{"id":545,"date":"2023-04-17T15:49:15","date_gmt":"2023-04-17T07:49:15","guid":{"rendered":"http:\/\/cxounion.cn\/?p=545"},"modified":"2023-04-17T15:49:28","modified_gmt":"2023-04-17T07:49:28","slug":"cxo%e8%a7%82%e7%82%b9%e5%89%8d%e6%98%9f%e5%b7%b4%e5%85%8b-cmo-emily%ef%bc%9a%e5%a6%82%e4%bd%95%e6%89%93%e9%80%a0%e9%ab%98%e5%93%81%e8%b4%a8%e6%b6%88%e8%b4%b9%e4%bd%93%e9%aa%8c-cxounion","status":"publish","type":"post","link":"https:\/\/cxounion.cn\/545.html","title":{"rendered":"\u524d\u661f\u5df4\u514b CMO Emily\uff1a\u5982\u4f55\u6253\u9020\u9ad8\u54c1\u8d28\u6d88\u8d39\u4f53\u9a8c\uff1f"},"content":{"rendered":"\n<p 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class=\"has-medium-font-size\">\u6253\u9020\u4f18\u8d28\u4f53\u9a8c\u4ece\u6765\u90fd\u4e0d\u6613\uff0c\u5c24\u5176\u662f\u5f53\u8de8\u56fd\u54c1\u724c\u628a\u6d88\u8d39\u8005\u4f53\u9a8c\u8f93\u51fa\u5230\u6d77\u5916\u5e02\u573a\u65f6\uff0c\u8fd9\u5c31\u53d8\u5f97\u6108\u53d1\u590d\u6742\u3002<strong>\u8fd9\u4e9b\u54c1\u724c\u5fc5\u987b\u5728\u4f53\u9a8c\u4e00\u81f4\u6027\u548c\u56e0\u5730\u5236\u5b9c\u4e4b\u95f4\u627e\u5230\u4e00\u4e2a\u5e73\u8861\u70b9\u3002<\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">Emily Chang \u662f\u66fe\u5728 2011 \u5e74\u81f3 2013 \u5e74\u4e4b\u95f4\u9886\u5bfc\u82f9\u679c\u4e9a\u6d32\u533a\u96f6\u552e\u7684<a href=\"https:\/\/cxounion.cn\/index.php\/category\/cxo\/cmo\/\">\u5e02\u573a\u7ecf\u7406<\/a>\uff0c\u5979\u66fe\u5728\u4e00\u6b21\u4e0e\u521b\u65b0\u4e13\u5bb6\u53ca\u4e3b\u6301\u4eba\u514b\u91cc\u65af\u00b7\u4e39\u68ee\uff08Chris Denson\uff09\u7684\u91c7\u8bbf\u4e2d\uff0c\u63d0\u5230\u4e86\u4e00\u4e2a\u5173\u4e8e\u82f9\u679c\u8fdb\u5165\u65e5\u672c\u65f6\u7684\u8da3\u95fb\u8f76\u4e8b\u3002\u5979\u56de\u5fc6\u8bf4\uff0c\u82f9\u679c\u4e13\u5356\u5e97\u5728\u65e5\u672c\u6210\u7acb\u521d\u671f\uff0c\u4e3a\u4e86\u8fce\u5408\u65e5\u672c\u9500\u552e\u9ad8\u7aef\u4ea7\u54c1\u7684\u4f20\u7edf\u65b9\u5f0f\uff0c\u82f9\u679c\u5e97\u7684\u9500\u552e\u4eba\u5458\u4f1a\u6234\u4e0a\u767d\u624b\u5957\uff0c\u9012\u7ed9\u987e\u5ba2\u4e00\u5f20\u5199\u6709\u540d\u5b57\u7684\u5361\u7247\uff0c\u7136\u540e\u9759\u6084\u6084\u5730\u8d70\u5f00\u3002\u4e0d\u8fc7\uff0c\u8fd9\u662f\u65e5\u672c\u7684\u6587\u5316\uff0c\u5374\u4e0d\u662f\u82f9\u679c\u7684\u6587\u5316\u3002\u4e3a\u4e86\u4fdd\u6301\u54c1\u724c\u4e00\u81f4\u6027\uff0c\u82f9\u679c\u9700\u8981\u8ba9\u65e5\u672c\u7684\u6d88\u8d39\u8005\u4eec\u63a5\u53d7\u65b0\u7684\u9500\u552e\u65b9\u5f0f\uff0c\u800c\u4e0d\u662f\u4e00\u5473\u5730\u8fce\u5408\u5f53\u5730\u6587\u5316\u3002<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\">Emily \u4e8e 2017 \u5e74\u4ee5<a