本文源引自Phys Fisher在《CX Today》2024年3月20日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
Director of CX and Insight at Holland & Barrett, Georgie White, discusses the UK’s dwindling customer satisfaction levels and how your market research strategy could be impacting CX.
Holland & Barrett 的客户体验和洞察总监 Georgie White 讨论了英国不断下降的客户满意度水平以及您的市场研究策略如何影响客户体验。
The latest UK Customer Satisfaction Index report has revealed that customer satisfaction levels have hit their lowest point in six years.
最新的英国客户满意度指数报告显示，客户满意度已降至六年来的最低点。
The research quizzed UK customers on how they rate organizations across 13 sectors and five customer satisfaction signifiers, with numbers having fallen year-on-year in every category.
该研究询问了英国客户如何评价 13 个行业的组织和 5 个客户满意度指标，每个类别的数字均同比下降。
As the Director of CX and Insight at Holland & Barrett, as well as having recently been appointed to the board of the Market Research Society (MRS), Georgie White can provide both a CX and insights perspective on the issue.
作为 Holland & Barrett 的客户体验和洞察总监，以及最近被任命为市场研究协会 (MRS) 的董事会成员，Georgie White 可以就该问题提供客户体验和洞察视角。
In the discussion with CX Today, White explains how the number of customer service tech innovations that have become available in recent times have contributed to a rise in customer expectations, which businesses have struggled to keep pace with.
在与 CX Today 的讨论中，White 解释了近年来出现的大量客户服务技术创新如何导致客户期望的提高，而企业一直在努力跟上这种期望。
Where companies have managed to maintain better customer satisfaction levels in certain sectors, White believes it is down to organizations “having to compete on customer experience,” with the level of competition forcing them to improve their offerings.
怀特认为，如果公司能够在某些领域保持更好的客户满意度，那么这取决于组织“必须在客户体验上进行竞争”，而竞争的程度迫使他们改进产品。
The demand and the desire are so much that they are absolutely having to put the customer at the heart of everything they do, and make sure that they are delivering. It is an incredibly competitive world.
需求和愿望是如此之大，以至于他们绝对必须将客户置于他们所做的一切的核心，并确保他们能够交付。这是一个竞争异常激烈的世界。
White also discusses where companies are going wrong and what they are getting right with AI implementation in the CX sector. She outlines the infancy of the tech, and champions the need for it to be seamless to the point that it goes unnoticed by the customer.
White 还讨论了公司在 CX 领域实施人工智能时出错的地方以及他们的正确做法。她概述了这项技术的起步阶段，并支持它需要无缝到不被客户注意到的程度。
However, she also raises concerns about diversity in AI – highlighting how the tech underrepresents women and certain ethnicities.
然而，她也对人工智能的多样性表示担忧——强调该技术如何低估了女性和某些种族的代表性。
Another issue discussed is the danger of CX decision-makers unintentionally using their own biases during the market research process. White champions the need not just to listen to your customers but to actually incorporate that information into your CX program.
讨论的另一个问题是 CX 决策者在市场研究过程中无意中使用自己的偏见的危险。 White 主张不仅需要倾听客户的意见，而且还需要将这些信息实际纳入您的 CX 计划中。
One of Holland & Barrett’s biggest recent CX successes has been its ‘Every Menopause Matters’ campaign. White details how the idea came about, how the campaign was implemented, and how it has resonated with customers.
Holland & Barrett 最近在 CX 方面取得的最大成功之一是“每个更年期都很重要”活动。怀特详细介绍了这个想法是如何产生的、该活动是如何实施的以及它如何与客户产生共鸣。
It’s worked really well for us. We saw fantastic levels of engagement both internally and externally – enabling us to marry the employee experience and the customer experience.
这对我们来说非常有效。我们看到了内部和外部的出色参与度，使我们能够将员工体验和客户体验结合起来。
You can read Georgie’s full thoughts on all of the above and much more below:
您可以在下面阅读乔治对上述所有内容以及更多内容的完整想法：
Why Are UK Customers Unsatisfied?
为什么英国客户不满意？
UK customer satisfaction is at its lowest level in over six years, but in the breakdown of the data, the non-grocery retail sector – which is where Holland and Barrett would fall – was the best performing. So, the question has two parts: why do you think customer satisfaction is falling? And why do you think non-grocery retail is managing to outperform the other sectors?
英国的客户满意度处于六年多来的最低水平，但从数据细分来看，非杂货零售行业（这也是 Holland 和 Barrett 的落脚点）表现最好。因此，问题分为两个部分：您认为客户满意度为何下降？为什么您认为非杂货零售业的表现优于其他行业？
Georgie White 乔吉·怀特
These days, customers have got a number of choices and a number of options as to where they put their hard-earned incomes, so that’s raising their expectations.
