本文源引自Ori Faran博士在《Forbes》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。Ori Faran 博士是 Callvu 的创始人兼首席执行官。
I recently spoke to a friend who was frustrated by a customer service experience with his mortgage company. Before this incident, he had liked the bank and found them easy to work with. He had recommended them to friends and family. And then a bad thing happened.
我最近与一位朋友交谈，他对抵押贷款公司的客户服务体验感到沮丧。在这件事发生之前，他很喜欢这家银行，觉得和他们合作很容易。他已将它们推荐给朋友和家人。然后一件坏事发生了。
The company had enabled him to sign up for automatic withdrawals from his bank account on the day bills were due. However, the authorization lasted only 10 years. In year 11, he got a 30-day ding on his credit report because he hadn’t paid attention to his statements. He found out about the problem not from the bank but from his credit-monitoring service.
该公司允许他在账单到期当天从他的银行账户中自动提款。然而，授权仅持续了10年。第 11 年，他的信用报告被暂停 30 天，因为他没有注意自己的陈述。他不是从银行而是从他的信用监控服务中发现了这个问题。
The bank did nothing explicitly wrong. The sign-up form for automatic payments clearly stated that the authorization would expire. Remember, though, that this disclosure was delivered over 10 years earlier. The bank did provide statements with appropriate messaging that the customer could have read if he had logged in and looked at them. But he didn’t. Again, the bank did nothing wrong, but that isn’t the same as doing things right.
该银行没有做任何明显的错误。自动付款的注册表明确表明授权将过期。但请记住，这一披露是在十多年前发布的。该银行确实提供了带有适当信息的报表，如果客户登录并查看这些报表，他就可以阅读这些报表。但他没有。再说一遍，银行没有做错任何事，但这并不等于做正确的事。
This incident turned a brand evangelist into an angry customer—something that might take months or years to overcome.
这一事件让品牌传播者变成了愤怒的顾客——这可能需要数月或数年才能克服。
Is this man alone in reacting so strongly to a single bad experience? Not anymore. A 2022 Propel Software study found that “54% of all consumers would stop using a brand after just one bad experience.” Yet we all know that one bad customer experience over a customer lifecycle is not unlikely, no matter how good your people are.
只有这个人对一次糟糕的经历反应如此强烈吗？不再。 Propel Software 2022 年的一项研究发现，“54% 的消费者在经历过一次糟糕的体验后就会停止使用某个品牌。”然而我们都知道，无论您的员工有多优秀，在客户生命周期中出现糟糕的客户体验并非不可能。
The only defense for this is to avoid having problems in the first place.
对此的唯一防御措施就是从一开始就避免出现问题。
Better Updates Equals Better Service
更好的更新等于更好的服务
What if my friend’s mortgage company had sent a text the day after the first payment was late, providing a link to enable him to authorize automatic withdrawal for another 10 years? Had they done so, he would have happily reauthorized and felt thankful that his bank took such good care of him.
如果我朋友的抵押贷款公司在首次付款逾期后的第二天发送一条短信，提供一个链接，使他能够授权自动提款再延长 10 年，该怎么办？如果他们这样做了，他会很高兴重新授权，并感谢他的银行对他如此照顾。
Providing a link to a quick and easy way to mitigate a risk is just as important as the warning itself. Consider the loss in customer experience if the bank simply provided a general referral to its website. Even worse, if it linked to an app that he had never installed. Complexity adds unnecessary friction when simple tools can address almost any specific need securely.
提供一个快速、简单的方法来降低风险的链接与警告本身一样重要。如果银行只是提供对其网站的一般推荐，请考虑一下客户体验的损失。更糟糕的是，如果它链接到一个他从未安装过的应用程序。当简单的工具可以安全地满足几乎任何特定需求时，复杂性就会增加不必要的摩擦。
Such proactive solutions are instrumental in building trust and loyalty. When customers feel that a company genuinely cares about their well-being and strives to anticipate their needs, they are more likely to develop a sense of loyalty.
这种主动的解决方案有助于建立信任和忠诚度。当客户觉得公司真正关心他们的福祉并努力预测他们的需求时，他们更有可能产生忠诚感。
Anticipate Customer Needs
预测客户需求
We all know that providing exceptional customer care is no longer an option but a necessity. However, the paradigm has shifted from reactive support to proactive customer care. Proactive customer care anticipates customer needs and resolves issues before they arise. Helping customers avoid problems prevents those inevitable bad experiences and creates a strong sense of caring.
