本文源引自Annette Franz在《Customer Think》2024年4月8日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
The only true and sustainable competitive advantage brands have today is the customer experience. As a result, more and more companies are slowly getting on board with the need to design and deliver a great experience in order to support and sustain their growth initiatives.
如今，品牌唯一真正且可持续的竞争优势是客户体验。因此，越来越多的公司慢慢意识到需要设计和提供出色的体验，以支持和维持其增长计划。
But developing a strategy to deliver that great experience isn’t as simple as just deciding you’re going to do it and then doing it. A lot of work goes into that strategy. And you’ve got to make sure it scales, as well; it’s essential in order to maintain competitiveness, drive customer satisfaction and loyalty, optimize operational efficiency, and facilitate long-term growth and success for your business.
但制定一项策略来提供出色的体验并不像决定要做这件事然后付诸实践那么简单。该策略需要做很多工作。而且你还必须确保它可以扩展；对于保持竞争力、提高客户满意度和忠诚度、优化运营效率以及促进业务的长期增长和成功至关重要。
What is a Customer Experience Strategy?
什么是客户体验策略？
A customer experience strategy is a roadmap for creating meaningful, memorable, and positive interactions that foster long-term relationships with customers, drive loyalty and advocacy, and ultimately contribute to the growth and success of the business.
客户体验策略是创建有意义、令人难忘和积极的互动的路线图，可培养与客户的长期关系，提高忠诚度和拥护度，并最终促进业务的增长和成功。
Over the years, I’ve come up with what I call the building blocks of a successful customer experience strategy that outlines the key components of the strategy.
多年来，我提出了我所说的成功客户体验策略的构建模块，概述了该策略的关键组成部分。
As you can see, it’s not for the faint of heart. A lot goes into that strategy – and then more work needs to be done to execute it. To be set up for successful implementation and ongoing execution of a scalable strategy, you’ve got to be operating in a customer-centric culture that ensures that employees are more first. This is foundational.
如您所见，这不适合胆小的人。该战略涉及很多内容，而且还需要做更多的工作来执行它。为了成功实施和持续执行可扩展的战略，您必须在以客户为中心的文化中运营，以确保员工更加优先。这是基础。
At the same time, take a look at your people, processes, and technologies – always linking employees and what’s happening to support and facilitate the experience internally to what’s happening for the customer externally – to ensure the strategy yields the desired outcomes and scales as the business grows.
同时，审视您的人员、流程和技术——始终将员工和内部支持和促进体验的情况与外部客户发生的情况联系起来——以确保战略产生预期的结果和规模业务增长。
Why Scale Your Customer Experience Strategy?
为什么要扩展您的客户体验策略？
Scaling your customer experience strategy is important for several reasons, including:
扩展客户体验策略非常重要，原因有几个，包括：
- Meeting growing demand: As your business grows, so does the demand for your products or services. Scaling your strategy ensures that you can meet the needs and expectations of an expanding customer base without compromising quality or satisfaction.
满足不断增长的需求：随着您的业务增长，对您的产品或服务的需求也会随之增长。扩展您的策略可确保您能够满足不断扩大的客户群的需求和期望，而不会影响质量或满意度。
- Maintaining consistency: Consistency is crucial in building trust and loyalty with customers. Scaling your strategy allows you to maintain consistent service levels across all touchpoints, regardless of the size or complexity of your operations.
保持一致性：一致性对于与客户建立信任和忠诚度至关重要。通过扩展您的策略，您可以在所有接触点上保持一致的服务水平，无论您的运营规模或复杂程度如何。
- Driving satisfaction and loyalty: By scaling your strategy, you can consistently deliver high-quality interactions that meet customer expectations, leading to increased satisfaction, repeat business, and positive word-of-mouth referrals.
