本文源引自Brianna Langley Henderson在《CMSWIRE》2024年3月27日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
The Gist 要旨
- Industry-focused approach. Narrowing the email funnel to specific industries improves the customer journey for new clients.
以行业为中心的方法。将电子邮件渠道缩小到特定行业可以改善新客户的客户旅程。 - Frontline insights matter. Empowering frontline employees with platforms for idea sharing can boost customer satisfaction by 10%.
一线洞察很重要。为一线员工提供创意分享平台可以将客户满意度提高 10%。 - Integrating perspectives. Actively incorporating frontline insights into decision-making enhances customer journey strategies.
整合观点。积极将一线洞察融入决策中可以增强客户旅程策略。
Indulge me for a moment and allow me to take you behind the scenes of my role at Bailey International, where I was tasked recently with spearheading a project to overhaul our welcome email series for new customers as part of our customer journey strategies. Initially, our plan was straightforward: tailor the emails based on the specific product brands we offer.
请允许我先介绍一下我在 Bailey International 的幕后工作，我最近的任务是带头一个项目，彻底修改我们为新客户提供的欢迎电子邮件系列，作为我们客户旅程战略的一部分。最初，我们的计划很简单：根据我们提供的特定产品品牌定制电子邮件。
But then, a conversation with our customer service manager flipped the script.
但后来，与我们的客户服务经理的对话改变了剧本。
Instead of focusing on products, she suggested narrowing the funnel around specific industries. This, she emphasized, would make the customer journey far more intuitive for brand new customers. And she was right. By tapping into her firsthand experience with new customers, we crafted a more customer-centric strategy that resonated more deeply with our audience.
她建议不要专注于产品，而是缩小特定行业的漏斗范围。她强调，这将使新客户的客户旅程更加直观。她是对的。通过利用她与新客户打交道的第一手经验，我们制定了更加以客户为中心的策略，与我们的受众产生了更深刻的共鸣。
Listen to Those Who Know Your Customers Best for Better Customer Journey Strategies
聆听最了解客户的人士的意见，制定更好的客户旅程策略
Reflecting on my time at a previous company, I’m reminded of the “Insights Sharing Program” we implemented to empower frontline employees.
回想我在之前公司的经历，我想起了我们为一线员工赋能而实施的“见解分享计划”。
It was, essentially, a platform where every frontline team member could contribute ideas for enhancing customer experience. The best idea each quarter would earn its creator an all-expenses-paid trip to collaborate directly with the regional headquarters team. This initiative was close to my heart because it wasn’t just about innovation; it was about developing a sense of ownership and camaraderie with our frontline employees.
从本质上讲，它是一个平台，每个一线团队成员都可以为增强客户体验贡献想法。每个季度最好的创意将为其创造者赢得一次免费旅行，直接与地区总部团队合作。我很关心这个倡议，因为它不仅涉及创新，还涉及创新。这是为了培养与一线员工的主人翁意识和友情。
But why does involving frontline employees matter so much in shaping the customer journey? Research paints a compelling picture. One study published in Forbes reveals that companies embracing frontline insights witness a remarkable 10% boost in customer satisfaction.
但为什么一线员工的参与对于塑造客户旅程如此重要？研究描绘了一幅引人注目的图景。 《福布斯》发表的一项研究表明，采用一线洞察的公司的客户满意度显着提高了 10%。
So, now the question becomes: How can you harness the power of frontline insights to supercharge your customer journey strategies?
因此，现在的问题是：如何利用一线洞察的力量来增强您的客户旅程策略？
Supercharge Your Customer Journey With These Tips
通过这些技巧增强您的客户旅程
Empower Employees 赋予员工权力
Create an environment where frontline employees feel empowered to share their ideas and perspectives freely. Cultivate a culture of openness and celebrate innovation at every turn.
创建一个让一线员工感到有权自由分享想法和观点的环境。培养开放文化并在每一个环节都庆祝创新。
One key strategy here is to establish open communication channels that facilitate easy and comfortable expression of thoughts. This could involve regular collaboration meetings where everyone is encouraged to contribute, “virtual” suggestion boxes, or digital platforms designed for feedback submission. By providing various avenues for communication, employees are more likely to find a method that suits their comfort level and preferences.
这里的一项关键策略是建立开放的沟通渠道，以方便轻松舒适地表达思想。这可能涉及鼓励每个人贡献的定期协作会议、“虚拟”建议箱或专为提交反馈而设计的数字平台。通过提供各种沟通途径，员工更有可能找到适合他们舒适度和偏好的方法。
Invest in Employee Training & Resources
投资员工培训和资源
Equip frontline employees with the knowledge and skills they need to understand the nuances of the customer journey. Provide ongoing training and resources to enhance their expertise.
为一线员工提供了解客户旅程的细微差别所需的知识和技能。提供持续的培训和资源以增强他们的专业知识。
Also consider implementing comprehensive training programs tailored to cover various facets of the customer journey. These programs should cover topics such as customer personas, touchpoints across different stages of the customer journey, common pain points encountered by customers, and best practices for effective interaction. By providing a thorough understanding of the entire customer lifecycle, frontline employees can truly anticipate customer needs and deliver personalized experiences.
