外文翻译--“关键时刻”的客户服务.docVIP

外文原文 The ‘moment of truth’ in customer service Focus on the interactions that are important to customers — and on the way frontline employees handle those interactions. In recent years, mature companies with far-flung networks of frontline sales staff — banks, retailers, airlines, and incumbent telecom providers, for example — have devoted a great deal of money and effort to retaining their current customers. As many academic studies have noted, the costs of doing so tend to be much lower than those of acquiring new ones. The success of this strategy ultimately depends on expanding the breadth and depth of customer relationships and on translating the resulting loyalty into higher sales of goods and services, as well as a healthier bottom line. We believe that many businesses are falling short. Whats regularly missing, in our experience, is the spark between the customer and frontline staff members—the spark that helps transform wary or skeptical people into strong and committed brand followers. That spark and the emotionally driven behavior that creates it explain how great customer service companies earn trust and loyalty during moments of truth: those few interactions (for instance, a lost credit card, a canceled flight, a damaged piece of clothing, or investment advice) when customers invest a high amount of emotional energy in the outcome. Superb handling of these moments requires an instinctive frontline response that puts the customers emotional needs ahead of the companys and the employees agendas. Executives typically struggle to transform the way a company responds to its customers. Some wrongly assume that the quality of emotional responses—what the author Daniel Goleman famously called EQ, or emotional intelligence—is so deeply programmed at birth or in childhood that it is impossible to influence. Others mistakenly try to script what are by definition spontaneous events, thereby removing authenticity and empathy from the customer experience. These mi