本文源引自Anwesha Roy在《CX Today》2024年3月15日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
Today, we’ll dive into the realm of customer orientation in contact centers and how to get this right with the right skills, training, and processes.
今天，我们将深入探讨联络中心的客户导向领域，以及如何通过正确的技能、培训和流程来实现这一目标。
What Does it Mean to be Customer-Oriented?
以客户为导向意味着什么？
Being customer-oriented means that the needs, wants, and satisfaction of customers are at the center of every decision and action taken by a contact center. It goes beyond only providing effective and adequate customer service — it’s about truly understanding and empathizing with each individual caller.
以客户为导向意味着客户的需求、愿望和满意度是联络中心所采取的每项决策和行动的中心。它不仅仅是提供有效和充分的客户服务，而是真正理解和同情每个来电者。
A customer-oriented contact center goes the extra mile to ensure that every interaction is personalized and tailored to meet the specific needs of the customer. It means actively listening, asking probing questions, and demonstrating genuine care in order to provide solutions that exceed expectations.
以客户为导向的联络中心会加倍努力，确保每次互动都是个性化的，并量身定制，以满足客户的特定需求。这意味着积极倾听、提出探究性问题并表现出真诚的关怀，以提供超出预期的解决方案。
Customer orientation also involves being proactive rather than reactive – for example, reaching out proactively with updates or offering support before problems arise.
以客户为导向还包括主动而不是被动——例如，在问题出现之前主动提供更新或提供支持。
Traits and Skills for Customer Orientation
客户导向的特征和技能
Agents play a major role in customer orientation. These frontline representatives – are your face and the voice – of the company, responsible for delivering exceptional customer service. To be truly customer-oriented, agents need to possess a specific set of traits and competencies:
代理商在客户导向方面发挥着重要作用。这些一线代表是您的代表，也是公司的代言人，负责提供卓越的客户服务。要真正以客户为导向，代理商需要具备一组特定的特征和能力：
- Product/service knowledge: In-depth understanding of the company’s products or services allow agents to offer accurate and relevant information to customers. It helps build trust and confidence in the customer-agent relationships.
产品/服务知识：对公司产品或服务的深入了解使代理商能够向客户提供准确且相关的信息。它有助于建立客户与代理关系中的信任和信心。 - Multitasking: Contact center agents often handle multiple tasks simultaneously. Multitasking lets agents efficiently manage phone calls, respond to emails, and handle customer inquiries simultaneously without compromising the quality of service.
多任务处理：联络中心座席经常同时处理多项任务。多任务处理使客服人员能够同时高效地管理电话、回复电子邮件和处理客户询问，而不会影响服务质量。 - Positive attitude: Maintaining a positive and friendly demeanor creates a pleasant experience for customers. Agents with a positive attitude can effectively handle difficult situations and leave a lasting positive impression.
积极的态度：保持积极友好的举止可以为顾客带来愉快的体验。具有积极态度的座席可以有效地处理困难情况并给人留下持久的积极印象。 - Attention to detail: Attention to detail is crucial when gathering and documenting customer data accurately. It ensures that agents have the necessary insights to offer personalized and relevant support.
注重细节：准确收集和记录客户数据时，注重细节至关重要。它确保代理拥有必要的洞察力来提供个性化和相关的支持。 - Cultural sensitivity: Contact center agents interact with customers from diverse cultural backgrounds. Being culturally sensitive helps agents understand and respect cultural differences, adapting their communication to meet customer expectations.
文化敏感性：联络中心座席与来自不同文化背景的客户互动。对文化敏感可以帮助座席理解和尊重文化差异，调整他们的沟通方式以满足客户的期望。 - Collaboration: Collaboration skills means that agents can work well within a team, share knowledge, and support colleagues. By collaborating, agents can access additional insights and resources to better assist customers.
协作：协作技能意味着座席可以在团队中良好工作、分享知识并支持同事。通过协作，代理可以获得更多见解和资源，以更好地帮助客户。 - Resilience: Contact center agents face challenging situations regularly. Resilience helps them bounce back from setbacks, learn from difficult experiences, and gather the right resolve to deliver consistent customer-focused services.
弹性：联络中心座席经常面临充满挑战的情况。韧性可以帮助他们从挫折中恢复过来，从困难的经历中学习，并形成正确的决心来提供始终如一的以客户为中心的服务。 - Proactive mindset: A proactive approach involves anticipating customer needs and providing assistance even before they ask for it. This proactive mindset helps agents deliver exceptional customer service and exceed expectations.
积极主动的心态：积极主动的方法包括预测客户需求并在客户提出要求之前提供帮助。这种积极主动的心态有助于客服人员提供卓越的客户服务并超越预期。
Key Components of a Customer-Oriented Contact Center Strategy
以客户为导向的联络中心战略的关键组成部分
Companies looking to become more customer-oriented need to focus on:
希望变得更加以客户为导向的公司需要关注：
1. Building the right culture
1. 建立正确的文化
This component involves fostering the right pan-enterprise mindset – including leadership – that prioritizes customer delight. It requires instilling a customer-focused attitude across contact center personnel, from agents to managers.
