本文源引自Mark Johnson在《Loyalty360》2024年3月12日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
Brands building the best relationships with their customers and loyalty program members are those that proactively seek to learn how customers and members feel, their perspectives of the brand, what their expectations are, and if there are any pain points in the brand-customer/member relationship. This goes for brands newly entering the customer loyalty landscape with first program launches as well as those that are rolling out loyalty program design changes or scaling back options previously available without fully understanding customers’ expectations or sentiments — which can result in disaster, no matter the intention.
与客户和忠诚度计划会员建立最佳关系的品牌是那些主动寻求了解客户和会员的感受、他们对品牌的看法、他们的期望是什么以及品牌-客户/会员是否存在任何痛点的品牌。关系。这适用于刚刚推出首个计划而进入客户忠诚度领域的品牌，以及那些在没有充分了解客户期望或情绪的情况下推出忠诚度计划设计变更或缩减先前可用选项的品牌——这可能会导致灾难，无论情况如何。意图。
Of course, new program launches or planned program changes are not the only time to seek customer feedback. It should be an ongoing process, evolving alongside customer expectations as new trends emerge and increasingly advanced technologies improve feedback solicitation, collection, and analysis while driving brand strategies and brand-customer interactions.
当然，新计划的推出或计划中的计划变更并不是寻求客户反馈的唯一时机。它应该是一个持续的过程，随着新趋势的出现和日益先进的技术改进反馈征求、收集和分析，同时推动品牌战略和品牌与客户互动，随着客户期望不断发展。
Loyalty360 spoke with supplier members and loyalty strategy experts about leveraging the right tools for gathering customer feedback, integrating it into loyalty programs and the decision-making process, and addressing negative feedback and customer dissatisfaction.
Loyalty360 与供应商成员和忠诚度策略专家进行了讨论，讨论如何利用正确的工具收集客户反馈、将其整合到忠诚度计划和决策过程中，以及解决负面反馈和客户不满意的问题。
Qualitative and Quantitative Feedback — Leveraging the Right Tools and Methodologies
定性和定量反馈——利用正确的工具和方法
When collecting customer and program member feedback, brands can choose from a range of tools, technologies, and methodologies to gain the necessary insights for strengthening customer loyalty and rewards programs. Depending on the resources available, the goals behind collecting and understanding the feedback, and the right approach for the organization, brands may leverage surveys, polls, CRM analytics, internal resources — e.g., customer service team members — and other tools to develop customer loyalty success strategies. The experts featured in this article included surveys as a mechanism for gathering feedback but offered a deeper look into what brands might consider employing.
在收集客户和计划成员反馈时，品牌可以从一系列工具、技术和方法中进行选择，以获得加强客户忠诚度和奖励计划所需的见解。根据可用资源、收集和理解反馈背后的目标以及组织的正确方法，品牌可以利用调查、民意调查、CRM 分析、内部资源（例如客户服务团队成员）和其他工具来培养客户忠诚度成功策略。本文中的专家将调查作为收集反馈的一种机制，但对品牌可能考虑采用的内容进行了更深入的研究。
Surveys and questionnaires are useful for collecting qualitative feedback from loyalty members. By providing a direct channel for expressing preferences and suggestions, they also foster a sense of member involvement in the program. Comarch’s Półrola notes that, from a company perspective, by collecting data from customers (feedback on program features, desired rewards, preferences, etc.), businesses can dynamically update customer attributes. This data can then be leveraged to create more personalized and targeted loyalty campaigns, with tailored promotions and incentives to individual preferences, thereby enhancing customer engagement and satisfaction.
调查和问卷对于收集忠诚会员的定性反馈非常有用。通过提供表达偏好和建议的直接渠道，他们还培养了会员参与该计划的意识。 Comarch 的 Półrola 指出，从公司的角度来看，通过收集客户的数据（对计划功能的反馈、期望的奖励、偏好等），企业可以动态更新客户属性。然后可以利用这些数据来创建更加个性化和有针对性的忠诚度活动，根据个人喜好定制促销和激励措施，从而提高客户参与度和满意度。
Quantitative feedback within a loyalty program plays a vital role in assessing its efficacy and tailoring strategies for enhanced customer engagement. Businesses operating loyalty programs may focus on metrics such as redemption rates, customer acquisition and retention costs, and the overall lifetime value of loyalty members.
