????人們經(jīng)常在新年到來時許愿——不管是關(guān)于個人的，還是關(guān)于事業(yè)的。遵循這樣的精神，我在這里向那些想在2014年提高利潤的人推薦三條措施，以便更好地了解、改善顧客的體驗。通過這樣的措施，你能讓貴公司顧客的體驗得到極大的提升。

????1. 看

????在為顧客做出改進之前，你需要認清現(xiàn)實。你得觀察顧客的行為。舉例來說，你知道一年來顧客在你這里買了多少東西嗎？他們從你這里購買服務(wù)或商品的頻率怎樣？他們是在實體店購物還是網(wǎng)購？或者兩者兼而有之？如果是網(wǎng)購，他們能輕松找到你的網(wǎng)站，而且愿意多待一會兒嗎？平均而言，你的顧客是第一次購物量很大，隨后不斷減少，還是正好相反呢？這些數(shù)據(jù)你都應(yīng)該掌握在手中。要是有這樣的數(shù)據(jù)，為什么不查看一番呢？

????如果沒有真正了解顧客的行為，要把注意力集中到需要改進的地方就會變得非常困難。

????2. 聽

????我和許多公司打過交道，比如銀行、餐廳、保險公司和商店，他們都說自己在“傾聽”顧客的聲音。但他們所說的聽更多的是粗略地了解一下顧客的大致想法。

????今天，開展調(diào)查很容易，可以在網(wǎng)站上發(fā)布，也可以通過電子郵件發(fā)送給一批顧客。我舉雙手贊成客戶調(diào)查，但前提是要使用得當，要通過它發(fā)現(xiàn)消費者觀點的整體趨勢。但調(diào)查不是“傾聽”。一般的調(diào)查和真正與各式各樣的顧客談話有很大的差別。

????“真正的談話”——我是說和顧客當面交談，最好是面對面互動。這是了解顧客對你以及你的服務(wù)和產(chǎn)品有哪些真實感受的唯一途徑。傾聽的過程中，你不光能聽到顧客說的話，還能感受到他們的語氣。

????3. 體驗

????觀察顧客的行為會讓你發(fā)覺客戶體驗中哪些環(huán)節(jié)出了問題。和顧客當面交談（更重要的是，傾聽）能讓你更了解這些體驗對客戶情緒的影響。此外，還有一項工作你也可以做。它顯而易見，但這并不意味著它司空見慣。

????這項工作就是真正體驗客戶的感受。我們稱之為“穿上客戶的鞋走路”。不管你是開工廠的，還是開律所的，還是開牙科診所的，還是開餐廳的，你最近一次走出公司，試著作為顧客來體驗?zāi)闾峁┑漠a(chǎn)品或者服務(wù)是什么時候？如果你給自己的公司打電話，前臺在電話里聽起來怎么樣？音頻郵件是很好用，還是讓人摸不著頭腦？當你走進自己的店鋪，過了多長時間導購才和你打招呼？你最近一次品嘗自己餐廳的主菜是什么時候？上菜快嗎？菜熱嗎？好吃嗎？就連你給顧客開賬單的方式都很重要。

????所有這一切對客戶體驗都至關(guān)重要。采取上述措施，通過看、聽和體驗，你就會有許多發(fā)現(xiàn)。（財富中文網(wǎng)）

????譯者：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 “l(fā)isten” 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 “l(fā)istening.” 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.