本文源引自Alan J.Porter在《CMSWIRE》2023年2月15日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
Are you measuring and interacting with your satisfied customers? Learn why it’s essential and five steps to understand their needs and improve your CX.
您是否正在衡量满意的客户并与他们互动？了解为什么它很重要，以及了解他们的需求并改进您的客户体验的五个步骤。
The Gist 要旨
- Solving problems. Every company exists to solve problems with its product or service, and it’s crucial to know if we are fulfilling that need.
解决问题。每家公司的存在都是为了解决其产品或服务的问题，了解我们是否满足这一需求至关重要。 - Don’t just measure dissatisfaction. While we’re good at measuring interactions with dissatisfied customers, we should also measure and interact with satisfied customers to further improve the relationship we have with them.
不要仅仅衡量不满意程度。虽然我们擅长衡量与不满意的客户的互动，但我们也应该衡量与满意的客户的互动，以进一步改善我们与他们的关系。 - Understand and keep ’em happy. To understand customer needs, we should talk to customers and prospects, set up search reports for positive phrases, monitor review sites and respond to both good and bad reviews, engage with satisfied customers, do our research and encourage positivity.
理解并让他们开心。为了了解客户的需求，我们应该与客户和潜在客户交谈，建立积极短语的搜索报告，监控评论网站并对好评和差评做出回应，与满意的客户互动，进行研究并鼓励积极性。
I usually try to start my week by posting a little something extracted from my book “CX Trinity” on Twitter and LinkedIn with the hashtag #CXThought. The morning I sat down to start on this article I posted the following: Every company, no matter what its size, exists to solve problems with its product or service. We are in business to fulfill a need, and that need is our customers’ need.
我通常会尝试在 Twitter 和 LinkedIn 上发布一些从我的书“CX Trinity”中摘录的内容来开始我的一周，并使用主题标签#CXThought。早上我坐下来开始写这篇文章时，我发布了以下内容：每家公司，无论规模大小，其存在都是为了解决其产品或服务的问题。我们开展业务是为了满足需求，而这种需求就是我们客户的需求。
That got me thinking: How do we know if we are fulfilling that need?
这让我思考：我们如何知道我们是否满足了这种需求？
Measuring Happiness for Continual Improvement of Customer Relationships
衡量幸福感以持续改善客户关系
When I logged in to the company Slack channel a few hours later, I saw a post from a member of our support team that led with, “please find below feedback from a satisfied customer.” Note his emphasis on the word satisfied: Reading through the customer’s feedback, I noticed his use of phrases like “exhaustive and complete,” “easy to use,” “easy to configure,” “adaptable,” “comfortable to do my work with,” “simple to run,” “easy to test,” “understand how it works” and “consistent.”
几个小时后，当我登录公司 Slack 频道时，我看到我们支持团队的一名成员发布的帖子，其中开头写道：“请在下面找到来自满意客户的反馈。”请注意他对“满意”一词的强调：阅读客户的反馈后，我注意到他使用了“详尽且完整”、“易于使用”、“易于配置”、“适应性强”、“可以轻松完成工作”等短语。 ”、“运行简单”、“易于测试”、“理解它是如何工作的”和“一致”。
That feedback would indicate to me that the product he was using was definitely meeting his needs. But how do we as a product company capture and measure that?
该反馈向我表明他正在使用的产品绝对满足他的需求。但作为一家产品公司，我们如何捕捉和衡量这一点呢？
Measuring the Good and the Bad CX
衡量 CX 的好坏
We are good at measuring interactions with dissatisfied customers, be that through tracking support calls, Net Promoter Scores, or negative reviews and mentions on various social media channels. And we need to do that to make sure we help those who are having a suboptimal experience with our products. But shouldn’t we also be measuring and interacting with those whose needs we are satisfying?
我们擅长通过跟踪支持电话、净推荐值或各种社交媒体渠道上的负面评论和提及来衡量与不满意客户的互动。我们需要这样做，以确保我们能够帮助那些对我们的产品体验不佳的人。但我们难道不应该衡量那些我们满足其需求的人并与之互动吗？
It’s nice to get a good review or a positive email, but let’s also use that to help us further improve the relationship we have with our customers.
获得好评或积极的电子邮件固然很好，但我们也可以利用它来帮助我们进一步改善与客户的关系。
In my last column I talked about using storytelling to drive the customer experience, and one of the areas I highlighted is developing empathy for our customers. At the end of the day that’s what I believe may be the most important metric of all: Are we providing the product or solution that satisfies our customers’ needs?
