第九十二篇 Service Industries Just Don’t Get It!
本帖最后由 小编D 于 2013-4-10 16:18 编辑
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翻译：dlbsh 校稿：spear
Service Industries Just Don’t Get It!
服务行业恰恰不明白这点
There is always a need to understand the customer’s desires
永远有必要明白客户的需求。
You check into a high-end hotel for an exorbitant fee. You are tired, thirsty, and you want a drink of water. Either you find no water or the bottled water costs an additional $5.50. You see a coffee pot and complimentary coffee or tea, but you don’t want to drink something hot; you want water. Coffee is free; water is not. Reluctantly, you open the bottle of water and wonder why the hotel would nickel and dime a customer who’s paying hundreds to stay overnight. Hotels are in the hospitality industry, but they just don’t get it!
你因为极高的价格而入住一家高端酒店。你又渴又累，并想要一杯水。你发现既没有水，也没有价值5.5美元的瓶装水。你看到了一个咖啡壶和赠送的咖啡或茶叶，但你不想喝热的，你只想喝水。有免费的咖啡，但是就是没有水。你不情愿地打开了一瓶水并且想知道为什么这个旅店会对花费数百元过夜的顾客斤斤计较。酒店属于服务行业，但是他们恰恰不明白这点！
This same lack of understanding occurs in food oriented scenarios. Back at the high-end hotel, breakfast is included with the room. What is served? Danish rolls. Who wants sweets and likely a glucose crash when you need to be on the ball for your meeting? How about something healthy that will sustain the body until the next meal?
同样缺乏理解的事情发生在吃饭的场景。回到刚才高端的酒店，订房是包含早餐的。提供的是什么？丹麦卷。当你需要专注于你的会议时,谁想吃甜食并且像破碎的葡萄糖一样？可以保持体力直到下一餐的健康食品怎么没有呢？
What about lunch? Yes, serving many people quickly and with a nice presentation is important, but the nutritional content of the food isn’t a priority. Pasta is commonly served because it’s filling and cheap, but it fails at boosting brain power.
午餐呢？确实，快速且很好地服务众人是重要的，但是食物的营养却不是排在第一位。意大利面是最常见的供应，因为又多又便宜，但是在促进脑力方面却不行。
Could this lack of caring about the customer within the hospitality industry simply be a reflection of our attitudes in other organizations? Let’s consider experiences outside the hospitality industry.
在服务行业内这种对客户需求缺乏关心仅仅是在其他行业中我们的态度一个反映吗？让我们来看看服务业以外的行业。
Most businesses have an online presence and many are beginning to get into e-commerce and business-to-business (B2B) or business-to-customer (B2C) operations. The benefits of online ordering, to both the supplier and the customer, are many. However, if you’ve ever ordered anything online, you can probably relate to the following experiences.
大多数行业都有在线服务，并且很多正开始进入电子商务和B2B或B2C模式。对于供应商和顾客来说，在线订购的好处都很多。然而，如果你在线下了任何一个东西的订单，你很有可能得到以下经验。
Recently I decided to purchase from a new supplier. The experience of getting onboard with them was positive. They provided responsive customer service, from helping with product specs and setting up a new account, to providing directions for ordering online. The transactions went smoothly. When I wanted to order the same product but with a few changes, there were difficulties in placing the order online. My call to the supplier didn’t quite resolve the online order issue, but the supplier was able to take the order over the phone (with e-mail confirmation) .
最近，我决定从一个新供应商那边进行采购。从他们那里获得的经验是积极的。他们提供客户响应服务，从帮助建立产品规格和设立新账户到提供在线订购的指导。这项事务进展顺利。当我想要订购同样但有一点小小差异的产品时，在线订购将变的比较困难。我打电话给那个供应商并没有完全解决这个在线订购的问题，但是这个供应商能够通过电话进行下单订购（需要电子邮件确认）。
During the second attempt to reorder online, I had the same problems as before. This second reorder would not go through because the first reorder could not be found. An e-mail and phone call to the supplier came back with the response to place the order online as they did not take orders on the phone or via e-mail! With this dismal state of customer service, what do you think was the likely outcome? I found another supplier. Apparently, they just don’t get it.
