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蘋果手表會(huì)成為客服標(biāo)配嗎?

蘋果手表會(huì)成為客服標(biāo)配嗎?

Heather Clancy 2015年04月28日
客戶關(guān)系管理公司Salesforce在蘋果手表發(fā)售前夕進(jìn)行的一項(xiàng)調(diào)查顯示,86%的受訪企業(yè)都計(jì)劃在明年花更多錢來購買智能手表、系帶、手鏈和眼鏡等可穿戴設(shè)備,為顧客提供個(gè)性化體驗(yàn),以提升顧客的滿意度。近半數(shù)受訪者表示,這類設(shè)備將對(duì)工作環(huán)境產(chǎn)生極大的影響。

????智能手表能讓你的銷售或客服團(tuán)隊(duì)更敏銳地把握客戶需求嗎?

????在蘋果手表發(fā)售的前一周,客戶關(guān)系管理公司Salesforce就企業(yè)對(duì)這款產(chǎn)品的接受度進(jìn)行了一項(xiàng)研究,最終發(fā)現(xiàn)許多把賭注押在可穿戴技術(shù)上的企業(yè)都作出了肯定回答。

????在大約1400名受訪者中,超過三分之一已經(jīng)開始在工作中使用可穿戴技術(shù)。絕大部分受訪者(86%)都計(jì)劃在明年花更多錢來購買智能手表、系帶、手鏈和眼鏡。

????手表受到了最多的關(guān)注,這點(diǎn)并不令人意外。近半數(shù)受訪者表示,它們將對(duì)工作環(huán)境產(chǎn)生極大的影響。包括實(shí)時(shí)獲得顧客信息;指導(dǎo)現(xiàn)場(chǎng)維修人員;實(shí)時(shí)警示價(jià)格變動(dòng)、呼叫中心平均等待時(shí)間等重要信息;提供培訓(xùn)資料等。

????Salesforce公司全球戰(zhàn)略合作伙伴關(guān)系主管林賽?歐文表示:“可以想想它在銷售中的作用,假設(shè)我是一名經(jīng)理或服務(wù)人員?,F(xiàn)在,我可以確保每位進(jìn)店的顧客都能得到定制化的體驗(yàn)。在你需要的時(shí)候,這些設(shè)備可以給你提供合適的情報(bào)和你所需的預(yù)測(cè)信息。” Salesforce的第一款蘋果手表應(yīng)用將在該產(chǎn)品開售時(shí)同步上線。

????簡(jiǎn)而言之,可穿戴設(shè)備可以成為讓客戶滿意的超級(jí)工具。營銷和銷售咨詢公司Bluewolf的首席執(zhí)行官埃里克?貝里奇表示:“來自可穿戴設(shè)備的數(shù)據(jù)情報(bào)可以讓員工提前得知顧客的行為模式,只需一剎那,就能更好地服務(wù)和了解顧客。可穿戴設(shè)備讓企業(yè)得以優(yōu)化自己的服務(wù)。它的界面就帶在身上,而不是放在不易被注意到的口袋或提包里?!痹摴九cSalesforce、Marketo和甲骨文公司有密切合作關(guān)系。

????數(shù)碼胸卡和“系帶”,比如Nymi的心率監(jiān)測(cè)設(shè)備,超過了眼鏡,成為人們第二感興趣的領(lǐng)域,盡管優(yōu)勢(shì)十分微弱。(健康腕帶被單獨(dú)分為一類。)人們正打算將這類設(shè)備當(dāng)作進(jìn)入辦公室大樓或酒店房間的權(quán)限卡,或是度假地和主題公園的支付途徑。迪斯尼公司的無線射頻識(shí)別腕帶MagicBands,就是一個(gè)已經(jīng)開始運(yùn)轉(zhuǎn)的優(yōu)秀系統(tǒng)。