提高满意度和忠诚度：通过扩展您的策略，您可以始终如一地提供满足客户期望的高质量互动，从而提高满意度、回头客和积极的口碑推荐。
- Optimizing operational efficiency: A well-designed customer experience strategy leads to streamlined internal processes, reduced friction points, and improved operational efficiency. In scaling your customer experience efforts, you identify and address inefficiencies, automate repetitive tasks, and allocate resources more effectively to drive cost savings and productivity gains.
优化运营效率：精心设计的客户体验策略可以简化内部流程、减少摩擦点并提高运营效率。在扩展客户体验工作时，您可以识别并解决效率低下的问题，自动执行重复性任务，并更有效地分配资源，以节省成本并提高生产力。
- Adapting to changes: Your business and the industry are constantly evolving, as are customer expectations. Scaling your strategy allows you to adapt to changing market dynamics, emerging trends, and evolving customer preferences in a timely manner, ensuring that your business remains competitive and relevant in the long run.
适应变化：您的业务和行业在不断发展，客户的期望也在不断发展。扩展您的战略使您能够及时适应不断变化的市场动态、新兴趋势和不断变化的客户偏好，确保您的业务长期保持竞争力和相关性。
- Facilitating growth: A great customer experience is closely linked to business success and growth. Scaling your strategy provides a solid foundation for sustainable growth by attracting new customers, retaining existing ones, and unlocking opportunities for expansion into new markets or segments.
促进增长：良好的客户体验与业务的成功和增长密切相关。通过吸引新客户、保留现有客户以及释放扩展到新市场或细分市场的机会，扩展战略为可持续增长奠定了坚实的基础。
As you can see, a strategy that scales is essential for maintaining competitiveness, driving satisfaction and loyalty, optimizing operational efficiency, and facilitating long-term growth and success for your business.
如您所见，可扩展的战略对于保持竞争力、提高满意度和忠诚度、优化运营效率以及促进业务的长期增长和成功至关重要。
Optimizing People, Processes, and Technologies
优化人员、流程和技术
Optimizing people, processes, and technology is essential for successfully scaling your customer experience strategy.
优化人员、流程和技术对于成功扩展客户体验策略至关重要。
People 人们
Customer-centric culture: Deliberately design and foster a culture of customer-centricity throughout the organization and ensure that incentives, recognition programs, and performance metrics are aligned with customer experience goals. Encourage collaboration, communication, and teamwork across departments to reinforce the importance of delivering exceptional service.
以客户为中心的文化：在整个组织中刻意设计和培育以客户为中心的文化，并确保激励措施、认可计划和绩效指标与客户体验目标保持一致。鼓励跨部门的协作、沟通和团队合作，以强调提供卓越服务的重要性。
Employee training and development: Invest in comprehensive training programs to ensure that employees have the necessary skills, knowledge, and resources to deliver exceptional customer experiences. Provide ongoing development opportunities to keep employees updated on best practices and evolving customer needs. Build out a customer room so that they have 24/7 access to everything they need to know about customers and the customer experience.
员工培训和发展：投资全面的培训计划，确保员工拥有必要的技能、知识和资源来提供卓越的客户体验。提供持续的发展机会，让员工了解最佳实践和不断变化的客户需求。建立一个客户室，以便他们可以 24/7 访问他们需要了解的有关客户和客户体验的所有信息。
Empowerment and autonomy: Empower frontline employees to make decisions and take actions that prioritize the needs of the customer. Provide them with the authority, tools, and support needed to resolve issues efficiently and effectively without unnecessary escalation. Step away from the script, trust them, and encourage them to do what’s right by the customer.
授权和自主权：授权一线员工做出决策并采取优先考虑客户需求的行动。为他们提供有效解决问题所需的权力、工具和支持，而不会造成不必要的升级。远离脚本，信任他们，并鼓励他们做对客户有利的事情。
Processes 流程
Streamlined workflows: Identify and eliminate inefficiencies in customer-facing processes to streamline workflows and reduce friction points. Simplify procedures, automate repetitive tasks, and optimize resource allocation to improve operational efficiency and enhance the customer experience.
