提高客户满意度的 10 种策略

The Gist 要旨

• Boosted results. Improved customer satisfaction leads to increased loyalty.
  提高了结果。提高客户满意度可以提高忠诚度。
• Effective metrics. Regular feedback collection enhances service quality.
  有效的指标。定期收集反馈可以提高服务质量。
• Crucial strategy. Employee satisfaction indirectly impacts customer happiness.
  关键战略。员工满意度间接影响客户幸福感。

There was a time when the cliche, “The customer is always right,” defined the essence of customer satisfaction. But this was never really true. Back when this expression was in vogue, consumers had far fewer choices than today so, ultimately, customer satisfaction wasn’t really a big concern.
曾经有一段时间，“客户永远是对的”这句陈词滥调定义了客户满意度的本质。但这从来都不是真的。当这种表达方式流行时，消费者的选择比现在少得多，因此最终，客户满意度并不是一个大问题。

The US auto industry of the late 1970s and ‘80s epitomized this reality. It turned out lousy, dangerous cars for years. This complete lack of concern for its customers’ satisfaction and well-being opened the door for foreign competitors from Japan and Europe to take over the top spots for quality and safety for decades to come.
20 世纪 70 年代末和 80 年代的美国汽车工业就是这一现实的缩影。多年来，这些汽车一直是劣质、危险的汽车。这种对客户满意度和福祉的完全不关心，为来自日本和欧洲的外国竞争对手在未来几十年内占领质量和安全的领先地位打开了大门。

Today, all of that has changed. Unsatisfied customers have seemingly unlimited choice and, even worse for vendors, unlimited and very public ways to express their displeasure.
今天，这一切都改变了。不满意的顾客似乎有无限的选择，对供应商来说更糟糕的是，有无限的、非常公开的方式来表达他们的不满。

What Is Customer Satisfaction Today?
今天的客户满意度是什么？

“Customer satisfaction has changed over time,” said Alex McIntosh, CEO and co-founder of Thrive Natural Care, a regenerative skincare brand. “It used to mean a customer was happy with their purchase. Today, it is about the total experience from acquisition to post-purchase and repurchase.”
再生护肤品牌 Thrive Natural Care 的首席执行官兼联合创始人 Alex McIntosh 表示：“客户满意度随着时间的推移而发生变化。过去，这意味着客户对他们的购买感到满意。如今，它涉及的是来自消费者的总体体验。”收购到购买后和回购。”

Customer satisfaction has become an all encompassing metric. It’s now a term used by marketing, public relations and customer service professionals to understand how their customers view the brand overall. It goes far beyond a single interaction or transaction. According to the chatbot maker Reve Chat, customer satisfaction “is defined as how happy your customers are using your company’s products or services. It can be also reflected in how they rate your business and how they refer it to their friends or families.”
客户满意度已成为一个包罗万象的指标。现在，营销、公共关系和客户服务专业人士使用这个术语来了解客户对品牌的整体看法。它远远超出了单一的交互或交易。根据聊天机器人制造商 Reve Chat 的说法，客户满意度“被定义为客户使用公司产品或服务的满意度。这也可以反映在他们如何评价您的业务以及如何将您的业务推荐给他们的朋友或家人。”

How Customer Satisfaction Is Measured
如何衡量客户满意度

There are a lot of ways to measure customer satisfaction. Net promoter score (NPS), for example, is often held out as the gold standard for whether or not customers value an organization’s products or services.
有很多方法可以衡量客户满意度。例如，净推荐值 (NPS) 通常被视为客户是否重视组织的产品或服务的黄金标准。

Some companies look at retention rates and repeat purchases, while others use surveys, social media tracking and interactions and online reviews to build up a picture of what their customers think. Organizations also use the customer satisfaction score (CSAT) and customer effort score (CES) to understand how their customers feel, according to Reve Chat.
一些公司关注保留率和重复购买，而另一些公司则利用调查、社交媒体跟踪和互动以及在线评论来了解客户的想法。 Reve Chat 表示，组织还使用客户满意度评分 (CSAT) 和客户努力评分 (CES) 来了解客户的感受。

To track his customer’s happiness, McIntosh looks at repurchase rates and average order value. The higher the average order, the greater the customer satisfaction. He also measures less quantifiable metrics such as review frequency, average rating and other social media-based scores.
为了追踪客户的幸福感，麦金托什关注了复购率和平均订单价值。平均订单量越高，客户满意度就越高。他还衡量不太量化的指标，例如评论频率、平均评分和其他基于社交媒体的分数。

“Because we are taking an omnichannel approach to our marketing and sales, we also know that all of these metrics need to be looked at as a whole, but additionally broken down into their own analysis,” he said. “The more we are able to understand, the better we can be at driving overall satisfaction.”
“因为我们采用全渠道方法进行营销和销售，所以我们也知道所有这些指标都需要作为一个整体来看待，但还需要分解为各自的分析，”他说。 “我们了解得越多，就越能提高整体满意度。”

