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Customer  Service  is  not  a  Mickey  Mouse  Affair

顾客服务不是小儿戏

Not too long ago, a guest checking out of our Polynesian Village resort at Walt Disney

World was asked how she enjoyed her visit. She told the front-desk clerk she had had a wonderful vacation, but was heartbroken about losing several rolls of Kodacolor film she had not yet developed. She was particularly upset over the loss of the pictures she had shot at our Polynesian Luau, as this was a memory she especially treasured.

不久前,在迪斯尼世界的波利尼西亚胜地,一位客人在付账离开时,被我们问及是否喜欢这趟旅行。她告诉前台职员她的假期棒极了, 只是很伤心弄丢了几卷还没有冲印的彩色柯达胶卷。尤其心痛的是丢了那些在波利尼西亚宴会上拍摄的照片,而这,正是她弥足珍贵的记忆。

Now, please understand that we have no written service standards covering lost luau snapshots. Fortunately, the hostess at the front desk understood Disney's philosophy of caring for our guests. She asked the woman to leave her a couple of rolls of fresh film, promising she would take care of the rest.

要知道,关于客人丢失胶卷这种事情,我们还没有成文的服务标准。但幸运的是,前台的女服务员深谙迪斯尼哲学——她懂得如何服

务我们的客人。她让这位女客人留下几卷新的胶卷,并承诺她会好好利用它们。

Two weeks later, this guest received a package at her home. In it were photos of the entire cast of our luau show, personally autographed by each performer. There were also photos of the parade and fireworks in the theme park, taken by the front-desk hostess on her own time, after work. I happen to know this story because this guest wrote us a letter. She said that never in her life had she received such compassionate service from any business establishment.

两个星期之后,这位客人在家里接到了一个包裹。包裹内装夏威夷宴会所有表演者的照片,并附有每个表演者的亲笔签名。另外,还有前台服务员在下班之后利用自己的时间拍摄的阅兵图片和公园里的烟火图片。

因为这位客人给我们写信,我才碰巧知道这个故事。她说在她的一生中,她从未享受到来自任何营业场所的如此富于同情心的服务。

Heroic service does not come from policy manuals. It comes from people who care — and from a culture that encourages and models that attitude.

崇高的服务并不来自于制度手册,它来自那些意识到服务重要性的人,以及鼓励那种态度并以那种态度为榜样的一种文化。

by Valerie Oberl

vice president Disney University Guest Programs

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Beyond  Expectations

喜出望外

By Milt Garrett

Here is a simple but powerful rule: always give people more than they expect to get.

这是个虽然简单但是强有力的法则:总是给予人们出乎意料的多。

Nelson Boswell

It seems a car dealership in my hometown of Albuquerque was selling, on average, six to eight new cars a day, six days a week. I was also told that 72 percent of this dealership's first-time visitors returned for a second visit. (At that time, the average for all dealerships in Albuquerque for second-time visitors was 8 percent.)

我的家乡在阿尔布开克,听说在那里的一家汽车销售商每天都能卖出六到八辆新车,一周六个工作日。而且,有人还告诉过我说,72%的顾客都能成为回头客。那时,在阿尔布开克市的所有汽车销售商中,回头客都不超过 8%。

I was curious and intrigued. How does a car dealership get 72 percent of its first-time visitors to return? And how can they sell six to eight cars a day in a slumping car market?

对此,我感到十分好奇并想着要探个究竟。一家普通的汽车销售商如何能创造出 72%的顾客回头率呢?他们怎么能在汽车业走下坡路的时候每天卖六到八辆车呢?

When I walked into Saturn of Albuquerque that Friday four years ago, the staff there didn't know me from Adam; yet they shared with me their pricing policy, the profit margin on every model, and staff income. They even opened their training manuals for my review and invited me back on Saturday if I wanted more information (an invitation I heartily accepted).四年前的一个星期五,当我走进阿尔布开克土星汽车(Saturn)销售商的展厅,里面的店员虽然从来没有见过我,但他们却将汽车的定价策略、每种车型的盈利状况以及员工的收入全盘相告;他们甚至将他们的员工培训手册拿给我看,并邀请我周六再次来访,如果我想知道更多信息的话(这真是一个让我心动不已的邀请)。

I learned that this dealership (like all Saturn dealerships) has a "no-dicker sticker" policy; that is, the price on the window is the price you pay for the car. Period. You can't even negotiate for a free set of floor mats. Saturn abides by its premise of selling high-quality automobiles for a reasonable price.

