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  3. What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. 【F1】Leadi

What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. 【F1】Leadi

admin2019-08-08  16
问题    What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. 【F1】Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.
   This CEO guide taps the expertise of McKinsey and other experts to explore the fundamentals of customer interaction, as well as the steps necessary to redesign the business in a more customer-centric fashion and to organize it for optimal business outcomes.
   【F2】Armed with advanced analytics, customer-experience leaders gain rapid insights to build customer loyalty, make employees happier, achieve revenue gains of 5 to 10 percent and reduce costs by 15 to 25 percent within two or three years. But it takes patience and guts to train an organization to see the world through the customer’s eyes and to redesign functions to create value in a customer-centric way. The management task begins with considering the customer—not the organization—at the center of the exercise.
   Technology has handed customers unprecedented power to dictate the rules in purchasing goods and services. Three-quarters of them, research finds, expect "now" service within five minutes of making contact online. A similar share want a simple experience, use comparison apps when they shop, and put as much trust in online reviews as in personal recommendations. 【F3】Increasingly, customers expect from all players the same kind of immediacy, personalization, and convenience that they receive from leading practitioners such as Google and Amazon.
   【F4】Central to connecting better with customers is putting in place several building blocks of a comprehensive improvement in customer experience. It means paying attention to the complete, end-to-end experience customers have with a company from their perspective. Too many companies focus on individual interaction touchpoints devoted to billing, onboarding, service calls, and the like. In contrast, a customer journey spans a progression of touchpoints and has a clearly defined beginning and end.
   First, even if employees execute well on individual touchpoint interactions, the overall experience can still disappoint. More important, McKinsey research finds that customer journeys are significantly more strongly correlated with business outcomes than are touchpoints. A recent McKinsey survey, for example, indicates customer satisfaction with health insurance is 73 percent more likely when journeys work well than when only touchpoints do. 【F5】Similarly, customers of hotels that get the journey right may be 61 percent more willing to recommend than customers of hotels that merely focus on touchpoints.
【F3】
选项
答案顾客越发希望所有的企业都能提供和谷歌、亚马逊等领头企业一样即时、个性化和便捷的服务。
解析 ①本句是一个包含定语从句的主从复合句，主句为简单的主谓宾结构。②句子后部的that引导定语从句，修饰其前的先行词immediacy．．．and convenience，that在此从句中充当receive的宾语。
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