本文源引自Joseph F.Kovar在《CRN》2024年3月11日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
‘[The vast majority] of customers say they’d be more likely to stay loyal if they have access to educational and welcoming onboarding, post sale. The key word is “post sale,” a.k.a. you gotta cuddle after doing the deed. Don’t roll your eyes. I’m just saying, don’t shoot the messenger. It will help you. We can’t forget our current customers just because we got them in. We can’t just leave them high and dry,’ says Christine Ululati.
“[绝大多数]客户表示，如果他们能够获得教育和欢迎的入职培训、售后服务，他们就更有可能保持忠诚度。关键词是“售后”，也就是完成交易后你必须拥抱。不要翻白眼。我只是说，别射杀信使。它会对你有所帮助。我们不能仅仅因为吸引了现有客户就忘记了他们。我们不能让他们陷入困境，”Christine Ululati 说道。
Easy access to rich media is an important way for MSPs to enhance their client experience and maintain customer loyalty, according to Christine Ululati, vice president of business development at GlassHive, an Allen, Texas-based provider of a sales and marketing application for IT service providers.
GlassHive（一家位于德克萨斯州艾伦的 IT 服务销售和营销应用程序提供商）业务开发副总裁 Christine Ululati 表示，轻松访问富媒体是 MSP 增强客户体验和保持客户忠诚度的重要途径提供商。
Ululati, speaking to an audience of managed services providers at last week’s XChange 2024 conference, sponsored by CRN parent company The Channel Company, said it is important to not underestimate the importance of marketing and rich media.
Ululati 在上周由 CRN 母公司 The Channel Company 主办的 XChange 2024 会议上向托管服务提供商观众发表讲话，他表示，不要低估营销和富媒体的重要性。
“[The vast majority] of customers say they’d be more likely to stay loyal if they have access to educational and welcoming onboarding, post sale,” she said. “The key word is ‘post sale,’ a.k.a. you gotta cuddle after doing the deed. Don’t roll your eyes. I’m just saying, don’t shoot the messenger. It will help you. We can’t forget our current customers just because we got them in. We can’t just leave them high and dry.”
“（绝大多数）客户表示，如果他们能够获得教育和欢迎的入职培训、售后服务，他们就更有可能保持忠诚度，”她说。 “关键词是‘售后’，也就是完成交易后你必须拥抱。不要翻白眼。我只是说，别射杀信使。它会对你有所帮助。我们不能仅仅因为我们吸引了现有的客户而忘记他们。我们不能让他们陷入困境。”
The term “rich media” is really just a fancy way to say marketing, said Ululati (pictured).
乌鲁拉蒂（如图）表示，“富媒体”一词实际上只是营销的一种奇特说法。
“And marketing, as you know, is communications,” she said. “However, communication uses a combination of words, images, audio, and video to convey a message. It encourages the IT user to interact with our content until he gets the client experience.”
“正如你所知，营销就是沟通，”她说。 “然而，交流使用文字、图像、音频和视频的组合来传达信息。它鼓励 IT 用户与我们的内容进行交互，直到获得客户体验。”
That’s not the entire story, Ululati said, because businesses struggle with effective communication as well as the need to communicate with different audiences.
乌鲁拉蒂说，这并不是故事的全部，因为企业在有效沟通以及与不同受众沟通的需求方面遇到了困难。
“The way that we speak to our employees is different from the way we speak to prospects or investors, right?” she said. The way I speak to a child is not necessarily the same way I speak to a grown man. Or maybe it is. Depends. So what I’m trying to say is that our tonality, our dictation, our demeanor, all of that changes depending on who we’re talking to. And so if you’re not an experienced marketer, it’s so important to learn how to market from the inside out. Meaning those closest to you are going to give you the most leeway, the most feedback, on how to better communicate with those furthest from you.”
“我们与员工交谈的方式与我们与潜在客户或投资者交谈的方式不同，对吗？”她说。我对孩子说话的方式不一定与我对成年人说话的方式相同。或者也许是这样。所以我想说的是，我们的语气、我们的听写、我们的举止，所有这些都取决于我们与谁交谈。因此，如果您不是经验丰富的营销人员，那么学习如何从内到外进行营销就非常重要。这意味着离你最近的人会给你最大的余地、最多的反馈，帮助你更好地与离你最远的人沟通。”
That communication is especially important in a business-to-business setting, where 74 percent of B2B buyers are likely to buy based on customer experience alone, Ululati said, citing information from Zippia.com.
Ululati 援引 Zippia.com 的信息表示，这种沟通在企业对企业环境中尤其重要，74% 的 B2B 买家可能仅根据客户体验进行购买。
Typical consumers go on-line to research potential purchases, and need to feel a certain way before deciding to do business with someone, she said. “So if your brand isn’t making them feel warm and fuzzy inside, they’re not going to want to do business with you.”
她说，典型的消费者会上网研究潜在的购买行为，并且在决定与某人做生意之前需要有某种感觉。 “因此，如果你的品牌不能让他们内心感到温暖和模糊，他们就不会想与你做生意。”
Ululati said that when she asks MSPs what differentiates them, they may say their response time is great and their culture is amazing.
乌鲁拉蒂说，当她询问 MSP 有何与众不同之处时，他们可能会说他们的响应速度非常快，他们的文化也令人惊叹。
“And that might be true,” she said. “But that end user doesn’t know that until they’re actually doing business with you. Eighty percent of businesses interviewed said the experience a company provides is as essential as their goods and services [according to Salesforce]. … And 49 percent of customers who left a brand to which they’d been loyal in the past 12 months say it’s due to poor customer experience [according to Emplifi].”