忠诚度计划中的定量反馈在评估其有效性和定制策略以增强客户参与度方面发挥着至关重要的作用。运营忠诚度计划的企业可能会关注兑换率、客户获取和保留成本以及忠诚度会员的整体终身价值等指标。
“For example, a retail loyalty program might closely monitor the frequency of customer purchases, average transaction values, and the success of targeted promotions,” Półrola further explains. “On the other hand, a travel-related loyalty program might prioritize metrics like points redemption for specific rewards, customer churn rates, and the impact of loyalty initiatives on overall revenue.”
“例如，零售忠诚度计划可能会密切监控客户购买频率、平均交易价值以及有针对性的促销活动是否成功，”Półrola 进一步解释道。 “另一方面，与旅行相关的忠诚度计划可能会优先考虑特定奖励的积分兑换、客户流失率以及忠诚度计划对整体收入的影响等指标。”
Customer surveys in exchange for branded gift cards are the most frequent method of feedback collection Baesman’s Preston sees in the industry. While there is some subjectiveness when asking the biggest brand advocates questions about the brand, surveying is often an effective method to better understand the story behind awareness, acquisition, engagement, and retention trends seen in the program. She also points out that customer feedback can take the form of escalated calls to the call center or poor experiences in-store.
贝斯曼普雷斯顿在业内最常见的反馈收集方法是通过客户调查换取品牌礼品卡。虽然向最大的品牌拥护者询问有关品牌的问题时存在一些主观性，但调查通常是更好地了解项目中的认知度、获取、参与和保留趋势背后的故事的有效方法。她还指出，客户反馈的形式可能是向呼叫中心升级呼叫或店内体验不佳。
“The most effective way to get a comprehensive quantitative view of the customer loyalty program and its impact on customer behavior is by adopting an all-of-the-above approach that combines traditional quantitative feedback techniques such as periodic surveys with insights delivered through customer analytics and loyalty program platforms,” says Capillary Technologies’ Clarke.
“全面定量了解客户忠诚度计划及其对客户行为的影响的最有效方法是采用上述所有方法，将定期调查等传统定量反馈技术与通过客户分析提供的见解相结合和忠诚度计划平台，”Capillary Technologies 的 Clarke 说道。
Clarke believes that qualitative feedback rounds out the view of the member and the loyalty program. Beyond traditional techniques like focus groups, qualitative feedback can be sourced through technology-assisted monitoring of customer interactions with customer service agents — human or digital — and leveraging tools such as in-app mechanisms to capture real-time customer feedback, embedding these at every moment of truth in their loyalty program interactions.
克拉克认为，定性反馈可以完善会员和忠诚度计划的观点。除了焦点小组等传统技术之外，还可以通过技术辅助监控客户与客户服务代理（人工或数字）的交互来获取定性反馈，并利用应用程序内机制等工具来捕获实时客户反馈，并将这些反馈嵌入到每个服务中。忠诚度计划互动中的关键时刻。
Kobie’s Welch emphasizes that brands must take a 360-degree approach. While social media and email surveys are great platforms for gathering feedback, it’s important to understand that this only represents customers who are active in those spaces or who had a one-off experience.
Kobie 的韦尔奇强调，品牌必须采取 360 度全方位的方法。虽然社交媒体和电子邮件调查是收集反馈的绝佳平台，但重要的是要了解，这仅代表在这些空间中活跃或拥有一次性体验的客户。
“By the time a customer is on social media, it’s often too late to address their concerns,” says Welch. “One of the best places to get feedback is from your front-line team, specifically your Customer Service Representatives. They are your ‘canaries in a coal mine’ and can identify issues much faster. They can also pinpoint minor friction points in the customer experience.”
“当客户使用社交媒体时，往往已经来不及解决他们的担忧了，”韦尔奇说。 “获得反馈的最佳地点之一是来自一线团队，特别是客户服务代表。他们是“煤矿里的金丝雀”，可以更快地发现问题。他们还可以查明客户体验中的小摩擦点。”
The Role of Technology
技术的作用
Unsurprisingly, the experts featured in this article agree: technology plays a significant role in a brand’s customer feedback management efforts, encompassing collection, analytics, strategy formation, and action/execution.
毫不奇怪，本文中的专家一致认为：技术在品牌的客户反馈管理工作中发挥着重要作用，包括收集、分析、战略形成和行动/执行。
Some brands prefer an evergreen approach to collecting feedback that is embedded in their current member experiences. Baesman has seen significant interest develop around preference centers that plug into the online account management experience for programs, enabling members to tell brands what channels they prefer, what products they seek, and what types of marketing they want to receive.