如今，客户有多种选择，可以选择将辛苦赚来的收入花在哪里，这提高了他们的期望。
Also, there are a number of innovations that are driving lots of different sectors, and these are really fueling expectations into other sectors.
此外，还有许多创新正在推动许多不同行业的发展，这些创新也确实激发了人们对其他行业的期望。
Interestingly, while there’s been this increase in customer expectation, at the same time, businesses obviously need to be much more efficient.
有趣的是，尽管客户期望不断提高，但与此同时，企业显然需要提高效率。
There’s also been various kinds of cost challenges, which has made it really important part for insight teams, organizations, etc to ensure they are marrying those two data points. And what often happens is they have separate conversations, whereas they should be brought together.
还存在各种成本挑战，这使得洞察团队、组织等确保将这两个数据点结合起来变得非常重要。经常发生的情况是，他们应该分开谈话，但他们应该聚在一起。
The second part of your question on why non-grocery is pulling apart, I think there’s a few different dynamics happening there.
关于为什么非杂货行业正在分裂的问题的第二部分，我认为那里发生了一些不同的动态。
But effectively, organizations are having to compete on customer experience. The demand and the desire is so much there that they are absolutely having to put the customer at the heart of everything they do, and make sure that they are delivering. It is an incredibly competitive world.
但实际上，组织必须在客户体验方面进行竞争。那里的需求和愿望是如此之大，以至于他们绝对必须将客户置于他们所做的一切的核心，并确保他们能够交付。这是一个竞争异常激烈的世界。
And the biggest non-grocer in the world, Amazon, very much sets the expectations from a customer perspective.
世界上最大的非杂货商亚马逊在很大程度上从客户的角度设定了期望。
Does AI = Better Customer Satisfaction?
人工智能=更好的客户满意度吗？
The UKCSI report also highlighted a correlation between AI and higher levels of customer satisfaction. How do you feel about the proliferation of AI in the CX and customer service sector in recent times? And how do you think it is best utilized?
UKCSI 报告还强调了人工智能与更高水平的客户满意度之间的相关性。您对近年来人工智能在客户体验和客户服务领域的普及有何看法？您认为如何最好地利用它？
Georgie White 乔吉·怀特
Without a doubt, there’s a huge proliferation and there’s even more that’s going to be coming.
毫无疑问，这种情况正在大量扩散，而且还会有更多。
You know, we’re all still figuring out what it means, how we use it, how we deploy it, and how it really benefits both organization and customer – and where it doesn’t as well, quite frankly.
您知道，我们仍在弄清楚它的含义、如何使用它、如何部署它，以及它如何真正使组织和客户受益——坦率地说，它在哪些方面效果不佳。
When it’s at its best is often when the customer actually doesn’t realize or doesn’t notice, which I think is a really interesting dynamic.
当它处于最佳状态时，通常是客户实际上没有意识到或没有注意到，我认为这是一个非常有趣的动态。
I think there are two aspects to when it’s at its worst. One is when customers really notice and they get really frustrated. Everyone will have examples of where they know they’re dealing with a chatbot and they’re getting more and more irritated as they type away. Whereas when it goes from chatbots to human in a very seamless, integrated way is when it’s at its best.
我认为最糟糕的时候有两个方面。一是当客户真正注意到并且他们感到非常沮丧时。每个人都会有这样的例子：他们知道自己正在与聊天机器人打交道，但当他们打字时，他们会变得越来越恼火。而当它以一种非常无缝、集成的方式从聊天机器人转移到人类时，它就处于最佳状态。
The other time when it’s at its worst is actually due to some of the bias that exists.
另一次情况最糟糕的时候实际上是由于存在一些偏见。
That’s a hugely important one, both from a customer experience perspective but also from an insight perspective, because AI doesn’t know what it doesn’t know. And as users, we don’t know what we don’t know.
无论是从客户体验的角度还是从洞察的角度来看，这一点都非常重要，因为人工智能不知道它不知道什么。作为用户，我们不知道我们不知道什么。
AI massively underrepresents women, and it underrepresents certain ethnicities.
人工智能在很大程度上低估了女性的代表性，也低估了某些种族的代表性。
So, in certain sectors it is a real issue, and as practitioners of CX, we need to really ensure that we are cognizant and tackling that bias.
因此，在某些领域，这是一个真正的问题，作为客户体验的从业者，我们需要真正确保我们认识到并解决这种偏见。
It’s not to say AI can’t still help, but otherwise we can compound the problem much further.
