{"id":70846,"date":"2023-09-11T04:57:01","date_gmt":"2023-09-11T08:57:01","guid":{"rendered":"http:\/\/ideascale.com\/%e5%8d%9a%e5%ae%a2\/%e4%bb%80%e4%b9%88%e6%98%af%e5%ae%a2%e6%88%b7%e4%b9%8b%e5%a3%b0%e7%a0%94%e7%a9%b6\/"},"modified":"2024-01-29T07:30:58","modified_gmt":"2024-01-29T11:30:58","slug":"%e4%bb%80%e4%b9%88%e6%98%af%e5%ae%a2%e6%88%b7%e4%b9%8b%e5%a3%b0%e7%a0%94%e7%a9%b6","status":"publish","type":"post","link":"https:\/\/ideascale.com\/zh-hans\/%e5%8d%9a%e5%ae%a2\/%e4%bb%80%e4%b9%88%e6%98%af%e5%ae%a2%e6%88%b7%e4%b9%8b%e5%a3%b0%e7%a0%94%e7%a9%b6\/","title":{"rendered":"\u4ec0\u4e48\u662f\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\uff1f \u5b9a\u4e49\u3001\u65b9\u6cd5\u548c\u6700\u4f73\u505a\u6cd5"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-right-small:0px;--awb-padding-left-small:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-font-size:22px;\"><p><strong><b>\u76ee\u5f55<\/b><\/strong><\/p>\n<\/div><div class=\"awb-toc-el awb-toc-el--1\" data-awb-toc-id=\"1\" data-awb-toc-options=\"{&quot;allowed_heading_tags&quot;:{&quot;h2&quot;:0},&quot;ignore_headings&quot;:&quot;&quot;,&quot;ignore_headings_words&quot;:&quot;&quot;,&quot;enable_cache&quot;:&quot;yes&quot;,&quot;highlight_current_heading&quot;:&quot;no&quot;,&quot;hide_hidden_titles&quot;:&quot;yes&quot;,&quot;limit_container&quot;:&quot;all&quot;,&quot;select_custom_headings&quot;:&quot;&quot;,&quot;icon&quot;:&quot;fa-flag fas&quot;,&quot;counter_type&quot;:&quot;decimal&quot;}\" style=\"--awb-counter-type:counters(awb-toc, &quot;.&quot;, decimal) &quot;. &quot;;\"><div class=\"awb-toc-el__content\"><ul class=\"awb-toc-el__list awb-toc-el__list--0\"><li class=\"awb-toc-el__list-item\"><a class=\"awb-toc-el__item-anchor\" href=\"#toc_What_is_Voice_of_Customer_VoC_Research\">\u4ec0\u4e48\u662f\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\uff1f<\/a><\/li><li class=\"awb-toc-el__list-item\"><a class=\"awb-toc-el__item-anchor\" href=\"#toc_Voice_of_Customer_Research_Methodology\">12 \u5ba2\u6237\u4e4b\u58f0\u7814\u7a76\u65b9\u6cd5<\/a><\/li><li class=\"awb-toc-el__list-item\"><a class=\"awb-toc-el__item-anchor\" href=\"#toc_Voice_of_Customer_Research_Best_Practice\">\u5ba2\u6237\u4e4b\u58f0\u7814\u7a76\u7684 15 \u9879\u6700\u4f73\u5b9e\u8df5<\/a><\/li><\/ul><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\"><h2 id=\"toc_What_is_Voice_of_Customer_VoC_Research\" class=\"\" style=\"--fontsize: 36; line-height: 1.25;\" data-fontsize=\"36\" data-lineheight=\"45px\">\u4ec0\u4e48\u662f\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\uff1f<\/h2>\n<p><span style=\"font-weight: 400;\">\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\u88ab\u5b9a\u4e49\u4e3a\u6536\u96c6\u548c\u5206\u6790\u5ba2\u6237\u53cd\u9988\u3001\u610f\u89c1\u548c\u504f\u597d\u7684\u7cfb\u7edf\u8fc7\u7a0b\uff0c\u4ee5\u6df1\u5165\u4e86\u89e3\u5ba2\u6237\u7684\u9700\u6c42\u3001\u671f\u671b\u4ee5\u53ca\u5bf9\u4ea7\u54c1\u3001\u670d\u52a1\u6216\u54c1\u724c\u7684\u603b\u4f53\u6ee1\u610f\u5ea6\u3002 VoC \u7814\u7a76\u7684\u4e3b\u8981\u76ee\u6807\u662f\u4e86\u89e3\u5ba2\u6237\u7684\u89c2\u70b9\uff0c\u5e76\u5229\u7528\u8fd9\u4e9b\u4fe1\u606f\u505a\u51fa\u660e\u667a\u7684\u51b3\u7b56\u3001\u6539\u8fdb\u4ea7\u54c1\u6216\u670d\u52a1\uff0c\u5e76\u63d0\u5347\u5ba2\u6237\u4f53\u9a8c\u3002<\/span><\/p>\n<p><b>\u4ee5\u4e0b\u662f &#8220;\u5ba2\u6237\u4e4b\u58f0 &#8220;\u7814\u7a76\u7684\u4e00\u4e9b\u5173\u952e\u7ec4\u6210\u90e8\u5206\u548c\u6b65\u9aa4\uff1a<\/b><\/p>\n<ul>\n<li><b>\u6570\u636e\u6536\u96c6\uff1a  <\/b><span style=\"font-weight: 400;\">VoC \u7814\u7a76\u6d89\u53ca\u6536\u96c6<a href=\"https:\/\/ideascale.com\/blog\/what-is-customer-feedback\/\">\u5ba2\u6237\u53cd\u9988<\/a>\u7684\u5404\u79cd\u65b9\u6cd5\uff0c\u5305\u62ec\u8c03\u67e5\u3001\u8bbf\u8c08\u3001<a href=\"https:\/\/ideascale.com\/blog\/what-is-a-focus-group\/\">\u7126\u70b9\u5c0f\u7ec4<\/a>\u3001\u793e\u4ea4\u5a92\u4f53\u76d1\u6d4b\u3001\u5728\u7ebf\u8bc4\u8bba\u548c\u5ba2\u6237\u652f\u6301\u4e92\u52a8\u3002 \u8fd9\u4e9b\u65b9\u6cd5\u53ef\u4ee5\u662f<a href=\"https:\/\/ideascale.com\/blog\/what-is-quantitative-research\/\">\u5b9a\u91cf<\/a>\u7684\uff08\u6570\u5b57\u6570\u636e\uff09\uff0c\u4e5f\u53ef\u4ee5\u662f<a href=\"https:\/\/ideascale.com\/blog\/what-is-qualitative-research\/\">\u5b9a\u6027<\/a>\u7684\uff08\u6587\u5b57\u6216\u53d9\u8ff0\u6570\u636e\uff09\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u5206\u6790\uff1a<\/b><span style=\"font-weight: 400;\"> \u6536\u96c6\u6570\u636e\u540e\uff0c\u5bf9\u5176\u8fdb\u884c\u5206\u6790\uff0c\u4ee5\u786e\u5b9a\u6a21\u5f0f\u3001\u8d8b\u52bf\u548c\u4e3b\u9898\u3002 \u8fd9\u79cd\u5206\u6790\u6709\u52a9\u4e8e\u4ece\u5ba2\u6237\u53cd\u9988\u4e2d\u63d0\u53d6\u6709\u610f\u4e49\u7684\u89c1\u89e3\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u5ba2\u6237\u89d2\u8272\uff1a  <\/b><span style=\"font-weight: 400;\">\u521b\u5efa &#8220;\u987e\u5ba2\u89d2\u8272 &#8220;\u662f VoC \u7814\u7a76\u7684\u5e38\u89c1\u6210\u679c\u3002 \u89d2\u8272\u662f\u6839\u636e\u4e0d\u540c\u5ba2\u6237\u7fa4\u7684\u7279\u5f81\u3001\u9700\u6c42\u548c\u504f\u597d\u5bf9\u5176\u8fdb\u884c\u7684\u865a\u6784\u63cf\u8ff0\u3002 \u8fd9\u4e9b &#8220;\u89d2\u8272 &#8220;\u53ef\u4ee5\u5e2e\u52a9\u4f01\u4e1a\u66f4\u597d\u5730\u4e86\u89e3\u76ee\u6807\u53d7\u4f17\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u786e\u5b9a\u75db\u70b9\uff1a<\/b><span style=\"font-weight: 400;\"> VoC \u7814\u7a76\u6709\u52a9\u4e8e\u627e\u51fa\u5ba2\u6237\u5728\u4e0e\u4ea7\u54c1\u6216\u670d\u52a1\u4e92\u52a8\u8fc7\u7a0b\u4e2d\u9762\u4e34\u7684\u5177\u4f53\u75db\u70b9\u548c\u95ee\u9898\u3002 \u8fd9\u4e9b\u4fe1\u606f\u53ef\u4ee5\u6307\u5bfc\u6539\u8fdb\u5de5\u4f5c\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u786e\u5b9a\u6539\u8fdb\u7684\u4f18\u5148\u6b21\u5e8f\uff1a <\/b><span style=\"font-weight: 400;\">\u5728\u786e\u5b9a\u5ba2\u6237\u9700\u6c42\u548c\u75db\u70b9\u540e\uff0c\u4f01\u4e1a\u4f1a\u6839\u636e\u95ee\u9898\u7684\u4e25\u91cd\u7a0b\u5ea6\u53ca\u5176\u5bf9\u5ba2\u6237\u6ee1\u610f\u5ea6\u7684\u5f71\u54cd\uff0c\u786e\u5b9a\u6539\u8fdb\u6216\u53d8\u66f4\u7684\u4f18\u5148\u6b21\u5e8f\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u53cd\u9988\u56de\u8def\uff1a <\/b><span style=\"font-weight: 400;\">VoC \u7814\u7a76\u901a\u5e38\u4f1a\u5efa\u7acb\u53cd\u9988\u56de\u8def\uff0c\u4e0d\u65ad\u6536\u96c6<a href=\"https:\/\/ideascale.com\/blog\/what-is-customer-feedback\/\">\u5ba2\u6237\u53cd\u9988<\/a>\uff0c\u5e76\u7528\u4e8e\u63a8\u52a8\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u6301\u7eed\u6539\u8fdb\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u8de8\u804c\u80fd\u5408\u4f5c\uff1a <\/b><span style=\"font-weight: 400;\">VoC \u7814\u7a76\u901a\u5e38\u6d89\u53ca\u4f01\u4e1a\u5185\u7684\u5404\u4e2a\u90e8\u95e8\uff0c\u5305\u62ec\u5e02\u573a\u8425\u9500\u3001\u4ea7\u54c1\u5f00\u53d1\u3001\u5ba2\u6237\u652f\u6301\u548c\u9500\u552e\u90e8\u95e8\uff0c\u8fd9\u4e9b\u90e8\u95e8\u901a\u529b\u5408\u4f5c\uff0c\u624d\u80fd\u6709\u6548\u5730\u6ee1\u8db3\u5ba2\u6237\u9700\u6c42\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u6301\u7eed\u6539\u8fdb\uff1a  <\/b><span style=\"font-weight: 400;\">VoC \u7814\u7a76\u4e0d\u662f\u4e00\u6b21\u6027\u7684\u5de5\u4f5c\uff0c\u800c\u662f\u4e00\u4e2a\u6301\u7eed\u7684\u8fc7\u7a0b\u3002 \u5404\u7ec4\u7ec7\u5e94\u5b9a\u671f\u6536\u96c6\u548c\u5206\u6790\u5ba2\u6237\u53cd\u9988\uff0c\u4ee5\u4fbf\u5bf9\u4e0d\u65ad\u53d8\u5316\u7684\u5ba2\u6237\u504f\u597d\u548c\u5e02\u573a\u52a8\u6001\u4f5c\u51fa\u53cd\u5e94\u3002<\/span><\/li>\n<\/ul>\n<p><b>\u5ba2\u6237\u4e4b\u58f0\u7814\u7a76\u7684\u4f18\u52bf\u5305\u62ec<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u63d0\u9ad8\u5ba2\u6237\u6ee1\u610f\u5ea6\u548c\u5fe0\u8bda\u5ea6\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u63d0\u9ad8\u4ea7\u54c1\u6216\u670d\u52a1\u8d28\u91cf\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u66f4\u660e\u667a\u7684\u4ea7\u54c1\u5f00\u53d1\u548c\u8425\u9500\u6218\u7565\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u589e\u5f3a\u5e02\u573a\u7ade\u4e89\u529b\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u51cf\u5c11\u5ba2\u6237\u6d41\u5931\uff0c\u63d0\u9ad8\u5ba2\u6237\u4fdd\u7559\u7387\u3002<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u603b\u4e4b\uff0c&#8221;\u5ba2\u6237\u4e4b\u58f0 &#8220;\u7814\u7a76\u662f\u4e00\u79cd\u5b9d\u8d35\u7684\u5de5\u5177\uff0c\u53ef\u5e2e\u52a9\u4f01\u4e1a\u66f4\u6df1\u5165\u5730\u4e86\u89e3\u5ba2\u6237\uff0c\u5e76\u5229\u7528\u8fd9\u4e9b\u77e5\u8bc6\u63a8\u52a8\u4ea7\u54c1\u3001\u670d\u52a1\u548c\u6574\u4f53\u5ba2\u6237\u4f53\u9a8c\u7684\u6539\u8fdb\u3002<\/span><\/p>\n<p><span data-sheets-value=\"{'1':2,'2':'Learn more: What is Research Design?'}\" data-sheets-userformat=\"{'2':1071745,'3':{'1':0},'10':2,'12':0,'14':{'1':3,'3':1},'15':'Arial','17':1,'23':1}\" data-sheets-textstyleruns=\"{'1':0}\uee10{'1':12,'2':{'2':{'1':2,'2':1136076},'9':1}}\" data-sheets-hyperlinkruns=\"{'1':12,'2':'http:\/\/ideascale.com\/blog\/what-is-research-design\/'}\uee10{'1':36}\"><b>\u4e86\u89e3\u66f4\u591a\uff1a<a class=\"in-cell-link\" href=\"https:\/\/ideascale.com\/blog\/what-is-research-design\/\" rel=\"noopener\">\u4ec0\u4e48\u662f\u7814\u7a76\u8bbe\u8ba1\uff1f<\/a><\/b><\/span><\/p>\n<h2 id=\"toc_Voice_of_Customer_Research_Methodology\" class=\"\" style=\"--fontsize: 36; line-height: 1.25;\" data-fontsize=\"36\" data-lineheight=\"45px\">12 \u5ba2\u6237\u4e4b\u58f0\u7814\u7a76\u65b9\u6cd5<\/h2>\n<p><img decoding=\"async\" class=\"lazyload aligncenter wp-image-58678 size-fusion-600\" src=\"https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1-600x665.jpg\" data-orig-src=\"https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1-600x665.jpg\" alt=\"\u5ba2\u6237\u4e4b\u58f0\u7814\u7a76\u65b9\u6cd5\" width=\"600\" height=\"665\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27600%27%20height%3D%27665%27%20viewBox%3D%270%200%20600%20665%27%3E%3Crect%20width%3D%27600%27%20height%3D%27665%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1-200x222.jpg 