本文源引自Mark Johnson在《Loyalty360》2024年3月12日的刊文，采用中英雙語(yǔ)排版，由ImmersiveTranslate提供翻譯支持。

Brands building the best relationships with their customers and loyalty program members are those that proactively seek to learn how customers and members feel, their perspectives of the brand, what their expectations are, and if there are any pain points in the brand-customer/member relationship. This goes for brands newly entering the customer loyalty landscape with first program launches as well as those that are rolling out loyalty program design changes or scaling back options previously available without fully understanding customers’ expectations or sentiments — which can result in disaster, no matter the intention.  
與客戶(hù)和忠誠(chéng)度計(jì)劃會(huì)員建立最佳關(guān)系的品牌是那些主動(dòng)尋求了解客戶(hù)和會(huì)員的感受、他們對(duì)品牌的看法、他們的期望是什么以及品牌-客戶(hù)/會(huì)員是否存在任何痛點(diǎn)的品牌。關(guān)系。這適用于剛剛推出首個(gè)計(jì)劃而進(jìn)入客戶(hù)忠誠(chéng)度領(lǐng)域的品牌，以及那些在沒(méi)有充分了解客戶(hù)期望或情緒的情況下推出忠誠(chéng)度計(jì)劃設(shè)計(jì)變更或縮減先前可用選項(xiàng)的品牌——這可能會(huì)導(dǎo)致災(zāi)難，無(wú)論情況如何。意圖。

Of course, new program launches or planned program changes are not the only time to seek customer feedback. It should be an ongoing process, evolving alongside customer expectations as new trends emerge and increasingly advanced technologies improve feedback solicitation, collection, and analysis while driving brand strategies and brand-customer interactions.   
當(dāng)然，新計(jì)劃的推出或計(jì)劃中的計(jì)劃變更并不是尋求客戶(hù)反饋的唯一時(shí)機(jī)。它應(yīng)該是一個(gè)持續(xù)的過(guò)程，隨著新趨勢(shì)的出現(xiàn)和日益先進(jìn)的技術(shù)改進(jìn)反饋征求、收集和分析，同時(shí)推動(dòng)品牌戰(zhàn)略和品牌與客戶(hù)互動(dòng)，隨著客戶(hù)期望不斷發(fā)展。

Loyalty360 spoke with supplier members and loyalty strategy experts about leveraging the right tools for gathering customer feedback, integrating it into loyalty programs and the decision-making process, and addressing negative feedback and customer dissatisfaction. 
Loyalty360 與供應(yīng)商成員和忠誠(chéng)度策略專(zhuān)家進(jìn)行了討論，討論如何利用正確的工具收集客戶(hù)反饋、將其整合到忠誠(chéng)度計(jì)劃和決策過(guò)程中，以及解決負(fù)面反饋和客戶(hù)不滿(mǎn)意的問(wèn)題。

Qualitative and Quantitative Feedback — Leveraging the Right Tools and Methodologies 
定性和定量反饋——利用正確的工具和方法

When collecting customer and program member feedback, brands can choose from a range of tools, technologies, and methodologies to gain the necessary insights for strengthening customer loyalty and rewards programs. Depending on the resources available, the goals behind collecting and understanding the feedback, and the right approach for the organization, brands may leverage surveys, polls, CRM analytics, internal resources — e.g., customer service team members — and other tools to develop customer loyalty success strategies. The experts featured in this article included surveys as a mechanism for gathering feedback but offered a deeper look into what brands might consider employing.      
在收集客戶(hù)和計(jì)劃成員反饋時(shí)，品牌可以從一系列工具、技術(shù)和方法中進(jìn)行選擇，以獲得加強(qiáng)客戶(hù)忠誠(chéng)度和獎(jiǎng)勵(lì)計(jì)劃所需的見(jiàn)解。根據(jù)可用資源、收集和理解反饋背后的目標(biāo)以及組織的正確方法，品牌可以利用調(diào)查、民意調(diào)查、CRM 分析、內(nèi)部資源（例如客戶(hù)服務(wù)團(tuán)隊(duì)成員）和其他工具來(lái)培養(yǎng)客戶(hù)忠誠(chéng)度成功策略。本文中的專(zhuān)家將調(diào)查作為收集反饋的一種機(jī)制，但對(duì)品牌可能考慮采用的內(nèi)容進(jìn)行了更深入的研究。

Surveys and questionnaires are useful for collecting qualitative feedback from loyalty members. By providing a direct channel for expressing preferences and suggestions, they also foster a sense of member involvement in the program. Comarch’s Pó?rola notes that, from a company perspective, by collecting data from customers (feedback on program features, desired rewards, preferences, etc.), businesses can dynamically update customer attributes. This data can then be leveraged to create more personalized and targeted loyalty campaigns, with tailored promotions and incentives to individual preferences, thereby enhancing customer engagement and satisfaction.  
調(diào)查和問(wèn)卷對(duì)于收集忠誠(chéng)會(huì)員的定性反饋非常有用。通過(guò)提供表達(dá)偏好和建議的直接渠道，他們還培養(yǎng)了會(huì)員參與該計(jì)劃的意識(shí)。 Comarch 的 Pó?rola 指出，從公司的角度來(lái)看，通過(guò)收集客戶(hù)的數(shù)據(jù)（對(duì)計(jì)劃功能的反饋、期望的獎(jiǎng)勵(lì)、偏好等），企業(yè)可以動(dòng)態(tài)更新客戶(hù)屬性。然后可以利用這些數(shù)據(jù)來(lái)創(chuàng)建更加個(gè)性化和有針對(duì)性的忠誠(chéng)度活動(dòng)，根據(jù)個(gè)人喜好定制促銷(xiāo)和激勵(lì)措施，從而提高客戶(hù)參與度和滿(mǎn)意度。

