掌握提供卓越客户体验的艺术

When a customer purchases a product or service, the lasting impression of the merchant is heavily influenced by the quality of the payment experience received, as this tends to be the last touchpoint, and so is critical in determining satisfaction levels and the likelihood of return. With retailers facing extremely high levels of competition, and price sensitivity thanks to the cost of living crisis, it has become even more critical to deliver CX excellence.
当客户购买产品或服务时，商家的持久印象很大程度上受到支付体验质量的影响，因为这往往是最后一个接触点，因此对于确定满意度和退货可能性至关重要。由于生活成本危机，零售商面临着极其激烈的竞争和价格敏感性，提供卓越的客户体验变得更加重要。

Merchants understand that consumers expect easy-to-use payment acceptance systems, fast transaction times, minimal friction and the secure protection of personal information and payment credentials. One of the reasons why CX needs to be given a high priority is due to heightened customer expectations.
商家明白，消费者期望易于使用的支付受理系统、快速的交易时间、最小的摩擦以及对个人信息和支付凭证的安全保护。需要高度重视 CX 的原因之一是客户期望的提高。

Heightened customer expectations
提高客户期望

Customers have far greater power than ever before and change their behaviour if not completely satisfied with the quality of the experience received, abandoning baskets, and quickly finding alternative providers. For a hotelier, it is not the quality of the room or the comfort of the bed, but rather the length of the checkout queue that determines experience levels. For a fashion retailer, excellent CX can be provided if when a preferred size of garment is not available in-store, then a seamless transition is made to an online order with next-day delivery. Quick service restaurants recognise that if self-service order kiosks are implemented well then wait times can be reduced making customers happier, whilst simultaneously bringing operational efficiencies. All retailers realise that a poor CX is no longer tolerated by customers and that they turn to trusted brands.
客户拥有比以往任何时候都大得多的权力，如果对所获得的体验质量不完全满意，他们会改变自己的行为，放弃购物篮，并迅速寻找替代供应商。对于酒店经营者来说，决定体验水平的不是房间的质量或床的舒适度，而是结帐队列的长度。对于时装零售商来说，如果店内没有首选尺寸的服装，则可以无缝过渡到在线订单并提供次日送达，从而提供出色的客户体验。快餐店认识到，如果自助点餐机实施得当，就可以减少等待时间，让顾客更满意，同时提高运营效率。所有零售商都意识到，客户不再容忍糟糕的客户体验，他们会转向值得信赖的品牌。

Hyper-personalisation 超个性化

Customer preferences vary considerably based on factors such as age, demographics, and location. We heard from leading retailers how the greater use of hyper-personalisation allows tailoring the payment journey appropriately and highlights its significant impact.
客户偏好因年龄、人口统计和位置等因素而有很大差异。我们从领先的零售商那里了解到，更多地使用超个性化可以如何适当地定制支付过程，并强调其重大影响。

Having a clear understanding of your customer personas will help determine which type of acceptance point customers prefer. Some will prefer the speed of self-checkout when rushing to purchase (like a lunchtime sandwich), whilst others will prefer the full-service till. One grocery retailer even referred to offering a ‘chatty lane’ for those who wanted social interaction as part of their shopping experience.
清楚地了解客户角色将有助于确定客户喜欢哪种类型的接受点。有些人在急于购买时会更喜欢自助结账的速度（例如午餐三明治），而另一些人则更喜欢全方位服务的收银台。一家杂货零售商甚至提到为那些希望社交互动作为购物体验一部分的人提供一条“聊天通道”。

In a future blog, we will cover the many choices now available on ‘Ways a Customer can Pay’ but in the context of CX, the key point is to apply hyper-personalisation to offer the payment options appropriate to the customer and purchase.
在未来的博客中，我们将介绍“客户支付方式”中现有的多种选择，但在 CX 的背景下，关键点是应用超个性化来提供适合客户和购买的支付选项。

Today, consumers are increasingly shopping across multiple sales channels and even doing so within a single transaction, such as with ‘Buy Online Pick-up In-Store’ (BOPIS). As a result, unified commerce platforms are required to ensure consistency in payment methods, and accessibility from every channel, and provide a single view of all customer activity.
如今，消费者越来越多地通过多个销售渠道购物，甚至在单笔交易中进行购物，例如“在线购买店内提货”(BOPIS)。因此，统一的商务平台需要确保支付方式的一致性和每个渠道的可访问性，并提供所有客户活动的单一视图。

Payments have become a mission-critical business service for merchants and the expectation is that they will always work, first time and 24x7x365.
支付已成为商家的一项关键任务业务服务，人们期望它们始终能够在第一次、24x7x365 的情况下工作。

