本文源引自Harold Kwabena Fearon在《B&FT Online》2024年3月18日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
In today’s fast-paced digital world, as customer expectations keep evolving, businesses are striving to stand out by providing exceptional experiences. Change is not just a constant – it is a driving force that shapes strategies, decisions, and outcomes. The essence of any business lies in its connection with customers, and as the business world undergoes constant evolution, so must customer service.
在当今快节奏的数字世界中，随着客户期望的不断变化，企业正在努力通过提供卓越的体验来脱颖而出。变化不仅仅是一个常数，它还是塑造战略、决策和结果的驱动力。任何企业的本质都在于与客户的联系，随着商业世界的不断发展，客户服务也必须不断发展。
The intersection of technology and consumer demands has given rise to an era where one-size-fits-all solutions are no longer the gold standard. Instead, the clarion call is for a revolution – a seismic shift towards personalized services and seamless solutions that not only meet but anticipate the unique needs and desires of each individual customer.
技术与消费者需求的交叉催生了一个“一刀切”的解决方案不再是黄金标准的时代。相反，号角是一场革命——向个性化服务和无缝解决方案的巨大转变，不仅满足而且预测每个客户的独特需求和愿望。
In light of the above, the purpose of this article is therefore to explore how businesses are leveraging innovative technologies, data insights, and a commitment to personalization to redefine customer interactions, drive engagement and satisfaction, and create a transformative user experience.
鉴于上述情况，本文的目的是探讨企业如何利用创新技术、数据洞察和个性化承诺来重新定义客户交互、提高参与度和满意度，并创造变革性的用户体验。
The case of customer experience
客户体验案例
In various industries across the world, disruptors like Uber, CashApp, and Apple Pay have redefined seamless experiences, creating a standard for delivering unexpected and enjoyable moments for their users. This has raised the bar for all businesses, as consumers now anticipate exceptional interactions with every brand.
在世界各地的各个行业中，Uber、CashApp 和 Apple Pay 等颠覆者重新定义了无缝体验，创建了为用户提供意想不到的愉快时刻的标准。这提高了所有企业的门槛，因为消费者现在期望与每个品牌进行非凡的互动。
Striving to meet these elevated expectations, numerous companies have embarked on digitizing their processes, culture, and operations, with outcomes varying in degrees of success. The aim is to establish a unique aspect of their brand that can confer a lasting competitive edge.
为了努力满足这些更高的期望，许多公司已经开始对其流程、文化和运营进行数字化，取得了不同程度的成功。目的是建立其品牌的独特之处，从而赋予持久的竞争优势。
But without a clear understanding and business focus on the customer, business plans geared toward achieving those desired interactions will be fragmented, uncertain, and ineffective. Therefore, a successful business strategy shouldn’t solely hinge on digital transformation – instead, it should center around transforming the customer experience (CX).
但是，如果没有对客户的清晰理解和业务重点，旨在实现这些所需交互的业务计划将是支离破碎、不确定且无效的。因此，成功的业务战略不应仅仅取决于数字化转型，而应以客户体验 (CX) 的转变为中心。
Customer experience is defined as a customer’s perceptions and feelings about their interactions with a company. It is about providing a seamless, positive, and personalized journey that meets (and preferably exceeds) every customer’s expectation. A great CX leaves the customer feeling satisfied and valued at every stage.
客户体验被定义为客户对与公司互动的看法和感受。它是为了提供一个无缝、积极和个性化的旅程，满足（最好是超越）每个客户的期望。出色的客户体验让客户在每个阶段都感到满意和重视。
The last few years have been characterized by an overwhelming amount of change for customers and marketplaces. From supply chain shortages to shifts in customer channel preferences, organizations have struggled to catch up and keep pace with customers’ evolving needs and expectations.
过去几年的特点是客户和市场发生了巨大的变化。从供应链短缺到客户渠道偏好的变化，组织一直在努力赶上并跟上客户不断变化的需求和期望。
It has been discovered that the most compelling digital experiences start with a compelling understanding of the customer — who they are, what they want, what job they have to do, and even how they feel about themselves.
