创建更具包容性的客户体验的清单

本文源引自Econsultancy的《Neurodiversity and Digital Inclusion Best Practice Guide》(2024年3月26日)，采用中英双语排版，由ImmersiveTranslate提供翻译支持。

The rise in the importance of customer experience (CX) for competitive fitness has been one of the defining trends in marketing and ecommerce in recent years.
客户体验 (CX) 对于竞技健身的重要性日益凸显，已成为近年来营销和电子商务的决定性趋势之一。

CX is a broad term that encompasses everything related to a business that affects a customer’s perception and feelings about it, whether those be positive or negative. As a result, inclusivity and customer experience are intimately linked. Matt Roberts, Lead Digital and UX Designer at Sightsavers, puts it succinctly: “If you care about your customers, you should care about inclusivity.”
CX 是一个广泛的术语，涵盖与业务相关的一切，影响客户对业务的看法和感受，无论是积极的还是消极的。因此，包容性和客户体验密切相关。 Sightsavers 的首席数字和用户体验设计师 Matt Roberts 简洁地说：“如果你关心你的客户，你就应该关心包容性。”

Key to delivering great CX is:
提供卓越 CX 的关键是：

• ‘empathy for the customer and having a deep understanding of their needs’;
  “对客户有同理心并深入了解他们的需求”；
• and ‘a joined-up approach’ between teams.
  以及团队之间的“联合方法”。

These characteristics were cited as ‘critically important’ by 52% and 47% of respondents respectively in Econsultancy’s 2023 Future of Marketing survey. And they are just as important for creating more inclusive customer experiences.
在 Econsultancy 的 2023 年营销未来调查中，分别有 52% 和 47% 的受访者认为这些特征“至关重要”。它们对于创造更具包容性的客户体验同样重要。

CX is a wide-ranging term, and though inclusivity should be a consideration across all areas, Econsultancy’s recent guide to neurodiversity and digital inclusion focuses on developing an approach within UX, design, content and marketing campaigns. The report also includes sections on the business case for inclusion, accessibility, and inclusive employee experiences.
CX 是一个范围广泛的术语，尽管包容性应该是所有领域的考虑因素，但 Econsultancy 最近的神经多样性和数字包容性指南重点关注在用户体验、设计、内容和营销活动中开发一种方法。该报告还包括有关包容性、可访问性和包容性员工体验的业务案例的部分。

A checklist for creating more inclusive customer experiences
创建更具包容性的客户体验的清单

• Ensure the organisation is meeting its legal obligations around accessibility and disability, and making reasonable adjustments. Make sure any content or digital experiences are in line with the WCAG 2.0 guidelines.
  确保组织履行其有关无障碍和残疾的法律义务，并做出合理的调整。确保所有内容或数字体验均符合 WCAG 2.0 指南。
• Consider inclusion from the very beginning. It is easier and cheaper to build in inclusivity from the start than introducing it retrospectively. This should apply across the development of products, experiences, campaigns or content.
  从一开始就考虑包容性。从一开始就建立包容性比事后引入包容性更容易、更便宜。这应该适用于产品、体验、活动或内容的开发。
• Adopt a defined approach to creating inclusive experiences that is embedded within working practices and processes throughout an organisation, and is supported through training and access to expertise. Organisations should put checks in place to ensure that best practice is being followed and is up to date. It should be clear to all members of an organisation that inclusion is everyone’s responsibility and how that applies specifically to their role.
  采用明确的方法来创建包容性体验，将其嵌入整个组织的工作实践和流程中，并通过培训和获取专业知识提供支持。组织应进行检查，以确保遵循最佳实践并且是最新的。组织的所有成员都应该清楚，包容性是每个人的责任，以及这一点如何具体适用于他们的角色。
• Consider adopting the seven principles of universal design as the basis for any approach. This is a useful holistic framework that will not only support the development of more inclusive experiences, but better design more broadly.
  考虑采用通用设计的七个原则作为任何方法的基础。这是一个有用的整体框架，不仅支持开发更具包容性的体验，而且还能支持更广泛的更好设计。
• Gather insight. Research is key for understanding users’ needs and creating better customer experiences. This is equally true for creating more inclusive experiences. Ensure all product, design and marketing projects and launches are informed by an in-depth research-based understanding of the customer.
  收集洞察力。研究是了解用户需求和创造更好的客户体验的关键。对于创造更具包容性的体验来说同样如此。确保所有产品、设计和营销项目以及发布都基于对客户的深入研究了解。
• Test all new products and experiences with a diverse and representative set of users. User testing is key for product iteration and the creation of better products. Testing with a diverse set of users will give organisations a more robust understanding of how the product will behave in the wild and identify any missed opportunities. It is also a brand’s best defence against the reputational damage of creating an exclusionary experience.
  与多元化且具有代表性的用户组一起测试所有新产品和体验。用户测试是产品迭代和创造更好产品的关键。对不同的用户进行测试将使组织更深入地了解产品在野外的表现，并发现任何错过的机会。这也是品牌应对因创造排他性体验而造成声誉损害的最佳防御措施。
• Follow the principle of ‘nothing about us, without us’ for any community or identity whose story is being told – whether that is through working with campaigning groups or charities and ideally by employing diverse talent. Diverse and inclusive advertising and marketing tend to be more effective. However, authenticity of that portrayal is essential.
  对于任何正在讲述故事的社区或身份，都遵循“没有我们，就没有关于我们”的原则——无论是通过与竞选团体或慈善机构合作，最好是通过雇用多元化的人才。多样化和包容性的广告和营销往往更有效。然而，这种描述的真实性至关重要。
• Do not aim for perfection, aim for better. The first step towards becoming more inclusive is often the hardest. Start by breaking down the objective of improving practices and experiences into smaller steps. Matt Roberts, Lead Digital and UX Designer at Sightsavers, recommends focusing first on specific user stories, insights or feedback and prioritising what matters most to the organisation. “Being willing to learn and improve is a healthier, more sustainable approach,” explains Roberts.
  不求完美，只求更好。变得更加包容的第一步往往是最困难的。首先将改进实践和经验的目标分解为更小的步骤。 Sightsavers 的首席数字和用户体验设计师 Matt Roberts 建议首先关注特定的用户故事、见解或反馈，并优先考虑对组织最重要的事情。 “愿意学习和改进是一种更健康、更可持续的方法，”罗伯茨解释道。