href=\"https:\/\/cxounion.cn\/index.php\/category\/cxo\/cmo\/\">\u9996\u5e2d\u5e02\u573a\u5b98 (CMO)<\/a> \u7684\u8eab\u4efd\u52a0\u5165\u661f\u5df4\u514b\u4e2d\u56fd\uff0c\u5e76\u63a8\u52a8\u661f\u5df4\u514b\u4e0e\u5fae\u4fe1\u5408\u4f5c\u63a8\u51fa\u4e86\u793e\u4ea4\u793c\u54c1\u5e73\u53f0\u201c\u7528\u661f\u8bf4\u201d\uff0c\u6765\u8ba9\u7528\u6237\u53ef\u4ee5\u5411\u670b\u53cb\u6216\u5bb6\u4eba\u8d60\u9001\u661f\u5df4\u514b\u996e\u54c1\u3002\u8fd9\u5e76\u4e0d\u662f\u6e90\u81ea\u661f\u5df4\u514b\u7f8e\u56fd\u7684\u6d88\u8d39\u8005\u4f53\u9a8c\u7b56\u7565\uff0c\u4f46\u8fd9\u79cd\u521b\u65b0\u4f53\u9a8c\u8bbe\u8ba1\u5f88\u597d\u5730\u4e0e\u4e2d\u56fd\u7684\u793c\u9047\u6587\u5316\u7ed3\u5408\u4e86\u8d77\u6765\uff0c\u4ece\u800c\u53d6\u5f97\u4e86\u826f\u597d\u7684\u6210\u6548\u3002<\/p>\n\n\n\n<p 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has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong><em>\u201c\u5f53\u6211\u4eec\u7528\u773c\u795e\u548c\u5ba2\u4eba\u6253\u62db\u547c\uff0c\u5e76\u4ece\u6b22\u8fce\u5230\u544a\u522b\u3001\u4ece\u5934\u81f3\u5c3e\u4fdd\u6301\u773c\u795e\u4ea4\u6d41\u65f6\uff0c\u5ba2\u4eba\u5c31\u4f1a\u611f\u53d7\u5230\u771f\u6b63\u7684\u6d32\u9645\u4f53\u9a8c\u3002\u201d<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u6211\u5f53\u65f6\u7acb\u523b\u88ab\u4ed6\u7684\u8bdd\u6240\u611f\u67d3\u5230\uff0c\u5bf9\uff01\u8fd9\u5c31\u662f\u4e00\u79cd\u5177\u4f53\u7684\uff0c\u53ef\u64cd\u4f5c\u7684\uff0c\u5e76\u4e14\u6709\u542f\u53d1\u6027\u7684\u89c2\u70b9\u3002\u63a5\u7740\uff0c\u53e6\u4e00\u4f4d\u540d\u53eb Thomas \u7684\u7ecf\u7406\u4e5f\u7d27\u63a5\u7740\u8865\u5145\u8bf4\uff1a<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong><em>\u201c\u5bf9\uff0c\u5c31\u662f\u8fd9\u6837\uff01\u56e0\u4e3a\u5f53\u6211\u4eec\u4fdd\u6301\u773c\u795e\u4ea4\u6d41\u7684\u65f6\u5019\uff0c\u6211\u4eec\u7684\u5ba2\u4eba\u4f1a\u611f\u5230\u4ed6\u4eec\u771f\u7684\u5728\u88ab\u5173\u6ce8\u3002\u8fd9\u5f88\u91cd\u8981\uff0c\u56e0\u4e3a\u6211\u4eec\u6bcf\u4e2a\u4eba\u90fd\u5e0c\u671b\u88ab\u5173\u6ce8\u3002\u201d<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u73b0\u5728\uff0c\u8fd9\u4fbf\u6210\u4e3a\u4e86\u4e00\u4e2a\u6d1e\u5bdf\u3002<strong>\u91cd\u8981\u7684\u4e0d\u662f\u6211\u4eec\u662f\u4ec0\u4e48\u7ea7\u522b\u3001\u5750\u5728\u54ea\u91cc\uff1b\u6211\u4eec\u9700\u8981\u4eb2\u81ea\u52a8\u624b\uff0c\u611f\u540c\u8eab\u53d7\u3002\u8fd9\u610f\u5473\u7740\u6211\u4eec\u4e0d\u80fd\u53ea\u5750\u5728\u9ed1\u6697\u7684\u623f\u95f4\u91cc\uff0c\u800c\u662f\u8981\u53bb\u5c55\u793a\u771f\u5b9e\u7684\u81ea\u5df1\uff0c\u5305\u62ec\u8106\u5f31\u7684\u90a3\u4e00\u9762\u3002<\/strong>\u6211\u4eec\u8981\u53bb\u8d28\u7591\u3001\u8