掌握客户沟通：卓越体验的蓝图

The Gist 要旨

• Essential component. Customer communication is essential for customer satisfaction and loyalty.
  必不可少的组成部分。客户沟通对于客户满意度和忠诚度至关重要。
• Key element. Effective communication includes clear, concise messages and adapting to technological advancements.
  关键元素。有效的沟通包括清晰、简洁的信息和适应技术进步。
• Enhancing factor. Compliance with regulations and using technology like machine learning can enhance customer communication.
  增强因子。遵守法规并使用机器学习等技术可以增强客户沟通。

Customer communications is crucial for businesses to provide exceptional customer experience and build strong relationships with customers in any industry. When conducting business, consider the service provided, customer base, and company size to determine how communication should occur between customers and representatives. 
客户沟通对于企业提供卓越的客户体验并与任何行业的客户建立牢固的关系至关重要。开展业务时，请考虑所提供的服务、客户群和公司规模，以确定客户和代表之间应如何进行沟通。

Customer communications ensures that the customer base stays updated on existing products and services, enabling customers to stay well-informed and establish customer satisfaction. Customer communications regarding a specific product or service not only enhances the customer’s experience but also helps companies meet regulatory compliance requirements. Moreover, offering customers effective communication channels enables the contact center to shorten call durations, thereby reducing operational costs.
客户沟通可确保客户群随时了解现有产品和服务的最新情况，使客户能够及时了解情况并建立客户满意度。有关特定产品或服务的客户沟通不仅可以增强客户体验，还可以帮助公司满足法规遵从性要求。此外，为客户提供有效的沟通渠道使联络中心能够缩短通话时间，从而降低运营成本。

Clear Communication Boosts Customer Satisfaction Levels
清晰的沟通可提高客户满意度

Customer satisfaction is an important key performance indicator in evaluating overall customer experience and the company’s success. Clear, concise communication will keep customers informed during a product acquisition or issue resolution process, leaving customers at ease as they do not have to spend time identifying the next steps in the process.
客户满意度是评估整体客户体验和公司成功的重要关键绩效指标。清晰、简洁的沟通将使客户在产品采购或问题解决过程中随时了解情况，让客户放心，因为他们不必花时间确定流程中的后续步骤。

Customer satisfaction can be measured through surveys or follow-up automated calls as this will help companies to find opportunities to improve customer experience. Establishing direct communication with customers to improve customer satisfaction results in numerous benefits to the company. For example, maintaining a consistent, positive experience for customers increases the likelihood of returning customers.
客户满意度可以通过调查或后续自动呼叫来衡量，因为这将帮助公司找到改善客户体验的机会。与客户建立直接沟通以提高客户满意度会给公司带来诸多好处。例如，为客户保持一致、积极的体验会增加回头客的可能性。

Study Confirms: Communication Key to Loyalty
研究证实：沟通是忠诚度的关键

This assertion has been supported by a study previously published in the International Journal of Bank Marketing, Özkan, et al., (2020) as it examined the correlation between customer satisfaction and service quality with customer loyalty. Although the study largely examines these findings within the context of the banking industry in Turkey, the findings are largely applicable when examining the relationship between customer loyalty and customer experience. Özkan, et al., (2020) concluded “that both customer satisfaction and customer perceptions of service quality are important and indistinguishable predictors of loyalty” (p. 396).
这一说法得到了 Özkan 等人先前发表在《国际银行营销杂志》（2020 年）上的一项研究的支持，该研究调查了客户满意度、服务质量与客户忠诚度之间的相关性。尽管该研究主要在土耳其银行业的背景下研究这些发现，但这些研究结果在很大程度上适用于研究客户忠诚度和客户体验之间的关系。 Özkan 等人（2020）得出的结论是“客户满意度和客户对服务质量的看法都是重要且无法区分的忠诚度预测因素”（第 396 页）。

In learning from the study’s results, it is imperative to note how customers engage with the contact center to prevent the loss of customers and any decreased profits. Establishing a clear channel of communication between the company and the customer that keeps the customer well-informed and up to date on any changes made within the company to lessen any possibility of miscommunication.
在学习研究结果时，必须注意客户如何与联络中心互动，以防止客户流失和利润下降。在公司和客户之间建立清晰的沟通渠道，使客户充分了解并及时了解公司内部所做的任何变化，以减少任何沟通不畅的可能性。