这并不是说人工智能仍然无法提供帮助，但否则我们可能会使问题进一步复杂化。
So, from a CX perspective, it could mean that you are excluding certain parts of society in the customer experience tools and solutions you are developing – and that is a real issue.
因此，从客户体验的角度来看，这可能意味着您正在开发的客户体验工具和解决方案中排除了社会的某些部分——这是一个真正的问题。
Making the Most of Market Research
充分利用市场研究
I’ve heard you talk in the past about the importance of talking to your customers to truly understand what they want. Could you expand on that? Are there any tips or strategies that you use to bring about those insightful conversations with customers?
我过去听您说过与客户交谈以真正了解他们想要什么的重要性。你能详细谈谈？您是否使用任何技巧或策略来与客户进行富有洞察力的对话？
Georgie White 乔吉·怀特
When it comes to customer experience, as decision makers we need to ensure that we’re putting the perspectives of others into our CX programs.
在客户体验方面，作为决策者，我们需要确保将他人的观点纳入我们的 CX 计划中。
It’s very easy to use our own biases, but very rarely do decision makers actually reflect the customer that they’re targeting.
我们很容易利用自己的偏见，但决策者很少真正反映他们的目标客户。
And say from an insight perspective, there are three areas that are really, really important.
从洞察力的角度来看，有三个领域非常非常重要。
First is that you are ensuring you are representing the voice – representing your target customer.
首先，你要确保你代表了声音——代表你的目标客户。
Secondly, that you’re taking that insight, and you are translating it to what is most important to the business.
其次，您正在获取这种洞察力，并将其转化为对业务最重要的内容。
So, if it’s the revenue, if it’s reducing costs, if it’s the uplift, if it’s managing regulation – whatever it is, you take what you’re learning, and you put it in a way that your stakeholders can really engage with.
因此，如果是收入，如果是降低成本，如果是提升，如果是管理监管——无论是什么，你都会吸收你所学到的东西，并以利益相关者可以真正参与的方式来表达。
And then the third is making sure that you represent your customer fully. And what I really mean by that is at the moment, about 20% of the UK population – and it’s even bigger if you go across different markets – is excluded from most market research.
第三是确保你完全代表你的客户。我真正的意思是，目前大约 20% 的英国人口（如果你跨越不同的市场，这个数字甚至更大）被排除在大多数市场研究之外。
So, if we’re not giving them a voice, then nobody is.
因此，如果我们不给予他们发言权，那么就没有人可以发言。
Lessons From H&B’s ‘Every Menopause Matters’ Campaign
H&B 的“每个更年期都很重要”活动的经验教训
I wanted to ask you about the success of your ‘Every Menopause Matters’ campaign. How did the campaign come about and how has it resonated with your customers so far?
我想问一下您的“每个更年期都很重要”活动的成功情况。该活动是如何开展的？到目前为止，它与您的客户产生了怎样的共鸣？
Georgie White 乔吉·怀特
The campaign came about really from identifying a few key insights around what customers going through the menopause were really looking for there.
该活动的真正目的是确定一些关键的见解，了解更年期的顾客真正在寻找什么。
And one of the issues we identified was the fact that not only is it still considered to be, but actually for certain parts of society, the menopause is even more of an issue, and they have nowhere to go.
我们发现的问题之一是，不仅人们仍然认为更年期，而且实际上对于社会的某些部分来说，更年期更是一个问题，他们无处可去。
So, based on the insight and the data, that led us to really understanding the problem and working with our marketing agencies to identify a way of unlocking this issue.
因此，基于洞察力和数据，这使我们真正了解了问题，并与我们的营销机构合作，找出解决此问题的方法。
It was about supporting them in realizing that they had somewhere they could go. That could be online, or it could also be into stores with our specifically trained colleagues who are there to support.
这是为了支持他们认识到他们有可以去的地方。这可以是在线的，也可以是通过我们经过专门培训的同事在商店提供支持的。
So, taking and trying to take some of the taboo out of it and recognizing that the solutions didn’t necessarily exist for everybody. So, very much a customer-centric insight driven campaign.
因此，采取并尝试消除其中的一些禁忌，并认识到解决方案并不一定适合每个人。因此，这是一场以客户为中心的洞察力驱动的活动。
It’s worked really well for us. We saw fantastic levels of engagement both internally and externally – enabling us to marry the employee experience and the customer experience.
这对我们来说非常有效。我们看到了内部和外部的出色参与度，使我们能够将员工体验和客户体验结合起来。
