苹果手表会成为客服标配吗？

    智能手表能让你的销售或客服团队更敏锐地把握客户需求吗？

    在苹果手表发售的前一周，客户关系管理公司Salesforce就企业对这款产品的接受度进行了一项研究，最终发现许多把赌注押在可穿戴技术上的企业都作出了肯定回答。

    在大约1400名受访者中，超过三分之一已经开始在工作中使用可穿戴技术。绝大部分受访者（86%）都计划在明年花更多钱来购买智能手表、系带、手链和眼镜。

    手表受到了最多的关注，这点并不令人意外。近半数受访者表示，它们将对工作环境产生极大的影响。包括实时获得顾客信息；指导现场维修人员；实时警示价格变动、呼叫中心平均等待时间等重要信息；提供培训资料等。

    Salesforce公司全球战略合作伙伴关系主管林赛•欧文表示：“可以想想它在销售中的作用，假设我是一名经理或服务人员。现在，我可以确保每位进店的顾客都能得到定制化的体验。在你需要的时候，这些设备可以给你提供合适的情报和你所需的预测信息。” Salesforce的第一款苹果手表应用将在该产品开售时同步上线。

    简而言之，可穿戴设备可以成为让客户满意的超级工具。营销和销售咨询公司Bluewolf的首席执行官埃里克•贝里奇表示：“来自可穿戴设备的数据情报可以让员工提前得知顾客的行为模式，只需一刹那，就能更好地服务和了解顾客。可穿戴设备让企业得以优化自己的服务。它的界面就带在身上，而不是放在不易被注意到的口袋或提包里。”该公司与Salesforce、Marketo和甲骨文公司有密切合作关系。

    数码胸卡和“系带”，比如Nymi的心率监测设备，超过了眼镜，成为人们第二感兴趣的领域，尽管优势十分微弱。（健康腕带被单独分为一类。）人们正打算将这类设备当作进入办公室大楼或酒店房间的权限卡，或是度假地和主题公园的支付途径。迪斯尼公司的无线射频识别腕带MagicBands，就是一个已经开始运转的优秀系统。

    当被问到Salesforce为何热衷于做企业接受度的研究时，欧文表示：“我们想要有更多热门应用，我们希望让自己的客户来开发这些东西。”为推动这种创造性，该公司已经发布了一个旨在帮助开发人员创建可穿戴产品应用的软件平台Salesforce Wear。

    以下是你应当了解的其他五件事情：

    1. 受访者表示，在苹果手表之后，他们最感兴趣的是谷歌眼镜应用。

    2. 数据收集被认为是采用可穿戴设备要面临的最大障碍之一，只有8%的受访者表示他们能够利用通过可穿戴设备收集的数据。

    3. 尽管价格是影响购买行为的最大因素，商业用户也希望可穿戴设备能够完成多重任务。

    4. 在那些已经使用可穿戴设备的企业中，有四分之三表示企业的业绩有所提升。

    5. 超过半数想要利用可穿戴设备的公司，都希望员工能够“自带设备”。（财富中文网）

    译者：严匡正

    审校：任文科

    Could smart watches make your sales teams or service agents more responsive to customer needs?

    Many businesses taking a chance on wearable technologies believe the answer to that question is “Yes,” suggests acorporate adoption study conducted by Salesforce in the weeks leading up to the Apple Watch release.

    More than one-third of the roughly 1,400 respondents already use wearable technologies on the job. A large majority (86%) plan to invest more in applications for smart watches, lanyards, bracelets, and eyewear over the next year.

    Not surprisingly, watches are getting most of the attention, with almost half the survey respondents suggesting they’ll have the biggest impact within corporate settings. Among the most anticipated usage scenarios: real-time access to customer information, instruction guides for field service teams, real-time alerts about everything from pricing changes to average call-center wait times, and training materials.

    “Think of this, in the case of retail, I’m a manager or service worker. Now, I can make sure everyone who walks into the store gets a personalized experience,” said Lindsey Irvine, global director of strategic partnerships for Salesforce, which will have its first Apple Watch application available Friday when the first orders make it to customers’ wrists. “[These devices] can give you the right intelligence and predictive information you need, at the time you need it.”

    In short, wearables could be an invaluable tool for creating happy customers. “Data intelligence derived from wearables allows employees to know their customer’s behavior and patterns in advance, to better serve and know them in that micro-moment,” said Eric Berridge, CEO of Bluewolf, a marketing and sales consulting company that works closely with Salesforce, Marketo and Oracle. “Wearables allow enterprises to optimize this. The interface is on the body, rather than in pockets and bags where opportunities might be missed.”

    Digital badges and “lanyards” such as the Nymi heart-monitoring device beat out eyewear (although only slightly) as the second most active area of interest. (Fitness bands were categorized separately.) These sorts of devices are being considered for applications such as access control for office buildings or hotel rooms, or as the payment conduit in resorts or theme parks. Disney’s MagicBands, which are RFID-enabled wristbands, are great example of a system that’s already up and running.

    “We want more killer apps, and we want our customers to be building these things,” Irvine said, when asked about Salesforce’s motivation for the corporate adoption study. The company’s Salesforce Wear apps-creation software is meant to kickstart that creativity.

    Here are five other things you should know:

    1. After Apple Watch, survey respondents were most interested in applications for Google Glass

    2. Data collection is considered one of the largest adoption obstacles; only 8% indicated they’d be able to make use of metrics collected via wearables

    3. While cost is the biggest motivator of purchases, business users also want devices that multitask

    4. Three-quarters of businesses that already use wearables report a positive impact on performance

    5. More than half of companies expecting to make use of these gadgets expect employees to “bring their own”