在我的上一篇专栏中，我谈到了使用讲故事来推动客户体验，我强调的一个领域是培养对客户的同理心。归根结底，我认为这可能是最重要的指标：我们是否提供了满足客户需求的产品或解决方案？
5 Steps to Understanding Customer Needs
了解客户需求的 5 个步骤
Talk to Customers and Prospects
与客户和潜在客户交谈
Understand why they are researching and buying your product. This may seem obvious, but I am constantly amazed at companies that make it difficult for their staff to interact with customers either through functional boundaries, or lack of access to customer-facing systems. Knowing the customer is the responsibility of everyone in the organization, not just the sales and support staff; I encourage companies to take a close look at their organization: Who actually interfaces with the customer? What information do they capture? Do they feed that back? Do the people who design your products, or create information and content that your customers use, actually have access to customers to get feedback? Do your staff members know what your customers do and how they actually use your products?
了解他们为什么研究和购买您的产品。这似乎是显而易见的，但我总是对一些公司感到惊讶，这些公司让员工很难通过职能边界或无法访问面向客户的系统来与客户互动。了解客户是组织中每个人的责任，而不仅仅是销售和支持人员；我鼓励公司仔细审视他们的组织：谁真正与客户互动？他们捕获什么信息？他们会反馈这些吗？设计您的产品或创建客户使用的信息和内容的人员是否真的可以接触客户以获取反馈？您的员工是否知道您的客户在做什么以及他们实际如何使用您的产品？
Set up Search Reports for Positive Phrases
设置正面短语的搜索报告
Satisfied customers are rarely heard from. They don’t log support calls and rarely send emails. We need to listen out for them just as much as we need to listen to the unhappy customer, but it takes more effort. We need to be proactive in finding the happy customer. Remember the note from the support call I mentioned earlier and those phrases that were used. Find similar examples that fit your product or service, and then set up programmatic searches linking those phrases with your product names. You may be surprised at what you find.
很少听到满意的顾客的消息。他们不记录支持电话，也很少发送电子邮件。我们需要倾听他们的声音，就像我们需要倾听不满意的客户的声音一样，但这需要付出更多的努力。我们需要积极主动地寻找满意的客户。请记住我之前提到的支持电话中的注释以及使用的那些短语。查找适合您的产品或服务的类似示例，然后设置将这些短语与您的产品名称链接起来的程序化搜索。您可能会对您的发现感到惊讶。
Monitor Review Sites and Respond to Both Good and Bad Reviews
监控评论网站并对好评和差评做出回应
If you aren’t monitoring the third-party review sites and social media groups that include your industry — and just as importantly, your customers’ industries — you should be. These are great places to monitor customer sentiment and get a feel for what isn’t working, and equally what is. And don’t just read them; take part. Don’t just respond to the people who post with problems either. Thank the ones who say nice things about you.
如果您没有监控包含您所在行业（同样重要的是，您客户所在行业）的第三方评论网站和社交媒体群组，那么您应该进行监控。这些是监控客户情绪并了解哪些内容不起作用以及哪些内容有效的好地方。不要只是阅读它们；还要阅读它们。参与。也不要只回复那些发帖提出问题的人。感谢那些说你好话的人。
Engage with Satisfied Customers — They Can Be Your Best Cheerleaders
与满意的客户互动——他们可以成为你最好的啦啦队长
In fact, go beyond just a “thank you” with satisfied customers; engage them in conversation. Find out what they like about your product, ask what problems it solved, get to understand them and their individual needs; doing so will then help you gain understanding of their broader industry needs. Engaging in conversation with happy customers helps develop an ongoing relationship that often results in positive word of mouth and peer recommendations.
事实上，不仅仅是对满意的客户说一声“谢谢”；让他们参与对话。了解他们喜欢您的产品的哪些方面，询问产品解决了哪些问题，了解他们以及他们的个人需求；这样做将帮助您了解他们更广泛的行业需求。与满意的客户进行对话有助于建立持续的关系，这通常会产生积极的口碑和同行推荐。
Do Your Research 做你的研究
When interacting with your customers and developing those empathetic relationships, do your research. Know what products of yours, or even competitors’ products, they have and why they bought them. Understand the common challenges in their industries. Use the language they use.
在与客户互动并发展同理心关系时，请进行研究。了解您的产品，甚至竞争对手的产品，以及他们购买这些产品的原因。了解其行业中的共同挑战。使用他们使用的语言。
Act Positive, Be Positive, Encourage Positivity
积极行动，保持积极态度，鼓励积极性
This doesn’t need much explanation. Happy customers are generally in a positive frame of mind. Encourage that and work with them so that that you can ensure that future interactions help them stay positive and happy.
这不需要太多解释。快乐的顾客通常处于积极的心态。鼓励他们并与他们合作，确保未来的互动能够帮助他们保持积极和快乐。
