezimpendulo kanye nomongo wendawo namasiko, ngoba uma kungenjalo idatha evela ezimakethe ezahlukene iyahlanekezeka. Ukuhumusha kahle i-ankhethi, ifomu noma i-survey akusona nje isibopho solimi, kodwa yingxenye yendlela yokwenza ucwaningo.
Lokhu kubaluleke kakhulu ezicwaningweni ze-NPS, CSAT, ucwaningo lomkhiqizo, amafomu okuthola ama-lead kanye nezinqubo ze-CX. Ngisho nomehluko omncane ekubhalweni kombuzo noma komyalezo ungaholela ekutheni abantu abaphendulayo emazweni amabili babonakale bephendula umbuzo ofanayo, kodwa empeleni baqonde izinto ezihlukile.
Kungani ukuhumusha i-ankhethi okujwayelekile kuvame ukunganele?
Amaqembu amaningi acabanga ukuthi njengoba i-ankhethi online imfishane, ukuyifaka kolunye ulimi kuzoba lula. Empeleni, amafomu amafushane aphakathi kwezinto ezinzima kakhulu ukuwahumusha, ngoba igama ngalinye linomthelela. Embuzweni wocwaningo, ilebula yenkambu noma incazelo yesikali, akukho ndawo yokuthi kube “cishe kufana”.
Inkinga ukuthi ama-ankhethi online ancike ekunembeni. Uma umphenduli eNingizimu Afrika ebona umbuzo othi “Ulinganisa kanjani ukusetshenziswa kalula kohlelo lokusebenza?”, kanti omunye emakethe ehlukile uthola inguqulo esondelene nokuthi “Ulinganisa kanjani ukunethezeka kokusebenzisa uhlelo lokusebenza?”, imiphumela ingase ingabe isaqhathaniseka kahle. “Ukusetshenziswa kalula” nokuthi “ukunethezeka” akusona njalo isifaniso esiphelele. Okufanayo kwenzeka nasemibuzweni mayelana nokwaneliseka, ukwethenjwa, inhloso yokuthenga, ukuncoma umkhiqizo noma ikhwalithi yesevisi.
Kukhona futhi umehluko wamasiko. Isisho esifanayo singazwakala ngokwemvelo futhi singathathi hlangothi kolunye ulimi, kodwa sibe sibukhali kakhulu, sibe sesimthethweni kakhulu noma sibe sobuchwepheshe kakhulu kolunye. Ngaleyo ndlela umphenduli uphendula hhayi kuphela incazelo yombuzo, kodwa nendlela obhalwe ngayo.
Kumele kuhlale kufana ini ukuze izimpendulo ziqhathaniseke?
Uma wenza ucwaningo ezimakethe eziningi, ukuhumusha kumele kuvikele izendlalelo ezimbalwa zencazelo ngesikhathi esisodwa. Akukhulunywa ngamagama kuphela, kodwa ngomsebenzi wonke wombuzo ocwaningweni.
- Inhloso yombuzo – umphenduli ezweni ngalinye kufanele aqonde kahle ukuthi ubuzwa ini.
- Ukwakhiwa kwesikali – amazinga ezimpendulo kumele asho izinga elifanayo lokuqina.
- Izinga lokusemthethweni – ulimi olusemthethweni kakhulu noma olungasindi kakhulu lungathinta indlela umbuzo owamukelwa ngayo.
- Ukunambitheka kwemvelo kolimi – i-ankhethi kufanele izwakale njengokuthi yakhelwe kuleyo ndawo, hhayi njengombhalo ohunyushwe ngomshini igama negama.
- Ukungaguquguquki kwegama elisetshenziswayo – imiqondo efanayo kumele ihunyushwe ngendlela efanayo kulo lonke ucwaningo.
- Ukuvumelana namasiko endawo – izibonelo, amayunithi, izinkomba nemiyalezo kumele kuqondakale kulowo makethe.
