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Mirror survey

The 360° mirror survey is a device which enables to cross check the views, by combined approaches from outside and inside the company.

Some tools to :

  • Closely follow the satisfaction of the customers and at the same time involve the company staff
  • Show up the gaps, misunderstandings or aspects which are over or under estimated inside the company as compared to the customers ‘expectations
  • Involve the staff in finding solutions to improve customer satisfaction

This survey enables the companies and/or organizations to develop action plans based on a shared perception which is approved by all parties.

The key stages

Drawing up the questionnaires

  • Two questionnaires are drawn up based on the same elements :
     - The first one is for the clients
     - The second is a mirror survey, for all the staff. This second questionnaire does not aim at evaluating staff satisfaction but to “put them into the place of the clients” and to perceive the company from the customers’ point of view.

Filling in the questionnaires

  • Guarantee the use of complementary ways of collecting information depending on the targets, by adapting the means of collection

Crossed analysis of the answers

  • Comparing the results (staff/clients) teaches us a lot ; it underlines which criteria are overrated or underestimated between the customer’s perception and the in-house view.

Kheolia’ competitive edge

The companies which use this type of survey are still rare. Nevertheless they show an excellent method for getting into the place of the client and measuring clients’ satisfaction whilst sending out a positive message.

 I chose Kheolia to carry out the 360° mirror survey that we launched, because the methodology presented by the institute was the most efficient and the most complete amongst the propositions we had received. Kheolia made proof of a good understanding of the problem at hand and a commitment to collect a maximum number of responses from a complex target. »

Virginie Kenler
Head of the Communications Department (in-house and for institutions) at the National Institute for Archaeological Research

Kheolia has made a commitment to Esomar

Respectful of the ethical code in favour of good practices and consumer protection, Kheolia Institute has joined Esomar, the association for survey professionals which now has a worldwide coverage.


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