一些品牌更喜欢采用常青的方法来收集嵌入其当前会员体验的反馈。贝斯曼发现人们对偏好中心产生了浓厚的兴趣，这些偏好中心插入到计划的在线帐户管理体验中，使会员能够告诉品牌他们喜欢什么渠道、他们寻求什么产品以及他们希望接受什么类型的营销。
“This can be a helpful tool, but often expensive to design and build,” says Preston, noting that many brands also leverage their existing channels to send out survey questions. “As loyalty evolves, some brands have invested in giving members the option to get early access to a product and review that product for points or some other benefit in return. No matter what a brand’s sophistication level is in collecting feedback from members, it’s a necessary piece of the data puzzle.”
普雷斯顿说：“这可能是一个有用的工具，但设计和构建通常成本高昂。”他指出，许多品牌还利用现有渠道发送调查问题。 “随着忠诚度的发展，一些品牌开始投资，让会员可以选择提前使用产品并评论该产品以获得积分或其他好处作为回报。无论品牌在收集会员反馈方面的复杂程度如何，这都是数据难题中必不可少的一部分。”
Welch and Półrola see the role of technology in a brand’s customer feedback management and loyalty efforts as crucial.
韦尔奇和波罗拉认为技术在品牌的客户反馈管理和忠诚度工作中的作用至关重要。
“Technology can help log the customer’s actual verbatim feedback onto a platform where their data already exists, enabling you to personalize their offers,” says Welch. “This allows you to meet the customer where they are on a more genuine level.”
“技术可以帮助将客户的实际逐字反馈记录到他们的数据已经存在的平台上，使您能够个性化他们的报价，”韦尔奇说。 “这可以让你以更真实的方式与客户见面。”
“Tech tools help collect feedback from customers — whether it’s a quick survey, a chatbot, or a review platform,” adds Półrola. “This makes it easier for customers to share their thoughts. But the real magic happens when tech turns that feedback into something useful. It crunches the numbers, spots trends, and figures out what customers really love or want to be improved.”
“技术工具有助于收集客户的反馈——无论是快速调查、聊天机器人还是评论平台，”Półrola 补充道。 “这使客户更容易分享他们的想法。但当科技将反馈转化为有用的东西时，真正的魔力就会发生。它会处理数据、发现趋势并找出客户真正喜欢或希望改进的地方。”
Półrola contends this information isn’t just for show; it’s the secret sauce for creating personalized experiences and loyalty perks. Beyond retrospective analysis, AI’s predictive capabilities enable brands to anticipate customer preferences and evolving needs.
波罗拉认为，这些信息不仅仅是为了展示；而是为了展示。这是创造个性化体验和忠诚度福利的秘诀。除了回顾性分析之外，人工智能的预测能力还使品牌能够预测客户偏好和不断变化的需求。
“It’s the tech-driven glue that binds brands and customers in a long-lasting, happy relationship,” she finishes.
“这是一种技术驱动的粘合剂，将品牌和客户联系在一起，建立持久、幸福的关系，”她总结道。
Clarke affirms that technology enables the process of gathering, assessing, and then acting on member feedback. Technology underlies everything, including:
克拉克确认，技术可以实现收集、评估会员反馈，然后根据会员反馈采取行动的过程。技术是一切的基础，包括：
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Executing member digital surveys
执行会员数字调查 -
Generating indirect feedback gleaned through behavioral analytics when a business intelligence platform is utilized
使用商业智能平台时，通过行为分析生成间接反馈
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Gathering feedback through in-app loyalty program satisfaction ratings when members engage with the program through their phones
当会员通过手机参与该计划时，通过应用内忠诚度计划满意度评分收集反馈
Integrating Customer Feedback into Loyalty Programs and the Decision-making Process
将客户反馈纳入忠诚度计划和决策过程
Gathering customer feedback is only a part of the work necessary for developing, launching, maintaining, and eventually evolving a customer loyalty program that is perceived as valuable by customers/program members. The insights collected must be fully understood and then integrated into the decision-making process.
收集客户反馈只是开发、启动、维护和最终发展客户/计划成员认为有价值的客户忠诚度计划所需工作的一部分。必须充分理解收集到的见解，然后将其纳入决策过程。
Brands can effectively integrate customer feedback into their loyalty program and decision-making process by adopting a comprehensive approach. This involves seeking input from customers through traditional methods such as surveys and social media as well as collecting feedback provided directly to front-line agents by customers. Welch believes this approach allows brands to gain valuable insights into customer needs and preferences, as well as identify patterns and trends that may have otherwise been missed.