Why Customer Satisfaction Is important
为什么客户满意度很重要

Customer satisfaction is a key component of increasing revenues, profits and reducing churn. Yet companies seem to be failing when it comes to improving this all-important metric. Customer satisfaction is at its lowest levels in two decades, according to the American Customer Satisfaction Index.
客户满意度是增加收入、利润和减少客户流失的关键组成部分。然而，在改善这一至关重要的指标方面，公司似乎失败了。根据美国客户满意度指数，客户满意度处于二十年来的最低水平。

According to the jobs site Indeed, improving customer satisfaction levels can help a business build business word of mouth and positive reviews. Managed correctly, this, in turn, can lead to an increase in profits as well as generate greater brand loyalty. It can also reduce new customer acquisition costs.
根据招聘网站 Indeed 的说法，提高客户满意度可以帮助企业建立口碑和积极评价。如果管理得当，这反过来可以带来利润的增加并产生更高的品牌忠诚度。它还可以降低新客户获取成本。

“Customer satisfaction is pivotal as it directly impacts your bottom line,” said Nik Nicholas, the founder and CEO of Covelent, a UK-based data consultancy. “Furthermore, in an increasingly competitive business environment, customer satisfaction serves as a key differentiator, driving your business’s reputation and market position.” 
英国数据咨询公司 Covelent 的创始人兼首席执行官尼克·尼古拉斯 (Nik Nicholas) 表示：“客户满意度至关重要，因为它直接影响您的利润。” “此外，在竞争日益激烈的商业环境中，客户满意度是一个关键的差异化因素，可以提高您的企业声誉和市场地位。”

10 Ways to Increase Customer Satisfaction
提高客户满意度的 10 种方法

The easiest and fastest way to increase customer satisfaction over time is to provide a good service or product at a fair price so customers feel like they are getting value from the interactions they have with your organization.
随着时间的推移，提高客户满意度的最简单、最快的方法是以合理的价格提供优质的服务或产品，让客户感觉他们从与您的组织的互动中获得了价值。

While value and quality can be viewed as table-stakes for customer satisfaction (no one likes to feel ripped off), there are many process-oriented things the organizations can do that will have a positive impact on customer satisfaction. 
虽然价值和质量可以被视为客户满意度的赌注（没有人喜欢被敲诈的感觉），但组织可以做许多面向流程的事情，这将对客户满意度产生积极影响。

While this list is not exhaustive, it is a great place to start:
虽然此列表并不详尽，但它是一个很好的起点：

1. Offer omnichannel support. Omnichannel support increases customer satisfaction by giving customers the option to initiate and receive support from your organization via their preferred channel.
1. 提供全渠道支持。全渠道支持让客户可以选择通过他们的首选渠道发起和接收来自您组织的支持，从而提高客户满意度。

2. Empower CSRs. Back up omnichannel support with customer service representatives who are well-trained, empathetic, and empowered to answer customer questions and make decisions on the spot to solve problems. For example, The Ritz-Carlton has for years given its employees permission to spend up to $2,000 per day to delight their guests.
2. 赋予企业社会责任权力。由训练有素、富有同理心并有权回答客户问题并当场做出决策来解决问题的客户服务代表提供全渠道支持。例如，丽思卡尔顿酒店多年来一直允许其员工每天最多花费 2,000 美元来取悦客人。

3. Act on negative reviews and customer complaints. When customers complain, listen and act. For example, if they complain on social media or a review site like Yelp, respond to their complaint in a timely manner. The challenge for most organizations is most customers don’t complain. They just move on to another provider.
3. 针对负面评论和客户投诉采取行动。当顾客抱怨时，倾听并采取行动。例如，如果他们在社交媒体或 Yelp 等评论网站上投诉，请及时回复他们的投诉。大多数组织面临的挑战是大多数客户不会抱怨。他们只是转向另一个提供商。

At lawncare provider GreenPal, the company actively collects feedback through customer surveys and reviews to understand their customers’ experiences better.
在草坪护理提供商 GreenPal，该公司通过客户调查和评论积极收集反馈，以更好地了解客户的体验。

“One example of how we acted on customer feedback was when we received multiple requests for enhanced scheduling flexibility,” said co-founder Gene Caballero. “Taking this feedback into account, we introduced a new feature that allows customers to schedule their lawn care services at their preferred date and time. This enhancement has resulted in improved customer satisfaction by providing greater convenience and control.”
“我们如何根据客户反馈采取行动的一个例子是，当我们收到多个增强调度灵活性的请求时，”联合创始人 Gene Caballero 说。 “考虑到这一反馈，我们推出了一项新功能，允许客户在他们喜欢的日期和时间安排草坪护理服务。这一增强功能提供了更大的便利性和控制力，从而提高了客户满意度。”