Quantitative feedback within a loyalty program plays a vital role in assessing its efficacy and tailoring strategies for enhanced customer engagement. Businesses operating loyalty programs may focus on metrics such as redemption rates, customer acquisition and retention costs, and the overall lifetime value of loyalty members.  
忠誠(chéng)度計(jì)劃中的定量反饋在評(píng)估其有效性和定制策略以增強(qiáng)客戶(hù)參與度方面發(fā)揮著至關(guān)重要的作用。運(yùn)營(yíng)忠誠(chéng)度計(jì)劃的企業(yè)可能會(huì)關(guān)注兌換率、客戶(hù)獲取和保留成本以及忠誠(chéng)度會(huì)員的整體終身價(jià)值等指標(biāo)。

“For example, a retail loyalty program might closely monitor the frequency of customer purchases, average transaction values, and the success of targeted promotions,” Pó?rola further explains. “On the other hand, a travel-related loyalty program might prioritize metrics like points redemption for specific rewards, customer churn rates, and the impact of loyalty initiatives on overall revenue.” 
“例如，零售忠誠(chéng)度計(jì)劃可能會(huì)密切監(jiān)控客戶(hù)購(gòu)買(mǎi)頻率、平均交易價(jià)值以及有針對(duì)性的促銷(xiāo)活動(dòng)是否成功，”P(pán)ó?rola 進(jìn)一步解釋道。 “另一方面，與旅行相關(guān)的忠誠(chéng)度計(jì)劃可能會(huì)優(yōu)先考慮特定獎(jiǎng)勵(lì)的積分兌換、客戶(hù)流失率以及忠誠(chéng)度計(jì)劃對(duì)整體收入的影響等指標(biāo)?！?/p>

Customer surveys in exchange for branded gift cards are the most frequent method of feedback collection Baesman’s Preston sees in the industry. While there is some subjectiveness when asking the biggest brand advocates questions about the brand, surveying is often an effective method to better understand the story behind awareness, acquisition, engagement, and retention trends seen in the program. She also points out that customer feedback can take the form of escalated calls to the call center or poor experiences in-store.   
貝斯曼普雷斯頓在業(yè)內(nèi)最常見(jiàn)的反饋收集方法是通過(guò)客戶(hù)調(diào)查換取品牌禮品卡。雖然向最大的品牌擁護(hù)者詢(xún)問(wèn)有關(guān)品牌的問(wèn)題時(shí)存在一些主觀性，但調(diào)查通常是更好地了解項(xiàng)目中的認(rèn)知度、獲取、參與和保留趨勢(shì)背后的故事的有效方法。她還指出，客戶(hù)反饋的形式可能是向呼叫中心升級(jí)呼叫或店內(nèi)體驗(yàn)不佳。

“The most effective way to get a comprehensive quantitative view of the customer loyalty program and its impact on customer behavior is by adopting an all-of-the-above approach that combines traditional quantitative feedback techniques such as periodic surveys with insights delivered through customer analytics and loyalty program platforms,” says Capillary Technologies’ Clarke.  
“全面定量了解客戶(hù)忠誠(chéng)度計(jì)劃及其對(duì)客戶(hù)行為的影響的最有效方法是采用上述所有方法，將定期調(diào)查等傳統(tǒng)定量反饋技術(shù)與通過(guò)客戶(hù)分析提供的見(jiàn)解相結(jié)合和忠誠(chéng)度計(jì)劃平臺(tái)，”Capillary Technologies 的 Clarke 說(shuō)道。

Clarke believes that qualitative feedback rounds out the view of the member and the loyalty program.?Beyond traditional techniques like focus groups, qualitative feedback can be sourced through technology-assisted monitoring of customer interactions with customer service agents — human or digital — and leveraging tools such as in-app mechanisms to capture real-time customer feedback, embedding these at every moment of truth in their loyalty program interactions. 
克拉克認(rèn)為，定性反饋可以完善會(huì)員和忠誠(chéng)度計(jì)劃的觀點(diǎn)。除了焦點(diǎn)小組等傳統(tǒng)技術(shù)之外，還可以通過(guò)技術(shù)輔助監(jiān)控客戶(hù)與客戶(hù)服務(wù)代理（人工或數(shù)字）的交互來(lái)獲取定性反饋，并利用應(yīng)用程序內(nèi)機(jī)制等工具來(lái)捕獲實(shí)時(shí)客戶(hù)反饋，并將這些反饋嵌入到每個(gè)服務(wù)中。忠誠(chéng)度計(jì)劃互動(dòng)中的關(guān)鍵時(shí)刻。

Kobie’s Welch emphasizes that brands must take a 360-degree approach. While social media and email surveys are great platforms for gathering feedback, it’s important to understand that this only represents customers who are active in those spaces or who had a one-off experience.  
Kobie 的韋爾奇強(qiáng)調(diào)，品牌必須采取 360 度全方位的方法。雖然社交媒體和電子郵件調(diào)查是收集反饋的絕佳平臺(tái)，但重要的是要了解，這僅代表在這些空間中活躍或擁有一次性體驗(yàn)的客戶(hù)。