在尝试第二次重新订购时，我遇到了与之前相同的问题。因为第一次重新订购找不到了，所以第二次重新订购无法通过。给这个供应商的一份邮件和电话起反馈的结果是他们没有按电话或邮件中要求的去处理订单！在如此可怕的客服情况下，你能想象到结果会是什么样的吗？我找到另外一家供应商。很明显，他们恰恰不明白这点。
I had a supplier who recently switched from fax ordering to online ordering. The system worked well in its simplest form. However, repeat orders that were not placed via the website were not recognized. A contact phone number was not provided. The “Contact Us” button brought no response. It seems their customer service went to the dogs. They too, just don’t get it.
我有个最近从传真订购改为在线订购的供应商。系统界面特别简单实用。然而，并非通过网站的重新订购无法识别。联系电话也没有提供。“联系我们”的按钮点击之后毫无反应。看起来他们的客服跑路了。他们也恰恰不明白这点。
Let’s look at another example from the service industry. Business owners are required to have insurance (liability, workers’ comp, etc.) . As premiums become due, the insurance agents/brokers send reminders to the policy holders to make a payment. People often miss payments and the reminders (apparently) give them another chance to make a payment rather than lose their insurance. The intent, of course, is so the insurance company doesn’t lose a customer to a competitor.
让我们看另外一个来自于服务行业的例子。企业主们都被要求交保险（责任险，劳工险，等）。当保费到期的时候，保险代理人/经纪人就会提醒投保人去付款。人们经常忘了付款，于是催款函（显然地）给他们另一个机会去付款而不是失去保险。当然，目的是保险公司不失去一位顾客而将其推到竞争对手那边去。
Recently, however, one insurer, their agent, and their broker all missed sending in a reminder. The company’s story: We do not send reminders. The broker’s story: We cannot keep track of when payments are due and remind customers. The result: They lost the customer’s business. It is in both the insurer’s and the broker’s interest to remind the customer of past due payments; that is how they make money—through premiums. In fact, in this case a late payment was returned with the note “Returned due to overpayment.” They just don't get it.
近来，然而，一家保险公司，他们的代理人和经纪人全部忘记发出这个提醒。这个公司的内情是：我们不发提醒。经纪人的内情是：我们不能保持追踪付款是否到期，也不能提醒顾客。结果是：他们丢失了顾客的生意。提醒客户关于过期的付款是保险公司和经纪人的利益；也就是说他们怎样挣钱——通过保险费。事实上，在这个案例中延迟付款被返还且标上“返还多付的部分”。他们恰恰不明白这点。
Regardless of whether you’re in the hospitality or service industry (or any other industry for that matter) it’s always important to understand the customer’s wants and needs. One might argue that customers don’t know what they want… until they see it. But unless an attempt is made to show them—in form or in concept—by exploring and asking for their wants/needs, the issues I’ve described will continue to flourish. Without action taken upon customer’s input, they’ll continue to just not get it.
不管你是在酒店业还是在服务业（或者任何其他的行业就这件事而言），搞明白客户的需求总是重要的。可能有个争议，客户不知道他们想要什么。。。。直到他们看到为止。但是，除非尝试展示给他们看-形式上或概念上-通过探寻以及询问他们需求，我所描述的问题将持续发生。如果没有针对顾客的输入信息采取行动，他们将继续不明白。
Whatever happened to service excellence?
优秀服务到底发生了什么？
Where do you stand with the thought that they just don’t get it?
关于他们就是不明白这点，你是怎么看的？
ABOUT THE AUTHOR
作者简介
Akhilesh Gulati
阿克里希 古拉蒂
Akhilesh Gulati has more than 18 years of experience in operations and process improvement, innovation, design, and quality management. Gulati is a Six Sigma Master Black Belt, a past section chair of the American Society for Quality, a former senior examiner for the California State Quality Awards, and is currently a principal of PIVOT Management Consultants. He holds bachelor’s and master’s degrees from the University of Michigan and a master of business administration from the University of California, Los Angeles. He is currently president of the Association for Strategic Planning, Orange County Chapter, California. Write to him at gulati@pivotmc.com or call (877) 748-6862.
阿克里希 古拉蒂在制程改善、创新、设计以及质量管理方面拥有18年以上的经验。古拉蒂是一位六西格玛黑带大师，曾担任过美国质量协会分会主席，加利福尼亚州质量奖的高级评审员，现在是首席PIVOT管理顾问。他在密歇根大学获取学士以及硕士学位，并且在洛杉矶加利福尼亚大学获取工商管理学硕士。他现在是加州奥兰治县战略规划协会主席。电子邮箱：gulati@pivotmc.com 电话：(877) 748-6862。
来自http://www.qualitydigest.com
请对以下文章有翻译兴趣的组员留下你的预计完成时间和邮箱地址，以便小编登记翻译者信息以及文章最终完成时间
翻译：dlbsh 校稿：spear
Service Industries Just Don’t Get It!
