本文源引自《HNR》2024年4月3日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
If you operate in the hotel or hospitality industry, you’ll know that the customer’s experience is EVERYTHING. From a customer’s first online search and the booking experience to every customer touchpoint and interaction during their time with you, it’s the customer experience management that drives repeat visits and those glowing online reviews.
如果您从事酒店或酒店业，您就会知道客户的体验就是一切。从客户的首次在线搜索和预订体验，到与您接触期间的每个客户接触点和互动，客户体验管理推动了重复访问和好评如潮的在线评论。
But it’s not just the hospitality industry where customer experience is king. These days, excellent customer experiences and a high quality of service are expected across all sectors. Businesses that fail to meet these expectations risk losing customers, damaging their reputations, and seeing revenues fall.
但客户体验至上的不仅仅是酒店业。如今，所有行业都期望提供卓越的客户体验和高质量的服务。未能满足这些期望的企业可能会失去客户、损害声誉并导致收入下降。
One of the biggest challenges for many businesses is the growing gap between what business leaders think good customer service is and what customers want. In this article, we’ll cover a few of the basics, discuss how customers’ and leaders’ perceptions often differ, and provide tips to close the gap and get your CX strategy back on track.
许多企业面临的最大挑战之一是企业领导者所认为的良好客户服务与客户想要的之间的差距越来越大。在本文中，我们将介绍一些基础知识，讨论客户和领导者的看法通常有何不同，并提供缩小差距并使您的 CX 策略重回正轨的技巧。
What is customer experience management?
什么是客户体验管理？
Customer experience management (CEM) is the process of systematically monitoring, analyzing, and improving the interactions your customers have with your brand at every stage of their journey.
客户体验管理 (CEM) 是系统地监控、分析和改进客户在旅程的每个阶段与您的品牌互动的过程。
Customer experience used to be easier to manage simply because there were fewer touchpoints for businesses to worry about. Now, social media platforms, online review sites, and third-party booking platforms can all influence potential customers before they’ve even tried your products or services. That’s why it’s so important to closely monitor and enhance every part of the process.
客户体验过去更容易管理，因为企业需要担心的接触点更少。现在，社交媒体平台、在线评论网站和第三方预订平台都可以在潜在客户尝试您的产品或服务之前对其产生影响。这就是为什么密切监控和增强流程的每个部分如此重要。
As an example, a typical journey for a customer booking a hotel room could involve:
例如，客户预订酒店房间的典型旅程可能涉及：
- Searching on Google – If they search by location, not for your hotel, they may end up on an Online Travel Agency site (OTA) like Booking.com. There, they will see your hotel rating and compare it to other hotels. Already, reputation is key.
在 Google 上搜索 – 如果他们按位置而不是您的酒店搜索，他们最终可能会访问 Booking.com 等在线旅行社网站 (OTA)。在那里，他们会看到您的酒店评级并将其与其他酒店进行比较。声誉已经是关键。 - Visiting your website: If they search for your hotel by name online, and your hotel website is well done with good SEO, then they will probably go to your site for the booking. Your website should be easy to use, nicely designed, and provide all the information customers need to make a booking.
访问您的网站：如果他们在网上搜索您的酒店名称，并且您的酒店网站做得很好，SEO 也很好，那么他们可能会访问您的网站进行预订。您的网站应该易于使用、设计精美，并提供客户预订所需的所有信息。 - Visiting social media platforms – 92% of people trust word-of-mouth recommendations over advertising, so make sure you know what your guests are saying about you.
访问社交媒体平台 – 92% 的人更相信口碑推荐而不是广告，因此请确保您知道客人对您的评价。 - Checking review sites – 49% of people trust online reviews as much as personal recommendations – are your reviews positive?
检查评论网站 – 49% 的人信任在线评论和个人推荐 – 您的评论是否正面？ - Making a booking – What sort of booking options do you provide, can consumers get human assistance, and how quick and easy is the process?
进行预订 – 您提供什么类型的预订选项，消费者能否获得人工帮助，以及该过程有多快速和简单？
All these customer experience touchpoints occur before they even arrive at your hotel. You then have to think about the service when checking in, the cleanliness of the room, the dining experience, and all the other opportunities you have to delight your guests in person.
所有这些客户体验接触点都发生在他们到达您的酒店之前。然后，您必须考虑办理入住时的服务、房间的清洁度、用餐体验以及所有其他亲自取悦客人的机会。
Customer experience management allows you to cut through the noise of the many touchpoints to understand what customers want, what you’re doing well, and where you’re falling short. Once you know that, you can put an end-to-end strategy in place to enhance their experience and ensure consistency throughout their journey.