200w, https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1-271x300.jpg 271w, https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1-400x443.jpg 400w, https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1-600x665.jpg 600w, https:\/\/ideascale.com\/wp-content\/uploads\/2023\/09\/Voice-of-Customer-Research-descriptive-1.jpg 715w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\u4f7f\u7528\u5404\u79cd\u65b9\u6cd5\u6536\u96c6\u548c<a href=\"https:\/\/ideascale.com\/blog\/what-is-customer-feedback-analysis\/\">\u5206\u6790\u5ba2\u6237\u53cd\u9988<\/a>\u548c\u89c1\u89e3\u3002 \u65b9\u6cd5\u7684\u9009\u62e9\u53d6\u51b3\u4e8e\u60a8\u7684\u5177\u4f53\u76ee\u6807\u3001\u8d44\u6e90\u548c\u4e1a\u52a1\u6027\u8d28\u3002 \u4ee5\u4e0b\u662f\u4e00\u4e9b\u5e38\u89c1\u7684 VoC \u7814\u7a76\u65b9\u6cd5\uff1a<\/span><\/p>\n<p><b>1.\u8c03\u67e5<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u7ebf\u8c03\u67e5\uff1a\u4f7f\u7528 SurveyMonkey \u6216 Google Forms \u7b49\u5de5\u5177\u521b\u5efa\u95ee\u5377\uff0c\u5e76\u901a\u8fc7\u7535\u5b50\u90ae\u4ef6\u3001\u7f51\u7ad9\u6216\u793e\u4ea4\u5a92\u4f53\u5411\u5ba2\u6237\u7fa4\u53d1\u5e03\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7535\u8bdd\u8c03\u67e5\uff1a\u901a\u8fc7\u7535\u8bdd\u91c7\u8bbf\u5ba2\u6237\uff0c\u6536\u96c6\u53cd\u9988\u610f\u89c1\u3002 \u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u66f4\u52a0\u4e2a\u6027\u5316\uff0c\u4f46\u53ef\u80fd\u9700\u8981\u66f4\u591a\u8d44\u6e90\u3002<\/span><\/p>\n<p><b>2.\u8bbf\u8c08<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u6df1\u5165\u8bbf\u8c08\uff1a\u4e0e\u5ba2\u6237\u8fdb\u884c\u4e00\u5bf9\u4e00\u8bbf\u8c08\uff0c\u6df1\u5165\u4e86\u89e3\u4ed6\u4eec\u7684\u4f53\u9a8c\u3001\u9700\u6c42\u548c\u504f\u597d\u3002 \u8fd9\u4e9b\u9762\u8bd5\u53ef\u4ee5\u5f53\u9762\u8fdb\u884c\uff0c\u4e5f\u53ef\u4ee5\u901a\u8fc7\u7535\u8bdd\u6216\u89c6\u9891\u4f1a\u8bae\u8fdb\u884c\u3002<\/span><\/p>\n<p><b>3.\u7126\u70b9\u5c0f\u7ec4<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u7ec4\u7ec7\u4e0e\u5ba2\u6237\u7684\u5c0f\u578b<a href=\"https:\/\/ideascale.com\/blog\/what-is-a-focus-group\/\">\u7126\u70b9\u5c0f\u7ec4\u8ba8\u8bba<\/a>\uff0c\u4fc3\u8fdb\u516c\u5f00\u5bf9\u8bdd\uff0c\u6536\u96c6<a href=\"https:\/\/ideascale.com\/blog\/what-is-qualitative-research\/\">\u5b9a\u6027<\/a>\u89c1\u89e3\u3002 \u8fd9\u79cd\u65b9\u6cd5\u5bf9\u4e8e\u63a2\u7d22\u8ba4\u77e5\u548c\u6001\u5ea6\u7279\u522b\u6709\u7528\u3002<\/span><\/p>\n<p><b>4.\u5ba2\u6237\u53cd\u9988\u8868<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u901a\u8fc7\u96c6\u6210\u5230\u4ea7\u54c1\u6216\u670d\u52a1\u4e2d\u7684\u53cd\u9988\u8868\u6536\u96c6\u53cd\u9988\u3002 \u8fd9\u6837\uff0c\u5ba2\u6237\u5c31\u53ef\u4ee5\u6839\u636e\u81ea\u5df1\u7684\u4f53\u9a8c\u76f4\u63a5\u63d0\u51fa\u610f\u89c1\u3002<\/span><\/p>\n<p><b>5.\u5728\u7ebf\u8bc4\u8bba\u548c\u793e\u4ea4\u5a92\u4f53\u76d1\u6d4b<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5206\u6790 Yelp\u3001\u4e9a\u9a6c\u900a\u7b49\u5e73\u53f0\u4e0a\u7684\u5728\u7ebf\u8bc4\u8bba\u548c\u793e\u4ea4\u5a92\u4f53\u4e0a\u7684\u63d0\u53ca\uff0c\u4ee5\u6df1\u5165\u4e86\u89e3\u5ba2\u6237\u5bf9\u60a8\u7684\u54c1\u724c\u6216\u4ea7\u54c1\u7684\u610f\u89c1\u548c\u60c5\u611f\u3002<\/span><\/p>\n<p><b>6.