服务行业恰恰不明白这点
There is always a need to understand the customer’s desires
永远有必要明白客户的需求。
You check into a high-end hotel for an exorbitant fee. You are tired, thirsty, and you want a drink of water. Either you find no water or the bottled water costs an additional $5.50. You see a coffee pot and complimentary coffee or tea, but you don’t want to drink something hot; you want water. Coffee is free; water is not. Reluctantly, you open the bottle of water and wonder why the hotel would nickel and dime a customer who’s paying hundreds to stay overnight. Hotels are in the hospitality industry, but they just don’t get it!
你因为极高的价格而入住一家高端酒店。你又渴又累，并想要一杯水。你发现既没有水，也没有价值5.5美元的瓶装水。你看到了一个咖啡壶和赠送的咖啡或茶叶，但你不想喝热的，你只想喝水。有免费的咖啡，但是就是没有水。你不情愿地打开了一瓶水并且想知道为什么这个旅店会对花费数百元过夜的顾客斤斤计较。酒店属于服务行业，但是他们恰恰不明白这点！
This same lack of understanding occurs in food oriented scenarios. Back at the high-end hotel, breakfast is included with the room. What is served? Danish rolls. Who wants sweets and likely a glucose crash when you need to be on the ball for your meeting? How about something healthy that will sustain the body until the next meal?
同样缺乏理解的事情发生在吃饭的场景。回到刚才高端的酒店，订房是包含早餐的。提供的是什么？丹麦卷。当你需要专注于你的会议时,谁想吃甜食并且像破碎的葡萄糖一样？可以保持体力直到下一餐的健康食品怎么没有呢？
What about lunch? Yes, serving many people quickly and with a nice presentation is important, but the nutritional content of the food isn’t a priority. Pasta is commonly served because it’s filling and cheap, but it fails at boosting brain power.
午餐呢？确实，快速且很好地服务众人是重要的，但是食物的营养却不是排在第一位。意大利面是最常见的供应，因为又多又便宜，但是在促进脑力方面却不行。
Could this lack of caring about the customer within the hospitality industry simply be a reflection of our attitudes in other organizations? Let’s consider experiences outside the hospitality industry.
在服务行业内这种对客户需求缺乏关心仅仅是在其他行业中我们的态度一个反映吗？让我们来看看服务业以外的行业。
Most businesses have an online presence and many are beginning to get into e-commerce and business-to-business (B2B) or business-to-customer (B2C) operations. The benefits of online ordering, to both the supplier and the customer, are many. However, if you’ve ever ordered anything online, you can probably relate to the following experiences.
大多数行业都有在线服务，并且很多正开始进入电子商务和B2B或B2C模式。对于供应商和顾客来说，在线订购的好处都很多。然而，如果你在线下了任何一个东西的订单，你很有可能得到以下经验。
Recently I decided to purchase from a new supplier. The experience of getting onboard with them was positive. They provided responsive customer service, from helping with product specs and setting up a new account, to providing directions for ordering online. The transactions went smoothly. When I wanted to order the same product but with a few changes, there were difficulties in placing the order online. My call to the supplier didn’t quite resolve the online order issue, but the supplier was able to take the order over the phone (with e-mail confirmation) .
最近，我决定从一个新供应商那边进行采购。从他们那里获得的经验是积极的。他们提供客户响应服务，从帮助建立产品规格和设立新账户到提供在线订购的指导。这项事务进展顺利。当我想要订购同样但有一点小小差异的产品时，在线订购将变的比较困难。我打电话给那个供应商并没有完全解决这个在线订购的问题，但是这个供应商能够通过电话进行下单订购（需要电子邮件确认）。
During the second attempt to reorder online, I had the same problems as before. This second reorder would not go through because the first reorder could not be found. An e-mail and phone call to the supplier came back with the response to place the order online as they did not take orders on the phone or via e-mail! With this dismal state of customer service, what do you think was the likely outcome? I found another supplier. Apparently, they just don’t get it.
