[摘要]如今“客戶關(guān)系”是很多企業(yè)都在談?wù)摰慕裹c(diǎn)問題，很多時(shí)候大家都在強(qiáng)調(diào)各種客戶數(shù)據(jù)的收集、挖掘?？蛻粜畔⒌姆治?。但是本文卻告訴你，想要真正地“傾聽”你的客戶，需要做到的事情還有許多。

For the most part, business owners are desperately making sure they don't miss any opportunity to record every touch point customers have with the company. But then what?

在大多數(shù)情況，企業(yè)管理者都非常確定他們沒有錯(cuò)過任何一個(gè)與顧客洽談的機(jī)會(huì)，但這又怎樣呢？

Turn your understanding of your customers into opportunities for real, meaningful connections with them. Listen to what they are really saying, not just their responses to surveys, but what they tell you when they do business (or stop doing business) with your company.

認(rèn)真對(duì)待每一次與客戶的接觸，跟他們進(jìn)行有意義的交流。認(rèn)真傾聽他們的真實(shí)所需，不僅僅是他們的調(diào)查意見，而是他們何時(shí)與你的公司合作（或中止合作）。

Your most precious asset, no matter what business you have, is your existing customers. You expended considerable effort to entice these folks to do business with you. So why not intensely focus on their behavior as they do business with you? Rather than comb through the endless data about them, talk to them.

不管你所處什么行業(yè)，你最珍貴的資產(chǎn)都是你現(xiàn)有的客戶。既然你已經(jīng)極盡全力獲取與客戶的合作機(jī)會(huì)，何不集中注意力與現(xiàn)有客戶打交道呢？與其經(jīng)歷永無止境的數(shù)據(jù)，還是直接跟他們談吧。

Talk to them when they arrive at your place of business. Talk to them when you deliver your service to them. Talk to them when they call. They will tell you what's really on their minds, and you can take that feedback and use it to improve their experience.

當(dāng)他們蒞臨公司的時(shí)候與他們洽談。告知他們你們何時(shí)提供服務(wù)，也可以通話時(shí)告知他們。然后他們就會(huì)告訴你他們的真實(shí)意愿，你就可以由此給出反饋從而豐富經(jīng)驗(yàn)。

Throughout my professional life, I have lived in densely populated urban centers, so my expectations for customer service have ebbed over the past 20 years. Now I live in a rural part of the Midwest. Moving there was a lifestyle choice that I'm glad I made. As I have settled into my life away from the city, I'm having experiences that amaze me.

在筆者的職業(yè)生涯里，一直生活在人口密集的城市里，所以在這20年里，我對(duì)客戶的服務(wù)期待已經(jīng)逐漸消退了。如今我住在中西部地區(qū)的一個(gè)小村莊。我認(rèn)為移居至此是一個(gè)明智的選擇。正因?yàn)槲乙呀?jīng)遠(yuǎn)離城市，所以我更期待能夠遇到使我驚艷的經(jīng)歷。

For instance, when someone arrives to fix a phone or repair a furnace, they are my neighbors. We talk about what's going on, and they listen to my concerns. Recently a propane delivery fellow was talking with me as he filled up the propane tank. I mentioned that there seemed to be a problem with the valve not properly reporting the level of propane in the tank.

例如，當(dāng)維修手機(jī)或修理壁爐的時(shí)候，來幫助我的人通常都是我的鄰居。我們會(huì)談?wù)撌鞘裁辞闆r，然后他們會(huì)注意我的需求。最近有一位給燃?xì)夤芗託獾泥従痈伊奶?。我提到了如果不能夠恰?dāng)?shù)亟o天然氣槽加注氣體會(huì)產(chǎn)生問題。

What did he do? The next day -- that's right, the next day -- he came back with a replacement valve for the tank. Now that was impressive. His great service didn't end there. He said, "I'll see about getting you a credit for the propane that was lost due to this faulty valve." I thought, Sure, I'll never see that. A week later, I received a notice from the propane company that a credit had been applied to my account in an amount that exceeded any expectation I had.

然后你猜猜他有接下來做了什么事情？第二天，沒錯(cuò)，就在第二天，他過來給我更換了一個(gè)天燃?xì)忾y。真是太驚奇了！不過他的友善并沒有止步。他說："我要確保你的天然氣服務(wù)得到保障。"我敢保證，我從沒遇到這么好的服務(wù)。一周后，我收到一封來自天然氣公司的通知，上面說明我的天然氣管賬戶已經(jīng)通過申請(qǐng)信貸，這是超乎我的預(yù)期的。

You may be asking, "How can this type of customer listening be used in larger businesses?" Easy! Every business connects with its customers every day. Capturing these interactions and translating what customers are saying as they do business with the company will, in my opinion, prove to be more valuable than all the big data you will ever collect.

也許你會(huì)問，"大企業(yè)怎么能夠像這樣聽取顧客需求呢？"很簡(jiǎn)單！時(shí)刻與客戶保持密切聯(lián)系。用心留意和解讀每一處客戶與公司洽談的細(xì)節(jié)，就筆者而言， 這比任何收集的數(shù)據(jù)都有用得多。

[發(fā)布者：yezi]

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