简化工作流程：识别并消除面向客户的流程中的低效率，以简化工作流程并减少摩擦点。简化流程、自动化重复任务并优化资源分配，以提高运营效率并增强客户体验。
Nextiva, a unified customer experience management platform offering comprehensive communication solutions, has features such as generative AI, workflow builders, and no-code automation that can boost productivity, reduce repetitive tasks, and drive customer delight. It also shows all conversations within one user-friendly dashboard, providing advanced analytics and insights.
Nextiva 是一个统一的客户体验管理平台，提供全面的通信解决方案，具有生成式 AI、工作流构建器和无代码自动化等功能，可以提高生产力、减少重复性任务并提高客户满意度。它还在一个用户友好的仪表板中显示所有对话，提供高级分析和见解。
Cross-functional collaboration: Break down or connect silos to facilitate seamless collaboration, sharing, and communication. Implement cross-functional teams or committees dedicated to improving the customer experience and driving alignment across different parts of the organization.
跨职能协作：打破或连接孤岛，以促进无缝协作、共享和沟通。建立跨职能团队或委员会，致力于改善客户体验并推动组织不同部门的协调。
Continuous improvement: Establish a culture of continuous improvement by regularly reviewing and refining processes based on feedback, data, and insights. Encourage experimentation, co-creation, and innovation to identify new opportunities for enhancing the customer experience and staying ahead of competitors.
持续改进：根据反馈、数据和见解定期审查和完善流程，建立持续改进的文化。鼓励实验、共同创造和创新，寻找新的机会来增强客户体验并保持领先于竞争对手。
Technology 技术
Integrated systems: Invest in integrated technology platforms that provide a unified view of customer data and interactions across all touchpoints. Implement CRM systems, marketing automation tools, feedback and analytics platforms, collaboration and project management tools, and customer support software to centralize information and facilitate seamless communication.
集成系统：投资集成技术平台，提供跨所有接触点的客户数据和交互的统一视图。实施 CRM 系统、营销自动化工具、反馈和分析平台、协作和项目管理工具以及客户支持软件，以集中信息并促进无缝沟通。
Nextiva is an interesting platform that makes sense to have in a customer experience tech stack. The following is a quote from their new CRO, Jim Nystrom, on why he joined Nextiva.
Nextiva 是一个有趣的平台，在客户体验技术堆栈中拥有它是有意义的。以下是他们的新 CRO Jim Nystrom 的一段话，讲述他加入 Nextiva 的原因。“The vision of Nextiva is part of what attracts me to Nextiva. It is delivering a cloud-first, comprehensive, employee and customer engagement platform. It breaks down traditional barriers and democratizes the tools needed to foster internal collaboration and customer delight. Never before has a single technology provider delivered a more comprehensive technology solution for employee and customer engagement. And we’re just at the beginning.”
“Nextiva 的愿景是 Nextiva 吸引我的部分原因。它正在提供一个云优先、全面的员工和客户参与平台。它打破了传统障碍，并使促进内部协作和客户满意度所需的工具民主化。以前从未有一家技术提供商为员工和客户参与提供了更全面的技术解决方案。而我们才刚刚开始。”
Automation and AI: Leverage automation and artificial intelligence to automate routine tasks, personalize interactions at scale, and deliver proactive support. Use chatbots, predictive analytics, and machine learning algorithms to anticipate customer needs and provide relevant recommendations and next best actions in real-time.
自动化和人工智能：利用自动化和人工智能来自动化日常任务、大规模个性化交互并提供主动支持。使用聊天机器人、预测分析和机器学习算法来预测客户需求并实时提供相关建议和下一步最佳行动。
Scalable infrastructure: Ensure that your technology infrastructure is scalable and flexible enough to accommodate growing customer volumes and evolving business requirements. Invest in cloud-based solutions and scalable architectures that can adapt to changing demands and support future growth initiatives. A platform like Nextiva, which is supported by top technology players and boasts compliant certifications, allows for seamless integration with other platforms, ensuring scalability without compromising quality or efficiency.