还可以考虑实施专门针对客户旅程各个方面的综合培训计划。这些计划应涵盖客户角色、客户旅程不同阶段的接触点、客户遇到的常见痛点以及有效交互的最佳实践等主题。通过全面了解整个客户生命周期，一线员工可以真正预测客户需求并提供个性化体验。
Related Article: Surviving the Journey of Customer Journey Mapping
相关文章：在客户旅程地图的旅程中生存
Facilitate Feedback on the Customer Experience
促进对客户体验的反馈
Establish channels for frontline employees to provide feedback on the customer experience. Whether it’s through regular meetings, suggestion boxes, or digital platforms, make it easy for them to share their insights.
为一线员工建立提供客户体验反馈的渠道。无论是通过定期会议、意见箱还是数字平台，让他们轻松分享自己的见解。
By establishing multiple channels for feedback, you demonstrate your commitment to listening to the frontline workforce and incorporating their insights into decision-making processes aimed at improving the overall customer experience.
通过建立多个反馈渠道，您可以展示您对倾听一线员工的意见并将他们的见解纳入决策流程的承诺，以改善整体客户体验。
Related Article: How AI Is Revolutionizing the Customer Journey in 2024
相关文章：2024 年人工智能将如何彻底改变客户旅程
Recognize and Reward Frontline Champions
认可并奖励一线冠军
Celebrate frontline champions who go above and beyond to enhance the customer journey. Whether through recognition programs, incentives, or opportunities for career growth, show appreciation for their contributions.
表彰那些在提升客户旅程方面做出卓越贡献的一线冠军。无论是通过认可计划、激励措施还是职业发展机会，都要对他们的贡献表示赞赏。
One simple, yet effective way to do this is to publicly acknowledge and commend customer-facing employees during team meetings, company-wide gatherings, or through internal communication channels like newsletters. By shining a spotlight on their achievements and contributions, you not only demonstrate appreciation for their efforts but also inspire others to emulate their example.
一种简单而有效的方法是在团队会议、全公司聚会或通过新闻通讯等内部沟通渠道公开认可和赞扬面向客户的员工。通过关注他们的成就和贡献，您不仅可以表达对他们努力的赞赏，还可以激励其他人效仿他们的榜样。
Additionally, offering tangible rewards or incentives, such as performance bonuses, gift cards, or extra paid time off, can be a meaningful way to recognize and incentivize exceptional performance. Moreover, providing opportunities for professional development or the chance to participate in special projects can further motivate employees to continue their efforts in enhancing the customer journey. Ultimately, celebrating frontline champions sends a powerful message that their dedication to delivering outstanding customer experiences is valued and recognized at all levels of the organization.
此外，提供有形的奖励或激励措施，例如绩效奖金、礼品卡或额外带薪休假，可以是认可和激励卓越绩效的有效方式。此外，提供专业发展机会或参与特殊项目的机会可以进一步激励员工继续努力改善客户旅程。最终，庆祝一线冠军传达了一个强有力的信息：他们致力于提供卓越客户体验的奉献精神得到了组织各个层面的重视和认可。
Integrate Frontline Insights
整合一线洞察
Actively incorporate frontline insights into your decision-making processes around customer journey strategies.
积极地将一线洞察融入到围绕客户旅程策略的决策过程中。
One approach is to establish cross-functional teams that include frontline representatives alongside stakeholders from various departments like marketing, sales and customer experience. By bringing together diverse perspectives, organizations can gain a comprehensive understanding of customer needs and preferences at different touchpoints throughout the journey. These teams should meet regularly to review feedback gathered from frontline employees, analyze customer data, and brainstorm innovative solutions to address identified pain points or areas for improvement. Moreover, organizations can leverage technology like feedback analytics tools to systematically capture and analyze frontline insights, ensuring that they inform decision-making processes continuously. By prioritizing the integration of frontline perspectives into strategic planning and decision-making, you can develop customer journey strategies that are not only data-driven but also grounded in real-world experiences and insights, ultimately leading to enhanced customer satisfaction and loyalty.
一种方法是建立跨职能团队，其中包括一线代表以及来自营销、销售和客户体验等各个部门的利益相关者。通过汇集不同的观点，组织可以全面了解整个旅程中不同接触点的客户需求和偏好。这些团队应定期召开会议，审查从一线员工收集的反馈，分析客户数据，并集思广益创新解决方案，以解决已识别的痛点或需要改进的领域。此外，组织可以利用反馈分析工具等技术来系统地捕获和分析一线见解，确保它们持续为决策过程提供信息。通过优先将一线观点整合到战略规划和决策中，您可以制定不仅由数据驱动而且基于现实经验和见解的客户旅程策略，最终提高客户满意度和忠诚度。
Final Thoughts 最后的想法
Incorporating frontline employees into customer journey strategizing isn’t about checking a box — it’s about embracing a cultural shift toward inclusivity and empathy. It’s about recognizing that the frontline employees who interact with customers daily can be the architects of exceptional experiences.
将一线员工纳入客户旅程战略并不是勾选一个框，而是拥抱向包容性和同理心的文化转变。这是关于认识到每天与客户互动的一线员工可以成为卓越体验的建筑师。