fa9\u8bba\u3001\u753b\u56fe\u548c\u5934\u8111\u98ce\u66b4\uff0c\u53ea\u6709\u8fd9\u6837\u624d\u80fd\u771f\u6b63\u5efa\u7acb\u60c5\u611f\u7684\u94fe\u63a5\uff0c\u800c\u5efa\u7acb\u8d77\u60c5\u611f\u8fde\u63a5\u540e\u6211\u4eec\u624d\u80fd\u6709\u6240\u5b66\u4e60\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u4e8c\u3001<strong>\u4f60\u57282017\u5e74\u63a5\u53d7\u514b\u91cc\u65af\u00b7\u4e39\u68ee\uff08Chris Denson\uff09\u91c7\u8bbf\u65f6\u63d0\u5230\uff0c\u201c\u540c\u7406\u5fc3\u201d\u5bf9\u4e8e\u7406\u89e3\u5f53\u5730\u6587\u5316\u548c\u6253\u9020\u6210\u529f\u7684\u5e02\u573a\u975e\u5e38\u91cd\u8981\u3002\u5e02\u573a\u4eba\u5458\u5982\u4f55\u63d0\u9ad8\u4ed6\u4eec\u5bf9\u6d88\u8d39\u8005\u7684\u540c\u7406\u5fc3\uff1f\u4f01\u4e1a\u5982\u4f55\u624d\u80fd\u66f4\u597d\u5730\u7406\u89e3\u548c\u8054\u7cfb\u6d88\u8d39\u8005\uff1f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u524d\u661f\u5df4\u514b CMO Emily: \u54c8\uff01\u770b\u6765\u4f60\u6709\u770b\u6211\u4e4b\u524d\u7684\u91c7\u8bbf\u3002\u662f\u7684\uff0c\u540c\u7406\u5fc3\u81f3\u5173\u91cd\u8981\uff01\u8bcd\u5178\u4e0a\u5bf9\u540c\u7406\u5fc3\u7684\u5b9a\u4e49\u4e3a\uff1a\u201c\u5bf9\u4ed6\u4eba\u7684\u611f\u89c9\u3001\u60f3\u6cd5\u6216\u6001\u5ea6\u611f\u540c\u8eab\u53d7\u3002\u201d\u5bf9\u6211\u6765\u8a00\uff0c\u6211\u4eec\u5fc5\u987b\u8de8\u8d8a\u8fd9\u4e00\u9e3f\u6c9f\uff0c\u4ece\u8fdc\u8ddd\u79bb\u89c2\u5bdf\u8f6c\u53d8\u4e3a\u53bb\u4eb2\u8eab\u4f53\u9a8c\u6d88\u8d39\u8005\u7684\u751f\u6d3b\u3002<strong>\u6211\u4eec\u5fc5\u987b\u5173\u5fc3\u5e76\u8bbe\u6cd5\u4e86\u89e3\u4ed6\u4eec\u7684\u611f\u89c9\u5982\u4f55\uff0c\u4ed6\u4eec\u7684\u6323\u624e\u4e4b\u5904\u4ee5\u53ca\u6210\u5c31\u611f\uff0c\u8fd9\u5c31\u662f\u540c\u7406\u5fc3\uff0c\u6ca1\u6709\u6377\u5f84\u53ef\u8d70\u3002\u6211\u4eec\u53ea\u6709\u64b8\u8d77\u8896\u5b50\u53c2\u4e0e\u8fdb\u6765\uff0c\u624d\u80fd\u4eb2\u8eab\u611f\u53d7\u548c\u4f53\u4f1a\u3002<\/strong>\u6240\u4ee5\uff0c\u6211\u4eec\u600e\u4e48\u505a\u5462\uff1f\u6211\u4eec\u548c\u987e\u5ba2\u4e00\u8d77\u8d2d\u7269\u3001\u548c\u4ed6\u4eec\u5206\u4eab\u751f\u6d3b\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><em><strong>\u6211\u6700\u96be\u5fd8\u7684\u7ecf\u5386\u4e4b\u4e00\uff0c\u662f\u5728\u5b5f\u4e70\u548c\u4e00\u4e2a\u5bb6\u5ead\u4f4f\u5728\u4e00\u8d77\uff0c\u7761\u89c9\u9700\u8981\u6253\u5730\u94fa\uff0c\u5230\u65e9\u4e0a\u9700\u8981\u628a\u5e8a\u5355\u5377\u8d77\u6765\u817e\u51fa\u7a7a\u95f4\uff0c\u505a\u996d\u9700\u8981\u73b0\u751f\u706b\uff0c\u6d17\u8863\u670d\u662f\u5728\u516c\u5171\u533a\u57df\u3002<\/strong><\/em><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\u8fd9\u662f\u7406\u89e3\u76ee\u6807\u987e\u5ba2