客户体验管理使您能够消除众多接触点的干扰，了解客户的需求、您做得好的方面以及您的不足之处。一旦了解了这一点，您就可以制定端到端策略来增强他们的体验并确保整个旅程的一致性。
The gap between business and customer CX perceptions
企业和客户 CX 认知之间的差距
To deliver a high-quality customer experience, you must first understand what your customers expect from you. You can then start to shape your interactions to meet and exceed their expectations. That sounds like an obvious step, but there’s often a disconnect between what brands think their customers want and what they actually expect.
要提供高质量的客户体验，您必须首先了解客户对您的期望。然后，您可以开始塑造您的互动，以满足并超越他们的期望。这听起来像是一个显而易见的步骤，但品牌认为客户想要的与他们实际期望的之间往往存在脱节。
Recent surveys of 1,000 consumers and 500 business leaders shed some light on that disconnect:
最近对 1,000 名消费者和 500 名企业领袖进行的调查揭示了这种脱节：
- 76% of customers expect better service than they receive
76% 的客户期望获得比他们收到的更好的服务 - 85% of companies believe their brands deliver excellent CX
85% 的公司相信他们的品牌能够提供出色的客户体验
These numbers indicate that companies have a blind spot when it comes to looking critically at their own organizations, and that can mean customer experience issues often are not identified or resolved.
这些数字表明，公司在批判性地审视自己的组织时存在盲点，这可能意味着客户体验问题通常无法识别或解决。
Failing to meet customers’ expectations can have serious consequences. One report found that 51% of customers were disappointed with the interactions they had with businesses over the past year, with 66% saying they would refuse to buy from a brand they previously had an unsatisfactory experience with.
未能满足客户的期望可能会产生严重后果。一份报告发现，51% 的顾客对过去一年与企业的互动感到失望，其中 66% 的顾客表示，他们会拒绝从他们之前有过不满意体验的品牌购买产品。
Another reason for the CX disconnect is that those responsible for key customer experience decisions are often not high enough up in the business to drive the change that’s needed. One survey found that 78% of CX decision-makers are director-level, but only 43% are in the C-suite. Without representation in the C-suite, it can be difficult to drive the customer experience transformation that’s needed.
CX 脱节的另一个原因是，负责关键客户体验决策的人员通常在业务中的职位不够高，无法推动所需的变革。一项调查发现，78% 的 CX 决策者是总监级别，但只有 43% 是最高管理层。如果没有高管层的代表，就很难推动所需的客户体验转型。
Aligning customer perceptions with service quality
使客户认知与服务质量保持一致
This is where a customer experience management system comes into play. By monitoring all the touchpoints in the buyer’s journey, you can identify where your customers’ experiences do not meet their expectations. You can then put a process in place to deliver consistent encounters and communications that can differentiate your brand and drive growth.
这就是客户体验管理系统发挥作用的地方。通过监控买家旅程中的所有接触点，您可以确定客户的体验在哪些方面不符合他们的期望。然后，您可以制定一个流程来提供一致的接触和沟通，从而使您的品牌脱颖而出并推动增长。
Here are three steps to success:
以下是成功的三个步骤：
Step 1: Mine the data
第 1 步：挖掘数据
The first stage in the process is the systematic collection of guest data to understand what you’re doing right and where things are going wrong. You can do that by analyzing relevant sources of customer experience data, these include:
该过程的第一阶段是系统地收集客人数据，以了解您做对了什么以及哪里出了问题。您可以通过分析客户体验数据的相关来源来做到这一点，这些数据包括：
- Online reviews, customer surveys, and feedback forms to see what customers think.
在线评论、客户调查和反馈表以了解客户的想法。 - Surveys and focus groups with customer-facing staff to gather their insights
与面向客户的员工进行调查和焦点小组收集他们的见解 - Website analytics can show you where customers get lost or drop off
网站分析可以向您显示客户流失或流失的位置 - Customer service by telephone data can also show waiting times, lost calls, etc.
通过电话数据的客户服务还可以显示等待时间、丢失的呼叫等。
These sources will give you valuable insights into customer preferences and expectations so you can make immediate improvements.
这些来源将为您提供有关客户偏好和期望的宝贵见解，以便您可以立即做出改进。
Step 2: Take a customer-first approach
第 2 步：采取客户至上的方法
Businesses tend to adopt a promotional approach by putting their products and services first. However, a lack of focus on the customer can create disconnects that often lead to unsatisfactory experiences. You can overcome that by putting the customer at the forefront of everything you do.