可扩展的基础设施：确保您的技术基础设施具有足够的可扩展性和灵活性，能够满足不断增长的客户量和不断变化的业务需求。投资基于云的解决方案和可扩展架构，以适应不断变化的需求并支持未来的增长计划。像 Nextiva 这样的平台得到了顶级技术厂商的支持，并拥有合规认证，可以与其他平台无缝集成，确保可扩展性，同时又不影响质量或效率。
By optimizing people, processes, and technology in alignment with your customer experience strategy, you create a foundation for sustainable growth, drive customer satisfaction and loyalty, and differentiate your brand in a competitive marketplace. Let’s dig a bit further into best practices.
通过根据您的客户体验策略优化人员、流程和技术，您可以为可持续增长奠定基础，提高客户满意度和忠诚度，并让您的品牌在竞争激烈的市场中脱颖而出。让我们进一步深入了解最佳实践。
Scale Your Strategy – Best Practices
扩展您的策略 – 最佳实践
Scaling your customer experience strategy requires careful planning, execution, and ongoing optimization. Here are some best practices to consider.
扩展客户体验策略需要仔细规划、执行和持续优化。以下是一些需要考虑的最佳实践。
1. Design a customer-centric culture: A customer-centric culture must be the foundation of the organization. It will drive how discussions, decisions, and designs happen – all in the best interest of the customer. It’s a culture of continuous improvement, collaboration, communication, sharing, and teamwork across departments, ensuring that everyone is working toward a common goal of delivering a great experience. Never lose sight of customers in all you do.
1.设计以客户为中心的文化：以客户为中心的文化必须是组织的基础。它将推动讨论、决策和设计的发生——所有这些都符合客户的最大利益。这是一种持续改进、协作、沟通、共享和跨部门团队合作的文化，确保每个人都致力于实现提供卓越体验的共同目标。在您所做的一切事情中，永远不要忽视客户。
2. Understand customers: Ensure that your strategy is rooted in a deep understanding of your customers, their needs, preferences, pain points, and problems to solve. Listen to customers, gather customer feedback and data at every stage of the journey, develop personas, map customer journeys, and develop service blueprints to guide your ongoing continuous improvement efforts.
2. 了解客户：确保您的策略植根于对客户、他们的需求、偏好、痛点和需要解决的问题的深入了解。倾听客户的声音，在旅程的每个阶段收集客户反馈和数据，开发角色，绘制客户旅程，并制定服务蓝图，以指导您正在进行的持续改进工作。
3. Make consistency a priority: Consistency is key to delivering a seamless and memorable customer experience. Customers expect consistent experiences across the brand. Establish standardized processes, service standards, and communication protocols to ensure that customers receive consistent service and support across all touchpoints, regardless of location or channel.
3. 优先考虑一致性：一致性是提供无缝且令人难忘的客户体验的关键。客户期望整个品牌获得一致的体验。建立标准化流程、服务标准和通信协议，以确保客户在所有接触点（无论位置或渠道如何）都能获得一致的服务和支持。
Nextiva’s omnichannel capabilities enable businesses to maintain that consistency. Teams no longer need to bounce between multiple apps to understand how a customer interacts with their business–they can see the entire conversation/journey in one view and work together to deliver amazing experiences every single time.
Nextiva 的全渠道功能使企业能够保持这种一致性。团队不再需要在多个应用程序之间来回切换来了解客户如何与其业务交互——他们可以在一个视图中看到整个对话/旅程，并一起工作，每次都提供令人惊叹的体验。
4. Empower employees: Empower frontline employees with the training, tools, resources, and authority they need to deliver exceptional service and to resolve customer issues effectively. Ensure that your customer-centric culture fosters accountability, autonomy, and continuous improvement to encourage employees to take ownership of the customer experience.
