即使是最善意的企业——那些专注于“关系”和“以客户为中心”文化的企业——也会发现自己反复默认了一种高度交易的方式来与客户互动.
Executives see customers as a means to a financial end, marketers reduce them to spend-based segments, and customer service teams approach them as a challenge to overcome.
Similarly, employees are often just seen as assets, numbers on a paper. Treated in the same way as the supply chain. 在经济紧缩时期，这两项支出都将被削减，以改善业绩并满足股东的要求.
It's simply the way we've been taught to think in the business world. 在这两种情况下，员工和客户都没有被视为真正的人.
Our CEO, Bob Chapman, was well into his career when he had an epiphany: Every employee in every company is someone’s precious child.
认识到员工首先是人，鲍勃开始深入挖掘现代工作文化对个人的有害影响, families and society as a whole. 他发现，包括他自己在内的商界领袖都被教导要像对待资源一样对待员工，为公司的财务成功服务. He saw workers experiencing a "poverty of dignity" in the workplace.
As you read in the many stories on this blog or in Bob’s book, Everybody Matters: The Extraordinary Power of Treating Your People Like Family, Bob envisioned the possibility for a different world, one where businesses could become better stewards of people’s lives. He saw a future where companies would see that everybody matters.
As Bob has often said, “如果推荐全球十大博彩公司排行榜有技能和勇气去关心推荐全球十大博彩公司排行榜有幸领导的人们，商业就可以成为世界上最强大的善的力量.”
Chapman & Co. Leadership Institute 是由鲍勃·查普曼和巴里·韦赫米勒创立的，旨在帮助企业完成艰苦的工作，将自己转变为真正的人类组织. 推荐全球十大博彩公司排行榜帮助公司在其组织内开发真正的人力潜力:选择合适的人才, equipping leaders to succeed, and building cultures where teams can thrive.
But there’s another part of business and corporate cultures we’re working to change. It’s the answer to one key question that has often remained unanswered: What about customers?
迄今为止，推荐全球十大博彩公司排行榜称之为“真正的人类”运动的大部分工作都集中在领导者和员工的经历上. But the approach need not be limited to those two groups. For the Truly Human shift in mindset and behavior to realize its full potential, leaders need to reach beyond the team members inside your business to recognize that customers are in your span of care, too. Everyone is someone’s precious child. Inside and outside the business, people have to matter.
作为忠诚营销和客户体验设计艺术的实践者，我花了20年的时间，试图通过建立深入而真实的客户关系来帮助组织实现增长. I’ve seen many trends come and go. But, for me, one thing is constant. 我一直鼓励与我合作过的企业接受一个基本事实: customers are human beings first.
现在，推荐全球十大博彩公司排行榜需要应对的第二个新真理是:至少在过去的十年里, 客户在与企业的关系中获得了更大的权力. This shift has been driven by increasing choice, expanding global production, and the availability of massive amounts of online data to inform buying decisions. As a result, brand loyalty has been on a decline. 客户有更高的期望，必须满足，以赢得他们的信任和忠诚.
这种转变的结果是，一家企业的财务成功现在需要在一个关键领域——你的客户体验——满足客户的期望. According to a 2020 Salesforce.com study, 大多数美国消费者(超过75%)现在将他们在一家企业的体验与所提供的产品或服务同等重要.
This should not be a surprise. 你提供的体验变成了客户讲述的故事，帮助建立和巩固品牌. 这些时刻可以创造强烈的记忆，影响顾客对品牌的记忆, to purchase again, and to vouch for the brand to friends - or, to do the opposite.
For too long, though, businesses have taken a purely economic approach to this challenge. 他们试图仅仅通过折扣或可兑换积分等经济利益来激励顾客的忠诚度. 他们采用这种方法的假设是，客户的运作方式与企业本身所渴望的完全理性.
这种方法总是表现不佳，因为如果没有持续的(和昂贵的)强化，结果是不可持续的.
In reality, human beings are always more than rational in their decision making. While economics play a factor, people are also guided by their emotions, their relationships, and the context in which a given decision is being made. And emotional factors generally influence our choices more than rational ones.
这就是为什么忠诚的顾客往往愿意为一个品牌支付溢价，而不是坚持要折扣.
对于一些领导者来说，这听起来可能与他们对市场(和人)的理解相矛盾!), 但它确实是推动人们对包括苹果在内的一些市场上最具标志性品牌忠诚的原因, Starbucks and Whole Foods.
Companies have traditionally approached customers as logic-driven, coin-operated machines. 但是，当今市场的新现实——以及推荐全球十大博彩公司排行榜对真正以人为本的领导力的承诺——要求推荐全球十大博彩公司排行榜重新构建推荐全球十大博彩公司排行榜的思维. We can be more effective at earning customers’ loyalty and validating their trust, at lesser expense, if we start by seeing customers as being in our span of care. And that understanding should lead us to consider:
- 如果你真的把你的客户看作是在你的照顾范围内，而不是“从推荐全球十大博彩公司排行榜这里购买的人”，会发生什么变化?? Where are the “caring moments” in their customer journey? Where could you build in more?
- 你如何在不诉诸经济激励的情况下认识到你对客户的重视? How can you connect in a more human way and with more human language?
- How could you create a surprising, 积极的时刻，客户可能会试图捕捉和分享作为一个独特的个人经验? We call this "selfie-value.“顾客可能会很感动地在社交媒体上分享，或者后来当面告诉别人你是如何照顾他们的. For example, 一家航空公司在最后一刻为一位忠实客户提供升级服务，这样他们就可以在飞机上坐在孩子旁边.
At Chapman & Co. and Barry-Wehmiller – as well as any Truly Human
company – we treat our people well because it’s the right thing to do.
We hope that those within our span of care feel fulfilled and valued
because of their time with us and go out in the world and treat their
friends and their family well and be good members of their communities.
Customers are people too! 他们也在推荐全球十大博彩公司排行榜的照顾范围内，推荐全球十大博彩公司排行榜努力以他们应得的方式对待他们. To listen, to be empathetic to their struggles and to have a mindset of service.
As Bob Chapman has said, “推荐全球十大博彩公司排行榜相信，一个专注于赢得客户信任的组织，一个专注于验证这种信任的组织，将是一个独一无二的价值创造组织!”
There’s a bigger power that lies in treating your customers as people, not revenue targets or revenue goals or the means by which to increase your share price. They’re an integral part of your business and deserve your care.
Do you truly have the courage to care about your customers or just their wallets? Is it about what they can do for you or also about what you can do for them?
以一种真正人性化的方式为你的客户着想，这可能会给你的企业带来真正的成功.
Barry Kirk currently serves as a Principal Consultant for Chapman & Co. Leadership Institute, 他在哪里支持品牌采用真正的人类忠诚度方法，通过深入和真实的客户联系实现增长. You can download a special Customer Loyalty Playbook with more in-depth insight here. You can also register to attend a virtual conversation Aug. 18 with Barry on building customer loyalty here.