不要嘗試去控制客戶體驗

又看到有人在談要透過客戶體驗來建立意見領袖，發揮口碑宣傳的行銷作用。這令我擔憂。

無論你是否有認知到，所有你公司與客戶的互動關係，很大程度都與他們對你公司的產品與服務的體驗有關。或許你的公司已經認知到這一點，並且很小心的在維護每一個客戶體驗，並且希望在他們之中能夠建立起意見領袖，進而為你公司建立起口碑。

然而，殘酷的現實是，無論你多麼謹慎，客戶的反應永遠不會完全如你所願。

儘管客戶的反應是如此不可測，不要輕易放棄。接受這個現實的挑戰，還是要經常關注客戶的回應，請客戶隨時都給予回饋，聽取他們的意見，並且你要依據客戶的回饋進行必要的調整。

企圖去控制客戶的體驗，而希望建立起意見領袖，可能是不現實的期待。相對的，隨時關注在客戶的回饋而進行優化改善，才是正途。

Don't try to control customer experience

It is also seen that some people are talking about establishing opinion leaders through customer experience to play the marketing role of word-of-mouth propaganda. This worries me.

Whether you recognize it or not, all of your company's interactions with customers are largely related to their experience with your company's products and services. Perhaps your company already knows this and carefully maintains every customer experience, hoping to build opinion leaders among them and build a reputation for your company.

However, the cruel reality is that no matter how cautious you are, the customer's response will never be exactly what you want.

Although the customer's reaction is so unpredictable, don't give up easily. Accepting this realistic challenge, we should always pay attention to the customer's response, ask the customer to give feedback at any time, listen to their opinions, and you should make necessary adjustments according to the customer's feedback.

It may be unrealistic to attempt to control the customer's experience and hope to establish opinion leaders. Relatively, optimizing and improving customer feedback at any time is the right way.

激勵掌握客戶體驗的第一線員工

要得到卓越的客戶體驗，你必須激勵并授權給第一線的員工，如此他們將發揮最大能力來提高客戶的體驗滿意度：

1. 以親善態度而非以工作能力來聘僱。要做好對客戶的親善服務，你最好聘僱性格就親善的員工。你可以召集一群來應聘的新人，讓他們彼此互動，從旁觀察哪幾位與他人比較能夠互動，有較好的人際關係技巧。聘用進來后，再加強客戶服務相關的教育訓練。
2. 關注在客戶服務的目的，而非要求遵守規則。公司的作業規則是需要的，但是它也僅能夠作為規則而已。要激勵第一線員工做對她有意義的工作，你必須對她說明公司的目的，要讓客戶在情緒上能夠滿意公司的服務。當你說明清楚公司的目的，並且信任她會做好她的工作，她會感到這份工作是有價值的，她是受到重視的，而且她不僅做到只是符合公司的要求，還會以熱情發揮得更好。

Encouraging front-line employees to master customer experience

To achieve excellent customer experience, you must motivate and empower front-line employees so that they can maximize customer experience satisfaction:

1. Employ in a friendly manner rather than in a competent manner. In order to do a good job of customer friendly service, you'd better hire employees who are friendly in character. You can call up a group of new applicants and let them interact with each other to see which ones are more interactive and have better interpersonal skills. After hiring, we should strengthen the education and training related to customer service.
2. Focus on the purpose of customer service, not on compliance. The company's operating rules are needed, but they can only be used as rules. To motivate front-line employees to do meaningful work for her, you must explain the company's purpose to her, and make customers emotionally satisfied with the company's service. When you clarify the purpose of the company and trust her to do her job well, she will feel that the job is valuable, she is valued, and she not only meets the company's requirements, but also can play a better role with enthusiasm.