创业偶像改善消费者和企业的良性互动

    《财富》：公共点评网站旨在使企业负责人对消费者的反馈负起责任，但是你的应用主打的是私下交流。这样一来，怎样才能让企业负责人负起责任，或者说那只能算是一个目标？

    它可以通过几种方式使企业负责人负起责任。首先，如果你不通过私下渠道做出回应，就很难摆脱消费者在失望之下诉诸公开渠道的风险。所以私下渠道不会取代Yelp等网站，它只是给了企业一个公平的回应机会。如果他们不把握住这个机会，消费者可以采取任何他们想采取的行动。

    我们正在做的另外一件事，也是我们仍然处于试验阶段的一件事。不过在我们这方面，我们可以衡量商家是否在对消费者做出回应，以及商家对消费者回应的速度。所以我们可以衡量它，同时把这一点反馈给商店的负责人。“你看，你现在做到这个程度，与同一商圈的竞争对手相比你做到了这个程度。”如果我们把相对于其他竞争对手的进展情况告诉他们，就会促使他们做得更好。

    《财富》：你怎样看这款应用的前景？它怎能才能超越一个单纯的意见箱的角色？

    每当一个企业负责人回应了消费者的反馈，就意味着一段关系的开始。突然之间，有一个企业负责人或经理人对你说“我在乎你”，而不是一个你从没听说过的人出来敷衍你。这样会建立起顾客和企业之间的私人关系，而我们认为这种关系就是它的前景所在。商家不再是简单地把东西推给你，而是开始理解和知道“你喜欢什么？你对什么东西感兴趣？”我们正在用一种传统的方式对企业和消费者的关系进行“去匿名化”，也就是让企业负责人认识企业所有的消费者，同时让消费者认识城里的所有企业负责人。我们就是要带回那种感觉。（财富中文网）

    译者：朴成奎

    Fortune: Public review sites aim to hold business owners accountable, but your app promotes private interactions. How does it keep business owners accountable, or is that even a goal?

    It keeps business owners accountable in a couple ways. First, there's always the risk that if you don't respond in the private channel the customer could get frustrated and move to the public channel. So the private channel doesn't replace Yelp or any of those other sites, it simply gives the owner a fair chance to respond. If they do not take that fair chance, the consumer can go do whatever they want.

    Another thing we're doing, and this is something we are still kind of experimenting with, but on our side we can measure if you are responding and how fast you are responding to consumers. So we're able to measure that and show owners, 'okay, here's how you're doing and here's how you're doing relative to your peers in your neighborhood.' Showing people how they're doing relative to others gets them motivated to do a better job.

    Fortune: Where do you see the app headed in the future? How does it become more than a simple suggestion box?

    When an owner responds, it starts a relationship. Suddenly instead of a no name manager you've never heard of, there is an owner or manager who said 'I care about you.' Creating that personal relationship is where we kind of see this going. Instead of just pushing things to you, merchants get to you know and begin to understand, 'okay what do you like? What are you interested in?' We are de-anonymizing the business-consumer relationship in an old school way where [owners] know all the [consumers] from their business and a consumers know all the business owners in their town. We're bringing back that type of feeling.