Kungaleso sizathu ukuthi ukuhumusha imibhalo esetshenziswa ocwaningweni nasezintweni zamafomu kudinga indlela enembile kakhulu kunezinye izinhlobo eziningi zokuqukethwe kokumaketha. Imithetho yomlando yesakhiwo sedatha nezincomo zohlelo lokuqamba idatha nazo zigcizelela ukubaluleka kokucaca nokuhleleka kokumakwa kolwazi, njengokuchazwe ku-Schema.org.
Amaphutha avame kakhulu ekuhumusheni ama-ankhethi namafomu
1. Ukuhumusha isikali sezimpendulo ngqo
Amasikali anjengokuthi “ngiyavumelana kakhulu”, “ngivumelane kancane”, “angivumelani futhi angiphikisani” abonakala elula, kodwa ngezilimi ezahlukene izinga lokuqina lingahlukaniswa ngokungalingani. Uma inguqulo eyodwa izwakala iqinile kakhulu noma ibuthaka kakhulu, izimpendulo ziyaqala ukugudluka.
Isibonelo senkinga:
- “fairly satisfied” akufanele ngaso sonke isikhathi ihunyushwe ngendlela efanayo no-“nganelisekile nje kancane”, ngoba kwezinye izimo kungcono ukudlulisa umqondo wokuthi “nganelisekile kahle”.
- “strongly agree” ingaba nokulingana okulaleke ngokwemvelo kolunye ulimi kunokuthi “ngivumelana ngamandla”.
2. Ukuhumusha imibuzo evaliwe ngokunganembile
Ema-ankhethi, ngisho isenzo esisodwa singashintsha incazelo. “Uke wasebenzisa isici?” akufani nokuthi “Usuke wasizama isici?” noma “Ube nethuba lokusebenzisa isici?” Inguqulo ngayinye iletha izinga elihlukile lokusebenza nokubandakanyeka.
3. Ukuhumusha ngaphandle komongo wocwaningo
Umhumushi ongazi ukuthi i-ankhethi imayelana nesipiliyoni sekhasimende, ukuhlolwa komkhiqizo, ucwaningo lwe-lead noma ukwaneliseka ngemva kokuxhumana ne-support, angakhetha amagama alungile ngokolimi kodwa anganembi ngokwendlela yocwaningo. Lokhu kuvame ukwenzeka uma kusetshenziswa amathuluzi okuhumusha ngaphandle kwemiyalelo eyengeziwe, kufana nokusebenzisa umhumushi we-inthanethi nje.
4. Ukushiya ngaphandle ama-microcopy wefomu
Ikhwalithi yedatha ayithinteki imibuzo kuphela. Kukhona futhi:
- amalebula emikhakha,
- ama-placeholder,
- imiyalezo yamaphutha,
- izinhloli ze-CTA,
- imiyalelo efana nokuthi “khetha impendulo eyodwa”,
- nezincazelo zemikhakha edingekayo.
Uma ifomu online liza ngomoya wobungane ezweni elilodwa kodwa kwenye indawo lizwakala njengomyalezo wasehhovisi, kungathinta ukuguqulwa nokuthi abantu baphendula kanjani.
5. Ukungaguquguquki phakathi kwezinguqulo zezilimi
Kwesinye isikhathi amalungu ahlukene eqembu ahumusha izingxenye ezahlukene ze-survey. Umphumela? Endaweni eyodwa kukhulunywa “ngamakhasimende”, kwenye kube “ngabasebenzisi”, bese kwenye kube “ngabamukeli besevisi”. Lokho kuyaphazamisa incazelo yemibuzo futhi kwehlise ukuthembeka kocwaningo.
Ungalihumusha kanjani i-ankhethi online isinyathelo ngesinyathelo?
Umkhuba omuhle ukuwubheka ukuhumusha njengengxenye yokuklama ucwaningo. Le nqubo engezansi iyasebenza kokubili kumafomu ama-lead alula nasema-survey amakhulu anemakethe eziningi.
