創(chuàng)業(yè)者是否真的傾聽了自己的客戶

第第頁創(chuàng)業(yè)者是否真的傾聽了自己的客戶

Turnyourunderstandingofyourcustomersintoopportunitiesforreal,meaningfulconnectionswiththem.Listentowhattheyarereallysaying,notjusttheirresponsestosurveys,butwhattheytellyouwhentheydobusiness(orstopdoingbusiness)withyourcompany.仔細(xì)對(duì)待每一次與客戶的接觸，跟他們進(jìn)行有意義的溝通。仔細(xì)傾聽他們的真實(shí)所需，不僅僅是他們的調(diào)查看法，而是他們何時(shí)與你的公司合作〔或中止合作〕。

Yourmostpreciousasset,nomatterwhatbusinessyouhave,isyoure*istingcustomers.Youe*pendedconsiderableefforttoenticethesefolkstodobusinesswithyou.Sowhynotintenselyfocusontheirbehaviorastheydobusinesswithyou?Ratherthancombthroughtheendlessdataaboutthem,talktothem.不管你所處什么行業(yè)，你最寶貴的資產(chǎn)都是你現(xiàn)有的客戶。既然你已經(jīng)極盡全力獵取與客戶的合作機(jī)會(huì)，何不集中留意力與現(xiàn)有客戶打交道呢？與其經(jīng)受永無止境的數(shù)據(jù)，還是徑直跟他們談吧。

Talktothemwhentheyarriveatyourplaceofbusiness.Talktothemwhenyoudeliveryourservicetothem.Talktothemwhentheycall.Theywilltellyouwhatsreallyontheirminds,andyoucantakethatfeedbackanduseittoimprovetheire*perience.當(dāng)他們蒞臨公司的時(shí)候與他們洽談。告知他們你們何時(shí)提供服務(wù)，也可以通話時(shí)告知他們。然后他們就會(huì)告知你他們的真實(shí)意愿，你就可以由此給出反饋從而豐富閱歷。

Throughoutmyprofessionallife,Ihavelivedindenselypopulatedurbancenters,somye*pectationsforcustomerservicehaveebbedoverthepast20years.NowIliveinaruralpartoftheMidwest.MovingtherewasalifestylechoicethatImgladImade.AsIhavesettledintomylifeawayfromthecity,Imhavinge*periencesthatamazeme.在筆者的職業(yè)生涯里，一貫生活在人口密集的城市里，所以在這20年里，我對(duì)客戶的服務(wù)期盼已經(jīng)漸漸消退了。如今我住在中西部地區(qū)的一個(gè)小村莊。我認(rèn)為移居至此是一個(gè)明智的選擇。正由于我已經(jīng)遠(yuǎn)離城市，所以我更期盼能夠遇到使我驚艷的經(jīng)受。

Forinstance,whensomeonearrivestofi*aphoneorrepairafurnace,theyaremyneighbors.Wetalkaboutwhatsgoingon,andtheylistentomyconcerns.Recentlyapropanedeliveryfellowwastalkingwithmeashefilledupthepropanetank.Imentionedthatthereseemedtobeaproblemwiththevalvenotproperlyreportingthelevelofpropaneinthetank.例如，當(dāng)修理手機(jī)或修理壁爐的時(shí)候，來援助我的人通常都是我的鄰居。我們會(huì)談?wù)撌鞘裁礌顩r，然后他們會(huì)留意我的.需求。最近有一位給燃?xì)夤芗託獾泥従痈艺勌臁Ｎ姨岬搅思偃绮荒軌蚯‘?dāng)?shù)亟o自然氣槽加注氣體會(huì)產(chǎn)生問題。

Whatdidhedo?Thene*tday--thatsright,thene*tday--hecamebackwithareplacementvalveforthetank.Nowthatwasimpressive.Hisgreatservicedidntendthere.Hesaid,Illseeaboutgettingyouacreditforthepropanethatwaslostduetothisfaultyvalve.Ithought,Sure,Illneverseethat.Aweeklater,Ireceivedanoticefromthepropanecompanythatacredithadbeenappliedtomyaccountinanamountthate*ceededanye*pectationIhad.然后你猜猜他有接下來做了什么事情？第二天，沒錯(cuò)，就在第二天，他過來給我更換了一個(gè)天燃?xì)忾y。真是太驚異了！不過他的友善并沒有止步。他說：我要確保你的自然氣服務(wù)得到保障。我敢保證，我從沒遇到這么好的服務(wù)。一周后，我收到一封來自自然氣公司的通知，上面說明我的自然氣管賬戶已經(jīng)通過申請(qǐng)信貸，這是超乎我的預(yù)期的。

Youmaybeasking,Howcanthistypeofcustomerlisteningbeusedinlargerbusinesses?Easy!Everybusinessconnectswithitscustomerseveryday.Capturingtheseinteractionsandtranslatingwhatcustomersaresayingastheydobusinesswiththecompanywill,inmyopinion,p