本文源引自Transcosmos印尼公司副总裁Ardi Sudarto在《亚洲商业展望》杂志2024年2月的访谈，采用中英双语排版，由ImmersiveTranslate提供翻译支持
以下是访谈全文：
How does technology play a role in enhancing customer experience, and what emerging technologies do you see as particularly impactful?
技术如何在增强客户体验方面发挥作用？您认为哪些新兴技术特别有影响力？
Technology plays a crucial role in enhancing customer experience, which encompasses every interaction between a business and its customers throughout the sales and after-sales journey. These interactions offer opportunities to strengthen the bond between a company or brand and its customers.
技术在增强客户体验方面发挥着至关重要的作用，这涵盖了整个销售和售后过程中企业与其客户之间的每一次互动。这些互动提供了加强公司或品牌与其客户之间联系的机会。
Achieving exceptional customer experiences relies on a blend of people and technology, supported by systems, training, communication, and guidelines. The strategic application of the right technology is vital in delivering services that culminate in a positive customer experience.
实现卓越的客户体验依赖于人员和技术的融合，并得到系统、培训、沟通和指南的支持。正确技术的战略应用对于提供最终带来积极客户体验的服务至关重要。
A common use of technology, CRM systems offer a comprehensive view of customer interactions, enabling businesses to tailor their communications and services effectively and efficiently. Similarly, AI-powered chatbots and machine learning algorithms can predict customer preferences and behaviors, offering customized solutions and enhancing the overall customer journey.
CRM 系统是一种常见的技术，可提供客户交互的全面视图，使企业能够有效且高效地定制其通信和服务。同样，人工智能驱动的聊天机器人和机器学习算法可以预测客户偏好和行为，提供定制解决方案并增强整体客户旅程。
By leveraging these advanced technologies, companies not only meet but exceed customer expectations. In essence, technology empowers businesses to innovate and remain competitive in the digital era.
通过利用这些先进技术，公司不仅满足而且超越了客户的期望。从本质上讲，技术使企业能够在数字时代进行创新并保持竞争力。
What do we need to prioritize customer experience initiatives within a limited budget or resource constraints?
在有限的预算或资源限制内，我们需要什么来优先考虑客户体验计划？
It’s essential to identify which aspects of customer experience deliver the highest value to both customers and businesses. By focusing on initiatives that promise the greatest impact on customer satisfaction and loyalty, businesses can make the most of their limited resources. Adopting technologies like CRM systems or AI chatbots can offer scalable solutions to improve customer interactions without necessitating significant upfront investments.
确定客户体验的哪些方面可以为客户和企业带来最高价值至关重要。通过专注于对客户满意度和忠诚度产生最大影响的举措，企业可以充分利用有限的资源。采用 CRM 系统或人工智能聊天机器人等技术可以提供可扩展的解决方案来改善客户交互，而无需大量的前期投资。
Prioritizing customer experience within a budget involves a careful balance between understanding customer expecta- tions, leveraging available technologies, and focusing on high-impact areas that drive customer satisfaction and business growth
在预算内优先考虑客户体验需要在了解客户期望、利用可用技术以及专注于推动客户满意度和业务增长的高影响力领域之间取得谨慎的平衡
What metrics do you believe are most important in evaluating the success of customer experience initiatives, and why?
您认为哪些指标对于评估客户体验计划的成功最重要，为什么？
Certain metrics can help us measure how useful customers find their experiences with our products or services across the entire customer journey. There are some customer experience metrics that are commonly used:
某些指标可以帮助我们衡量客户在整个客户旅程中对我们的产品或服务的体验的有用程度。有一些常用的客户体验指标：
Customer Satisfaction Score (CSAT) to measure customer overall satisfaction with a product, service, or website;
客户满意度评分 (CSAT) 用于衡量客户对产品、服务或网站的总体满意度；
- Net Promoter Score (NPS) to measure customer loyalty and satisfaction by asking customers how likely they are to recommend our products or services to others;
净推荐值 (NPS)，通过询问客户向他人推荐我们的产品或服务的可能性来衡量客户忠诚度和满意度； - Customer churn and retention rate to measure the percentage of customers who stop subscribing or buying products from a company;
客户流失率和保留率，用于衡量停止订阅或购买公司产品的客户的百分比； - First Response Time (FRT) to measure the average time it takes the customer service team to respond to a customer request; and
首次响应时间（FRT）衡量客户服务团队响应客户请求所需的平均时间；和 - Average Resolution Time (ART) to measure the average time a customer support team to successfully resolve each customer request.
