【本周期刊】满意度还是忠诚度？

作者有话说

Dear SalesExecutive:

各位销售精英，大家好：How many of your customers would you say are satisfied by your company? How many would you say are loyal to you?

您认为你的客户中有多少对您公司感到满意？ 有多少对你忠诚呢？

If

you think those lines are redundant, I beg to disagree. I would argue

that they are two entirely different questions. The difference between

customer satisfaction and real customer loyalty is enormous. So are the

implications for your business.

如果你认为这些话是多余的，我不赞同。 我认为它们是两个完全不同的问题。 客户满意度与真实客户忠诚度之间的差异是巨大的。 这对您的业务也有影响。

I

feel so strongly about this difference that I made it the subject of my

latest book. Let me share a bit of the reasoning behind “Masters of

Loyalty: How to Turn Your Workforce Into a Loyalty Force.”

我非常强烈的感受到这些差异，因此我将其作为我最新一本书的主题。 让我分享一下“忠诚大师：如何将你的员工变成忠诚力量”背后的理由。

We are committed to your professional success.
我们致力于您的事业成功。



Duane Sparks杜南•斯巴克斯

Author of Action Selling行动销售作者

Every

company wants more loyal customers. Your organization is no exception.

And you’re probably pretty clear about why that’s a goal. When companies

say they want more loyal customers, they mean they want customers who

give the company a bigger share of their business over a longer period

of time.

每家公司都想要更忠诚的客户。 你的组织也不例外。 你可能很清楚为什么这是一个目标。 当公司表示他们想要更忠诚的客户时，意味着他们希望客户能够在更长的时间内为公司提供更大的业务份额。

So

far, so good. The trouble is, very few companies understand what

customer loyalty actually is, or where it comes from, or how to build

it. So while organizations spend a great deal of time and money on

efforts to persuade customers to become loyal, those efforts are really

just aimed at increasing satisfaction. And satisfaction is all they ever

create. Even when the efforts work, achieving satisfaction is the best

they can do.

到现在为止还挺好。

问题是，很少有公司了解客户忠诚度实际上是什么，或者来自何处，或者如何构建它。

因此，虽然组织花费大量时间和金钱来说服客户变得忠诚，但这些努力实际上只是为了提高满意度。 满意是他们创造的一切。

即使努力工作，实现满意也是他们能做的最好的事情。

What’s

wrong with that? Only this: Sure, a satisfied customer is better for

your business than an unsatisfied one, but a satisfied customer will go

right on shopping for a better deal—better service, more favorable

terms, a lower price. A satisfied customer is only yours until one of

your competitors matches you or ups the ante. As you may have noticed,

your competitors are always upping the ante.

这有什么问题呢？ 只是这样：当然，满意的客户对您的业务比不满意的客户更好，但满意的客户会为更好的服务，更优惠的条件，更低的价格而购买。 只有你的竞争对手与您匹配或提高您的筹码，才能满足你的客户。 你可能已经注意到，你的竞争对手总是在提高筹码。

A

customer is not really loyal to you until he or she has stopped

shopping for the sort of products or services that you provide.

Genuinely loyal customers are those who have gone deaf to your

competitors’ appeals and enticements and “limited-time special deals.”

Their relationship with you is too valuable for them to consider giving

up.

直到客户停止购买你提供的某种产品或服务之前，客户也并不真正忠诚于您。 真正忠诚的客户是那些对竞争对手的诉求和诱惑以及“限时特价交易”充耳不闻的客户。对于他们考虑放弃而言你与他们的关系太有价值了。

CUSTOMERS AREN’T GENUINELY LOYAL TO YOU UNTIL THEY HAVE STOPPED SHOPPING.

客户并不是非常忠诚于您，直到他们停止采购。

Have

you ever felt that way about a company? If so, I’ll bet you can’t name

more than one or two examples. The kind of loyalty I’m talking about is

that rare. But if you think about those rare examples, and ask yourself

why you felt that way, I bet you’ll realize that what earned your

loyalty wasn’t really a company at all. It was a person. It might have

been a salesperson. I might have been a technician, or a

customer-service rep, or even the company’s owner. But it was a person.

您对公司有过这样的感受吗？

如果是这样，我敢打赌你不能说出一两个以上的例子。 我所说的那种忠诚是罕见的。

但是如果你考虑那些罕见的例子，并问自己为什么会这样，我敢打赌你会意识到，赢得你忠诚的并不真是公司。 而是一个人。 它可能是一名销售人员。

也可能是技术人员，客户服务代表，甚至是公司的所有者。 但这是一个人。

People

don’t stop shopping because of attachments they form to corporate

entities. People only become genuinely loyal to other people. In the

business-to-business world, if you have stopped shopping among suppliers

of some product or service, I’ll bet anything you like that your

favored supplier—the one you have settled on—employs a person (or

people) whom you regard not as a vendor but as a business partner. I’ll

bet you trust that person to look out for your business interests at

least as much as you trust your own coworkers.

人们不停止购买是因为他们附着于企业实体。

人们只会真正忠于其他人。 在企业对企业的世界中，如果你已经停止在某些产品或服务的供应商之间购买，我打赌你喜欢任何对你有利的供应商，

一个你已经确定下来的 ——采用一个人（或多个人） 不是作为供应商而是作为商业伙伴。

我敢打赌，你相信那个人至少像你信任自己的同事那样关注自己的商业利益。

Customer satisfaction? Phooey. Here are some sobering facts about customer satisfaction.

客户满意度？错了。 以下是一些关于客户满意度的清醒事实。

•

75% of customers who leave a company for a competitor say they were

satisfied or even “very satisfied” with the company they left.
• Only

25% of customers who defect from a company say they left for a lower

price—but 50% of company executives think that’s why their customers

defect.
• Only 10% of customers leave because their needs have

changed. Companies think a full third of their clients leave for that

reason.
• 75% of customers actually leave a supplier because of the

lack of a solid business relationship. But only 20% tell the company

that this is why they’re leaving.

• 75％的客户离开公司选择了竞争对手表示他们对放弃的公司感到满意甚至“非常满意”。

• 只有25％的公司叛离的客户表示他们为了更低的价格离开 - 但50％的公司高管认为这就是他们的客户叛离的原因。

• 只有10％的客户离开是因为他们的需求发生了变化。 公司认为其中三分之一的客户因此而离开。

• 由于缺乏稳固的业务关系，75％的客户实际上离开了供应商。 但只有20％的人告诉公司，这就是他们离开的原因。

The

last point in that chart, about the lack of a solid business

relationship, begins to get at the difference between satisfaction and

loyalty. I hope I have at least begun to persuade you that the

difference is important. If you really want more customers to give you a

bigger share of their business over a longer period of time, you need

loyalty, not satisfaction.

该图表的最后一点，即缺乏稳固的业务关系，开始了解满意度和忠诚度之间的差异。 我希望我至少开始说服你，差异很重要。 如果你真的希望更多的客户在更长的时间内为您的业务提供更大的份额，那么你需要忠诚度，而不是满意度。

Now

the question becomes: How can you set out, in a systematic and reliable

way, to ensure that your company creates more customers who are

genuinely loyal? I’m not just suggesting that your sales force should

create this loyalty. I’m saying that your entire company might become a

sort of loyalty-generating machine.

现在的问题是：您如何以系统可靠的方式确定您的公司创造更多真正忠诚的客户？ 我不只是建议你的销售团队应该创造这种忠诚度。 我说你的整个公司都可能成为一种忠诚度生产机器。



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