????當(dāng)被問到Salesforce為何熱衷于做企業(yè)接受度的研究時(shí),歐文表示:“我們想要有更多熱門應(yīng)用,我們希望讓自己的客戶來開發(fā)這些東西?!睘橥苿?dòng)這種創(chuàng)造性,該公司已經(jīng)發(fā)布了一個(gè)旨在幫助開發(fā)人員創(chuàng)建可穿戴產(chǎn)品應(yīng)用的軟件平臺(tái)Salesforce Wear。

????以下是你應(yīng)當(dāng)了解的其他五件事情:

????1. 受訪者表示,在蘋果手表之后,他們最感興趣的是谷歌眼鏡應(yīng)用。

????2. 數(shù)據(jù)收集被認(rèn)為是采用可穿戴設(shè)備要面臨的最大障礙之一,只有8%的受訪者表示他們能夠利用通過可穿戴設(shè)備收集的數(shù)據(jù)。

????3. 盡管價(jià)格是影響購買行為的最大因素,商業(yè)用戶也希望可穿戴設(shè)備能夠完成多重任務(wù)。

????4. 在那些已經(jīng)使用可穿戴設(shè)備的企業(yè)中,有四分之三表示企業(yè)的業(yè)績(jī)有所提升。

????5. 超過半數(shù)想要利用可穿戴設(shè)備的公司,都希望員工能夠“自帶設(shè)備”。(財(cái)富中文網(wǎng))

????譯者:嚴(yán)匡正

????審校:任文科

????Could smart watches make your sales teams or service agents more responsive to customer needs?

????Many businesses taking a chance on wearable technologies believe the answer to that question is “Yes,” suggests acorporate adoption study conducted by Salesforce in the weeks leading up to the Apple Watch release.

????More than one-third of the roughly 1,400 respondents already use wearable technologies on the job. A large majority (86%) plan to invest more in applications for smart watches, lanyards, bracelets, and eyewear over the next year.

????Not surprisingly, watches are getting most of the attention, with almost half the survey respondents suggesting they’ll have the biggest impact within corporate settings. Among the most anticipated usage scenarios: real-time access to customer information, instruction guides for field service teams, real-time alerts about everything from pricing changes to average call-center wait times, and training materials.

????“Think of this, in the case of retail, I’m a manager or service worker. Now, I can make sure everyone who walks into the store gets a personalized experience,” said Lindsey Irvine, global director of strategic partnerships for Salesforce, which will have its first Apple Watch application available Friday when the first orders make it to customers’ wrists. “[These devices] can give you the right intelligence and predictive information you need, at the time you need it.”

????In short, wearables could be an invaluable tool for creating happy customers. “Data intelligence derived from wearables allows employees to know their customer’s behavior and patterns in advance, to better serve and know them in that micro-moment,” said Eric Berridge, CEO of Bluewolf, a marketing and sales consulting company that works closely with Salesforce, Marketo and Oracle. “Wearables allow enterprises to optimize this. The interface is on the body, rather than in pockets and bags where opportunities might be missed.”

????Digital badges and “l(fā)anyards” such as the Nymi heart-monitoring device beat out eyewear (although only slightly) as the second most active area of interest. (Fitness bands were categorized separately.) These sorts of devices are being considered for applications such as access control for office buildings or hotel rooms, or as the payment conduit in resorts or theme parks. Disney’s MagicBands, which are RFID-enabled wristbands, are great example of a system that’s already up and running.

????“We want more killer apps, and we want our customers to be building these things,” Irvine said, when asked about Salesforce’s motivation for the corporate adoption study. The company’s Salesforce Wear apps-creation software is meant to kickstart that creativity.

????Here are five other things you should know:

????1. After Apple Watch, survey respondents were most interested in applications for Google Glass

????2. Data collection is considered one of the largest adoption obstacles; only 8% indicated they’d be able to make use of metrics collected via wearables

????3. While cost is the biggest motivator of purchases, business users also want devices that multitask

????4. Three-quarters of businesses that already use wearables report a positive impact on performance

????5. More than half of companies expecting to make use of these gadgets expect employees to “bring their own”

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