人们发现，最引人注目的数字体验始于对客户的深入了解——他们是谁、他们想要什么、他们必须做什么工作，甚至他们对自己的感受如何。
Unfortunately, many organizations have it backward – they start with the technology and then go back into customer understanding. Their unending quest for operational efficiency is prioritizing automation over customer empathy – and that is a problem. Without compelling customer understanding, there are no compelling digital experiences.
不幸的是，许多组织都倒退了——他们从技术开始，然后又回到客户理解。他们对运营效率的不懈追求将自动化置于客户同理心之上——这是一个问题。如果没有令人信服的客户理解，就不会有令人信服的数字体验。
The age of the customer is upon us. According to a Salesforce report, 80% of consumers believe that the experience a company provides is just as important as its products or services. Companies are urgently mandated to redefine their strategies with the customer experience at the center.
客户的时代已经到来。根据 Salesforce 的一份报告，80% 的消费者认为公司提供的体验与其产品或服务同样重要。公司迫切需要重新定义以客户体验为中心的战略。
Why revolutionizing customer experience is important
为什么彻底改变客户体验很重要
The revolution of customer experience is paramount for businesses because it fundamentally shapes the relationship between a company and its customers, impacting everything from brand loyalty to profitability.
客户体验的革命对于企业来说至关重要，因为它从根本上塑造了公司与其客户之间的关系，影响着从品牌忠诚度到盈利能力的方方面面。
In today’s hypercompetitive market space, where products and services are increasingly commoditized, customer experience has emerged as a key differentiator. The following are some reasons why businesses must take the revolutionization of their customer experience offerings seriously.
在当今竞争异常激烈的市场空间中，产品和服务日益商品化，客户体验已成为关键的差异化因素。以下是企业必须认真对待客户体验产品革命的一些原因。
- Enhanced Customer Loyalty: Exceptional customer experiences foster strong emotional connections with brands. When customers feel valued, understood, and appreciated, they are more likely to remain loyal and advocate for the brand, leading to repeat business and positive word-of-mouth referrals.
增强客户忠诚度：卓越的客户体验可促进与品牌的牢固情感联系。当客户感到受到重视、理解和赞赏时，他们更有可能保持忠诚度并拥护该品牌，从而带来回头客和积极的口碑推荐。 - Increased Customer Lifetime Value: Investing in improving customer experience pays off in the long term by maximizing the lifetime value of each customer. Satisfied customers are more likely to make additional purchases, upgrade their services, and engage with higher-margin offerings over time, driving revenue growth.
提高客户终身价值：通过最大化每个客户的终身价值，投资于改善客户体验从长远来看会得到回报。随着时间的推移，满意的客户更有可能进行额外购买、升级服务并参与利润率更高的产品，从而推动收入增长。 - Competitive Advantage: In a crowded marketplace, businesses that prioritize customer experience gain a competitive edge. By delivering superior experiences that exceed customer expectations, companies can differentiate themselves from rivals and attract and retain more customers.
竞争优势：在拥挤的市场中，优先考虑客户体验的企业可以获得竞争优势。通过提供超出客户期望的卓越体验，公司可以从竞争对手中脱颖而出，吸引并留住更多客户。 - Data-Driven Insights: Customer experience initiatives generate valuable data and insights that can inform strategic decision-making. By analyzing customer feedback, behavior, and preferences, businesses can identify areas for improvement, anticipate future trends, and tailor offerings to better meet customer needs.
数据驱动的见解：客户体验计划生成有价值的数据和见解，可以为战略决策提供信息。通过分析客户反馈、行为和偏好，企业可以确定需要改进的领域，预测未来趋势，并定制产品以更好地满足客户需求。 - Reduced Customer Churn: Poor customer experiences often lead to customer churn, where dissatisfied customers switch to competitors. By focusing on delivering seamless, personalized experiences, businesses can mitigate churn rates, retain valuable customers, and reduce the costs associated with acquiring new ones.
减少客户流失：糟糕的客户体验通常会导致客户流失，不满意的客户会转向竞争对手。通过专注于提供无缝、个性化的体验，企业可以降低客户流失率，留住有价值的客户，并降低与获取新客户相关的成本。
Strategies for driving customer experience offerings
推动客户体验产品的策略
In today’s business climate, there’s but only one timeless truth – customers reign supreme. Customer experience isn’t just an add-on anymore, it is the lifeblood of any successful enterprise. This is where the power of personalization comes into play. The following are a range of strategies that businesses can implement to revolutionize their customer experience and stay ahead of the curve.