“By the time a customer is on social media, it’s often too late to address their concerns,” says Welch. “One of the best places to get feedback is from your front-line team, specifically your Customer Service Representatives. They are your ‘canaries in a coal mine’ and can identify issues much faster. They can also pinpoint minor friction points in the customer experience.” 
“當(dāng)客戶(hù)使用社交媒體時(shí)，往往已經(jīng)來(lái)不及解決他們的擔(dān)憂(yōu)了，”韋爾奇說(shuō)。 “獲得反饋的最佳地點(diǎn)之一是來(lái)自一線(xiàn)團(tuán)隊(duì)，特別是客戶(hù)服務(wù)代表。他們是“煤礦里的金絲雀”，可以更快地發(fā)現(xiàn)問(wèn)題。他們還可以查明客戶(hù)體驗(yàn)中的小摩擦點(diǎn)?！?/p>

The Role of Technology 
技術(shù)的作用

Unsurprisingly, the experts featured in this article agree: technology plays a significant role in a brand’s customer feedback management efforts, encompassing collection, analytics, strategy formation, and action/execution.    
毫不奇怪，本文中的專(zhuān)家一致認(rèn)為：技術(shù)在品牌的客戶(hù)反饋管理工作中發(fā)揮著重要作用，包括收集、分析、戰(zhàn)略形成和行動(dòng)/執(zhí)行。

Some brands prefer an evergreen approach to collecting feedback that is embedded in their current member experiences. Baesman has seen significant interest develop around preference centers that plug into the online account management experience for programs, enabling members to tell brands what channels they prefer, what products they seek, and what types of marketing they want to receive.  
一些品牌更喜歡采用常青的方法來(lái)收集嵌入其當(dāng)前會(huì)員體驗(yàn)的反饋。貝斯曼發(fā)現(xiàn)人們對(duì)偏好中心產(chǎn)生了濃厚的興趣，這些偏好中心插入到計(jì)劃的在線(xiàn)帳戶(hù)管理體驗(yàn)中，使會(huì)員能夠告訴品牌他們喜歡什么渠道、他們尋求什么產(chǎn)品以及他們希望接受什么類(lèi)型的營(yíng)銷(xiāo)。

“This can be a helpful tool, but often expensive to design and build,” says Preston, noting that many brands also leverage their existing channels to send out survey questions. “As loyalty evolves, some brands have invested in giving members the option to get early access to a product and review that product for points or some other benefit in return. No matter what a brand’s sophistication level is in collecting feedback from members, it’s a necessary piece of the data puzzle.”??? 
普雷斯頓說(shuō)：“這可能是一個(gè)有用的工具，但設(shè)計(jì)和構(gòu)建通常成本高昂?！彼赋?，許多品牌還利用現(xiàn)有渠道發(fā)送調(diào)查問(wèn)題。 “隨著忠誠(chéng)度的發(fā)展，一些品牌開(kāi)始投資，讓會(huì)員可以選擇提前使用產(chǎn)品并評(píng)論該產(chǎn)品以獲得積分或其他好處作為回報(bào)。無(wú)論品牌在收集會(huì)員反饋方面的復(fù)雜程度如何，這都是數(shù)據(jù)難題中必不可少的一部分?！?/p>

Welch and Pó?rola see the role of technology in a brand’s customer feedback management and loyalty efforts as crucial.  
韋爾奇和波羅拉認(rèn)為技術(shù)在品牌的客戶(hù)反饋管理和忠誠(chéng)度工作中的作用至關(guān)重要。

“Technology can help log the customer’s actual verbatim feedback onto a platform where their data already exists, enabling you to personalize their offers,” says Welch. “This allows you to meet the customer where they are on a more genuine level.”  
“技術(shù)可以幫助將客戶(hù)的實(shí)際逐字反饋記錄到他們的數(shù)據(jù)已經(jīng)存在的平臺(tái)上，使您能夠個(gè)性化他們的報(bào)價(jià)，”韋爾奇說(shuō)。 “這可以讓你以更真實(shí)的方式與客戶(hù)見(jiàn)面?！?/p>

“Tech tools help collect feedback from customers — whether it’s a quick survey, a chatbot, or a review platform,” adds Pó?rola. “This makes it easier for customers to share their thoughts. But the real magic happens when tech turns that feedback into something useful. It crunches the numbers, spots trends, and figures out what customers really love or want to be improved.”  
“技術(shù)工具有助于收集客戶(hù)的反饋——無(wú)論是快速調(diào)查、聊天機(jī)器人還是評(píng)論平臺(tái)，”P(pán)ó?rola 補(bǔ)充道。 “這使客戶(hù)更容易分享他們的想法。但當(dāng)科技將反饋轉(zhuǎn)化為有用的東西時(shí)，真正的魔力就會(huì)發(fā)生。它會(huì)處理數(shù)據(jù)、發(fā)現(xiàn)趨勢(shì)并找出客戶(hù)真正喜歡或希望改進(jìn)的地方?！?/p>

Pó?rola contends this information isn’t just for show; it’s the secret sauce for creating personalized experiences and loyalty perks. Beyond retrospective analysis, AI’s predictive capabilities enable brands to anticipate customer preferences and evolving needs.  
波羅拉認(rèn)為，這些信息不僅僅是為了展示；而是為了展示。這是創(chuàng)造個(gè)性化體驗(yàn)和忠誠(chéng)度福利的秘訣。除了回顧性分析之外，人工智能的預(yù)測(cè)能力還使品牌能夠預(yù)測(cè)客戶(hù)偏好和不斷變化的需求。

