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如果你希望能够留住客户并吸引他们购买更多产品，唯一的办法就是给他们留下一个好印象。而好印象来自客户体验——沟通、交流和各种接触。创造一个好印象，自然能带动你所期望的客户行为。 当然，要建立特定的印象存在难度。很多公司不仅不能建立期望的印象，甚至都不能有意识地为客户提供任何一贯如一的正面体验。 但是，如果能了解一些打动客户的基本原理，要做到这一点并非难于上青天。举例来说，可以用“峰终定律”（Peak-End Rule）来分析、改善每位客户的体验。 创造积极体验，收获真实利益 峰终定律是一项描述我们如何认知和记忆体验的心理学定律。它认为，一个人对任何体验的记忆和评估都是基于“高峰”和结尾。 “高峰”体验就是偏离“常态”体验最远的那个点。换言之，这是一次体验中情绪的最高点或最低点。另一个关键点是体验的结尾。 通过“峰终定律”来审视你的客户体验可能会有几个结果。一是你会发现在某些互动中通常只有中性或略负面的体验。二是存在很多种可能，只需对你的互动进行微调，即可大幅改善客户体验。 美国电话电报公司（AT&T）营业厅就是一个很好的例子。他们发现，顾客进入营业厅后通常需要（至少）等上几分钟才能获得帮助。这给顾客带来一定的焦虑感，有时不知道自己是不是下一位顾客，可能还要等多长时间。为此，AT&T采取了几项措施，包括建立排队系统告知顾客前面有多少人在等候，并在屏幕上滚动显示等候情况，方便顾客随时了解他们在队列中的位置。 但有一项非常简单但行之有效的改变也极大地改善了客户体验：AT&T要求店员在每位顾客进入营业厅的10秒钟内，或者进门10英尺之内致以问候。AT&T自己的研究显示，顾客进门后如果能很快得到店员的问候，可以显著提升体验。进门后立即得到问候的顾客在接受调查时表示，感觉上等待的时间好像要比事实上短。 |
The only way you keep a customer, and get her to buy more, is to create apositive perception. And the only way a perception is created is through the customer experience – the communications, interactions, and other exposures. Create the right perception, and you can drive the desired behavior. Of course, building a specific perception can be tricky, and many businesses fail not only at creating an intentional perception, but even in consciously building any kind of consistent, positive experiences with their customers. Yet, it doesn’t have to be overly difficult if you understand some of the basics of what makes customers tick. For example, one approach you can use to analyze and improve each customer experience is to apply the “Peak-End Rule.” Create Positive Experiences, and Reap the Benefits The Peak-End Rule is a principal from psychology that describes how we all perceive and remember experiences. It states that a person will remember and gauge any experience by the “peak” of the experience, and the end. Here’s what that means: the “peak” of an experience is the point in the interaction that varies the most from the “norm.” In other words, that’s emotionally either the highest, or lowest, point of the experience. The other key moment is the end or the experience. There are several implications when looking at your customer experiences through this “Peak-End” lens. One is that you’ll find there are often only neutral or slightly negative points within certain interactions. The other is that many possible opportunities exist to pump up the perception of customers with just a little tweak to your interactions. A good example is the AT&T stores. They noticed that it could take several minutes (at least) after a customer entered the store for an associate to be available to help. This caused some anxiety for customers, who would sometimes wonder if they were next, and how long the wait might be. So AT&T implemented several policies, including creating a system to inform a customer how many people were already waiting, and displaying the customers on a screen so they keep track of where they were in the queue. But there was one very simple, powerful change that dramatically impacted customer experience: associates were required to acknowledge each customer entering the store within 10 seconds or 10 feet from the door. AT&T’s own research has shown that, by quickly greeting a customer, his or her perception measurably improves about the experience. In fact, when asked in a survey, the customer who’s greeted quickly estimates that the waiting time was shorter than it actually was. |
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