新年新主张：改善客户体验三步走

    如何迅速发现问题，大幅改善客户体验？遵循三个步骤就会看到成效：看，听，体验。

 

 

 

 

威廉·卡西克（William Cusick），著有《消费者都是非理性的》（点击可查看中文版）一书，这是他在财富中文网的独家专栏。同时，他也是AGC Northshore公司的负责人，兼整合营销总监。作者电子邮件：bill.cusick@agcnorthshore.com

人们经常在新年到来时许愿——不管是关于个人的，还是关于事业的。遵循这样的精神，我在这里向那些想在2014年提高利润的人推荐三条措施，以便更好地了解、改善顾客的体验。通过这样的措施，你能让贵公司顾客的体验得到极大的提升。     1. 看     在为顾客做出改进之前，你需要认清现实。你得观察顾客的行为。举例来说，你知道一年来顾客在你这里买了多少东西吗？他们从你这里购买服务或商品的频率怎样？他们是在实体店购物还是网购？或者两者兼而有之？如果是网购，他们能轻松找到你的网站，而且愿意多待一会儿吗？平均而言，你的顾客是第一次购物量很大，随后不断减少，还是正好相反呢？这些数据你都应该掌握在手中。要是有这样的数据，为什么不查看一番呢？     如果没有真正了解顾客的行为，要把注意力集中到需要改进的地方就会变得非常困难。     2. 听     我和许多公司打过交道，比如银行、餐厅、保险公司和商店，他们都说自己在“倾听”顾客的声音。但他们所说的听更多的是粗略地了解一下顾客的大致想法。     今天，开展调查很容易，可以在网站上发布，也可以通过电子邮件发送给一批顾客。我举双手赞成客户调查，但前提是要使用得当，要通过它发现消费者观点的整体趋势。但调查不是“倾听”。一般的调查和真正与各式各样的顾客谈话有很大的差别。     “真正的谈话”——我是说和顾客当面交谈，最好是面对面互动。这是了解顾客对你以及你的服务和产品有哪些真实感受的唯一途径。倾听的过程中，你不光能听到顾客说的话，还能感受到他们的语气。     3. 体验     观察顾客的行为会让你发觉客户体验中哪些环节出了问题。和顾客当面交谈（更重要的是，倾听）能让你更了解这些体验对客户情绪的影响。此外，还有一项工作你也可以做。它显而易见，但这并不意味着它司空见惯。     这项工作就是真正体验客户的感受。我们称之为“穿上客户的鞋走路”。不管你是开工厂的，还是开律所的，还是开牙科诊所的，还是开餐厅的，你最近一次走出公司，试着作为顾客来体验你提供的产品或者服务是什么时候？如果你给自己的公司打电话，前台在电话里听起来怎么样？音频邮件是很好用，还是让人摸不着头脑？当你走进自己的店铺，过了多长时间导购才和你打招呼？你最近一次品尝自己餐厅的主菜是什么时候？上菜快吗？菜热吗？好吃吗？就连你给顾客开账单的方式都很重要。     所有这一切对客户体验都至关重要。采取上述措施，通过看、听和体验，你就会有许多发现。（财富中文网）     译者：Charlie

The New Year often brings with resolutions – both personal and professional. So in that spirit, if you are hoping to make 2014 a more profitable year, I offer three steps to better understanding and enhancing your customers’ experience. By embracing these actions, you’ll be in a position to dramatically improve customer experience at your company.     1. Look     Before you can improve things for your customers, you need to understand the reality. You need to look at what your customers are doing. For instance, do you know how much your customers bought from you this year? How often they bought your service or product? Do they buy from you in person or online, or both? If it’s online, are they easily finding your site, and staying for more than a few seconds? Does your average customer tend to buy a lot at first, and then the business tapers off, or does it work the other way around? This is all data you should have at hand and available. If the data is there, why wouldn’t you take a look?     If you don’t first look at what your customers are actually doing, it’s very difficult to get a fix on things you might want to focus on and improve.     2. Listen     I’ve worked with a number of companies – including banks, restaurants, insurance companies and stores – that claimed to “listen” to their customers. But what they called listening was more of a cursory attempt to get some general opinions from customers.     These days, it’s easy to throw a survey together and post it on your website, or email it to a customer list. I’m all for surveys, if they’re being used the right way, as tools to identify general trends in terms of perception. But surveys are not “listening.” There’s a big difference between firing out a general survey, and having real conversations with a variety of customers.     By “real conversations,” I mean talking with individual customers, ideally face-to-face interactions. It’s the only way to hear how a customer really feels about you, your services, your products. When you listen, you can hear not just the words, but the tone.     3. Touch     Looking at how customers behave gives you a sense of problem areas in the customer experience. Actually talking to customers (and more importantly, listening) can give you a better sense of the emotional implications of your customer experience. But there’s something more you can do. It seems obvious, but that doesn’t mean it happens often.     It’s touching the actual customer experience. We call it “walking in the customer’s shoes.“ When was the last time you walked out of your business – your manufacturing company, or law firm, or dentist office, or restaurant – and tried to experience what you provide as a customer? If you call your business, how does the receptionist sound on the phone? Is the voicemail easy to use, or confusing? When you walk into your store, how long does it take a sales associate to greet you? When was the last time you tasted the latest entrée at your restaurant. Is it served quickly? Hot? Delicious? Even the way you bill a customer matters.     Everything matters to the customer experience. You can find out a lot by simply taking the initiative and looking, listening, and touching.

 

转自：http://www.fortunechina.com/column/c/2014-01/02/content_189660.htm