- Chaza inhloso yombuzo ngamunye
Ngaphambi kokuhumusha, bhala ukuthi umbuzo ngamunye uhlelelwe ukukala ini. Ingabe kumayelana nokwaneliseka, ukuqonda kalula, inhloso yokuncoma, ukuhlola inqubo noma izinga lobunzima? Le ncazelo isiza kakhulu ukugwema ukuhumusha okungaqondile. - Lungisa i-glossary yamagama abalulekile
Vumelanani kusengaphambili ngokuthi amagama anjengokuthi “umsebenzisi”, “i-akhawunti”, “usekelo”, “isikhalo”, “ukulethwa”, “ukusetshenziswa kalula” azohunyushwa kanjani. Lokhu kubaluleke kakhulu uma kuhileleka ukuhumusha imibhalo yezobuchwepheshe noma ucwaningo lomkhiqizo wedijithali. - Qondanisa ithoni nezinga lokusemthethweni nemakethe
Kwamanye amazwe kuyavela ukusebenzisa indlela eqondile kumphenduli, kanti kwamanye kungcono umqondo ongathathi hlangothi noma osemthethweni kancane. Inhloso yombuzo kufanele ihlale ifana, kodwa indlela ekhuluma ngayo ingase idinge ukwenziwa ibe sendaweni. - Qinisekisa ukulingana kwesikali
Bheka ukuthi wonke amazinga esikali sezimpendulo ayazwakala ngokwemvelo yini futhi ami ngokulandelana okunengqondo. Isikali kumele sibe nesimethri kuzo zonke izilimi. - Hlola i-ankhethi ngomuntu okhuluma lolo limi njengolimi lwendabuko noma iqembu lendawo
Okuhle akukhona ukubuza nje ukuthi “ingabe kulungile?”, kodwa ukuthi “uwuqonda kanjani lo mbuzo?” kanye nokuthi “lezi zimpendulo zizwakala ngokwemvelo yini?” - Yenza i-back-translation noma ukuqhathanisa kokubuyekeza
Ezicwaningweni ezibalulekile, kuwusizo ukuhumusha inguqulo yangaphandle uyibuyisele olimini lokuqala, noma okungenani uqhathanise incazelo yento ngayinye. - Yenza i-pilot
Isampula encane emakethe ethile ikhombisa masinyane ukuthi imibuzo iyadida yini, mide kakhulu noma imise okusemthethweni kakhulu.
Ungawahumusha kanjani amasikali e-NPS, CSAT kanye ne-CES ukuze imiphumela ingahlanekezeki?
Le yingxenye ebaluleke kakhulu. Izinkomba zobudlelwano nokwaneliseka zizwela kakhulu emininingwaneni yolimi.
NPS
Umbuzo ojwayelekile we-NPS umayelana nokuzimisela ukuncoma. Lapha okubalulekile ukugcina inhloso yokuziphatha, hhayi nje umqondo ojwayelekile wokuthanda. Ukuhumusha kufanele kukale ukuzimisela ukuncoma ngendlela egcina ukuthembeka nemizwa, hhayi ukuthi “uyalithanda yini ibhrendi”.
Ingcuphe yephutha ivela uma inguqulo yendawo izwakala ithambile kakhulu noma ilula kakhulu. Ezweni elilodwa umphenduli angayibona njengokuhlola umkhiqizo, kanti kwelinye njengokuhlola ubudlelwano bonke nebhrendi.
CSAT
Imibuzo yokwaneliseka idinga ukuqapha okukhethekile ekukhetheni isikali. “Wanelisekile”, “uyanelisekile”, “ihambisana nalokho obekulindelekile” akuzona izifaniso eziphelele. Kumele unqume ukuthi yimuphi umthunzi wencazelo ohambisana kangcono nenhloso yocwaningo.