Regulations Protect Customers and Companies

法规保护客户和公司

In any product and service domain within the field of finance, established rules laws, and regulations must be followed to remain compliant. Avoiding these regulations would be detrimental to the financial company due to the consequences imposed for non-compliance.
在金融领域的任何产品和服务领域，都必须遵守既定的规则、法律和法规以保持合规性。由于不合规所带来的后果，规避这些规定将对金融公司造成损害。

Additionally, these regulations and laws are often established to protect both the customer and the company. Companies must communicate with customers during product acquisitions, servicing, or any time product features are changed to meet regulatory requirements. Upholding these regulations benefits the company by remaining compliant and further lessening the risk of consequences from a lack of clear communication.
此外，这些法规和法律通常是为了保护客户和公司而制定的。公司必须在产品采购、维修期间或任何时候更改产品功能以满足监管要求时与客户进行沟通。遵守这些法规对公司有利，因为它可以保持合规性，并进一步降低因缺乏清晰沟通而造成后果的风险。

Failure to effectively communicate with customers comes with many risks, especially when working in a field as sensitive as finance. In an effort to support internal and external audits, companies are required to store and produce evidence of the successful delivery of messages through a clearly established communication channel.
无法与客户进行有效沟通会带来许多风险，尤其是在金融这样敏感的领域工作时。为了支持内部和外部审计，公司需要存储并提供通过明确建立的沟通渠道成功传递消息的证据。

Technology Revolutionizes Customer Communications Strategies
技术彻底改变客户沟通策略

In today’s world, it’s hard to ignore technology’s impact on daily life and the many possibilities it offers for improving businesses, including customer communication. One way to integrate technology into customer communication is by using machine learning models. These models can analyze calls to the contact center, identifying opportunities for new communication channels or changes to existing ones. Implementing these changes through machine learning can benefit the company by keeping customers informed and reducing the need for contact center calls.
在当今世界，我们很难忽视技术对日常生活的影响，以及它为改善业务（包括客户沟通）提供的多种可能性。将技术融入客户沟通的一种方法是使用机器学习模型。这些模型可以分析对联络中心的呼叫，识别新通信渠道或对现有通信渠道进行更改的机会。通过机器学习实施这些变革可以让客户了解情况并减少联络中心呼叫的需求，从而使公司受益。

Tech Revolutionizes Business Communications Channels
技术彻底改变了商业沟通渠道

Additionally, machine learning models can be monitored and evaluated over a period of time to see the results being produced and any clear next steps that may be identified through customer communication. Any insights made at the customer-level can be utilized to personalize both a website and mobile app to drive customers in the right direction.
此外，可以在一段时间内对机器学习模型进行监控和评估，以查看正在产生的结果以及通过客户沟通可以确定的任何明确的后续步骤。在客户层面获得的任何见解都可以用于个性化网站和移动应用程序，以推动客户朝正确的方向发展。

By making the website and mobile app more personalized and accessible to the customer, customers are then able to use these tools as a form of self-service, meeting their daily needs and quickly resolving any issues that may arise.
通过使网站和移动应用程序更加个性化并可供客户使用，客户就可以使用这些工具作为自助服务的形式，满足他们的日常需求并快速解决可能出现的任何问题。

Final Thoughts 最后的想法

Effective customer communication is vital for providing excellent service and fostering loyalty. However, it is important to make certain that customers are being communicated with clearly and concisely to keep customers well informed and to avoid the risk of miscommunication.
有效的客户沟通对于提供优质服务和培养忠诚度至关重要。然而，重要的是要确保与客户进行清晰、简洁的沟通，以使客户充分了解情况并避免沟通错误的风险。

Effective customer communication is a dynamic process that requires adapting to technological advancements, regulatory changes and evolving customer expectations. By maintaining open and transparent communication channels, any company irrespective of their domain can foster trust and loyalty among their customers.
有效的客户沟通是一个动态过程，需要适应技术进步、监管变化和不断变化的客户期望。通过保持开放和透明的沟通渠道，任何公司，无论其所属领域如何，都可以培养客户之间的信任和忠诚度。