4. Measure your customer satisfaction regularly. Once you’ve collected enough information, put in the time to understand what the data says. If you see something you can act on quickly, do so. Don’t let problems fester until the impact to your brand becomes insurmountable.
4. 定期衡量客户满意度。一旦你收集了足够的信息，就花时间去理解数据的含义。如果您发现可以快速采取行动的事情，请立即采取行动。不要让问题恶化，直到对您的品牌的影响变得无法克服。

5. Reduce wait times. This one’s pretty straightforward. Basically, nobody likes to wait. This goes doubly true in today’s world where what used to take days or even weeks can be done in seconds online. Also, people are busier than ever and, therefore, less patient than ever with slow service.
5. 减少等待时间。这个非常简单。基本上，没有人喜欢等待。在当今世界，这一点更加正确，以前需要几天甚至几周的事情现在可以在网上几秒钟内完成。此外，人们比以往任何时候都更加忙碌，因此，对于缓慢的服务也比以往任何时候都缺乏耐心。

6. Offer easy, simple refunds. Most retailers can probably blame Amazon for this one but to the company’s credit it made sending items back as easy (if not easier) than buying them — all with no questions asked. Depending on the product or service obviously this isn’t always possible. Whenever it is possible, make sure your refund process favors the customer and not the company.
6. 提供轻松简单的退款。大多数零售商可能会将此归咎于亚马逊，但值得该公司称赞的是，它使寄回商品变得比购买商品更容易（如果不是更容易的话）——而且没有任何问题。显然，这并不总是可行，具体取决于产品或服务。只要有可能，请确保您的退款流程有利于客户而不是公司。

7. Offer free shipping. Once again Amazon really moved the needle on free shipping. This goes for free shipping on returns as well. Now most organizations offer some form of it typically with some dollar value attached. It is a great perk and people love it.
7. 提供免费送货服务。亚马逊再次真正推动了免费送货。这也适用于退货免费送货。现在，大多数组织都提供某种形式的服务，通常附加一定的美元价值。这是一项很棒的福利，人们喜欢它。

8. Prioritize employee satisfaction. Well this one isn’t directly related to customer service. It goes without saying that if your employees are unhappy then they are going to be less willing to make your customers happy.
8. 优先考虑员工满意度。嗯，这与客户服务没有直接关系。不言而喻，如果您的员工不满意，那么他们就不太愿意让您的客户满意。

9. Engage in random acts of kindness. Tori Gerbig, co-founder and CEO of Pink Lily, a boutique clothing site for women, periodically visits the company’s warehouse to select orders to send to customers for free as a gesture of appreciation. 
9. 随意参与善举。女装精品网站 Pink Lily 的联合创始人兼首席执行官托里·格比格 (Tori Gerbig) 定期访问该公司的仓库，挑选订单免费发送给顾客，以示谢意。

“These random acts of kindness create additional moments of surprise and delight, reinforcing the brand’s commitment to building genuine connections and exceeding customer expectations,” said Chris Gerbig, Pink Lily’s co-founder and president.
Pink Lily 联合创始人兼总裁 Chris Gerbig 表示：“这些随机的善意行为创造了额外的惊喜和喜悦时刻，强化了该品牌致力于建立真诚联系并超越客户期望的承诺。”

10. Be honest and own your mistakes. Everybody makes mistakes and companies and organizations are simply an extension of the people who work there and run them. This means they are going to mess up from time to time. When mistakes do happen, it’s always best to own up to them and do your best to remedy the situation as quickly as possible. 
10. 诚实并承认自己的错误。每个人都会犯错误，公司和组织只是在那里工作和经营的人的延伸。这意味着他们有时会搞砸。当错误确实发生时，最好总是承认错误并尽最大努力尽快纠正这种情况。

“By taking responsibility, you show that you’re authentic, you genuinely care about your customers’ experience with your business, and you’ll generate trust with your audience for being honest,” said Flori Needle, a senior content manager at Hubspot.
Hubspot 高级内容经理 Flori Needle 表示：“通过承担责任，你可以表明你是真诚的，你真正关心客户对你的业务的体验，并且你会因诚实而赢得受众的信任。”

According to Salesforce research, 78% of consumers will do business with a company again if they own their mistakes and provide excellent customer service.
根据 Salesforce 的研究，如果一家公司承认自己的错误并提供卓越的客户服务，78% 的消费者会再次与该公司开展业务。

“When it comes to customer service and engagement, Pink Lily connects with the customer throughout the entire journey to make it a rewarding shopping experience,” said Chris Gerbig. “Whether it’s using SMS to alert customers of their shipment and provide tracking, or allowing them to help the buyers make inventory purchase decisions on Instagram, Pink Lily’s [customer service] agents go above and beyond to improve their customers’ experience.
“在客户服务和参与方面，Pink Lily 在整个旅程中与客户保持联系，使其成为一次有益的购物体验，”Chris Gerbig 说道。 “无论是使用短信提醒客户发货情况并提供跟踪，还是允许他们帮助买家在 Instagram 上做出库存购买决策，Pink Lily 的[客户服务]代理都竭尽全力改善客户体验。