“It’s the tech-driven glue that binds brands and customers in a long-lasting, happy relationship,” she finishes. 
“這是一種技術(shù)驅(qū)動(dòng)的粘合劑，將品牌和客戶(hù)聯(lián)系在一起，建立持久、幸福的關(guān)系，”她總結(jié)道。

Clarke affirms that technology enables the process of gathering, assessing, and then acting on member feedback. Technology underlies everything, including:  
克拉克確認(rèn)，技術(shù)可以實(shí)現(xiàn)收集、評(píng)估會(huì)員反饋，然后根據(jù)會(huì)員反饋采取行動(dòng)的過(guò)程。技術(shù)是一切的基礎(chǔ)，包括：

Executing member digital surveys  
執(zhí)行會(huì)員數(shù)字調(diào)查

Generating indirect feedback gleaned through behavioral analytics when a business intelligence platform is utilized  
使用商業(yè)智能平臺(tái)時(shí)，通過(guò)行為分析生成間接反饋

Gathering feedback through in-app loyalty program satisfaction ratings when members engage with the program through their phones 
當(dāng)會(huì)員通過(guò)手機(jī)參與該計(jì)劃時(shí)，通過(guò)應(yīng)用內(nèi)忠誠(chéng)度計(jì)劃滿(mǎn)意度評(píng)分收集反饋

Integrating Customer Feedback into Loyalty Programs and the Decision-making Process  
將客戶(hù)反饋納入忠誠(chéng)度計(jì)劃和決策過(guò)程

Gathering customer feedback is only a part of the work necessary for developing, launching, maintaining, and eventually evolving a customer loyalty program that is perceived as valuable by customers/program members. The insights collected must be fully understood and then integrated into the decision-making process. 
收集客戶(hù)反饋只是開(kāi)發(fā)、啟動(dòng)、維護(hù)和最終發(fā)展客戶(hù)/計(jì)劃成員認(rèn)為有價(jià)值的客戶(hù)忠誠(chéng)度計(jì)劃所需工作的一部分。必須充分理解收集到的見(jiàn)解，然后將其納入決策過(guò)程。

Brands can effectively integrate customer feedback into their loyalty program and decision-making process by adopting a comprehensive approach. This involves seeking input from customers through traditional methods such as surveys and social media as well as collecting feedback provided directly to front-line agents by customers. Welch believes this approach allows brands to gain valuable insights into customer needs and preferences, as well as identify patterns and trends that may have otherwise been missed.  
品牌可以通過(guò)采用綜合方法，有效地將客戶(hù)反饋整合到其忠誠(chéng)度計(jì)劃和決策過(guò)程中。這包括通過(guò)調(diào)查和社交媒體等傳統(tǒng)方法尋求客戶(hù)的意見(jiàn)，以及收集客戶(hù)直接向一線(xiàn)代理提供的反饋。韋爾奇認(rèn)為，這種方法可以讓品牌獲得對(duì)客戶(hù)需求和偏好的寶貴見(jiàn)解，并識(shí)別可能被忽視的模式和趨勢(shì)。

“During the pandemic, we found that customers were seeking a connection and support from brands,” says Welch. “By relaunching our soft skills training as ‘emotional connection’ training, we were able to foster the support customers needed. This led to an increase in customer satisfaction ratings, as they felt heard, understood, and supported.”  
“在疫情期間，我們發(fā)現(xiàn)客戶(hù)正在尋求品牌的聯(lián)系和支持，”韋爾奇說(shuō)。 “通過(guò)重新啟動(dòng)我們的軟技能培訓(xùn)作為‘情感聯(lián)系’培訓(xùn)，我們能夠?yàn)榭蛻?hù)提供所需的支持。這導(dǎo)致客戶(hù)滿(mǎn)意度提高，因?yàn)樗麄兏械奖粌A聽(tīng)、理解和支持?！?/p>

Ultimately, by prioritizing customer feedback and incorporating it into their decision-making processes, brands can build trust with their customers and provide them with the exceptional service they deserve. 
最終，通過(guò)優(yōu)先考慮客戶(hù)反饋并將其納入決策過(guò)程，品牌可以與客戶(hù)建立信任，并為他們提供應(yīng)有的卓越服務(wù)。

According to Clarke, it is imperative to first establish the sources and methods for collecting, managing, and processing customer feedback on the loyalty program. Channels to collect the information include surveys, in-app feedback tools, and customer service monitoring methodologies, among others.  
克拉克認(rèn)為，必須首先建立收集、管理和處理客戶(hù)對(duì)忠誠(chéng)度計(jì)劃的反饋的來(lái)源和方法。收集信息的渠道包括調(diào)查、應(yīng)用內(nèi)反饋工具和客戶(hù)服務(wù)監(jiān)控方法等。

Furthermore, Clarke sees gathering insights into customers’ emotional connection to a brand as important to understanding customer behavior and motivation, as purchase decisions and brand loyalty are often driven more by emotional factors than purely rational considerations.  
此外，克拉克認(rèn)為，收集客戶(hù)與品牌的情感聯(lián)系對(duì)于理解客戶(hù)行為和動(dòng)機(jī)非常重要，因?yàn)橘?gòu)買(mǎi)決策和品牌忠誠(chéng)度往往更多地是由情感因素驅(qū)動(dòng)，而不是純粹的理性考慮。