“这可能是真的，”她说。 “但最终用户在实际与您开展业务之前并不知道这一点。百分之八十的受访企业表示，公司提供的体验与他们的商品和服务一样重要（根据 Salesforce 的说法）。 ……在离开过去 12 个月忠诚品牌的客户中，49% 表示这是因为客户体验不佳（根据 Emplifi 的数据）。”
According to Salesforce, 76 percent of customers expect connected journeys and consistent interactions across departments, Ululati said.
Ululati 表示，根据 Salesforce 的数据，76% 的客户期望跨部门的互联旅程和一致的互动。
“We’re talking internal communication within your business,” she said. “A majority say it feels like sales service and marketing are not communicating. I feel like that’s 100 percent. How many times do we send out campaigns and a lead calls for more information and they’re calling your service desk, and service has no idea what the heck’s going on?”
“我们谈论的是您企业内部的内部沟通，”她说。 “大多数人表示，感觉销售服务和营销没有沟通。我感觉这是100%。有多少次我们发出营销活动，领导要求提供更多信息，他们打电话给您的服务台，而服务人员却不知道到底发生了什么？”
GlassHive provides a communications platform a “magical, beautiful” content library full of email marketing assets aimed at improving client experience, Ululati said. The built-in AP automatically designs a user interface based on an MSP’s colors and logos, and integrates with its PSA (professional services automation) platform, Salesforce, HubSpot, G Suite, Microsoft 365, social media accounts, distributors, and even quoting systems, she said.
Ululati 表示，GlassHive 提供了一个通信平台，一个“神奇、美丽”的内容库，其中包含旨在改善客户体验的营销资产。内置AP会根据MSP的颜色和徽标自动设计用户界面，并与其PSA（专业服务自动化）平台、Salesforce、HubSpot、G Suite、Microsoft 365、社交媒体帐户、分销商甚至报价系统集成， 她说。
“We have worked to bring you guys tons of branded content for AI and Copilot,” she said. “It’s ready. It’s in there for you to use today. And we are in the process of creating content for a new campaign called a ‘journey to the cloud,’ where we’ll all get a magic carpet because it sounds like we’re going to need one.”
“我们一直致力于为大家带来大量有关 AI 和 Copilot 的品牌内容，”她说。 “准备好了。今天就在那里供您使用。我们正在为一项名为“云之旅”的新活动创建内容，我们都将获得一张魔毯，因为听起来我们将需要一张。”
GlassHive also has a vendor partner ecosystem, Ululati said.
Ululati 表示，GlassHive 还拥有一个供应商合作伙伴生态系统。
“GlassHive is an MSP-first tool,” she said. “It is your primary line of business application where from first contact to signature you’re living, eating, and breathing in GlassHive. And so how amazing would it be if your vendors were meeting you where you were instead of having to log on to 17 different partner portals for access to content or whatever you need.”
“GlassHive 是 MSP 优先的工具，”她说。 “这是您的主要业务应用程序，从第一次接触到签名，您的生活、饮食和呼吸都在 GlassHive 中。因此，如果您的供应商能够在您所在的地方与您会面，而不必登录 17 个不同的合作伙伴门户来访问内容或您需要的任何内容，那该多棒啊。”
GlassHive helps by providing the tools to create content, welcome packages, landing pages, and all manner of collateral white papers, e-books, PDFs, infographics, and internal communication and employee training, Ululati said.
Ululati 表示，通过提供创建内容、欢迎包、登陆页面以及各种附属白皮书、电子书、PDF、信息图表以及内部沟通和员工培训的工具来提供帮助。
“We can also automate your communication to help with lead response time, because guess what? End users are judging you by your lead response time,” she said. “If it sucks, a company will think your service response time sucks. So if you can automate all that, that is going to help you guys tenfold.”
“我们还可以自动化您的沟通，以帮助缩短潜在客户的响应时间，因为您猜怎么着？最终用户会根据您的领先响应时间来评判您，”她说。 “如果很糟糕，公司会认为你的服务响应时间很糟糕。因此，如果你能够实现所有这些自动化，这将为你们提供十倍的帮助。”
Ululati’s presentation includes a lot a ideas that Jimmy Zehner, CEO of Network Solutions Group, said he is taking back to his team at the Sarasota, Fla.-based MSP.
Ululati 的演讲包含了 Network Solutions Group 首席执行官 Jimmy Zehner 的很多想法，他表示他正在将这些想法带回佛罗里达州萨拉索塔 MSP 的团队。
How to take advantage of rich media has been an issue at Network Solutions Group, Zehner told CRN.
Zehner 告诉 CRN，如何利用富媒体一直是 Network Solutions Group 面临的一个问题。
“We’re trying to develop our sales team,” he said. “And my sales guys, really, are, ‘Hey, we need some better marketing in order to get better support.’ So this was perfect timing.”
“我们正在努力发展我们的销售团队，”他说。 “我的销售人员确实会说，‘嘿，我们需要更好的营销才能获得更好的支持。’所以这是完美的时机。”
Zehner said his company has been in business for about 15 years and has grown by word of mouth and customer referrals, but needs to find a better way to attract and retain clients to grow.
Zehner 表示，他的公司已经营业了大约 15 年，并通过口碑和客户推荐实现了增长，但需要找到更好的方式来吸引和留住客户以实现增长。
“We never had a sales team before,” he said. “But I see that that honey pot is drained. So now I need to have a solid sales team and solid marketing to back them up in order to be able to continue to grow.”
“我们以前从未有过销售团队，”他说。 “但我看到那个蜜罐已经干了。因此，现在我需要拥有一支可靠的销售团队和可靠的营销团队来支持他们，以便能够继续增长。”