\u5ba2\u6237\u652f\u6301\u4e92\u52a8<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5ba1\u67e5\u5ba2\u6237\u652f\u6301\u4e92\u52a8\uff08\u5982\u7535\u5b50\u90ae\u4ef6\u3001\u804a\u5929\u526f\u672c\u548c\u7535\u8bdd\u5f55\u97f3\uff09\uff0c\u4ee5\u786e\u5b9a\u5ba2\u6237\u63d0\u51fa\u7684\u5e38\u89c1\u95ee\u9898\u548c\u75db\u70b9\u3002<\/span><\/p>\n<p><b>7.\u89c2\u5bdf<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u89c2\u5bdf\u5ba2\u6237\u884c\u4e3a\u4ee5\u53ca\u4e0e\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u4e92\u52a8\u3002 \u8fd9\u53ef\u4ee5\u5728\u7269\u7406\u73af\u5883\u4e2d\u5b9e\u73b0\uff0c\u4e5f\u53ef\u4ee5\u901a\u8fc7\u5206\u6790\u7528\u6237\u5728\u7f51\u7ad9\u6216\u5e94\u7528\u7a0b\u5e8f\u4e0a\u7684\u884c\u4e3a\u6765\u5b9e\u73b0\u3002<\/span><\/p>\n<p><b>8.\u51c0\u63a8\u8350\u503c (NPS) \u8c03\u67e5<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u5229\u7528 NPS \u8c03\u67e5\u8bc4\u4f30\u5ba2\u6237\u5fe0\u8bda\u5ea6\u548c\u6ee1\u610f\u5ea6\u3002 \u8981\u6c42\u5ba2\u6237\u4ee5 0 \u5230 10 \u5206\u6765\u8bc4\u4ef7\u4ed6\u4eec\u5411\u4ed6\u4eba\u63a8\u8350\u60a8\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u53ef\u80fd\u6027\u3002<\/span><\/p>\n<p><b>9.\u6587\u672c\u5206\u6790<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u91c7\u7528\u81ea\u7136\u8bed\u8a00\u5904\u7406 (NLP) \u548c\u6587\u672c\u5206\u6790\u5de5\u5177\u6765\u5206\u6790\u5f00\u653e\u5f0f\u56de\u590d\u3001\u5728\u7ebf\u8bc4\u8bba\u548c\u793e\u4ea4\u5a92\u4f53\u8bc4\u8bba\uff0c\u4ee5\u4e86\u89e3\u6a21\u5f0f\u548c\u60c5\u611f\u5206\u6790\u3002<\/span><\/p>\n<p><b>10.\u7ade\u4e89\u5bf9\u624b\u5206\u6790<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u901a\u8fc7\u5206\u6790\u5e02\u573a\u4e0a\u7c7b\u4f3c\u4ea7\u54c1\u7684\u5ba2\u6237\u8bc4\u8bba\u3001\u8bc4\u7ea7\u548c\u53cd\u9988\uff0c\u5c06\u60a8\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u4e0e\u7ade\u4e89\u5bf9\u624b\u8fdb\u884c\u6bd4\u8f83\u3002<\/span><\/p>\n<p><b>11.\u5ba2\u6237\u65c5\u7a0b\u56fe<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u7ed8\u5236\u5ba2\u6237\u65c5\u7a0b\u56fe\uff0c\u4ee5\u786e\u5b9a\u5ba2\u6237\u4e0e\u54c1\u724c\u4e92\u52a8\u8fc7\u7a0b\u4e2d\u7684\u63a5\u89e6\u70b9\u548c\u75db\u70b9\uff0c\u4ece\u6700\u521d\u7684\u8ba4\u77e5\u5230\u8d2d\u4e70\u540e\u7684\u652f\u6301\u3002<\/span><\/p>\n<p><b>12.\u4eba\u79cd\u5b66\u7814\u7a76<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u8ba9\u7814\u7a76\u4eba\u5458\u6c89\u6d78\u5728\u5ba2\u6237\u7684\u73af\u5883\u4e2d\uff0c\u6df1\u5165\u4e86\u89e3\u4ed6\u4eec\u7684\u884c\u4e3a\u3001\u9700\u6c42\u548c\u6311\u6218\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u8fdb\u884c VoC \u7814\u7a76\u65f6\uff0c\u5fc5\u987b\u786e\u4fdd\u6536\u96c6\u7684\u6570\u636e\u80fd\u591f\u4ee3\u8868\u5ba2\u6237\u7fa4\uff0c\u5e76\u7ef4\u62a4\u5ba2\u6237\u9690\u79c1\u548c\u6570\u636e\u5b89\u5168\u3002 \u6b64\u5916\uff0c\u5bf9\u6536\u96c6\u5230\u7684\u6570\u636e\u8fdb\u884c\u5f7b\u5e95\u5206\u6790\u3001\u5f97\u51fa\u53ef\u884c\u7684\u89c1\u89e3\u5e76\u5229\u7528\u8fd9\u4e9b\u89c1\u89e3\u63a8\u52a8\u4ea7\u54c1\u3001\u670d\u52a1\u548c\u5ba2\u6237\u4f53\u9a8c\u7684\u6539\u8fdb\u4e5f\u81f3\u5173\u91cd\u8981\u3002 VoC \u7814\u7a76\u5e94\u662f\u4e00\u4e2a\u6301\u7eed\u7684\u8fc7\u7a0b\uff0c\u4ee5\u9002\u5e94\u4e0d\u65ad\u53d8\u5316\u7684\u5ba2\u6237\u504f\u597d\u548c\u5e02\u573a\u6761\u4ef6\u3002<\/span><\/p>\n<p><span data-sheets-value=\"{'1':2,'2':'Learn more: What is Consumer Research?'