我们都知道，提供卓越的客户服务不再是一种选择，而是一种必需。然而，这种模式已经从被动支持转变为主动客户服务。主动的客户服务可以预测客户的需求并在问题出现之前解决问题。帮助客户避免问题可以防止那些不可避免的不良体验，并营造强烈的关怀感。
Proactive customer care demands continuous data analysis to spot potential future issues. With this knowledge, companies can preemptively address potential concerns, offer personalized solutions and suggest products or services that align with individual customer needs.
主动的客户服务需要持续的数据分析来发现未来潜在的问题。有了这些知识，公司可以先发制人地解决潜在的问题，提供个性化的解决方案，并建议符合个人客户需求的产品或服务。
How To Define Your Triggers
如何定义触发因素
Proactive care automation uses triggers to launch a proactive sequence. When a specific condition arises, a proactive protocol automatically alerts the customer.
主动护理自动化使用触发器来启动主动序列。当出现特定情况时，主动协议会自动向客户发出警报。
To define the right triggers, it is helpful to examine your contact center call logs to see why people are calling. This process helps you connect proactive actions to a desired outcome: Fewer costly customer service calls. Identify the top ten causes for service calls and try to identify data signals that can anticipate these issues. Focusing on the most common challenges enables you to drive the greatest benefit and vividly prove the value of proactive service.
要定义正确的触发器，检查联络中心呼叫日志以了解人们呼叫的原因会很有帮助。此流程可帮助您将主动行动与预期结果联系起来：减少昂贵的客户服务电话。确定服务呼叫的十大原因，并尝试识别可以预测这些问题的数据信号。专注于最常见的挑战使您能够获得最大的利益并生动地证明主动服务的价值。
For example, a cable company could send a note offering an upgraded plan when a customer reaches 90% of their monthly data allocation. The customer avoids a costly overage, and the company builds a more profitable long-term relationship. Similarly, a telecom provider could send the customer a payment reminder 24 hours before an unpaid bill is due. The customer avoids a late fee, and the company keeps another account current.
例如，当客户达到每月数据分配的 90% 时，有线电视公司可以发送一条说明，提供升级计划。客户避免了代价高昂的超额，而公司则建立了更有利可图的长期关系。同样，电信提供商可以在未付账单到期前 24 小时向客户发送付款提醒。客户避免了滞纳金，并且公司保留了另一个帐户的最新状态。
Once implemented, you can measure the effectiveness of a proactive initiative by how it impacts overall customer satisfaction and other relevant metrics. A payment reminder, for example, should help you reduce the number of delinquent accounts over time. There is often both an immediate impact as well as more gradual long-term gains as customers get in the habit of quickly responding to these alerts.
实施后，您可以通过主动计划如何影响总体客户满意度和其他相关指标来衡量主动计划的有效性。例如，付款提醒应该可以帮助您随着时间的推移减少拖欠帐户的数量。当客户养成快速响应这些警报的习惯时，通常会产生直接影响，也会带来更渐进的长期收益。
A Powerful Differentiator
强大的差异化因素
Done well, proactive customer care enhances brand reputation and differentiation. In a crowded marketplace where competitors offer similar products or services, exceptional customer service can be a powerful differentiator. By consistently delivering proactive support and exceeding customer expectations, businesses can carve out a distinct identity and position their brand as a leader in customer satisfaction and innovation.
如果做得好，主动的客户服务可以提高品牌声誉和差异化。在竞争激烈的市场中，竞争对手提供类似的产品或服务，卓越的客户服务可以成为强大的差异化因素。通过持续提供主动支持并超越客户期望，企业可以打造独特的身份，并将其品牌定位为客户满意度和创新的领导者。
Satisfied and loyal customers are more likely to make repeat purchases, upgrade to premium offerings and refer new customers to the business. By effectively utilizing proactive customer care strategies, companies can also attract new customers through positive word-of-mouth and reputation enhancement.
满意且忠诚的客户更有可能重复购买、升级到优质产品并将新客户推荐给该公司。通过有效利用主动的客户关怀策略，公司还可以通过积极的口碑和声誉提升来吸引新客户。
No one wins with a bad customer experience. But a proactive care strategy that uses continuous data analysis and streamlined mitigation experiences can help avoid this. It’s too late to fix my friend’s experience, but it’s never too late to make the next experience better.
没有人会因糟糕的客户体验而获胜。但使用持续数据分析和简化缓解经验的主动护理策略可以帮助避免这种情况。现在修复我朋友的体验已经太晚了，但让下一次体验变得更好永远不会太晚。