CES
Izinkomba zomzamo wekhasimende zinzima ngoba amagama anjengokuthi “umzamo”, “ubunzima”, “ukusetshenziswa kalula” noma “ukuba ngaphandle kwezinkinga” angaba nemibono ehlukile. Empeleni, umphenduli kufanele ahlaziye izinga lobunzima bokwenza umsebenzi, hhayi ukwaneliseka okujwayelekile ngenqubo.
Yilapho kusiza khona ithuluzi elikuvumela ukusetha iphrofayela yokuhumusha ngokwemboni, ithoni, izinga lokusemthethweni kanye nezinga lokujwayela kwendawo. I-SmartTranslate.ai ingena kahle kule nqubo, ngoba ikuvumela ukuhumusha kokubili imibuzo emifushane namadokhumenti aphelele ocwaningo ngokugcina ukuvumelana nomongo.
Izibonelo zezinto ze-ankhethi ezidinga ukunakwa okukhethekile
Imibuzo enezincazelo ezimbili
Isibonelo: “Ulinganisa kanjani isevisi?”
Kukhulunywa yini ngokuxhumana ne-support, inqubo yokuthengisa, abasebenzi besitolo noma isipiliyoni sekhasimende sonke? Ekuhumusheni kufanele kucaciswe incazelo uma igama elithi “isevisi” kolunye ulimi linomqondo obanzi kakhulu.
Izibonelo zezimpendulo
Emibuzweni evulekile kuvame ukwengezwa iziphakamiso, isb. “isb. isikhathi sokulethwa, ukuxhumana ne-support, intengo”. Lezi zibonelo kumele ziqondakale endaweni futhi zimele izinto ezifanayo. Uma kungenjalo, ungakwazi ukulekelela umphenduli ngendlela ehlukile ezimakethe ezahlukene ngaphandle kokwazi.
Amafomu okuthola ama-lead
Ifomu online eligxile ekutholeni uxhumano nalo lidinga ukuhumusha okunembile. Izinkambu ezifana “igama lenkampani”, “isikhundla”, “ucingo lomsebenzi”, “umyalezo” noma “umkhakha” zingaba namasiko ahlukene okuthiwa kanjani emazweni ahlukene. Uma ifomu lizwakala lingajwayelekile, ukukhishwa kugcina sekukhuphuka.
Imiyalezo yamaphutha nokuqinisekisa
Imibhalo efana nokuthi “Le nkambu iyadingeka”, “Faka ikheli le-imeyili elilungile” noma “Siyabonga ngokugcwalisa i-ankhethi” ithinta isipiliyoni somphenduli. Lezi zinto zincane, kodwa ithoni yazo ibalulekile ekuphothuleni ucwaningo.
Kukuphi lapho umhumushi we-inthanethi ojwayelekile eyanele khona, futhi nini kudingeka indlela ethuthuke kakhulu?
Ekusetshenzisweni okulula kakhulu kwangasese, umhumushi we-inthanethi osheshayo noma umhumushi wesiNgisi nesiPolish online anganela ukuqalisa ukuqonda umqondo wombhalo. Kodwa ocwaningweni lapho idatha kufanele iqhathaniseke phakathi kwamazwe, lokho kuvamise ukunganele. Uma usebenza nokuqukethwe okufana nezihlokwana zevidiyo ezidinga ukuzwakala ngokwemvelo, umgomo ofanayo wokuzwakala kahle endaweni uyasebenza.
Isizathu silula: amathuluzi ajwayelekile awazi ukuthi ahumusha umbuzo wocwaningo, imigomo nemibandela, inkinobho kuhlelo lokusebenza noma incazelo yomkhiqizo. Awazi futhi izinhloso zendlela yocwaningo noma ithoni ebhekwe. Okufanayo kusebenza uma kudingeka umhumushi wesiJalimane we-ankhethi yemakethe ye-DACH noma isethi yokuhumusha isiPolish nesiNgisi online yomkhankaso oqhuba amazwe amaningi ngesikhathi esisodwa. Ukuhumusha nje ulimi akusasebenzi kahle ukwenza idatha iqhathaniseke.