品牌可以通过采用综合方法，有效地将客户反馈整合到其忠诚度计划和决策过程中。这包括通过调查和社交媒体等传统方法寻求客户的意见，以及收集客户直接向一线代理提供的反馈。韦尔奇认为，这种方法可以让品牌获得对客户需求和偏好的宝贵见解，并识别可能被忽视的模式和趋势。
“During the pandemic, we found that customers were seeking a connection and support from brands,” says Welch. “By relaunching our soft skills training as ‘emotional connection’ training, we were able to foster the support customers needed. This led to an increase in customer satisfaction ratings, as they felt heard, understood, and supported.”
“在疫情期间，我们发现客户正在寻求品牌的联系和支持，”韦尔奇说。 “通过重新启动我们的软技能培训作为‘情感联系’培训，我们能够为客户提供所需的支持。这导致客户满意度提高，因为他们感到被倾听、理解和支持。”
Ultimately, by prioritizing customer feedback and incorporating it into their decision-making processes, brands can build trust with their customers and provide them with the exceptional service they deserve.
最终，通过优先考虑客户反馈并将其纳入决策过程，品牌可以与客户建立信任，并为他们提供应有的卓越服务。
According to Clarke, it is imperative to first establish the sources and methods for collecting, managing, and processing customer feedback on the loyalty program. Channels to collect the information include surveys, in-app feedback tools, and customer service monitoring methodologies, among others.
克拉克认为，必须首先建立收集、管理和处理客户对忠诚度计划的反馈的来源和方法。收集信息的渠道包括调查、应用内反馈工具和客户服务监控方法等。
Furthermore, Clarke sees gathering insights into customers’ emotional connection to a brand as important to understanding customer behavior and motivation, as purchase decisions and brand loyalty are often driven more by emotional factors than purely rational considerations.
此外，克拉克认为，收集客户与品牌的情感联系对于理解客户行为和动机非常重要，因为购买决策和品牌忠诚度往往更多地是由情感因素驱动，而不是纯粹的理性考虑。
“Feedback from reward program customers can be encouraged by offering, for example, bonus points for providing it,” shares Clarke. “The information sourced through these channels can then be consumed by data analytics tools, assisting program managers with identifying patterns and trends, exposing opportunities, and generating a consideration set of customer-driven ‘you asked, we listened’ options that can be actioned around program evolution and improvement.”
“可以通过提供奖励积分等方式来鼓励奖励计划客户的反馈，”克拉克分享道。 “然后，通过这些渠道获取的信息可以被数据分析工具使用，帮助项目经理识别模式和趋势，揭示机会，并生成一组由客户驱动的‘你问，我们听’选项，这些选项可以围绕这些选项采取行动。程序的演变和改进。”
Preston advises brands to collect feedback from both prospective and existing members about potential program changes. Frequently, Baesman observes that survey data validates what is seen within the behavioral data that showcases shopping and spending behaviors.
普雷斯顿建议品牌从潜在会员和现有会员那里收集有关潜在计划变更的反馈。贝斯曼经常观察到，调查数据验证了展示购物和消费行为的行为数据中所看到的内容。
“Every now and then, customer feedback can help clarify loyalty program design decisions and ensure that customer hurdles are removed before any changes are introduced,” adds Preston.
“时不时地，客户反馈可以帮助澄清忠诚度计划的设计决策，并确保在引入任何更改之前消除客户障碍，”普雷斯顿补充道。
Addressing Negative Feedback and Customer Dissatisfaction
解决负面反馈和客户不满意
Before being able to address a dissatisfied customer, Clarke believes the brand needs to know the negative experience exists in the first place — this is why establishing channels and underlying technology to gather, process, and synthesize customer feedback is so imperative. With the “inbound” feedback channels operationalized, the brand should have established policies and procedures in place to address customer feedback — good or bad — ensuring a prompt, solution-oriented response that, in the case of a customer with negative feedback, maximizes the chance that the customer is retained — and perhaps even turns the customer into a brand advocate.