\u7684\u65b9\u6cd5\uff0c\u56e0\u4e3a\u53ea\u6709\u5f53\u6211\u4eec\u7406\u89e3\u4e86\uff0c\u6211\u4eec\u624d\u80fd\u53d8\u5f97\u5bcc\u6709\u540c\u7406\u5fc3\uff0c\u53bb\u89e3\u51b3\u6d88\u8d39\u8005\u7684\u9700\u6c42\u2026\u2026\u5e76\u4ee5\u4e00\u79cd\u76f8\u5173\u7684\u3001\u6709\u610f\u4e49\u7684\u3001\u4e14\u4ee4\u4eba\u6109\u5feb\u7684\u65b9\u5f0f\u9488\u5bf9\u8fd9\u4e9b\u9700\u6c42\u8fdb\u884c\u8bbe\u8ba1\u3002<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u4e09\u3001<strong>\u968f\u7740\u6570\u5b57\u8f6c\u578b\uff0c\u6211\u4eec\u62e5\u6709\u4e86\u524d\u6240\u672a\u6709\u7684\u6d88\u8d39\u8005\u5927\u6570\u636e\uff0c\u7279\u522b\u662f\u5728\u4e2d\u56fd\u3002\u5982\u4eca\u7684\u9996\u5e2d\u5e02\u573a\u5b98\u4eec\u9700\u8981\u8d8a\u6765\u8d8a\u591a\u5730\u4e3a\u81ea\u5df1\u50a8\u5907\u6570\u636e\u77e5\u8bc6\uff0c\u4ee5\u4fbf\u505a\u51fa\u660e\u667a\u7684\u51b3\u7b56\u3002\u4f60\u548c\u4f60\u7684\u56e2\u961f\u662f\u5426\u4e5f\u5728\u968f\u4e4b\u8fdb\u5316\uff0c\u53d8\u5f97\u66f4\u52a0\u6570\u636e\u9a71\u52a8\uff1f\u4f60\u662f\u5982\u4f55\u5c06\u5b9a\u6027\u548c\u5b9a\u91cf\u7684\u4fe1\u606f\u878d\u5165\u5230\u4f60\u7684\u51b3\u7b56\u4e2d\u5e76\u5728\u4e24\u8005\u4e4b\u95f4\u53d6\u5f97\u5e73\u8861\u7684\uff1f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u524d\u661f\u5df4\u514b CMO Emily\uff1a\u7c7b\u4f3c\u4e8e\u6211\u4eec\u4e86\u89e3\u7528\u6237\u5e76\u83b7\u53d6\u6d1e\u5bdf\u7684\u65b9\u6cd5\uff0c\u8fd9\u4e5f\u9700\u8981\u53bb\u771f\u6b63\u52a8\u624b\u3002\u9996\u5148\u6211\u4eec\u8981\u53bb\u4e86\u89e3\u6570\u636e\u7684\u6765\u6e90\uff0c\u5e76\u67e5\u770b\u4e0d\u540c\u6570\u636e\u6d41\u662f\u5426\u4e00\u81f4\uff0c\u5982\u679c\u4e0d\u4e00\u81f4\uff0c\u6211\u4eec\u5c31\u8981\u53bb\u4e86\u89e3\u8fd9\u4e4b\u4e2d\u7684\u5dee\u5f02\u662f\u600e\u6837\u4ea7\u751f\u7684\u3002\u6211\u5927\u5b66\u5b66\u7684\u662f\u7406\u5de5\u79d1\uff0c\u559c\u6b22\u505a\u7cfb\u7edf\u5316\u7684\u601d\u8003\u3002\u56e0\u6b64\uff0c\u6211\u4eec\u8d8a\u4e86\u89e3\u6570\u636e\u7684\u6765\u6e90\u548c\u8d28\u91cf\uff0c\u4ee5\u53ca\u5b83\u4eec\u5982\u4f55\u8fde\u63a5\u5230\u66f4\u5e7f\u6cdb\u7684\u6570\u636e\u6c60\uff0c\u6211\u4eec\u5c31\u8d8a\u80fd\u6709\u6548\u5730\u5229\u7528\u6570\u636e\u3002\u6570\u636e\u672c\u8eab\u6ca1\u6709\u610f\u4e49\uff0c\u9664\u975e\u6211\u4eec\u627e\u5230\u65b9\u5f0f\u89e3\u8bfb\u6570\u636e\u5e76\u5e94\u7528\u6570\u636e\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u56db\u3001<strong>\u6211\u4eec\u77e5\u9053\uff0c\u5728\u4eca\u5929\u6d88\u8d39\u8005\u4f53\u9a8c\uff08CX\uff09\u5bf9\u4efb\u4f55\u54c1\u724c\u7684\u6210\u529f\u90fd\u81f3\u5173\u91cd\u8981\u3002\u4f60\u80fd\u7ed3\u5408\u4f60\u5728\u661