Ngakolunye uhlangothi, umhumushi osemthethweni uyadingeka ezimeni ezisemthethweni nezamaphepha, kodwa ama-ankhethi ocwaningo, amafomu okuthengisa noma ama-survey omkhiqizo ngokuvamile adinga ikakhulukazi ukwenziwa kwendawo okunembile, ukuvumelana kanye nokuzwakala kwemvelo. Lolu hlobo lomsebenzi luhlukile ekuhumusheni okuqinisekisiwe.
Ungayihlela kanjani inqubo yokuhumusha ama-ankhethi enkampanini?
Uma inkampani yakho ihlale yenza ama-ankhethi online ezimakethe eziningi, kufanelekile ukwakha inqubo ephindaphindekayo. Ngale ndlela, izifundo ezilandelayo zizoba ngokushesha, zingabizi kakhulu futhi zithembeke kakhulu.
- Dala umtapo wemibuzo ogunyaziwe – ikakhulukazi we-NPS, CSAT, onboarding surveys kanye namafomu okuthola ama-lead.
- Yiba nesichazamazwi esisodwa samagama – esabiwe phakathi kwamaqembu e-product, research, CX kanye nokumaketha.
- Phawula inhloso yocwaningo njalo lapho kunikezwa umsebenzi wokuhumusha – lokho kwehlisa amaphutha okuhumusha angalungile.
- Hlola izimakethe ezintsha nge-pilot – ngisho nenguqulo enhle yolimi ingadinga ukulungiswa kwendawo.
- Qinisekisa ukuvumelana ezinhlelweni – amagama afanayo kumele abonakale ngokufanayo ku-ankhethi, ku-CRM, kuma-imeyili nasezixwayisweni zangemva kocwaningo.
Empeleni, izinkampani eziningi zisebenzisa ithuluzi elilodwa ukugcina ukuvumelana kwemibhalo emifushane kanye namafayela aphelele. I-SmartTranslate.ai iyisixazululo esinengqondo lapha, ngoba isekela izilimi eziningi namahluko esifunda, ivumela ukusethwa kwephrofayela yokuhumusha futhi igcina ukufomathwa kwamadokhumenti. Lokhu kuyasiza kokubili kufomu elilodwa online nakuphakheji enkulu yezinto zocwaningo.
Checklist: ungabheka kanjani ukuthi i-ankhethi ehunyushiwe isilungele ukusetshenziswa?
Ngaphambi kokushicilela inguqulo yendawo, dlula kulolu hlu olufushane lokuhlola:
- Ingabe umbuzo ngamunye ukala ukwakheka okufanayo nenguqulo yokuqala?
- Ingabe amasikali ezimpendulo ayalingana futhi azwakala ngokwemvelo?
- Ingabe izibonelo nemiyalelo iyaqondakala endaweni?
- Ingabe ithoni yokuxhumana ifanele imakethe nebhrendi?
- Ingabe wonke ama-microcopy efomu avumelana?
- Ingabe amagama omkhakha ahunyushwe ngendlela engaguquki?
- Ingabe i-pilot iveze imibuzo engaqondakali noma edidayo?
- Ingabe ukufomathwa kwedokhumenti noma kwefomu kugcinwe?
Uma kwenye yale mibuzo impendulo ithi “angazi”, kufanelekile ukubuyela esigabeni sokubuyekeza. Ukulungisa ukuhumusha ngemva kokuqoqa idatha kubiza kakhulu kunokukulungisa kahle ngaphambi kokuqala kocwaningo.
Kungani lokhu kubalulekile nasekumaketheni nasekuthengiseni?