平均解决时间 (ART) 用于衡量客户支持团队成功解决每个客户请求的平均时间。
These metrics collectively provide a comprehensive view of how customers perceive their interactions with a brand or company across various touchpoints. By closely monitoring and analyzing these metrics, businesses can make informed decisions to continually enhance the customer experience.
这些指标共同提供了客户如何看待他们在各个接触点与品牌或公司的互动的全面视图。通过密切监控和分析这些指标，企业可以做出明智的决策，不断增强客户体验。
What role does employee training and development play in delivering superior customer experience?
员工培训和发展在提供卓越的客户体验方面发挥什么作用？
I believe that in an era dominated by technological advancements, people still play an important role in delivering a superior customer experience. Great people will deliver a great customer experience. For this reason, companies have an obligation to ensure the growth and development of their people. Employee training, especially those who directly interact with customers, will be beneficial to companies as it will affect acquiring new customers, managing customer satisfaction, boosting sales, and reducing employee turnover.
我相信，在一个以技术进步为主导的时代，人在提供卓越的客户体验方面仍然发挥着重要作用。优秀的人才将提供出色的客户体验。因此，公司有义务确保员工的成长和发展。员工培训，尤其是那些直接与客户互动的员工培训，将对公司有利，因为它将影响获取新客户、管理客户满意度、促进销售和减少员工流动率。
“A common use of technology, CRM systems offer a comprehensive view of customer interactions, enabling businesses to tailor their communications and services effectively and efficiently”
“CRM 系统是一种常见的技术应用，它提供了客户交互的全面视图，使企业能够有效且高效地定制其通信和服务”
How do we need to stay updated on evolving customer preferences and market trends to ensure our organization remains competitive in delivering superior customer experience?
我们需要如何及时了解不断变化的客户偏好和市场趋势，以确保我们的组织在提供卓越的客户体验方面保持竞争力？
Staying competitive in delivering superior customer experience requires a commitment to continuous learning and adaptation. It involves actively seeking out new information, embracing innovative technologies, and being willing to transform the approaches based on a deep understanding of customers’ evolving needs and the competitive landscape.
要在提供卓越的客户体验方面保持竞争力，需要致力于不断学习和适应。它涉及积极寻找新信息，采用创新技术，并愿意在深入了解客户不断变化的需求和竞争格局的基础上改变方法。
In your opinion, what are the biggest challenges organizations face in delivering exceptional customer experiences, and how would you address them?
您认为，组织在提供卓越的客户体验方面面临的最大挑战是什么，您将如何解决这些挑战？
One of the biggest challenges is meeting customers’ expectations when it comes to their interactions with businesses. They are expecting to have personalized experiences, quick response times, and seamless interactions across multiple channels, and quick solving time. Addressing this requires businesses to leverage advanced analytics and customer relationship management tools to tailor interactions and respond swiftly to inquiries.
最大的挑战之一是满足客户与企业互动的期望。他们期望获得个性化的体验、快速的响应时间、跨多个渠道的无缝交互以及快速的解决时间。解决这个问题需要企业利用先进的分析和客户关系管理工具来定制交互并快速响应查询。
Another challenge is stay consistent in using cross channels. By providing multichannel communication the organization needs to ensure the consistency of 
customer experience quality across the channels, especially that require integration or collaboration with various systems and processes.
另一个挑战是在使用跨渠道时保持一致。通过提供多渠道通信，组织需要确保跨渠道客户体验质量的一致性，尤其是需要与各种系统和流程集成或协作的渠道。
Sometimes companies make decisions to adopt a technology without first understanding their goals and main priority. The situation can be as simple as outsourcing some jobs to a third-party contractor with an assumption that an outsourcing company can do everything that cannot be done by themselves. My thoughts in delivering exceptional customer experiences is for companies to understand their goals, priorities, and KPIs and communicate them with everyone involved. Another key learning to understand is listening to the voices of the customers that is actually part of the process.
有时，公司在没有首先了解其目标和主要优先事项的情况下就决定采用某项技术。这种情况可以很简单，就像将一些工作外包给第三方承包商，并假设外包公司可以完成自己无法完成的所有事情。我对提供卓越客户体验的想法是让公司了解他们的目标、优先事项和 KPI，并与所有相关人员进行沟通。另一个关键的学习理解是倾听客户的声音，这实际上是流程的一部分。