克拉克认为，在能够解决不满意的客户之前，品牌首先需要知道负面体验的存在——这就是为什么建立渠道和基础技术来收集、处理和综合客户反馈是如此迫切。随着“入站”反馈渠道的投入使用，品牌应该制定适当的政策和程序来处理客户的反馈（无论好坏），确保及时、以解决方案为导向的响应，在客户收到负面反馈的情况下，最大限度地提高客户满意度。留住客户的机会，甚至可能将客户变成品牌拥护者。
“Brands today have much more data on the individual customer, particularly if that customer is a member of the brand’s loyalty program,” says Clarke. “This data can be leveraged more directly, addressing negative feedback and allowing for a much more personalized response, which goes a long way toward not only assuaging the customer’s concerns in the moment but fostering brand loyalty in the long run.”
“当今的品牌拥有更多有关个人客户的数据，特别是如果该客户是该品牌忠诚度计划的成员，”克拉克说。 “可以更直接地利用这些数据，解决负面反馈并提供更加个性化的响应，这不仅有助于缓解客户当前的担忧，而且从长远来看也能培养品牌忠诚度。”
For Półrola, while compensations like points or discounts can offer quick fixes, authentic customer connection transcends transactional gestures. Establishing a real bond requires understanding customers, empathizing with their emotions, and engaging in meaningful communication. Instant dialogue after receiving negative feedback becomes pivotal, fostering understanding and paving the way for a more profound and lasting connection. To achieve this, brands must have event-based communication strategies in place, ensuring that immediate responses are triggered upon the receipt of negative feedback. This real-time engagement demonstrates the brand’s attentiveness and commitment to addressing customer concerns swiftly. Turning a negative customer experience into a positive one requires proactive communication, empathetic understanding, and swift resolution.
对于 Półrola 来说，虽然积分或折扣等补偿措施可以提供快速解决方案，但真正的客户联系超越了交易行为。建立真正的联系需要了解客户、同情他们的情绪并进行有意义的沟通。收到负面反馈后的即时对话变得至关重要，可以促进理解并为更深刻、更持久的联系铺平道路。为了实现这一目标，品牌必须制定基于事件的沟通策略，确保在收到负面反馈时立即做出反应。这种实时互动体现了该品牌对迅速解决客户问题的关注和承诺。将消极的客户体验转变为积极的客户体验需要主动沟通、同理心理解和快速解决。
“Customer dissatisfaction is a major concern for brands as it leads to customer churn,” says Welch. “To prevent this, it’s important for brands to address negative feedback and concerns immediately and effectively.”
“客户不满意是品牌的主要担忧，因为它会导致客户流失，”韦尔奇说。 “为了防止这种情况发生，品牌必须立即有效地解决负面反馈和担忧。”
One approach is to have a dedicated team that reviews feedback from detractors and analyzes customer profiles in the company’s CRM system. If there is a trend, the issue is escalated to the relevant department for resolution. It’s worth noting that customer satisfaction issues may not always be related to technology but can stem from other factors such as packaging or interactive voice response (IVR) prompts. Welch reminds brands that to foster customer loyalty, it’s important to build a relationship with a genuine emotional connection that cultivates trust.
一种方法是建立一个专门的团队来审查批评者的反馈并分析公司 CRM 系统中的客户资料。如果有趋势，问题就会上报给相关部门解决。值得注意的是，客户满意度问题可能并不总是与技术相关，而是可能源于其他因素，例如包装或交互式语音应答 (IVR) 提示。韦尔奇提醒品牌，为了培养客户忠诚度，建立真正的情感联系以培养信任非常重要。
While it can be challenging to know if negative feedback reflects the voice of some or many customers, Preston believes if brands find a theme throughout the feedback loop, it’s good to address that by looking at the full data picture.
虽然要知道负面反馈是否反映了部分或许多客户的声音可能具有挑战性，但普雷斯顿认为，如果品牌在整个反馈循环中找到一个主题，那么最好通过查看完整的数据图片来解决这个问题。
“Is the customer having challenges with your customer care center? Struggling to redeem rewards online?” asks Preston.
“客户对您的客户服务中心有疑问吗？难以在线兑换奖励？”普雷斯顿问道。
She directs brands to investigate expressed issues to determine the root of the problem and learn how it’s influencing the health metrics of the program. Each unique customer challenge may be easily solved through quick program enhancements, appeasement programs, or a simple acknowledgment of the issue with plans to resolve.
