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.
- Ukuzwakala 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”, “ngiyavumelana kancane”, “angivumelani noma angivumi” 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 ilinganise ukuzimisela ukuncoma ngendlela egcina incazelo nenhloso yombuzo, 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 “ukusebenza ngaphandle kobunzima” 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, izinga lokushiya ifomu liyakhuphuka.
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, lokhu kungaba usizo, kodwa kumaphrojekthi adinga ukunemba okuphezulu njengokuhumusha amadokhumenti noma ukuhumusha kobuchwepheshe, kudingeka indlela ehlukile.
Ngakolunye uhlangothi, umhumushi oqinisekisiwe uba semqoka ezimweni ezisemthethweni nezomthetho, kodwa ama-ankhethi ocwaningo, amafomu okuthengisa noma ama-survey omkhiqizo ngokuvamile adinga kakhulu ukuhunyushwa okunembile, ukuvumelana nokuzwakala kwemvelo. Lokho kwehlukile emsebenzini wokuhumusha imibhalo nsuku zonke, ukuhumusha amadokhumentini noma ukulungisa okuqukethwe okufana noku-ukuhumusha isithombe.
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 zizosheshisa, zibe ngabizi kancane futhi zithembeke kakhulu.
- Dala ilabhulali yemibuzo egunyaziwe – ikakhulukazi ye-NPS, CSAT, onboarding surveys namafomu okuthola ama-lead.
- Hlela ukuhumusha imibhalo kanye nemibhalo esekelayo – hhayi imibuzo kuphela, kodwa nemiyalezo, izincazelo nezaziso.
- Hlanganisa i-glossary yezobuchwepheshe – ukuze ukuhumusha kobuchwepheshe kuhlale kuhambisana kulo lonke iqembu.
- Hlola ukuvumelana kuzo zonke izinguqulo – kuhlanganise nezingxenye zohlelo, ama-labels, izinkinobho nezinkambu zefomu.
- Sebenzisa amathuluzi afanele – ikakhulukazi uma kudingeka ukuhumusha amadokhumenti, ukuhumusha ngezizulu, ukuhumusha imibhalo nsuku zonke noma ukuhlonza okuqukethwe okudingayo ngokushesha ku-umhumushi online application.
Uma uqala ukwenza lokhu ngendlela ehlangene, kulula futhi ukugcina umkhuba ohlanzekile wokuphatha izinguqulo, kuhlanganise nezimo lapho kunqamuka khona ukusebenza kwe-isoftware yokuhumusha login noma lapho kudingeka ukuqhathanisa ukuhumusha isithombe neminye imithombo. I-SmartTranslate.ai ingasiza ekugcineni ukuvumelana nokulawulwa kwekhwalithi kuzo zonke lezi zimo.