我了解到,这家销售商(和其他的土星汽车销售商一样)采用的是“不二定价”的策略:也就是说,车窗上的价格就是这辆车的交易价格。简单明了。你甚至都无法要求得到一套额外的汽车脚垫。土星汽车一直遵守着以合理的价格向客户出售高质量的汽车的经营理念。

Furthermore, Saturn sales consultants (their term for customer-contact people) aren't paid a commission - they're salaried. This means when you walk onto the showroom floor you're not bombarded with what I refer to as "beyond eager" sales people.

而且,在这里,所有销售顾问(他们称为顾客联系人)并不拿提成,他们实行的是固定工资制。这就意味着当你走进他们的汽车展厅,将不会被我称为“过分热情”的销售人员的狂轰乱炸。

I expanded my research to other dealerships in Albuquerque. It turned out that Ford Escorts, LTDs and Thunderbirds, as well as the Mercury Marquis, were also sold as "no-dicker sticker" cars. As Bruce Sutherland at Richardson Ford said, "We were losing our market to Saturn because of their pricing and salary policies." He also said, "If we all did what Saturn was doing, we'd not only make a decent living, but we'd also enjoy a better reputation."

我对阿尔布开克其他销售商的运营情况也进行了调查。结果发现,像福特、雷鸟还有侯爵等都采取了“不二定价”的策略。福特公司的一名员工布鲁斯就说:“我们在市场占有率上败给了土星汽车,是因为他们的定价和薪资策略。”他还说到:“如果我们都像土星汽车那样做,我们就不仅能更好的生存,而且还能获得更好的声誉。

On Sunday, the day after my second visit to the Saturn store (their term, not mine), my wife, Jane, and I were walking as we frequently do. On this particular June morning, Jane gently slipped her hand in mine and said tenderly, "I don't know if you remember, but today's my fifth anniversary of being cancer-free." She was diagnosed with breast cancer five years ago and had

undergone surgery. I was stunned, partially because I was embarrassed that I had forgotten, and, partially, because...well, it seems we spend all of our time earning a living and never stop to live our earnings. I mean, isn't this what it's really all about?

在我第二次访问了土星汽车销售店之后,就到了星期天。当时我和我的妻子简正像往常一样在悠闲的散步。这是六月份的一个特别的早晨,简轻轻地抓住我的手,温柔地说道:“我不知道你还记不记得,今天是我癌症康复五周年纪念日”。五年前,我的妻子被诊断出患有乳腺癌,随后便进行了手术。我当时愣住了,一方面为自己竟然忘记了这么重要的日子而感到惭愧不已;另一方面,我忽然发觉我们似乎一直在为生活而努力赚钱,但从没有停下来享受一下努力得来的生活。难道这就是我一直想要的生活吗?

I didn't know what to do with Jane's information. I spoke to her tenderly. All day. I took her to lunch. I bought the lunch. It was a nice, intimate day.

听到简说这件事,我都不知道该如何是好。接下来的一整天,我只是温柔地陪在她身边,带她去吃午餐,我们就这样度过了美好而亲密的一天。

The next day, Monday, Jane went off to work teaching school. Still beside myself not knowing what to do to mark this special occasion, I did the most impetuous thing I've ever done in my life: I bought a new Saturn. I bought every accessory they produce in Springhill, Tennessee, to hang on that car. There wasn't an accessory made that I didn't buy. I didn't pick the color and I didn't pick the model, but I paid cash and told them I'd bring Jane in on Wednesday at 4:30 to make those two decisions. I told them why I was buying the car, and that it was my secret and they were not to reveal anything to her.