她指导品牌调查所表达的问题，以确定问题的根源，并了解它如何影响该计划的健康指标。每个独特的客户挑战都可以通过快速的计划增强、绥靖计划或简单地承认问题并制定解决计划来轻松解决。
Challenges in Managing Customer Feedback — Expert Observations
管理客户反馈的挑战——专家观察
Loyalty360 asked its supplier-member experts about the challenges they’ve encountered — or that their clients have encountered — in managing customer feedback effectively. What recommendations would they give on how to overcome them?
Loyalty360 向其供应商成员专家询问了他们或他们的客户在有效管理客户反馈方面遇到的挑战。他们会就如何克服这些问题提出哪些建议？
One of the initial challenges Kobie faced was placing too much emphasis on sentiment. Welch explains, “Focusing too much on the sentiment of the customer can lead to getting lost in the variety of reasons a customer would be upset. However, when we shifted our focus to identifying the root cause of trends, we were able to gain a better understanding of the context. This allowed us to delve deeper into the specific topics and get a clearer picture of what was happening and how customers felt about it.”
科比最初面临的挑战之一是过于强调情绪。韦尔奇解释说：“过于关注客户的情绪可能会导致客户迷失在各种令客户不安的原因中。然而，当我们将注意力转向确定趋势的根本原因时，我们能够更好地了解背景。这使我们能够更深入地研究特定主题，并更清楚地了解正在发生的事情以及客户对此的感受。”
Baesman experienced a similar phenomenon, finding that often, member feedback was either taken too lightly or too heavily. Preston cautions that it’s important to put the right amount of weight on the feedback based on the methodology of the research being conducted and the way the feedback is being collected.
贝斯曼也经历过类似的现象，他发现会员的反馈往往要么太轻要么太重。普雷斯顿警告说，根据正在进行的研究方法和收集反馈的方式，对反馈给予适当的重视非常重要。
“The full story gets weaved together not just with customer feedback but also from a thorough analysis of customer behavior,” says Preston. “We often find that self-reported shopping habits, for example, are different than what we see within the data. Validation is necessary to be sure the feedback received should be actioned upon.”
“整个故事不仅与客户反馈交织在一起，而且还来自对客户行为的彻底分析，”普雷斯顿说。 “例如，我们经常发现自我报告的购物习惯与我们在数据中看到的不同。验证是必要的，以确保收到的反馈能够得到落实。”
One of Comarch’s clients encountered a significant challenge in managing the sheer volume and diversity of customer feedback pouring in from various channels. The multitude of feedback, ranging from social media comments to surveys and customer support interactions, overwhelmed the client’s existing system. To address this, the retail brand implemented advanced feedback management tools that incorporated automated tools for categorization and sentiment analysis.
Comarch 的一位客户在管理从各种渠道涌入的大量和多样性的客户反馈时遇到了重大挑战。从社交媒体评论到调查和客户支持互动，大量的反馈让客户的现有系统不堪重负。为了解决这个问题，该零售品牌实施了先进的反馈管理工具，其中包含用于分类和情绪分析的自动化工具。
“This not only allowed them to organize the vast amount of feedback but also prioritized responses based on urgency,” explains Półrola. “By leveraging analytics, they identified key areas of concern and focused resources on addressing issues that had the most significant impact on customer satisfaction. The system’s automated alerts allowed them to address urgent matters in real time, demonstrating a commitment to proactive customer engagement.”
“这不仅使他们能够组织大量反馈，还可以根据紧急程度确定响应的优先级，”Półrola 解释道。 “通过利用分析，他们确定了关键的关注领域，并将资源集中用于解决对客户满意度影响最大的问题。该系统的自动警报使他们能够实时解决紧急问题，体现了对主动客户参与的承诺。”
“The primary challenge is getting the first step in building a feedback management process right,” asserts Clarke. “A brand must correctly establish feedback channels and institute the rigor and discipline around the procedures for collecting, managing, synthesizing, and acting upon the feedback received.”
“主要的挑战是迈出正确构建反馈管理流程的第一步，”克拉克断言。 “品牌必须正确建立反馈渠道，并围绕收集、管理、综合和根据收到的反馈采取行动的程序建立严格和纪律。”
Clarke maintains that without a well-designed feedback system — including the technology and processes (e.g., surveys enabling its collection, dissemination, and consumption), plus the business processes of what to do with the information once received — everything that can or should occur downstream based on the feedback is compromised.