How to improve customers’ experience?
如何提升客户体验？

Contactless card adoption has delivered the greatest improvement to the in-store consumer payment experience. It has reduced transaction times, the length of queues and dramatically changed consumer behaviour. But attention to detail, such as clearer indications of where to tap the card, or when PIN entry is needed, can elevate a good experience to a great one. Now an increasing number of customers are using Apple Pay and Google Pay in face-to-face environments recognising the added convenience it offers and higher contactless spending limits.
非接触式卡的采用极大地改善了店内消费者的支付体验。它减少了交易时间、队列长度并极大地改变了消费者行为。但对细节的关注，例如更清晰地指示在哪里刷卡，或者何时需要输入 PIN 码，可以将良好的体验提升为卓越的体验。现在，越来越多的客户在面对面的环境中使用 Apple Pay 和 Google Pay，认识到它提供的额外便利和更高的非接触式消费限额。

We heard many ways on how to improve the online payments experience including: support of wallets at digital channels; the secure storage of card credentials on file to simplify repeat purchases and subscription services; the introduction of network tokens to boost authorisation rates and the real-time validation of data fields on checkout pages. ‘Click to Pay’ is another approach being promoted by the card networks to improve the CX.

Retailers seen to be delivering a best-in-class CX are those that have adopted a mobile-first strategy, ensuring a clear user experience (UX), that optimises device display capabilities and minimises the number of clicks that must be completed. We recognise further scope for improvement in areas such as page layout, simplification, the amount of data being requested, the choice of imagery and the provision of contextual help. Amazon was held out as a great example.
被视为提供一流客户体验的零售商是那些采用移动优先策略、确保清晰的用户体验 (UX)、优化设备显示功能并最大限度地减少必须完成的点击次数的零售商。我们认识到在页面布局、简化、请求的数据量、图像的选择和上下文帮助的提供等方面还有进一步改进的空间。亚马逊被认为是一个很好的例子。

Removing friction 消除摩擦

Reducing the amount of friction within a payment transaction was seen by merchants to be a major priority explaining that inappropriate friction has a dramatic impact on customer experience ratings. One way we feel that friction can be reduced is by maximising the use of Strong Customer Authentication (SCA) exemptions, especially Transaction Risk Analysis and Low Value.
商家认为减少支付交易中的摩擦是首要任务，这解释了不适当的摩擦会对客户体验评级产生巨大影响。我们认为减少摩擦的一种方法是最大限度地使用强客户认证 (SCA) 豁免，特别是交易风险分析和低价值。

The Embedding of Payments, within more types of business Apps, is leading to a higher proportion of frictionless transactions. Seamless and Embedded payments are key market trends and major contributors to improving CX. Uber remains the poster child for how a purchase can be made without there appearing to be any payment step happening.
支付嵌入到更多类型的商业应用程序中，导致无摩擦交易的比例更高。无缝和嵌入式支付是关键的市场趋势，也是改善客户体验的主要贡献者。优步仍然是无需任何付款步骤即可进行购买的典型代表。

One of the areas that is leading to increased levels of friction is Buy Now Pay Later (BNPL) transactions. It appears that there is scope for improvement in how these new payment options have been introduced from a usability and customer experience perspective.
导致摩擦加剧的领域之一是先买后付 (BNPL) 交易。从可用性和客户体验的角度来看，这些新支付选项的引入方式似乎还有改进的余地。

“Never before has it been so important to focus on delivering an excellent Customer Experience. This can be achieved by removing friction, introducing hyper-personalisation, and creating a single view of all customer activity” Mark McMurtrie, Independent Payments Consultant.
“专注于提供卓越的客户体验从未如此重要。这可以通过消除摩擦、引入超个性化以及创建所有客户活动的单一视图来实现”独立支付顾问 Mark McMurtrie。

The move to “checking-in”
转向“签到”

Increasingly customers understand the advantages of creating an account with a merchant, and in return for sharing information, how this can improve the payments experience. This is particularly relevant when shopping Online or through an App.
越来越多的客户了解在商家创建账户的优势，并作为分享信息的回报，了解这如何改善支付体验。这在网上或通过应用程序购物时尤其重要。

Checking-in allows the merchant to know more about the customer and can therefore tailor appropriate options based on their prior shopping behaviour, purchases, and preferences.
签到可以让商家更多地了解顾客，因此可以根据他们之前的购物行为、购买和偏好定制适当的选项。