第二天,也就是星期一,简回到学校工作了。但我仍然很懊恼,不知道该做点什么来纪念这个特殊的日子。于是,我做了一件我生命中有史以来最冲动而勇敢的事情:我买了一辆崭新的土星轿车,并买下了土星在田纳西州的斯普林希尔生产的所有的汽车配件,并将它们挂在了车上。我当时还没有选好颜色和车型,但是已经付了款,我告诉那儿的员工说我会在星期三的下午四点半带我的妻子过来,让她来选择颜色和车型。我告诉他们我为什么要买这辆车,并且要求他们不可以向她透露任何事,这是我的秘密。

Tuesday morning, it dawned on me that Jane always wanted a white car. I called our sales consultant at Saturn, and I asked him if he had anything white in the store. He said he had one left but he couldn't guarantee it'd still be available Wednesday at 4:30 because they were selling so fast. I said I'd take my chances and asked him to put it in the showroom.

第二天早晨,我忽然想起来简一直想要一辆白色的车。于是,我马上给那边的一个销售顾问打电话, 问他店里是否还有白色的车。他说还有一辆,但车卖的如此之快,他也不能保证在星期三下午四点半之前这辆车是否还在。我告诉他说碰碰运气吧,并嘱托他把那辆车放在展厅里。

Wednesday came and went. Unexpectedly, someone in our family was admitted to the hospital. So, it wasn't until 9:30 Saturday morning when, after telling Jane the biggest lie to get her out of the house, we finally made our way to the Saturn store. I quickly turned into the parking lot and Jane angrily asked, "What are you doing? You promised me we'd get home right away." I said, "I'm sorry, I forgot I have to pick up something here for my Kiwanis speech next week."

星期三这一天终于到来了。不巧的是,那天我的一个家人正好生病住进了医院。所以,直到三天以后的星期六早晨九点半,我撒了一个大谎言,才把简骗了出来。之后我们急忙赶往土星汽车销售店。我很快拐到了停车场,简很生气的问我:“你在干嘛啊?你不是说我们很快就回去的吗?”我说:“对不起,我忘记了要来拿个什么东西,下周在基瓦尼俱乐部(美国工商业人士的一个俱乐部)的演讲用。”

Jane had never been in a Saturn store. When we went through the front door, the Lord took control of her feet and her mouth. She saw that little white Saturn coupe all the way across the showroom floor. She quickly passed a multi-colored sea of automobiles, sat in the little white Saturn and said, "Oh, what a pretty little car. Can I have a new car?" I said, "No. Not until Charlie graduates from college." Our son, Charlie, was attending the University of New South Wales in Sydney, Australia (we call that "out of state" tuition). She said, "I'm sick and tired of driving that old Dodge, I want a new car." I said, "I promise, just three more semesters and he'll be out."

简从来没有到过任何一家土星店。当我们经过前台时,她的脚和口全不听使唤了,她一下子就看见了那辆白色小巧的双门双座土星车了。于是,我看见她快速穿过了多彩的车的海洋,坐进了那辆车,兴奋地对我说:“哦,好可爱的车啊!我可以把它买下来吗?”我说:“不行,得等查理大学毕业了再买吧。” 查理,是我们的儿子,他现在就读于澳大利亚悉尼的新南威尔士大学(我们称那为非国家的大学)。简就撒娇的说:“哦,我对那辆老道奇破车早就厌烦了,我想要一辆新车嘛。”“我保证,还有三个学期咱儿子就毕业了。”我还在装模做样。

Next, Jane walked around to the front of the car. As she looked it over, she let out the most blood-curdling, shrill scream I'd ever heard in 29 years of marriage.