克拉克认为，如果没有一个设计良好的反馈系统——包括技术和流程（例如，能够收集、传播和消费的调查），加上收到信息后如何处理的业务流程——一切可能或应该发生的事情基于反馈的下游受到损害。
In the end, a well-designed process ensures that the feedback reaches those responsible for acting upon it, whether that’s addressing the specific customer’s issue at hand or incorporating the feedback into the process that generates management insights, which, in turn, lead to identifying opportunities for product, service, or program enhancements.
最后，精心设计的流程可确保反馈到达负责采取行动的人员，无论是解决当前的特定客户问题，还是将反馈纳入产生管理见解的流程中，从而识别产品、服务或计划增强的机会。
Establishing a Voice of Customer (VoC)/Customer Feedback Process — Recommendations for Brands
建立客户之声 (VoC)/客户反馈流程 — 对品牌的建议
Before anything else, brands need to be explicitly clear in answering the question, what exactly is it they are looking to accomplish by establishing a VoC/customer feedback process? In its simplest form, the process could be developed specifically to handle dissatisfied customers and nothing more, though most successful organizations have evolved beyond this narrow approach. Clarke proposes that, alternatively, the brand could take a more sophisticated path that reframes feedback as an asset that can be leveraged in the brand’s continuous improvement efforts.
首先，品牌需要明确回答这个问题：他们到底希望通过建立 VoC/客户反馈流程来实现什么目标？最简单的形式是，该流程可以专门用于处理不满意的客户，仅此而已，尽管大多数成功的组织已经超越了这种狭隘的方法。克拉克建议，或者，品牌可以采取更复杂的路径，将反馈重新构建为可以在品牌持续改进工作中利用的资产。
“Specific KPIs should be developed that answer the question ‘what does success look like?’ for the process’ objectives and to facilitate ongoing measurement,” says Clarke. “The brand should recognize that upping its game for feedback management, while building a better customer relationship and fostering loyalty, also brings a higher level of investment in to execute.”
“应该制定具体的关键绩效指标来回答‘成功是什么样子？’的问题，以实现流程的目标，并促进持续的衡量，”克拉克说。 “品牌应该认识到，加强反馈管理，在建立更好的客户关系和培养忠诚度的同时，也会带来更高水平的执行投资。”
Kobie advises brands to take a 360-degree approach — not solely CSAT — to gain a deeper understanding of customers. This is accomplished by identifying and compiling trends and determining key opportunities to reduce customer friction and improve the experience. While surveys and social media data are standard, Welch points out it’s also helpful to add feedback provided directly by front-line agents.
Kobie 建议品牌采取 360 度全方位的方法（而不仅仅是 CSAT）来更深入地了解客户。这是通过识别和汇总趋势以及确定减少客户摩擦和改善体验的关键机会来实现的。虽然调查和社交媒体数据是标准的，但韦尔奇指出，添加一线代理直接提供的反馈也很有帮助。
“One way to start is by initiating roundtable conversations with agents and asking them a series of relevant questions,” shares Welch. “Another approach can be to add dispositions to the end of calls. Speech analytics is another great option we leverage to analyze the emotional character of the call, which can help improve the customer experience and save money in the process.”
韦尔奇表示：“一种开始方法是与代理商发起圆桌对话，并向他们提出一系列相关问题。” “另一种方法是在通话结束时添加配置。语音分析是我们用来分析通话情感特征的另一个绝佳选择，这有助于改善客户体验并在此过程中节省资金。”
Brands must absolutely understand their goals for collecting customer feedback. For example, is the purpose to improve the loyalty program? Increase the ability to personalize member communications and promotions? Is it to understand the experience from the customer’s viewpoint better? Or is it all of the above?
品牌必须绝对了解他们收集客户反馈的目标。例如，目的是改善忠诚度计划吗？提高个性化会员沟通和促销的能力？是为了更好地从客户的角度理解体验吗？或者是以上所有的情况吗？
“Once you have your goals established,” begins Preston, “work with a research partner to remove any bias from your lines of questioning or a tech partner who is well established at creating experiences that result in feedback collection. Leverage the feedback process, along with what the behavioral data of customers has revealed to create a full picture of what the customer experiences from your brand and your program.”
“一旦你确定了目标，”普雷斯顿开始说道，“与研究合作伙伴合作，消除你的提问方式中的任何偏见，或者与在创造可收集反馈的体验方面经验丰富的技术合作伙伴合作。利用反馈流程以及客户行为数据所揭示的内容，全面了解客户从您的品牌和计划中获得的体验。”