在当今的商业环境中，只有一个永恒的真理——客户至上。客户体验不再只是一个附加项，而是任何成功企业的命脉。这就是个性化的力量发挥作用的地方。以下是企业可以实施的一系列策略，以彻底改变客户体验并保持领先地位。
- Understanding the customer journey: Personalization begins by truly grasping the customer journey. By collecting and analyzing data at various touchpoints, businesses can identify patterns, preferences, and pain points. This enables them to create personalized experiences that resonate with customers at every stage of their journey, from discovery to post-purchase support.
了解客户旅程：个性化始于真正掌握客户旅程。通过收集和分析各个接触点的数据，企业可以识别模式、偏好和痛点。这使他们能够创造个性化体验，在客户旅程的每个阶段（从发现到购买后支持）与客户产生共鸣。 - Customizing product recommendations: A crucial part of personalization involves offering recommendations customized to individual customers. By using data like past purchases, browsing habits, and demographic details, businesses can suggest products that match each customer’s interests. This not only makes shopping more enjoyable but also boosts the chances of customers making purchases again in the future.
定制产品推荐：个性化的一个关键部分涉及为个人客户提供定制的推荐。通过使用过去的购买、浏览习惯和人口统计详细信息等数据，企业可以推荐符合每个客户兴趣的产品。这不仅让购物变得更加愉快，也增加了顾客未来再次购买的机会。 - Leveraging Customer Data: The availability of customer data provides businesses with valuable insights to fuel personalization efforts.
利用客户数据：客户数据的可用性为企业提供了宝贵的见解，以推动个性化工作。
By leveraging data analytics and artificial intelligence, businesses can uncover patterns, preferences, and trends that help them anticipate customer needs and deliver personalized experiences proactively. This data-driven approach enhances customer satisfaction and loyalty.
通过利用数据分析和人工智能，企业可以发现模式、偏好和趋势，帮助他们预测客户需求并主动提供个性化体验。这种数据驱动的方法提高了客户满意度和忠诚度。
For instance, e-commerce giants like Amazon use sophisticated algorithms to analyze a customer’s browsing and purchasing history to recommend products tailored to their interests. This level of personalization not only boosts sales but also creates a sense of loyalty and satisfaction.
例如，亚马逊等电子商务巨头使用复杂的算法来分析客户的浏览和购买历史记录，以推荐适合他们兴趣的产品。这种程度的个性化不仅可以促进销售，还可以创造忠诚度和满足感。
- Social Listening and Engagement: In today’s digitally-driven era, customers often share their thoughts and experiences on social media platforms. These comments, reviews, and posts have a big influence on how a brand is perceived. With technology, businesses can keep an eye on these conversations and interact with customers in real time.
社交聆听和参与：在当今的数字驱动时代，客户经常在社交媒体平台上分享他们的想法和经验。这些评论、评论和帖子对品牌的认知有很大影响。借助技术，企业可以关注这些对话并与客户实时互动。
Tools like Hootsuite help track mentions and sentiments, allowing companies to stay connected with their audience. By actively engaging with customers online, businesses can build trust and demonstrate that they value customer feedback.
Hootsuite 等工具有助于跟踪提及和情绪，使公司能够与受众保持联系。通过积极与客户在线互动，企业可以建立信任并表明他们重视客户的反馈。
- Augmented Reality (AR) and Virtual Reality (VR): The rise of AR and VR technologies has brought about exciting advancements in improving customer interactions. Retailers, for instance, now offer virtual try-on experiences, empowering customers to visualize products in their own environment prior to purchase.
增强现实 (AR) 和虚拟现实 (VR)：AR 和 VR 技术的兴起在改善客户互动方面带来了令人兴奋的进步。例如，零售商现在提供虚拟试穿体验，使客户能够在购买前在自己的环境中可视化产品。
This technology is not just limited to fashion – it is also being utilized in industries like automotive for virtual test drives and in real estate for property tours. Take IKEA, for example, which provides an AR app allowing customers to preview how furniture will look in their homes. This not only reduces purchase hesitancy but also adds an element of fun and engagement to the shopping experience.