An in-store purchase transitioning from a classic “checkout” model to a “check-in” journey offers numerous advantages. The introduction of new unified commerce platforms will create more opportunities for this transition to happen. Additionally, some grocery retailers are trialling ‘just walk out’ technology which works by identifying the customer as they enter a store, using cameras and sensors to monitor products selected and then seamlessly automatically processing payment when they exit the store without any payment point being required.
店内购买从经典的“结账”模式转变为“登记”旅程具有许多优势。新的统一商务平台的引入将为这一转变的发生创造更多机会。此外，一些杂货零售商正在试验“走出去”技术，该技术的工作原理是在顾客进入商店时识别顾客，使用摄像头和传感器监控所选产品，然后在顾客离开商店时无缝自动处理付款，无需任何支付点。

Handling exceptions well 妥善处理异常

Merchants understand the importance of handling exceptions efficiently and without inconveniencing the customer. A common example is the ability to process a refund efficiently anywhere in-store, for example for a purchase made by PayPal, avoiding the need to direct a customer to an inconvenient customer service desk.
商家了解高效处理异常且不给客户带来不便的重要性。一个常见的例子是能够在店内任何地方高效处理退款，例如通过 PayPal 进行的购买，从而避免需要引导客户到不方便的客户服务台。

Faster return of funds is seen to be a hot topic, as this allows the customer to make a replacement purchase immediately and appears to be a particular reason for customer dissatisfaction. Some retailers are considering sending refunds into a closed-loop customer account, rather than back onto to the card, allowing instant reuse.
更快的资金返还被认为是一个热门话题，因为这允许客户立即进行替换购买，并且似乎是客户不满意的一个特殊原因。一些零售商正在考虑将退款发送到闭环客户帐户，而不是退回到卡上，以便即时重复使用。

Customer engagement 客户参与度

If customer engagement during a transaction can be improved, then this tends to result in higher satisfaction levels. There are a variety of best practices available such as instant rewards and loyalty program offers, personalised electronic coupons, and gamification to add a sense of fun to the transactional experience. Many of these techniques involve the integration of customer engagement and loyalty apps with payment systems, accessing consolidated customer data in real-time, and maximising the use of today’s high-speed communication links and the latest larger, colour, multimedia displays that are built into acceptance devices.
如果可以提高交易期间的客户参与度，那么往往会带来更高的满意度。有多种最佳实践可供选择，例如即时奖励和忠诚度计划优惠、个性化电子优惠券以及为交易体验增添乐趣的游戏化。其中许多技术涉及将客户参与和忠诚度应用程序与支付系统集成，实时访问整合的客户数据，并最大限度地利用当今的高速通信链路和内置的最新更大的彩色多媒体显示器。验收装置。

Other ways to improve the customer experience, and generate a feeling of positivity, is to offer digital charity donations at the acceptance point through organisations like ‘Pennies’ who we have worked with for many years. 
改善客户体验并产生积极情绪的其他方法是通过与我们合作多年的“Pennys”等组织在接受点提供数字慈善捐款。

Conclusion 结论

Merchants who focus on CX excellence reap the reward of customer loyalty and its positive impact to top and bottom-line financials. Optimising authorisation rates is a critical component of improving the CX. Customer expectations are far higher than they used to be and we know from personal experience how we favour trusted brands that deliver a great experience and avoid ones where we have been let down. The growing importance that customers place on Reviews, Net Promoter Scores, and personal recommendations provides additional reasons to focus on CX.
专注于卓越客户体验的商家可以获得客户忠诚度的回报及其对营收和利润的积极影响。优化授权率是改进 CX 的关键组成部分。客户的期望比以前高得多，我们从个人经验中知道，我们如何偏爱那些提供良好体验的值得信赖的品牌，并避免那些让我们失望的品牌。客户对评论、净推荐值和个人推荐的重视程度越来越高，这为关注客户体验提供了更多理由。

This blog has highlighted some of the many ways that the CX can be improved. These include the need to reduce friction in the payment journey, offering hyper-personalisation, consistency in payment method across sales channels, having a single view of the customer activity, and engaging customers during the purchasing. Investment in new payment technologies and acceptance systems will lead to a significant improvement in customer satisfaction levels.
本博客重点介绍了可以改进 CX 的众多方法中的一些方法。其中包括需要减少支付过程中的摩擦、提供超个性化、跨销售渠道支付方式的一致性、对客户活动有单一视图以及在购买过程中吸引客户。对新支付技术和受理系统的投资将显着提高客户满意度。

There is no single ‘silver bullet’ to be applied, but rather a combination of multiple initiatives, some of which may appear small, but when combined make a big difference.
没有单一的“灵丹妙药”可以应用，而是多种举措的组合，其中一些举措可能看起来很小，但组合起来会产生很大的不同。