此部分涉及培养正确的泛企业心态（包括领导力），优先考虑客户满意度。它需要向联络中心人员（从座席到经理）灌输以客户为中心的态度。
2. Delivering seamless omnichannel
2. 提供无缝全渠道
This means integrating various communication channels such as phone, email, chat, social media, and self-service options. Customers should have the flexibility to interact with the contact center using their preferred channels and expect consistent service across all touchpoints.
这意味着整合各种沟通渠道，例如电话、电子邮件、聊天、社交媒体和自助服务选项。客户应该能够灵活地使用自己喜欢的渠道与联络中心进行交互，并期望在所有接触点上获得一致的服务。
3. Personalizing and individualizing support
3. 个性化和个性化支持
Customizing support for individual customer needs is vital – agents should have access to comprehensive customer data and utilize it to provide personalized interactions and solutions. This includes understanding preferences, history, and previous interactions to enhance the overall experience.
针对个人客户需求定制支持至关重要 – 代理商应该能够访问全面的客户数据并利用它来提供个性化的交互和解决方案。这包括了解偏好、历史记录和之前的互动，以增强整体体验。
4. Implementing continuous improvement and feedback loops
4. 实施持续改进和反馈循环
Regularly analyzing customer interactions and feedback helps identify areas for improvement in processes, training, and policies. Contact centers should have mechanisms in place to capture and analyze feedback and use it to drive improvements in service quality – ultimately, closing the loop.
定期分析客户互动和反馈有助于确定流程、培训和政策方面需要改进的领域。联络中心应该建立机制来捕获和分析反馈，并利用它来推动服务质量的改进——最终形成闭环。
5. Providing agent development and empowerment
5. 提供代理开发和赋能
This entails training programs that focus not only on technical skills but also on soft skills like empathy, active listening, and problem-solving. Empowering agents with decision-making authority also enables them to deliver exceptional customer service.
这需要培训计划不仅关注技术技能，还关注同理心、积极倾听和解决问题等软技能。赋予代理商决策权还使他们能够提供卓越的客户服务。
Amazon: A Great Example of a Customer-Oriented Contact Center
亚马逊：以客户为导向的联络中心的一个很好的例子
When it comes to exceptional customer service, one company stands out above the rest: Amazon. They’ve always set a high standard for delivering outstanding support, and Amazon’s contact center is known for its efficiency and effectiveness in resolving issues promptly.
说到卓越的客户服务，有一家公司脱颖而出：亚马逊。他们始终为提供出色的支持设定了高标准，亚马逊的联络中心以其及时解决问题的效率和有效性而闻名。
One of its most notable practices is their relentless focus on continuous improvement. They constantly gather feedback from customers through surveys, reviews, and other channels to identify areas where they can enhance their services further.
其最显着的做法之一是对持续改进的不懈关注。他们不断通过调查、评论和其他渠道收集客户的反馈，以确定可以进一步增强服务的领域。
Moreover, Amazon takes advantage of advanced technologies like artificial intelligence (AI) chatbots to automate certain tasks without sacrificing personalization or quality of service. This allows them to handle large volumes of inquiries efficiently while still offering a human touch whenever necessary.
此外，亚马逊利用人工智能 (AI) 聊天机器人等先进技术来自动化某些任务，而不会牺牲个性化或服务质量。这使他们能够有效地处理大量查询，同时在必要时仍然提供人性化的服务。
Benefits of Customer-Orientation
以客户为导向的好处
Customer orientation is a surefire boost for your brand reputation.
以客户为导向肯定会提升您的品牌声誉。
When word gets out that your contact center goes above and beyond to meet customer needs, people will start talking about it in a positive way. By prioritizing the needs of your customers, you differentiate yourself from competitors who may be solely focused on profit margins or cost-cutting measures.
当有消息称您的联络中心超越了客户需求时，人们会开始以积极的方式谈论它。通过优先考虑客户的需求，您可以将自己与只关注利润率或成本削减措施的竞争对手区分开来。
Moreover, being customer-oriented allows you to gain valuable insights into your customers’ preferences and pain points. By actively listening to their feedback and monitoring their interactions with agents, you can identify areas for improvement in your products or services.
此外，以客户为导向可以让您获得有关客户偏好和痛点的宝贵见解。通过积极倾听他们的反馈并监控他们与代理商的互动，您可以确定您的产品或服务需要改进的领域。
Ultimately, its benefits are many – ranging from increased loyalty and referrals to better employee satisfaction – all contributing towards long-term success for any contact center.
最终，它的好处有很多——从提高忠诚度和推荐到更好的员工满意度——所有这些都有助于任何联络中心的长期成功。