这项技术不仅限于时尚领域，还被用于汽车等行业的虚拟试驾和房地产的房地产参观。以宜家为例，它提供了一个 AR 应用程序，允许顾客预览家具在家里的样子。这不仅减少了购买犹豫，还为购物体验增添了乐趣和参与度。
- Seamless Omnichannel Engagement: Customers today interact with brands through a multitude of channels, from websites and mobile apps to social media and in-store experiences. Providing a seamless omnichannel experience is crucial for retaining and delighting customers. Technology plays a pivotal role in making this happen.
无缝全渠道参与：如今，客户通过多种渠道与品牌互动，从网站和移动应用程序到社交媒体和店内体验。提供无缝的全渠道体验对于留住和取悦客户至关重要。技术在实现这一目标方面发挥着关键作用。
CRM (Customer Relationship Management) systems integrated with marketing automation tools allow businesses to track customer interactions across all touchpoints. This data enables them to provide consistent messaging and support, regardless of where the customer engages with the brand. It is akin to having a single, unified conversation with the customer, no matter where they are.
CRM（客户关系管理）系统与营销自动化工具集成，使企业能够跟踪所有接触点的客户互动。这些数据使他们能够提供一致的消息传递和支持，无论客户在何处与品牌互动。这类似于与客户进行一次统一的对话，无论他们身在何处。
- The use of chatbots and virtual assistants: Businesses have long struggled with customer service pain points, including lengthy wait times and inconsistent support. However, advancements in AI and natural language processing have introduced chatbots and virtual assistants as digital solutions.
使用聊天机器人和虚拟助理：企业长期以来一直在与客户服务痛点作斗争，包括漫长的等待时间和不一致的支持。然而，人工智能和自然语言处理的进步引入了聊天机器人和虚拟助手作为数字解决方案。
These AI-powered helpers are accessible round-the-clock, delivering prompt responses to customer queries and efficiently managing routine tasks. For instance, Airbnb utilizes chatbots to aid with booking inquiries and provide property suggestions, elevating the booking process. By streamlining responses and allowing human agents to focus on more complex matters, these bots contribute to an enhanced overall customer experience.
这些由人工智能驱动的助手可以全天候使用，对客户的查询做出及时的响应并有效地管理日常任务。例如，Airbnb 利用聊天机器人来协助预订查询并提供住宿建议，从而提升预订流程。通过简化响应并允许人工代理专注于更复杂的问题，这些机器人有助于增强整体客户体验。
- Cultivate a Customer-Centric Culture: Finally, it is imperative for businesses to foster a company culture that prioritizes customer satisfaction and empowers employees to go above and beyond to meet customer needs. This requires businesses to prioritize customer needs and empower employees to make decisions that benefit the customer.
培养以客户为中心的文化：最后，企业必须培养一种优先考虑客户满意度并赋予员工超越满足客户需求的公司文化。这要求企业优先考虑客户需求，并授权员工做出有利于客户的决策。
Conclusion 结论
Creating compelling customer experiences, whether physical, digital, or a combination of both, hinges on a deep understanding of our customers. This understanding empowers us to forge meaningful connections with them, even with seemingly minor interactions. We must be willing to question our assumptions about what customers—and now, employees—truly desire in an experience.
创造引人注目的客户体验，无论是物理体验、数字体验还是两者的结合，都取决于对客户的深入了解。这种理解使我们能够与他们建立有意义的联系，即使是看似微不足道的互动。我们必须愿意质疑我们对客户（现在是员工）在体验中真正渴望什么的假设。
Exceptional customer experiences are not about knowing every detail about your customers, it is about knowing what your customers do, and why they do it. By demonstrating our ability to support them effectively and instill confidence during key moments in their journey, we can cultivate loyalty and satisfaction that transcends mere transactions.
卓越的客户体验并不是要了解客户的每一个细节，而是要了解客户做了什么以及为什么这样做。通过展示我们有效支持他们并在他们旅程的关键时刻灌输信心的能力，我们可以培养超越单纯交易的忠诚度和满意度。