Udaba lokuqhathaniseka kwezimpendulo aluthinti amaqembu ocwaningo kuphela. Empeleni, kubalulekile kakhulu nasemaketheni, ekukhuleni kwebhizinisi nasekuthengiseni. Ifomu online eliqoqa ama-lead, i-ankhethi yangemva kokuthengisa, ucwaningo lokwaneliseka ngemva kwe-webinar noma i-survey ekhasini lomkhiqizo kuthinta ngqo izinqumo zebhizinisi.
Uma inguqulo yesiZulu noma eyangaphandle ingafani ngokwemqondo, ungalinganisa kabi ikhwalithi yomkhankaso, isipiliyoni sekhasimende noma ukufaneleka komkhiqizo emakethe. Lokho kudala ingozi yokwenza izinqumo ezingalungile: izinguquko ze-UX ezingafanele, ukubeka izinto ezibalulekile ngendlela engalungile ku-roadmap noma iziphetho ezingamanga mayelana nokusebenza kokuxhumana.
Ngakho-ke, ukuhumusha imibhalo esetshenziswa kuma-ankhethi kufanelekile ukubhekwa njengotshalomali kwikhwalithi yedatha. Lokhu kubaluleke kakhulu uma inkampani isebenza ngezilimi eziningi, isebenzisa iziteshi ezahlukene zokuthola idatha futhi ihlaziya imiphumela phakathi kwamazwe noma izifunda.
FAQ
Ingabe ukuhumusha i-ankhethi ngqo igama negama kuhlale kuyiphutha?
Hhayi njalo, kodwa kaningi akwanele. Kuma-ankhethi, akubalulekile nje ukunemba kolimi, kodwa nokugcina inhloso efanayo yombuzo, ukwakheka kwesikali kanye nokuzwakala kwemvelo kwendawo. Ukuhumusha ngokuqondile kungaholela ekutheni amazwe ahlukene ahumushe umbuzo ngendlela ehlukile.
Ngikuhlola kanjani ukuthi izimpendulo ezivela emazweni ahlukene ziyaqhathaniseka ngempela?
Kuhle kakhulu ukuhlanganisa izindlela ezimbalwa: ukubuyekezwa ngomuntu okhuluma ulimi njengolimi lwendabuko, i-back-translation, i-pilot yasendaweni kanye nokuhlaziya ukuthi abaphenduli bayiqonda kanjani imibuzo. Ukunemba kwegama kuphela akukuqinisekisi ukuqhathaniseka kwemiphumela.
Ingabe ama-ankhethi adinga umhumushi osemthethweni?
Ngokuvamile cha. Umhumushi osemthethweni uyadingeka kakhulu emibhalweni esemthethweni neyasehhovisi. Endabeni yama-ankhethi, i-NPS, i-CSAT noma amafomu ama-lead, okubaluleke kakhulu ukwenziwa kwendawo okunembile, ukuvumelana kwamagama kanye nokuvumelana namasiko.
Iliphi ithuluzi elifanele ukuhumusha ama-ankhethi namafomu online?
Kuhle ukuba yithuluzi elibheka umongo, ithoni, izinga lokusemthethweni kanye nokwehluka kwesifunda kolimi. I-SmartTranslate.ai isebenza kahle kulokho, ngoba ikuvumela ukuhumusha amafomu amafushane kanye namadokhumenti aphelele ngokugcina ukuvumelana, umongo wendawo kanye nokufomathwa.
Ukufingqa: uma ufuna i-ankhethi online, ifomu online noma i-survey ikhiphe idatha ethembekile futhi engaqhathaniseka phakathi kwezimakethe, phatha ukuhumusha njengengxenye yendlela yocwaningo. Inqubo elungiswe kahle, amagama ahambisana ndawonye kanye nokubheka umongo wendawo kubaluleke kakhulu kunokuhumusha okusheshayo igama negama. Yikho lokhu okunqumayo ukuthi idatha yakho izokusiza wenze isinqumo esihle, noma izokwakha nje umuzwa ongamanga wokuqiniseka.