“Feedback from reward program customers can be encouraged by offering, for example, bonus points for providing it,” shares Clarke. “The information sourced through these channels can then be consumed by data analytics tools, assisting program managers with identifying patterns and trends, exposing opportunities, and generating a consideration set of customer-driven ‘you asked, we listened’ options that can be actioned around program evolution and improvement.” 
“可以通過(guò)提供獎(jiǎng)勵(lì)積分等方式來(lái)鼓勵(lì)獎(jiǎng)勵(lì)計(jì)劃客戶(hù)的反饋，”克拉克分享道。 “然后，通過(guò)這些渠道獲取的信息可以被數(shù)據(jù)分析工具使用，幫助項(xiàng)目經(jīng)理識(shí)別模式和趨勢(shì)，揭示機(jī)會(huì)，并生成一組由客戶(hù)驅(qū)動(dòng)的‘你問(wèn)，我們聽(tīng)’選項(xiàng)，這些選項(xiàng)可以圍繞這些選項(xiàng)采取行動(dòng)。程序的演變和改進(jìn)?！?/p>

Preston advises brands to collect feedback from both prospective and existing members about potential program changes. Frequently, Baesman observes that survey data validates what is seen within the behavioral data that showcases shopping and spending behaviors.  
普雷斯頓建議品牌從潛在會(huì)員和現(xiàn)有會(huì)員那里收集有關(guān)潛在計(jì)劃變更的反饋。貝斯曼經(jīng)常觀察到，調(diào)查數(shù)據(jù)驗(yàn)證了展示購(gòu)物和消費(fèi)行為的行為數(shù)據(jù)中所看到的內(nèi)容。

“Every now and then, customer feedback can help clarify loyalty program design decisions and ensure that customer hurdles are removed before any changes are introduced,” adds Preston.??  
“時(shí)不時(shí)地，客戶(hù)反饋可以幫助澄清忠誠(chéng)度計(jì)劃的設(shè)計(jì)決策，并確保在引入任何更改之前消除客戶(hù)障礙，”普雷斯頓補(bǔ)充道。

Addressing Negative Feedback and Customer Dissatisfaction 
解決負(fù)面反饋和客戶(hù)不滿(mǎn)意

Before being able to address a dissatisfied customer, Clarke believes the brand needs to know the negative experience exists in the first place — this is why establishing channels and underlying technology to gather, process, and synthesize customer feedback is so imperative.?With the “inbound” feedback channels operationalized, the brand should have established policies and procedures in place to address customer feedback — good or bad — ensuring a prompt, solution-oriented response that, in the case of a customer with negative feedback, maximizes the chance that the customer is retained — and perhaps even turns the customer into a brand advocate.?  
克拉克認(rèn)為，在能夠解決不滿(mǎn)意的客戶(hù)之前，品牌首先需要知道負(fù)面體驗(yàn)的存在——這就是為什么建立渠道和基礎(chǔ)技術(shù)來(lái)收集、處理和綜合客戶(hù)反饋是如此迫切。隨著“入站”反饋渠道的投入使用，品牌應(yīng)該制定適當(dāng)?shù)恼吆统绦騺?lái)處理客戶(hù)的反饋（無(wú)論好壞），確保及時(shí)、以解決方案為導(dǎo)向的響應(yīng)，在客戶(hù)收到負(fù)面反饋的情況下，最大限度地提高客戶(hù)滿(mǎn)意度。留住客戶(hù)的機(jī)會(huì)，甚至可能將客戶(hù)變成品牌擁護(hù)者。

“Brands today have much more data on the individual customer, particularly if that customer is a member of the brand’s loyalty program,” says Clarke. “This data can be leveraged more directly, addressing negative feedback and allowing for a much more personalized response, which goes a long way toward not only assuaging the customer’s concerns in the moment but fostering brand loyalty in the long run.” 
“當(dāng)今的品牌擁有更多有關(guān)個(gè)人客戶(hù)的數(shù)據(jù)，特別是如果該客戶(hù)是該品牌忠誠(chéng)度計(jì)劃的成員，”克拉克說(shuō)。 “可以更直接地利用這些數(shù)據(jù)，解決負(fù)面反饋并提供更加個(gè)性化的響應(yīng)，這不僅有助于緩解客戶(hù)當(dāng)前的擔(dān)憂(yōu)，而且從長(zhǎng)遠(yuǎn)來(lái)看也能培養(yǎng)品牌忠誠(chéng)度?！?/p>