在尝试第二次重新订购时，我遇到了与之前相同的问题。因为第一次重新订购找不到了，所以第二次重新订购无法通过。给这个供应商的一份邮件和电话起反馈的结果是他们没有按电话或邮件中要求的去处理订单！在如此可怕的客服情况下，你能想象到结果会是什么样的吗？我找到另外一家供应商。很明显，他们恰恰不明白这点。
I had a supplier who recently switched from fax ordering to online ordering. The system worked well in its simplest form. However, repeat orders that were not placed via the website were not recognized. A contact phone number was not provided. The “Contact Us” button brought no response. It seems their customer service went to the dogs. They too, just don’t get it.
我有个最近从传真订购改为在线订购的供应商。系统界面特别简单实用。然而，并非通过网站的重新订购无法识别。联系电话也没有提供。“联系我们”的按钮点击之后毫无反应。看起来他们的客服跑路了。他们也恰恰不明白这点。
Let’s look at another example from the service industry. Business owners are required to have insurance (liability, workers’ comp, etc.) . As premiums become due, the insurance agents/brokers send reminders to the policy holders to make a payment. People often miss payments and the reminders (apparently) give them another chance to make a payment rather than lose their insurance. The intent, of course, is so the insurance company doesn’t lose a customer to a competitor.
让我们看另外一个来自于服务行业的例子。企业主们都被要求交保险（责任险，劳工险，等）。当保费到期的时候，保险代理人/经纪人就会提醒投保人去付款。人们经常忘了付款，于是催款函（显然地）给他们另一个机会去付款而不是失去保险。当然，目的是保险公司不失去一位顾客而将其推到竞争对手那边去。
Recently, however, one insurer, their agent, and their broker all missed sending in a reminder. The company’s story: We do not send reminders. The broker’s story: We cannot keep track of when payments are due and remind customers. The result: They lost the customer’s business. It is in both the insurer’s and the broker’s interest to remind the customer of past due payments; that is how they make money—through premiums. In fact, in this case a late payment was returned with the note “Returned due to overpayment.” They just don't get it.
近来，然而，一家保险公司，他们的代理人和经纪人全部忘记发出这个提醒。这个公司的内情是：我们不发提醒。经纪人的内情是：我们不能保持追踪付款是否到期，也不能提醒顾客。结果是：他们丢失了顾客的生意。提醒客户关于过期的付款是保险公司和经纪人的利益；也就是说他们怎样挣钱——通过保险费。事实上，在这个案例中延迟付款被返还且标上“返还多付的部分”。他们恰恰不明白这点。
Regardless of whether you’re in the hospitality or service industry (or any other industry for that matter) it’s always important to understand the customer’s wants and needs. One might argue that customers don’t know what they want… until they see it. But unless an attempt is made to show them—in form or in concept—by exploring and asking for their wants/needs, the issues I’ve described will continue to flourish. Without action taken upon customer’s input, they’ll continue to just not get it.
不管你是在酒店业还是在服务业（或者任何其他的行业就这件事而言），搞明白客户的需求总是重要的。可能有个争议，客户不知道他们想要什么。。。。直到他们看到为止。但是，除非尝试展示给他们看-形式上或概念上-通过探寻以及询问他们需求，我所描述的问题将持续发生。如果没有针对顾客的输入信息采取行动，他们将继续不明白。
Whatever happened to service excellence?
优秀服务到底发生了什么？
Where do you stand with the thought that they just don’t get it?
关于他们就是不明白这点，你是怎么看的？
ABOUT THE AUTHOR
作者简介
Akhilesh Gulati
阿克里希 古拉蒂
Akhilesh Gulati has more than 18 years of experience in operations and process improvement, innovation, design, and quality management. Gulati is a Six Sigma Master Black Belt, a past section chair of the American Society for Quality, a former senior examiner for the California State Quality Awards, and is currently a principal of PIVOT Management Consultants. He holds bachelor’s and master’s degrees from the University of Michigan and a master of business administration from the University of California, Los Angeles. He is currently president of the Association for Strategic Planning, Orange County Chapter, California. Write to him at gulati@pivotmc.com or call (877) 748-6862.
阿克里希 古拉蒂在制程改善、创新、设计以及质量管理方面拥有18年以上的经验。古拉蒂是一位六西格玛黑带大师，曾担任过美国质量协会分会主席，加利福尼亚州质量奖的高级评审员，现在是首席PIVOT管理顾问。他在密歇根大学获取学士以及硕士学位，并且在洛杉矶加利福尼亚大学获取工商管理学硕士。他现在是加州奥兰治县战略规划协会主席。电子邮箱：gulati@pivotmc.com 电话：(877) 748-6862。
来自http://www.qualitydigest.com
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