f\u5df4\u514b\u3001\u82f9\u679c\u548c\u6d32\u9645\u9152\u5e97\u7684\u7ecf\u9a8c\uff0c\u5206\u4eab\u4e00\u4e0b\u5982\u4f55\u8bbe\u8ba1\u4e00\u4e2a\u6210\u529f\u7684\u4f53\u9a8c\u7b56\u7565\u5417\uff1f\u4f60\u662f\u5982\u4f55\u5c06\u4e00\u4e2a\u5168\u7403\u54c1\u724c\u4f53\u9a8c\u5e26\u5230\u50cf\u4e2d\u56fd\u8fd9\u6837\u5b8c\u5168\u4e0d\u540c\u7684\u5e02\u573a\u7684\uff1f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u524d\u661f\u5df4\u514b CMO Emily: \u6211\u4eec\u5fc5\u987b\u8981\u4ee5\u7ec8\u4e3a\u59cb\u3002\u5728\u8fc7\u53bb\u7684\u51e0\u5e74\u91cc\uff0cHCD \u5df2\u7ecf\u6210\u4e3a\u4e00\u4e2a\u6d41\u884c\u672f\u8bed\uff1a\u201c\u4ee5\u4eba\u4e3a\u672c\u201d\u7684\u8bbe\u8ba1\uff08Human-centered Design\uff09\u3002\u5b9e\u9645\u4e0a\uff0c\u8fd9\u53ea\u662f\u5bf9\u6211\u4eec\u521a\u624d\u8ba8\u8bba\u8fc7\u5185\u5bb9\u7684\u4e00\u4e2a\u82b1\u54e8\u7684\u63cf\u8ff0\uff1a\u52a8\u624b\u53bb\u57f9\u517b\u5bf9\u76ee\u6807\u987e\u5ba2\u7684\u540c\u7406\u5fc3 \u3002\u8981\u8bbe\u8ba1\u6709\u7528\u7684 CX\uff0c\u9996\u5148\u5c31\u662f\u53bb\u627e\u5230\u6700\u4f73\u7684\u6848\u4f8b\uff0c\u629b\u5f00\u4f60\u6240\u5728\u7684\u884c\u4e1a\uff0c\u53bb\u5404\u4e2a\u884c\u4e1a\u770b\u770b\uff0c\u4e86\u89e3\u670d\u52a1\u6c34\u5e73\u7684\u5dee\u5f02\uff0c\u518d\u4ee5\u6b64\u4e3a\u7075\u611f\u521b\u9020\u65e0\u7f1d\u7684\u4f53\u9a8c\u3002<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\u6211\u4eec\u8981\u4ece\u5b8f\u89c2\u548c\u5fae\u89c2\u4e24\u4e2a\u89d2\u5ea6\u53bb\u5f00\u5c55\u5de5\u4f5c\uff0c\u5728\u5fae\u89c2\u5c42\u9762\u4e0a\uff0c<\/strong>\u6211\u4eec\u9700\u8981\u6ce8\u610f\u6700\u5c0f\u7684\u7ec6\u8282\uff0c\u6d88\u9664\u6211\u4eec\u6240\u80fd\u89c2\u5bdf\u5230\u7684\u6bcf\u4e2a\u6469\u64e6\u70b9\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\u5728\u5b8f\u89c2\u5c42\u9762\uff0c<\/strong>\u6211\u4eec\u5e94\u8be5\u9000\u540e\u4e00\u6b65\uff0c\u8bc4\u4f30\u54c1\u724c\u6574\u4f53\u5f62\u8c61\uff1a\u54c1\u724c\u7684\u8bbe\u8ba1\u611f\uff0c\u54c1\u724c\u4e00\u81f4\u6027\uff0c\u516c\u53f8\u7684\u613f\u666f\u662f\u5426\u6709\u6548\u4f20\u8fbe\uff0c\u4ee5\u53ca\u54c1\u724c\u5524\u8d77\u7684\u5185\u5fc3\u60c5\u611f\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u6211\u5230\u73b0\u5728\u8fd8\u8bb0\u5f97\u548c\u00a0Crystal \u8fd8\u6709 Steven \u4e00\u8d77\u8bbe\u8ba1\u201c\u7528\u661f\u8bf4\u201d\u6570\u5b57\u793c\u54c1\u4f53\u9a8c\u65f6\u7684\u90a3\u4e9b\u6df1\u591c\uff0c<strong>\u6211\u4eec\u82b1\u4e86\u5927\u91cf\u65f6\u95f4\u53bb\u8bbe\u8ba1\u7528\u6237\u754c\u9762\uff0c\u4e3a\u90a3\u4e9b\u60f3\u9001\u51fa\u4e2a\u6027\u5316\u793c\u7269\u7684\u5ba2\u6237\u63d0\u4f9b\u5b9a\u5236\u9009\u9879\uff0c\u6211\u4eec\u4e5f\u82b1\u4e86\u540c\u6837\u591a\u7684\u65f6\u95f4\u53bb\u51cf\u5c11\u70b9\u51fb\u6b21\u6570\u3001\u9009\u9879\u6570\u91cf\u548c\u7b49\u5f85\u65f6\u95f4\u7b49\u7ec6\u8282\u4e0a\uff0c\u6240\u6709\u8fd9\u4e9b\u90fd\u662f\u540c\u6837\u91cd\u8981\u7684\uff0c\u5b83\u4eec\u4f1a\u5171\u540c\u5e26\u6765\u4e00\u4e2a\u6709\u8fde\u8d2f\u6027\u4e14\u4f18\u8d28\u7684\u6d88\u8d39\u8005\u4f53\u9a8c\u3002<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u4e94\u3001<strong>\u4f60\u5982\u4f55\u8861\u91cf\u987e\u5ba2\u4f53\u9a8c\uff1f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u524d\u661f\u5df4\u514b CMO Emily: \u5f53\u7136\uff0c\u6211\u4eec\u4e5f\u4f1a\u6709\u50cf NPS \uff08Net Promoter Score\uff0c\u51c0\u63a8\u8350\u503c\uff09\u8fd9\u6837\u7684\u6807\u51c6\u5ea6\u91cf\u3002\u4f46\u662f\u6700\u7ec8\uff0c\u6d88\u8d39\u8005\u4f1a\u7528\u4ed6\u4eec\u7684\u70b9\u51fb\u91cf\u548c\u6240\u82b1\u7684\u91d1\u989d\u6765\u9009\u51fa\u597d\u7684\u4f53\u9a8c\u8bbe\u8ba1\u3002\u5982\u679c\u6211\u4eec\u80fd\u8ba9\u6d88\u8d39\u8005\u611f\u5230\u5f00\u5fc3\uff0c\u5c31\u6709\u53ef\u80fd\u8d62\u5f97\u56de\u5934\u5ba2\uff0c\u5982\u679c\u6211\u4eec\u7684\u670d\u52a1\u771f\u7684\u5f88\u6770\u51fa\uff0c\u4ed6\u4eec\u5c31\u4f1a\u53d8\u6210\u5fe0\u5b9e\u5ba2\u6237\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u4f46\u6211\u8ba4\u4e3a\u4e5f\u5e94\u8be5\u8003\u8651\u5176\u4ed6\u6307\u6807\uff0c\u8fd9\u540c\u6837\u8981\u6c42\u6211\u4eec\u53bb\u6df1\u5165\u7814\u7a76\u7ec6\u8282\uff1a\u5ba2\u6237\u5728\u6bcf\u4e2a\u9875\u9762\u4e0a\u505c\u7559\u591a\u4e45\uff1f\u6709\u591a\u5c11\u4e92\u52a8\uff1f\u5728\u54ea\u91cc\uff0c\u5982\u4f55\uff0c\u4e3a\u4ec0\u4e48\uff1f\u987e\u5ba2\u4ec0\u4e48\u65f6\u5019\u79bb\u5f00\u6216\u5173\u95ed\u9875\u9762\uff1f\u5728\u54ea\u91cc\uff0c\u5982\u4f55\uff0c\u4e3a\u4ec0\u4e48\uff1f\u6211\u4eec\u5728\u8fd9\u91cc\u8ba8\u8bba\u7684\u662f\u5bf9\u7ec6\u8282\u7684\u89c2\u5bdf\u548c\u5206\u6790\uff0c\u8fd9\u4e9b\u6307\u6807\u53ef\u4ee5\u63ed\u793a\u6211\u4eec\u5728\u54ea\u91cc\u505a\u5bf9\u4e86\u4ec0\u4e48\uff0c\u4ee5\u53ca\u6211\u4eec\u5728\u54ea\u91cc\u8dcc\u5012\uff0c\u90fd\u662f\u975e\u5e38\u6709\u4ef7\u503c\u7684\u5177\u4f53\u6d1e\u5bdf\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u5b9a\u6027\u4fe1\u606f\u540c\u6837\u91cd\u8981\u3002\u987e\u5ba2\u5728\u8bf4\u4ec0\u4e48\uff1f\u6709\u591a\u5c11\u4eba\u4f1a\u53bb\u54c1\u724c\u7684\u7f51\u7ad9\u548c\u793e\u4ea4\u5a92\u4f53\u9875\u9762\u6295\u8bc9\uff1f\u6709\u591a\u5c11\u771f\u6b63\u63d0\u4f9b\u4e86\u771f\u5b9e\u7684\u54c1\u724c\u53c2\u4e0e\u611f\uff1f\u6211\u4eec\u4e2d\u6709\u591a\u5c11\u4eba\u5b9a\u671f\u8fdb\u884c\u8c03\u7814\u8bc4\u4f30\uff0c\u4ee5\u4fbf\u