企业倾向于采用将产品和服务放在首位的促销方法。然而，缺乏对客户的关注可能会造成脱节，从而常常导致令人不满意的体验。您可以通过将客户置于您所做的一切事情的最前沿来克服这一问题。
In the digital age, customers are overwhelmed with information and choices, particularly in an industry that’s as competitive as hospitality. That’s why you should focus your efforts on helping them make informed decisions. Investing the time and money to personalize customer interactions and create data-driven engagement tools to simplify their journey will improve your service.
在数字时代，客户对信息和选择感到不知所措，尤其是在酒店业这样竞争激烈的行业。这就是为什么您应该集中精力帮助他们做出明智的决定。投入时间和金钱来个性化客户互动并创建数据驱动的参与工具来简化他们的旅程将改善您的服务。
Step 3: Invest in technology
第三步：投资技术
Investing in technology can be a game changer when aligning customer and business CX perceptions. Depending on the insights from your customer data, you might identify AI tools, such as chatbots and virtual assistants, that can provide quick answers to customer queries and free up human agents to provide more complex and personalized guest interactions.
在调整客户和企业 CX 认知时，技术投资可以改变游戏规则。根据客户数据的洞察，您可能会识别人工智能工具，例如聊天机器人和虚拟助理，它们可以快速回答客户的疑问，并释放人工座席以提供更复杂和个性化的客户交互。
Other solutions that can enhance the customer experience, particularly in the hospitality industry, include:
其他可以增强客户体验（尤其是酒店业客户体验）的解决方案包括：
- AI-powered review reply generators can craft human-like responses to guest reviews and address guest feedback to ensure a 100% response rate.
由人工智能驱动的评论回复生成器可以对客人评论进行类似人类的回复，并处理客人的反馈，以确保 100% 的回复率。 - Online booking CRM systems provide a centralized source of guest data, such as preferences, special requests, and booking history, so you can offer personalized experiences and recommendations to improve their stay.
在线预订 CRM 系统提供宾客数据的集中来源，例如偏好、特殊要求和预订历史记录，因此您可以提供个性化体验和建议，以改善他们的入住体验。 - Facial recognition technology may help to streamline the check-in process and reduce waiting times
面部识别技术可能有助于简化办理登机手续并减少等待时间 - Voice-controlled rooms allow guests to adjust the temperature, lighting, and entertainment systems effortlessly.
语音控制的房间让客人可以轻松调节温度、照明和娱乐系统。
All of these tools can create a more luxurious experience, yet hospitality remains a business where real human interactions are essential. So, while technology is a great tool for improving CX, it should not create a barrier to real human interactions nor reduce the humanity of a brand.
所有这些工具都可以创造更奢华的体验，但酒店业仍然是一个需要真正的人际互动的行业。因此，虽然技术是改善客户体验的重要工具，但它不应该对真正的人际互动造成障碍，也不应该降低品牌的人性化。
Narrowing the CX gap 缩小客户体验差距
Customer experience issues are relatively easy to solve by gathering relevant insights, shifting to a customer-first mentality, and investing in technology. Often, the most problematic part of the process is getting business leaders to recognize the organization’s faults. Only by acknowledging your shortcomings and getting buy-in from the C-suite can you deliver customer experiences that consistently delight.
通过收集相关见解、转变为客户至上的心态以及投资技术，客户体验问题相对容易解决。通常，该过程中最有问题的部分是让企业领导者认识到组织的错误。只有承认自己的缺点并获得最高管理层的支持，您才能提供始终令人愉悦的客户体验。
To learn more about excellent customer experiences, and how to achieve them, check out these articles.
要了解有关卓越客户体验以及如何实现这些体验的更多信息，请查看这些文章。
Are you looking for training or education related to this topic? As the world’s top-ranking hospitality school, with over 125 years of experience, EHL Hospitality Business School’s Graduate School (GS) offers programs for the leadership sphere focusing on human-centricity, and thereby improved customer-centricity, which elevates the customer experience by involving all levels of an organization.
您是否正在寻找与该主题相关的培训或教育？作为世界一流的酒店管理学院，EHL 酒店商学院拥有超过 125 年的经验，其研究生院 (GS) 为领导力领域提供课程，注重以人为本，从而提高以客户为中心的水平，从而通过以下方式提升客户体验：涉及组织的各个层面。