For Pó?rola, while compensations like points or discounts can offer quick fixes, authentic customer connection transcends transactional gestures. Establishing a real bond requires understanding customers, empathizing with their emotions, and engaging in meaningful communication. Instant dialogue after receiving negative feedback becomes pivotal, fostering understanding and paving the way for a more profound and lasting connection. To achieve this, brands must have event-based communication strategies in place, ensuring that immediate responses are triggered upon the receipt of negative feedback. This real-time engagement demonstrates the brand’s attentiveness and commitment to addressing customer concerns swiftly. Turning a negative customer experience into a positive one requires proactive communication, empathetic understanding, and swift resolution.  
對(duì)于 Pó?rola 來(lái)說(shuō)，雖然積分或折扣等補(bǔ)償措施可以提供快速解決方案，但真正的客戶(hù)聯(lián)系超越了交易行為。建立真正的聯(lián)系需要了解客戶(hù)、同情他們的情緒并進(jìn)行有意義的溝通。收到負(fù)面反饋后的即時(shí)對(duì)話(huà)變得至關(guān)重要，可以促進(jìn)理解并為更深刻、更持久的聯(lián)系鋪平道路。為了實(shí)現(xiàn)這一目標(biāo)，品牌必須制定基于事件的溝通策略，確保在收到負(fù)面反饋時(shí)立即做出反應(yīng)。這種實(shí)時(shí)互動(dòng)體現(xiàn)了該品牌對(duì)迅速解決客戶(hù)問(wèn)題的關(guān)注和承諾。將消極的客戶(hù)體驗(yàn)轉(zhuǎn)變?yōu)榉e極的客戶(hù)體驗(yàn)需要主動(dòng)溝通、同理心理解和快速解決。

“Customer dissatisfaction is a major concern for brands as it leads to customer churn,” says Welch. “To prevent this, it’s important for brands to address negative feedback and concerns immediately and effectively.”  
“客戶(hù)不滿(mǎn)意是品牌的主要擔(dān)憂(yōu)，因?yàn)樗鼤?huì)導(dǎo)致客戶(hù)流失，”韋爾奇說(shuō)。 “為了防止這種情況發(fā)生，品牌必須立即有效地解決負(fù)面反饋和擔(dān)憂(yōu)?！?/p>

One approach is to have a dedicated team that reviews feedback from detractors and analyzes customer profiles in the company’s CRM system. If there is a trend, the issue is escalated to the relevant department for resolution. It’s worth noting that customer satisfaction issues may not always be related to technology but can stem from other factors such as packaging or interactive voice response (IVR) prompts. Welch reminds brands that to foster customer loyalty, it’s important to build a relationship with a genuine emotional connection that cultivates trust.? 
一種方法是建立一個(gè)專(zhuān)門(mén)的團(tuán)隊(duì)來(lái)審查批評(píng)者的反饋并分析公司 CRM 系統(tǒng)中的客戶(hù)資料。如果有趨勢(shì)，問(wèn)題就會(huì)上報(bào)給相關(guān)部門(mén)解決。值得注意的是，客戶(hù)滿(mǎn)意度問(wèn)題可能并不總是與技術(shù)相關(guān)，而是可能源于其他因素，例如包裝或交互式語(yǔ)音應(yīng)答 (IVR) 提示。韋爾奇提醒品牌，為了培養(yǎng)客戶(hù)忠誠(chéng)度，建立真正的情感聯(lián)系以培養(yǎng)信任非常重要。

While it can be challenging to know if negative feedback reflects the voice of some or many customers, Preston believes if brands find a theme throughout the feedback loop, it’s good to address that by looking at the full data picture.  
雖然要知道負(fù)面反饋是否反映了部分或許多客戶(hù)的聲音可能具有挑戰(zhàn)性，但普雷斯頓認(rèn)為，如果品牌在整個(gè)反饋循環(huán)中找到一個(gè)主題，那么最好通過(guò)查看完整的數(shù)據(jù)圖片來(lái)解決這個(gè)問(wèn)題。

“Is the customer having challenges with your customer care center? Struggling to redeem rewards online?” asks Preston.  
“客戶(hù)對(duì)您的客戶(hù)服務(wù)中心有疑問(wèn)嗎？難以在線(xiàn)兌換獎(jiǎng)勵(lì)？”普雷斯頓問(wèn)道。

She directs brands to investigate expressed issues to determine the root of the problem and learn how it’s influencing the health metrics of the program. Each unique customer challenge may be easily solved through quick program enhancements, appeasement programs, or a simple acknowledgment of the issue with plans to resolve.?? 
她指導(dǎo)品牌調(diào)查所表達(dá)的問(wèn)題，以確定問(wèn)題的根源，并了解它如何影響該計(jì)劃的健康指標(biāo)。每個(gè)獨(dú)特的客戶(hù)挑戰(zhàn)都可以通過(guò)快速的計(jì)劃增強(qiáng)、綏靖計(jì)劃或簡(jiǎn)單地承認(rèn)問(wèn)題并制定解決計(jì)劃來(lái)輕松解決。

Challenges in Managing Customer Feedback — Expert Observations 
管理客戶(hù)反饋的挑戰(zhàn)——專(zhuān)家觀察

Loyalty360 asked its supplier-member experts about the challenges they’ve encountered — or that their clients have encountered — in managing customer feedback effectively. What recommendations would they give on how to overcome them? 
Loyalty360 向其供應(yīng)商成員專(zhuān)家詢(xún)問(wèn)了他們或他們的客戶(hù)在有效管理客戶(hù)反饋方面遇到的挑戰(zhàn)。他們會(huì)就如何克服這些問(wèn)題提出哪些建議？

One of the initial challenges Kobie faced was placing too much emphasis on sentiment. Welch explains, “Focusing too much on the sentiment of the customer can lead to getting lost in the variety of reasons a customer would be upset. However, when we shifted our focus to identifying the root cause of trends, we were able to gain a better understanding of the context. This allowed us to delve deeper into the specific topics and get a clearer picture of what was happening and how customers felt about it.” 
科比最初面臨的挑戰(zhàn)之一是過(guò)于強(qiáng)調(diào)情緒。韋爾奇解釋說(shuō)：“過(guò)于關(guān)注客戶(hù)的情緒可能會(huì)導(dǎo)致客戶(hù)迷失在各種令客戶(hù)不安的原因中。然而，當(dāng)我們將注意力轉(zhuǎn)向確定趨勢(shì)的根本原因時(shí)，我們能夠更好地了解背景。這使我們能夠更深入地研究特定主題，并更清楚地了解正在發(fā)生的事情以及客戶(hù)對(duì)此的感受?！?/p>