}\" data-sheets-userformat=\"{'2':1071745,'3':{'1':0},'10':2,'12':0,'14':{'1':3,'3':1},'15':'Arial','17':1,'23':1}\" data-sheets-textstyleruns=\"{'1':0}\uee10{'1':12,'2':{'2':{'1':2,'2':1136076},'9':1}}\" data-sheets-hyperlinkruns=\"{'1':12,'2':'http:\/\/ideascale.com\/blog\/what-is-consumer-research\/'}\uee10{'1':38}\"><b>\u4e86\u89e3\u66f4\u591a\u4fe1\u606f\uff1a<a class=\"in-cell-link\" href=\"https:\/\/ideascale.com\/blog\/what-is-consumer-research\/\" rel=\"noopener\">\u4ec0\u4e48\u662f\u6d88\u8d39\u8005\u7814\u7a76\uff1f<\/a><\/b><\/span><\/p>\n<h2 id=\"toc_Voice_of_Customer_Research_Best_Practice\" class=\"\" style=\"--fontsize: 36; line-height: 1.25;\" data-fontsize=\"36\" data-lineheight=\"45px\">\u5ba2\u6237\u4e4b\u58f0\u7814\u7a76\u7684 15 \u9879\u6700\u4f73\u5b9e\u8df5<\/h2>\n<p><span style=\"font-weight: 400;\">\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\u662f\u4e86\u89e3\u5ba2\u6237\u9700\u6c42\u3001\u6539\u8fdb\u4ea7\u54c1\u3001\u670d\u52a1\u548c\u6574\u4f53\u5ba2\u6237\u4f53\u9a8c\u7684\u91cd\u8981\u5de5\u5177\u3002 \u4e3a\u786e\u4fdd VoC \u7814\u7a76\u7684\u6709\u6548\u6027\uff0c\u8bf7\u8003\u8651\u4ee5\u4e0b\u6700\u4f73\u5b9e\u8df5\uff1a<\/span><\/p>\n<ul>\n<li><b>\u660e\u786e\u76ee\u6807\uff1a  <\/b><span style=\"font-weight: 400;\">\u9996\u5148\u8981\u786e\u5b9a\u660e\u786e\u800c\u5177\u4f53\u7684<a href=\"https:\/\/ideascale.com\/blog\/what-is-research-objective\/\">\u7814\u7a76\u76ee\u6807<\/a>\u3002 \u60a8\u5e0c\u671b\u4ece\u5ba2\u6237\u90a3\u91cc\u6536\u96c6\u54ea\u4e9b\u5177\u4f53\u7684\u89c1\u89e3\u6216\u4fe1\u606f\uff1f \u60a8\u60f3\u89e3\u51b3\u4ec0\u4e48\u95ee\u9898\uff1f \u6709\u4e86\u660e\u786e\u7684\u76ee\u6807\uff0c\u60a8\u7684\u7814\u7a76\u5de5\u4f5c\u5c31\u6709\u4e86\u65b9\u5411\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u9009\u62e9\u6b63\u786e\u7684\u65b9\u6cd5\uff1a  <\/b><span style=\"font-weight: 400;\">\u9009\u62e9\u7b26\u5408\u60a8\u7684\u76ee\u6807\u548c\u76ee\u6807\u53d7\u4f17\u7684<a href=\"https:\/\/ideascale.com\/blog\/what-is-research\/#toc_Types_of_Research_Methods\">\u7814\u7a76\u65b9\u6cd5<\/a>\u3002 \u6df7\u5408\u4f7f\u7528<a href=\"https:\/\/ideascale.com\/blog\/what-is-quantitative-research\/#toc_Methodology\">\u5b9a\u91cf<\/a>\u548c<a href=\"https:\/\/ideascale.com\/blog\/what-is-qualitative-research\/#toc_Qualitative_Research_Methods_The_Top_4_Techniques\">\u5b9a\u6027\u65b9\u6cd5<\/a>\uff0c\u56e0\u4e3a\u8fd9\u4e24\u79cd<a href=\"https:\/\/ideascale.com\/blog\/what-is-qualitative-research\/#toc_Qualitative_Research_Methods_The_Top_4_Techniques\">\u65b9\u6cd5<\/a>\u90fd\u80fd\u63d0\u4f9b\u6709\u4ef7\u503c\u7684\u89c1\u89e3\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u7ec6\u5206\u53d7\u4f17\uff1a  <\/b><span style=\"font-weight: 400;\">\u5bf9\u5ba2\u6237\u7fa4\u8fdb\u884c\u7ec6\u5206\uff0c\u4ee5\u4fbf\u9488\u5bf9\u7279\u5b9a\u5ba2\u6237\u7fa4\u8fdb\u884c\u7814\u7a76\u3002 \u4e0d\u540c\u7684\u7ec6\u5206\u5e02\u573a\u53ef\u80fd\u6709\u72ec\u7279\u7684\u9700\u6c42\u548c\u504f\u597d\uff0c\u4e86\u89e3\u8fd9\u4e9b\u5dee\u5f02\u81f3\u5173\u91cd\u8981\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u6837\u672c\u91cf\u548c\u9009\u62e9\uff1a  <\/b><span style=\"font-weight: 400;\">\u786e\u4fdd\u6837\u672c\u7684\u89c4\u6a21\u5728\u7edf\u8ba1\u4e0a\u6709\u610f\u4e49\uff0c\u4ee5\u4fbf\u5f97\u51fa\u6709\u610f\u4e49\u7684\u7ed3\u8bba\u3002 \u968f\u673a\u9009\u62e9\u53c2\u4e0e\u8005\uff0c\u907f\u514d\u6570\u636e\u51fa\u73b0\u504f\u5dee\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u8bbe\u8ba1\u6709\u6548\u7684\u8c03\u67e5\u548c\u95ee\u9898  <\/b><span style=\"font-weight: 400;\">\u7cbe\u5fc3\u8bbe\u8ba1\u8c03\u67e5\u548c\u8bbf\u8c08\u95ee\u9898\u3002 \u4f7f\u7528\u7b80\u6d01\u660e\u4e86\u7684\u8bed\u8a00\uff0c\u907f\u514d\u5f15\u5bfc\u6027\u95ee\u9898\uff0c\u6df7\u5408\u4f7f\u7528\u5c01\u95ed\u5f0f<a href=\"https:\/\/ideascale.com\/blog\/what-is-quantitative-research\/\">\uff08\u5b9a\u91cf<\/a>\uff09\u548c\u5f00\u653e\u5f0f<a href=\"https:\/\/ideascale.com\/blog\/what-is-qualitative-research\/\">\uff08\u5b9a\u6027<\/a>\uff09\u95ee\u9898\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u6355\u6349\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\uff1a  <\/b><span style=\"font-weight: 400;\">\u5728\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u591a\u4e2a\u63a5\u89e6\u70b9\u6536\u96c6\u53cd\u9988\uff0c\u4ece\u6700\u521d\u7684\u8ba4\u77e5\u5230\u8d2d\u4e70\u540e\u7684\u652f\u6301\u3002 \u8fd9\u4e3a\u5ba2\u6237\u4f53\u9a8c\u63d0\u4f9b\u4e86\u4e00\u4e2a\u5168\u9762\u7684\u89c6\u89d2\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u4e0e\u5ba2\u6237\u79ef\u6781\u4e92\u52a8\uff1a  <\/b><span style=\"font-weight: 400;\">\u5728<a href=\"https:\/\/ideascale.com\/blog\/what-is-research\/#toc_Research_Process_How_To_Conduct_Research\">\u7814\u7a76\u8fc7\u7a0b<\/a>\u4e2d\u4e0e\u5ba2\u6237\u4e92\u52a8\uff0c\u5efa\u7acb\u53cb\u597d\u5173\u7cfb\u548c\u4fe1\u4efb\u3002 \u8fd9\u6837\u53ef\u4ee5\u83b7\u5f97\u66f4\u5766\u8bda\u3001\u66f4\u6709\u4ef7\u503c\u7684\u53cd\u9988\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u5b9e\u65bd\u95ed\u73af\u53cd\u9988\u7cfb\u7edf\uff1a  <\/b><span style=\"font-weight: 400;\">\u5efa\u7acb\u4e0e\u5ba2\u6237\u7684\u95ed\u73af\u7cfb\u7edf\uff0c\u8fd9\u610f\u5473\u7740\u4f60\u8981\u627f\u8ba4\u4ed6\u4eec\u7684\u53cd\u9988\u610f\u89c1\uff0c\u5e76\u4f20\u8fbe\u4f60\u4e3a\u89e3\u51b3\u4ed6\u4eec\u7684\u95ee\u9898\u6240\u91c7\u53d6\u7684\u884c\u52a8\u3002 \u8fd9\u53ef\u4ee5\u5efa\u7acb\u5ba2\u6237\u7684\u4fe1\u4efb\u548c\u5fe0\u8bda\u5ea6\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u5f7b\u5e95\u5206\u6790\u6570\u636e\uff1a  <\/b><span style=\"font-weight: 400;\">\u4f7f\u7528\u6570\u636e\u5206\u6790\u5de5\u5177\u548c\u6280\u672f\u6765\u53d1\u73b0\u6a21\u5f0f\u3001\u8d8b\u52bf\u548c\u89c1\u89e3\u3002 \u540c\u65f6\u5173\u6ce8\u5b9a\u91cf\u6307\u6807\u548c\u5b9a\u6027\u53cd\u9988\uff0c\u4ee5\u4fbf\u5168\u9762\u4e86\u89e3\u60c5\u51b5\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u6839\u636e\u6d1e\u5bdf\u529b\u786e\u5b9a\u4f18\u5148\u6b21\u5e8f\u5e76\u91c7\u53d6\u884c\u52a8\uff1a  <\/b><span style=\"font-weight: 400;\">Prioritize the most critical issues and opportunities identified through VoC