维珍航空客户经理谈客户服务

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英国维珍航空公司（Virgin Atlantic）客户经理Linda Moir（林达·莫伊尔）谈如何触动员工从机械教条式转到真情投入，以及提升客户服务体验三要素。

The customer experience was so different from customer service, because it's about the end-to-end journey from how they find out about your productor brand or service through to the very end of the experience.

How you are inside the organization is exactly what your customers see, so you can't just leave the delivery of thecustomer experience to the people who face the customer, the people back of house also have to be as committed and delivering their service to the people front of house. or else the whole thing isn't authentic andthe customer spots that.

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The customer experience was so different from customer service
because it's about the end-to-end journey
from how they find out about your product or brand or service
through to the very end of the experience
how you are inside the organization is exactly what your customers see
so you can't just leave the delivery of the customer experience
to the people who face the customer
the people back of house also have to be as committed
and delivering their service to the people front of house
or else the whole thing isn't authentic and the customer spots that
when I was at virgin, we did some really simple customer research
and the research that came back from our customers
was that when we were good we were incredibly good
and when we were bad we were horrid
so we were inconsistent
so what we had to do was
nail the basics of our service, brilliantly every single time
and then give the crew the freedom to deliver those signature touches
so we came up with our service mantra, so simple
we called it brilliant basics magic touches
the best ideas that we delivered at Virgin Atlantic
that really delighted the customer
that were low in cost but high in value
they came from our cabin crew
they know where the Gold's buried
So listening to the people who work with customers
is the best way of finding those unique ideas
and in my experience that can apply to every single industry
the difference between robotically doing what you've been told to do
and feeling emotionally engaged and wanting to do a great job
or wanting to find ways to improve things
that's the difference between delivering something that's average
and delivering something that's memorable and spectacular
the three things I think have the greatest impact
on delivering a brilliant customer experience
The first one that if you look after your people
they will look after the customer, my old boss said that one
but I think it's absolutely true
The second thing I learnt from the Olympics
never to underestimate people's appetite and energy to learn
So I've learnt to try and make jobs as broad as possible
because people love learning things
and they will find a way of implementing those jobs
in a way that's better than you could ever imagine
The third, recognize people
we did that in two ways
we gave people some small tokens of recognition
but more importantly we spent time saying thank you
and when I meet volunteer games makers now
they say they really remember
feeling like their contribution really mattered
so that sense of pride that really bound everybody together
made the big difference