然后,简就从后面走到了车子前面,上下打量着这车,接下来我便听到了一阵我和她结婚 29 年都未曾听到过的歇斯底里的尖叫声。

Now, before I tell you why Jane screamed, let me tell you what our sales consultant had done. He had ordered a large, professionally engraved sign (white letters on blue) and affixed the Saturn company logo on it. The sign stood alone on the hood of the little white Saturn coupe. It said "Congratulations, Jane. This car is yours. Five years cancer-free. Let's celebrate life. From Milt, Billy and Team Saturn"

现在,在我告诉你简为什么那样尖叫之前,我先让你知道这儿的销售顾问都为我们做了些什么。他们定做了一个很大的、专业的雕刻有标语的条幅(蓝底白字的),并粘上了公司的商标。这条横幅就突兀的树立在这辆白色的土星车篷上,上面写着:“祝贺你,简。这辆车属于你的了。战胜癌症五周年纪念。让我们为生命喝彩!赠送人:比利、米特和土星公司的员工们。”

Every employee at Saturn of Albuquerque had endorsed the back of that sign. Jane saw it, screamed, collapsed in my arms and bawled her eyes out. I didn't know what to do. I was in tears. I took out my invoice from the previous Monday, unfolded it and, pointing to the white coupe, said, "No, honey, this car isn't yours. I bought you this one." I tapped the invoice with my index finger. Jane said, "No, I want this one right here." Charlie, who was home from college and with us, said, "No, Mom. Dad bought you anything you want in Springhill, Tennessee or anything on the lot here." Jane said, "You don't understand, I want this one."

每位阿尔布开克市土星汽车公司的员工都在标牌的后面签了名。简看到了这个标牌,她尖叫起来,扑入了我的怀中,放声痛哭。当时,我都不知道该做什么,我只是站在那里,热泪盈眶。我拿出上个星期一开的发票,打开,我用食指撕开发票,指着这辆白色的车说:“不,亲爱的,这辆车不是你的,我买给你的是另一辆。。。”简说:“不,我就要这一辆。”查理从学校返乡,现正和我们在一起,他也说,“他说:“不,妈妈,爸爸买的还不只这些,他把你想要的关于这款车的所有配件都买了。”简还是坚持说:“你不明白,我就要这一辆。”

While this conversation was going on, I looked around and discovered that there was no one in the store. Our sales consultant had arranged it so that we could share the moment alone. The mechanics, the clerical staff, the front-desk receptionist, management and all sales consultants had left the store for the sanctity of our event.

就在我们一家三口在讨论这件事的时候,我环顾了一下四周,发现店里除了我们外没有别人。原来, 这儿的销售顾问早就安排好了这一切,所以我们一家人才有机会在这里安静的享受我们的美好时刻。所有的机修工、行政人员、前台接待小姐,以及经理和所有的销售顾问不知道什么时候都已经悄悄离开了展厅,为了成全我们一家独处的时刻。

Even so, it's impossible to have a lot of privacy when so many people are standing outside the showroom windows looking in. When Jane screamed and collapsed in my arms, I saw everybody outside applaud and begin to cry. Every new customer that came to the store in those minutes was not allowed to enter; instead, the staff took them aside and explained what was happening.

即使是这样,还是很难有一定的隐私,因为太多人站在展示厅外透过窗户向里张望。当简尖叫着扑入我怀里时,我看到外面的店员们鼓掌喝彩,并开始哭泣。在这段时间来店里的顾客,被挡在了店外,店员将他们请到一边,向他们解释事情的经过。

Jane never drove the car until she took it through the showroom door that day to drive it home.

那天,简把车从展厅里取出来之后,就直接开着它回家了。

Over the years, I've told this story in the United States, Australia and Indonesia as an example of legendary service. A woman in my audience in San Francisco from Anchorage, Alaska, heard the story; she called Saturn of Albuquerque long distance and bought a new car. It's like Ken Blanchard says, "It's only the stories told about us that differentiate us in the market place."

多年过后,我一直把这个故事当做高质量服务的案例在美国、澳大利亚和印度尼西亚等地不停地宣讲。当我在旧金ft演讲时,一名来自阿拉斯加的女士,在听完这个故事后,她立刻给土星销售部打了个长途电话,并从那儿预定了一辆新车。

这故事就像肯·布兰佳所说的一样:“只有口碑,才让我们在激烈的市场竞争中彰显品牌。”


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