research. \u5236\u5b9a\u884c\u52a8\u8ba1\u5212\u5e76\u5206\u914d\u8d44\u6e90\uff0c\u8fc5\u901f\u89e3\u51b3\u8fd9\u4e9b\u9886\u57df\u7684\u95ee\u9898\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u5728\u6574\u4e2a\u7ec4\u7ec7\u5185\u5206\u4eab\u7814\u7a76\u7ed3\u679c\uff1a  <\/b><span style=\"font-weight: 400;\">\u786e\u4fdd\u4e0e\u7ec4\u7ec7\u5185\u7684\u76f8\u5173\u56e2\u961f\u548c\u90e8\u95e8\u5206\u4eab\u4ece VoC \u7814\u7a76\u4e2d\u83b7\u5f97\u7684\u89c1\u89e3\u3002 \u8fd9\u4fc3\u8fdb\u4e86\u8de8\u804c\u80fd\u90e8\u95e8\u7684\u5408\u4f5c\u4e0e\u534f\u8c03\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u4e0d\u65ad\u8fed\u4ee3\uff0c\u6301\u7eed\u6539\u8fdb\uff1a  <\/b><span style=\"font-weight: 400;\">VoC \u7814\u7a76\u5e94\u8be5\u662f\u4e00\u4e2a\u6301\u7eed\u7684\u8fc7\u7a0b\u3002 \u4e0d\u65ad\u6536\u96c6\u53cd\u9988\u610f\u89c1\uff0c\u8fdb\u884c\u6539\u8fdb\uff0c\u5e76\u76d1\u6d4b\u8fd9\u4e9b\u53d8\u5316\u7684\u5f71\u54cd\u3002 \u6839\u636e\u4e0d\u65ad\u53d8\u5316\u7684\u5ba2\u6237\u8981\u6c42\u548c\u5e02\u573a\u6761\u4ef6\u7684\u53d8\u5316\u8fdb\u884c\u8c03\u6574\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u4fdd\u62a4\u5ba2\u6237\u9690\u79c1\uff1a  <\/b><span style=\"font-weight: 400;\">\u8c28\u614e\u5904\u7406\u5ba2\u6237\u6570\u636e\uff0c\u9075\u5b88\u76f8\u5173\u6570\u636e\u9690\u79c1\u6cd5\u89c4\u3002 \u5fc5\u8981\u65f6\u5bf9\u6570\u636e\u8fdb\u884c\u533f\u540d\u5904\u7406\uff0c\u4ee5\u4fdd\u62a4\u5ba2\u6237\u8eab\u4efd\u3002<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>\u57f9\u8bad\u5458\u5de5\uff0c\u589e\u5f3a\u4ed6\u4eec\u7684\u80fd\u529b\uff1a  <\/b><span style=\"font-weight: 400;\">\u5bf9\u5458\u5de5\u8fdb\u884c\u4ee5\u5ba2\u6237\u4e3a\u4e2d\u5fc3\u7684\u57f9\u8bad\uff0c\u5e76\u6388\u6743\u4ed6\u4eec\u6839\u636e<a href=\"https:\/\/ideascale.com\/blog\/what-is-customer-feedback\/\">\u5ba2\u6237\u53cd\u9988<\/a>\u91c7\u53d6\u884c\u52a8\u3002 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rel=\"noopener\">\u4ec0\u4e48\u662f\u521d\u7ea7\u5e02\u573a\u8c03\u7814\uff1f<\/a><\/b><\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":72,"featured_media":70847,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3238],"tags":[],"contributor":[3342],"class_list":["post-70846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-3238","contributor-3342"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u4ec0\u4e48\u662f\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\uff1f \u5b9a\u4e49\u3001\u65b9\u6cd5\u548c\u6700\u4f73\u505a\u6cd5<\/title>\n<meta name=\"description\" content=\"\u5ba2\u6237\u4e4b\u58f0\uff08VoC\uff09\u7814\u7a76\u88ab\u5b9a\u4e49\u4e3a\u6536\u96c6\u548c\u5206\u6790\u5ba2\u6237\u53cd\u9988\u3001\u610f\u89c1\u548c\u504f\u597d\u7684\u7cfb\u7edf\u8fc7\u7a0b\uff0c\u4ee5\u6df1\u5165\u4e86\u89e3\u5ba2\u6237\u7684\u9700\u6c42\u3001\u671f\u671b\u4ee5\u53ca\u5bf9\u4ea7\u54c1\u3001\u670d\u52a1\u6216\u54c1\u724c\u7684\u603b\u4f53\u6ee1\u610f\u5ea6\u3002 \u8fdb\u4e00\u6b65\u4e86\u89e3\u5ba2\u6237\u4e4b\u58f0 (VoC) \u7814\u7a76\u65b9\u6cd5\u548c\u6700\u4f73\u5b9e\u8df5\u3002\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ideascale.com\/zh-hans\/%e5%8d%9a%e5%ae%a2\/%e4%bb%80%e4%b9%88%e6%98%af%e5%ae%a2%e6%88%b7%e4%b9%8b%e5%a3%b0%e7%a0%94%e7%a9%b6\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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