Baesman experienced a similar phenomenon, finding that often, member feedback was either taken too lightly or too heavily. Preston cautions that it’s important to put the right amount of weight on the feedback based on the methodology of the research being conducted and the way the feedback is being collected.  
貝斯曼也經(jīng)歷過(guò)類(lèi)似的現(xiàn)象，他發(fā)現(xiàn)會(huì)員的反饋往往要么太輕要么太重。普雷斯頓警告說(shuō)，根據(jù)正在進(jìn)行的研究方法和收集反饋的方式，對(duì)反饋給予適當(dāng)?shù)闹匾暦浅Ｖ匾?/p>

“The full story gets weaved together not just with customer feedback but also from a thorough analysis of customer behavior,” says Preston. “We often find that self-reported shopping habits, for example, are different than what we see within the data. Validation is necessary to be sure the feedback received should be actioned upon.”?? 
“整個(gè)故事不僅與客戶(hù)反饋交織在一起，而且還來(lái)自對(duì)客戶(hù)行為的徹底分析，”普雷斯頓說(shuō)。 “例如，我們經(jīng)常發(fā)現(xiàn)自我報(bào)告的購(gòu)物習(xí)慣與我們?cè)跀?shù)據(jù)中看到的不同。驗(yàn)證是必要的，以確保收到的反饋能夠得到落實(shí)。”

One of Comarch’s clients encountered a significant challenge in managing the sheer volume and diversity of customer feedback pouring in from various channels. The multitude of feedback, ranging from social media comments to surveys and customer support interactions, overwhelmed the client’s existing system. To address this, the retail brand implemented advanced feedback management tools that incorporated automated tools for categorization and sentiment analysis.  
Comarch 的一位客戶(hù)在管理從各種渠道涌入的大量和多樣性的客戶(hù)反饋時(shí)遇到了重大挑戰(zhàn)。從社交媒體評(píng)論到調(diào)查和客戶(hù)支持互動(dòng)，大量的反饋?zhàn)尶蛻?hù)的現(xiàn)有系統(tǒng)不堪重負(fù)。為了解決這個(gè)問(wèn)題，該零售品牌實(shí)施了先進(jìn)的反饋管理工具，其中包含用于分類(lèi)和情緒分析的自動(dòng)化工具。

“This not only allowed them to organize the vast amount of feedback but also prioritized responses based on urgency,” explains Pó?rola. “By leveraging analytics, they identified key areas of concern and focused resources on addressing issues that had the most significant impact on customer satisfaction. The system’s automated alerts allowed them to address urgent matters in real time, demonstrating a commitment to proactive customer engagement.”  
“這不僅使他們能夠組織大量反饋，還可以根據(jù)緊急程度確定響應(yīng)的優(yōu)先級(jí)，”P(pán)ó?rola 解釋道。 “通過(guò)利用分析，他們確定了關(guān)鍵的關(guān)注領(lǐng)域，并將資源集中用于解決對(duì)客戶(hù)滿(mǎn)意度影響最大的問(wèn)題。該系統(tǒng)的自動(dòng)警報(bào)使他們能夠?qū)崟r(shí)解決緊急問(wèn)題，體現(xiàn)了對(duì)主動(dòng)客戶(hù)參與的承諾?！?/p>

“The primary challenge is getting the first step in building a feedback management process right,” asserts Clarke. “A brand must correctly establish feedback channels and institute the rigor and discipline around the procedures for collecting, managing, synthesizing, and acting upon?the feedback received.”  
“主要的挑戰(zhàn)是邁出正確構(gòu)建反饋管理流程的第一步，”克拉克斷言。 “品牌必須正確建立反饋渠道，并圍繞收集、管理、綜合和根據(jù)收到的反饋采取行動(dòng)的程序建立嚴(yán)格和紀(jì)律。”

Clarke maintains that without a well-designed feedback system — including the technology and processes (e.g., surveys enabling its collection, dissemination, and consumption), plus the business processes of what to do with the information once received — everything that can or should occur downstream based on the feedback is compromised.? 
克拉克認(rèn)為，如果沒(méi)有一個(gè)設(shè)計(jì)良好的反饋系統(tǒng)——包括技術(shù)和流程（例如，能夠收集、傳播和消費(fèi)的調(diào)查），加上收到信息后如何處理的業(yè)務(wù)流程——一切可能或應(yīng)該發(fā)生的事情基于反饋的下游受到損害。

In the end, a well-designed process ensures that the feedback reaches those responsible for acting upon it, whether that’s addressing the specific customer’s issue at hand or incorporating the feedback into the process that generates management insights, which, in turn, lead to identifying opportunities for product, service, or program enhancements.? 
最后，精心設(shè)計(jì)的流程可確保反饋到達(dá)負(fù)責(zé)采取行動(dòng)的人員，無(wú)論是解決當(dāng)前的特定客戶(hù)問(wèn)題，還是將反饋納入產(chǎn)生管理見(jiàn)解的流程中，從而識(shí)別產(chǎn)品、服務(wù)或計(jì)劃增強(qiáng)的機(jī)會(huì)。