4. 授权员工：为一线员工提供提供卓越服务和有效解决客户问题所需的培训、工具、资源和权限。确保以客户为中心的文化促进责任感、自主权和持续改进，以鼓励员工对客户体验负责。
5. Leverage technology: Invest in technology solutions that scale, most importantly, and that streamline processes, enhance efficiency, and improve the overall customer experience. Leverage CRM systems, automation tools, AI, and analytics platforms to personalize interactions, automate routine tasks, and gain insights into customer behavior.
5. 利用技术：投资能够扩展的技术解决方案，最重要的是，能够简化流程、提高效率并改善整体客户体验。利用 CRM 系统、自动化工具、人工智能和分析平台来个性化交互、自动化日常任务并深入了解客户行为。
Amir Erez, founder and CEO of Cedar Financial, had the following to say about his experience with technology that scales, streamlines processes, and increases efficiencies:
Cedar Financial 创始人兼首席执行官 Amir Erez 谈到了他在扩展、简化流程和提高效率的技术方面的经验：“With Nextiva we are now properly armed in real time with a 360-degree view of our end [customers]. We can better and more efficiently service them on their terms – whether that be a call, chat, SMS, or email. We’ve seen a substantial increase in efficiencies in the range of 40% as well as an uptick of agent revenue generation…”
“有了 Nextiva，我们现在就可以实时掌握最终 [客户] 的 360 度视图。我们可以根据他们的条件更好、更高效地为他们提供服务——无论是电话、聊天、短信还是电子邮件。我们看到效率大幅提高了 40%，代理商收入也有所增加……”
6. Monitor metrics and celebrate successes: Don’t make them the focus but monitor key metrics and use insights to iterate on your strategy and adapt to changing customer needs and market dynamics. Celebrate successes, recognize achievements, and share best practices across the organization to foster a culture of continuous improvement and innovation.
6. 监控指标并庆祝成功：不要让它们成为焦点，而是监控关键指标并利用洞察来迭代您的策略并适应不断变化的客户需求和市场动态。庆祝成功、表彰成就并在整个组织内分享最佳实践，以培养持续改进和创新的文化。
Nextiva’s customer-driven roadmaps result in hundreds of new features each year, demonstrating the platform’s responsiveness to changing market dynamics and evolving preferences. By leveraging modern architecture, Nextiva enables businesses to adapt to changes effectively, ensuring competitiveness and relevance.
Nextiva 的客户驱动路线图每年都会带来数百个新功能，展示了该平台对不断变化的市场动态和不断变化的偏好的响应能力。通过利用现代架构，Nextiva 使企业能够有效地适应变化，确保竞争力和相关性。
7. Plan for scalability: This is probably a no-brainer, but design your strategy with scalability in mind to begin with, anticipating future growth and expansion. Implement scalable processes, systems, and infrastructure that can accommodate increasing customer volumes and evolving business requirements without sacrificing quality or efficiency.
7. 规划可扩展性：这可能是显而易见的事情，但在设计策略时首先要考虑到可扩展性，并预测未来的增长和扩展。实施可扩展的流程、系统和基础设施，以适应不断增加的客户量和不断变化的业务需求，而无需牺牲质量或效率。
In Closing 结束语
Scaling your strategy requires continual monitoring and iterating in order to create a sustainable approach to delivering exceptional experiences that drive customer satisfaction, loyalty, and business growth.
扩展战略需要持续监控和迭代，以创建可持续的方法来提供卓越的体验，从而推动客户满意度、忠诚度和业务增长。
Know that putting the customer front and center will never steer you wrong. Understanding your customers, training employees on their needs, monitoring and adapting, and delivering the experience they expect at that time – at the right time – will lead to great outcomes for all constituents.
要知道，以客户为中心永远不会让您走错路。了解您的客户，根据他们的需求培训员工，监控和适应，并在正确的时间提供他们期望的体验，将为所有成员带来巨大的成果。