66f4\u597d\u5730\u4e86\u89e3\u6d88\u8d39\u8005\u7684\u4f53\u9a8c\uff1fCatherine\uff0c\u6d32\u9645\u9152\u5e97\u96c6\u56e2\u9886\u5bfc\u6d88\u8d39\u8005\u4f53\u9a8c\u56e2\u961f\u7684\u4e3b\u7ba1\uff0c\u6559\u4f1a\u4e86\u6211\u5f88\u591a\u8fd9\u65b9\u9762\u7684\u77e5\u8bc6\u3002\u5979\u662f\u5e73\u8861\u5b9a\u6027\u548c\u5b9a\u91cf\u4fe1\u606f\u7684\u4e13\u5bb6\uff0c\u61c2\u5f97\u5982\u4f55\u5c06\u5b9a\u6027\u7684\u4fe1\u606f\u5b9a\u91cf\u5316\uff0c\u4ece\u800c\u5e26\u6765\u5168\u65b0\u7684\u6d1e\u5bdf\u3002\u6211\u5f88\u5e78\u8fd0\u53ef\u4ee5\u548c\u5979\u4ee5\u53ca\u5979\u51fa\u8272\u7684\u56e2\u961f\u4e00\u8d77\u5171\u4e8b\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u516d\u3001<strong>\u5f17\u5409\u5c3c\u4e9a\u5927\u5b66\u5e02\u573a\u5b66\u52a9\u7406\u6559\u6388\u91d1\u4f2f\u5229\u00b7\u60e0\u7279\u52d2\uff08kimberly whitler\uff09\u5728\u5979\u6700\u8fd1\u4e00\u7bc7\u53d1\u5e03\u5728\u300a\u54c8\u4f5b\u5546\u4e1a\u8bc4\u8bba\u300b\u7684\u6587\u7ae0\u4e2d\u63d0\u5230\uff0c\u5728\u4e2d\u56fd\u7684\u5916\u4f01\u5e02\u573a\u4eba\u5458\u548c\u4e0e\u672c\u571f\u4f01\u4e1a\u7684\u5e02\u573a\u4eba\u5458\u4e4b\u95f4\u7684\u4e00\u4e2a\u4e3b\u8981\u533a\u522b\u5728\u4e8e\u3001\u524d\u8005\u503e\u5411\u4e8e\u5173\u6ce8\u89c4\u6a21\u548c\u6548\u7387\uff08\u5229\u6da6\u5bfc\u5411\uff09\uff0c\u800c\u540e\u8005\u5219\u5173\u6ce8\u901f\u5ea6\u548c\u589e\u957f\uff08\u9500\u552e\u5bfc\u5411\uff09\u3002\u4f60\u540c\u610f\u5417\uff1f\u4f60\u5982\u4f55\u5e73\u8861\u8fd9\u4e24\u79cd\u65b9\u6cd5\uff08\u5373\u5229\u6da6\u5bfc\u5411\u4e0e\u9500\u552e\u7684\u77db\u76fe\u3001\u6218\u7565\u4e0e\u901f\u5ea6\u7684\u77db\u76fe\uff09\uff1f\u5168\u7403\u54c1\u724c\u5982\u4f55\u624d\u80fd\u66f4\u597d\u5730\u62b5\u5fa1\u6765\u81ea\u4e2d\u56fd\u672c\u571f\u65b0\u5174\u54c1\u724c\u7684\u6fc0\u70c8\u7ade\u4e89\u5462\uff1f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u524d\u661f\u5df4\u514b CMO Emily: \u5728\u4e2d\u7f8e\u5404\u5de5\u4f5c\u4e86\u8fd1\u5341\u5e74\u540e\uff0c\u6211\u4e0d\u786e\u5b9a\u8fd9\u4e24\u4e2a\u5e02\u573a\u7684\u533a\u522b\u53ef\u4ee5\u5982\u6b64\u754c\u5b9a\u3002\u4e5f\u8bb8\u6211\u4f1a\u6362\u4e2a\u89d2\u5ea6\u770b\u3002\u90a3\u4e9b\u6765\u81ea\u53d1\u8fbe\u5730\u533a\u7684\u4eba\u53ef\u80fd\u6709\u4e00\u79cd\u6267\u7740\uff0c\u90a3\u5c31\u662f\u5728\u6b63\u5f0f\u665a\u5bb4\u4e4b\u524d\u5e94\u8be5\u5148\u51c6\u5907\u597d\u6240\u6709\u7684\u83dc\u80b4\u3002\u8fd9\u610f\u5473\u7740\u5f53\u524d\u83dc\u6446\u5728\u684c\u4e0a\u65f6\uff0c\u4e3b\u83dc\u548c\u751c\u70b9\u4e5f\u5df2\u7ecf\u5236\u4f5c\u5b8c\u6210\uff0c\u6574\u4e2a\u7528\u9910\u4f53\u9a8c\u5df2\u7ecf\u65e9\u5c31\u5b8c\u5b8c\u6574\u6574\u7684\u8bbe\u8ba1\u548c\