Establishing a Voice of Customer (VoC)/Customer Feedback Process — Recommendations for Brands 
建立客戶(hù)之聲 (VoC)/客戶(hù)反饋流程 — 對(duì)品牌的建議

Before anything else, brands need to be explicitly clear in answering the question, what exactly is it they are looking to accomplish by establishing a VoC/customer feedback process??In its simplest form, the process could be developed specifically to handle dissatisfied customers and nothing more, though most successful organizations have evolved beyond this narrow approach. Clarke proposes that, alternatively, the brand could take a more sophisticated path that reframes feedback as an asset that can be leveraged in the brand’s continuous improvement efforts.? 
首先，品牌需要明確回答這個(gè)問(wèn)題：他們到底希望通過(guò)建立 VoC/客戶(hù)反饋流程來(lái)實(shí)現(xiàn)什么目標(biāo)？最簡(jiǎn)單的形式是，該流程可以專(zhuān)門(mén)用于處理不滿(mǎn)意的客戶(hù)，僅此而已，盡管大多數(shù)成功的組織已經(jīng)超越了這種狹隘的方法。克拉克建議，或者，品牌可以采取更復(fù)雜的路徑，將反饋重新構(gòu)建為可以在品牌持續(xù)改進(jìn)工作中利用的資產(chǎn)。

“Specific KPIs should be developed that answer the question ‘what does success look like?’ for the process’ objectives and to facilitate ongoing measurement,” says Clarke. “The brand should recognize that upping its game for feedback management, while building a better customer relationship and fostering loyalty, also brings a higher level of investment in to execute.”? 
“應(yīng)該制定具體的關(guān)鍵績(jī)效指標(biāo)來(lái)回答‘成功是什么樣子？’的問(wèn)題，以實(shí)現(xiàn)流程的目標(biāo)，并促進(jìn)持續(xù)的衡量，”克拉克說(shuō)。 “品牌應(yīng)該認(rèn)識(shí)到，加強(qiáng)反饋管理，在建立更好的客戶(hù)關(guān)系和培養(yǎng)忠誠(chéng)度的同時(shí)，也會(huì)帶來(lái)更高水平的執(zhí)行投資。”

Kobie advises brands to take a 360-degree approach — not solely CSAT — to gain a deeper understanding of customers. This is accomplished by identifying and compiling trends and determining key opportunities to reduce customer friction and improve the experience. While surveys and social media data are standard, Welch points out it’s also helpful to add feedback provided directly by front-line agents.  
Kobie 建議品牌采取 360 度全方位的方法（而不僅僅是 CSAT）來(lái)更深入地了解客戶(hù)。這是通過(guò)識(shí)別和匯總趨勢(shì)以及確定減少客戶(hù)摩擦和改善體驗(yàn)的關(guān)鍵機(jī)會(huì)來(lái)實(shí)現(xiàn)的。雖然調(diào)查和社交媒體數(shù)據(jù)是標(biāo)準(zhǔn)的，但韋爾奇指出，添加一線(xiàn)代理直接提供的反饋也很有幫助。

“One way to start is by initiating roundtable conversations with agents and asking them a series of relevant questions,” shares Welch. “Another approach can be to add dispositions to the end of calls. Speech analytics is another great option we leverage to analyze the emotional character of the call, which can help improve the customer experience and save money in the process.” 
韋爾奇表示：“一種開(kāi)始方法是與代理商發(fā)起圓桌對(duì)話(huà)，并向他們提出一系列相關(guān)問(wèn)題。” “另一種方法是在通話(huà)結(jié)束時(shí)添加配置。語(yǔ)音分析是我們用來(lái)分析通話(huà)情感特征的另一個(gè)絕佳選擇，這有助于改善客戶(hù)體驗(yàn)并在此過(guò)程中節(jié)省資金?！?/p>

Brands must absolutely understand their goals for collecting customer feedback. For example, is the purpose to improve the loyalty program? Increase the ability to personalize member communications and promotions? Is it to understand the experience from the customer’s viewpoint better? Or is it all of the above?  
品牌必須絕對(duì)了解他們收集客戶(hù)反饋的目標(biāo)。例如，目的是改善忠誠(chéng)度計(jì)劃嗎？提高個(gè)性化會(huì)員溝通和促銷(xiāo)的能力？是為了更好地從客戶(hù)的角度理解體驗(yàn)嗎？或者是以上所有的情況嗎？

“Once you have your goals established,” begins Preston, “work with a research partner to remove any bias from your lines of questioning or a tech partner who is well established at creating experiences that result in feedback collection. Leverage the feedback process, along with what the behavioral data of customers has revealed to create a full picture of what the customer experiences from your brand and your program.”  
“一旦你確定了目標(biāo)，”普雷斯頓開(kāi)始說(shuō)道，“與研究合作伙伴合作，消除你的提問(wèn)方式中的任何偏見(jiàn)，或者與在創(chuàng)造可收集反饋的體驗(yàn)方面經(jīng)驗(yàn)豐富的技術(shù)合作伙伴合作。利用反饋流程以及客戶(hù)行為數(shù)據(jù)所揭示的內(nèi)容，全面了解客戶(hù)從您的品牌和計(jì)劃中獲得的體驗(yàn)。”

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