u51c6\u5907\u597d\u4e86\u3002\u4f46\u5728\u53d1\u5c55\u4e2d\u5730\u533a\uff0c\u4eba\u4eec\u6709\u4e00\u79cd\u201c\u5feb\u901f\u884c\u52a8\uff0c\u5feb\u901f\u5b66\u4e60\u201d\u7684\u503e\u5411\u3002\u524d\u83dc\u53ef\u4ee5\u5728\u4e3b\u83dc\u8fd8\u5728\u70f9\u8c03\u7684\u65f6\u5019\u4f9b\u5e94\uff0c\u800c\u751c\u70b9\u751a\u81f3\u8fd8\u6ca1\u60f3\u597d\u8981\u505a\u4ec0\u4e48\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\">\u5728\u6211\u770b\u6765\uff0c\u8fd9\u5e76\u4e0d\u610f\u5473\u7740\u8fd9\u4e9b\u53d1\u5c55\u4e2d\u7684\u5e02\u573a\u7f3a\u4e4f\u6218\u7565\u6216\u4e0d\u5e94\u8ffd\u6c42\u53d1\u5c55\u901f\u5ea6\u3002\u6211\u4eec\u5e94\u8be5\u66f4\u591a\u5173\u6ce8\u89c2\u5ff5\u548c\u4e60\u60ef\u7684\u5de5\u4f5c\u65b9\u5f0f\u3002\u8fd9\u8981\u8ffd\u6eaf\u5230\u4f60\u7684\u7b2c\u4e00\u4e2a\u95ee\u9898\uff0c\u4e0d\u8fdb\u5219\u9000\u3002\u6240\u4ee5\uff0c\u6211\u4eec\u9700\u8981\u4e0d\u65ad\u5730\u8d28\u7591\u548c\u56de\u987e\u6211\u4eec\u4ec0\u4e48\u505a\u7684\u4e0d\u9519\uff0c\u4ec0\u4e48\u53ef\u4ee5\u505a\u7684\u66f4\u597d\u3002\u6bcf\u4e2a\u4eba\u90fd\u8981\u4e0d\u65ad\u5b66\u4e60\uff0c\u8fd9\u6837\u624d\u80fd\u6301\u7eed\u53d6\u5f97\u8fdb\u6b65\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u4e03\u3001<strong>\u6211\u4eec\u90fd\u77e5\u9053\uff0c\u5bf9\u4e8e\u5f88\u591a\u897f\u65b9\u8de8\u56fd\u4f01\u4e1a\u6765\u8bf4\uff0c\u5728\u4e2d\u56fd\u5e02\u573a\u83b7\u5f97\u6210\u529f\u5e76\u4e0d\u5bb9\u6613\u3002\u4e8b\u5b9e\u4e0a\uff0c\u5728\u8fc7\u53bb\u768420\u5e74\u91cc\uff0c\u6211\u4eec\u89c1\u8bc1\u4e86\u8bb8\u591a\u5931\u8d25\u3002\u4f46\u4f60\u4e3a\u4e4b\u5de5\u4f5c\u8fc7\u7684\u5b9d\u6d01\u3001\u82f9\u679c\u3001\u6d32\u9645\u548c\u661f\u5df4\u514b\u56db\u4e2a\u54c1\u724c\u5728\u4e2d\u56fd\u90fd\u8868\u73b0\u5f97\u5f88\u597d\u3002\u4ece\u4f60\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u8fd9\u91cc\u6709\u6ca1\u6709\u4ec0\u4e48\u901a\u7528\u7684\u201c\u79d8\u65b9\u201d\uff1f<\/strong><\/h2>\n\n\n\n<p class=\"has-medium-font-size\">\u524d\u661f\u5df4\u514b CMO Emily: \u8fd9\u4e2a\u79d8\u65b9\u53ef\u4ee5\u88ab\u5206\u4e3a\u56db\u90e8\u5206\uff1a<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>1.\u4fdd\u6301\u8c26\u865a\uff1a<\/strong>\u6ca1\u6709\u4eba\u62e5\u6709\u5168\u90e8\u7684\u7b54\u6848\uff0c\u5728\u6211\u6709\u5e78\u5de5\u4f5c\u8fc7\u7684\u6bcf\u5bb6\u516c\u53f8\uff0c\u6211\u90fd\u770b\u5230\u533a\u57df\u5e02\u573a\u5411\u603b\u90e8\u53d6\u7ecf\uff0c\u540c\u65f6\u603b\u90e8\u613f\u610f\u53bb\u5145\u5206\u4e86\u89e3\u548c\u5b66\u4e60\u4e0d\u540c\u5730\u533a\u7684\u8be6\u7ec6\u60c5\u51b5\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>2.\u5171\u540c\u613f\u666f\uff1a<\/strong>\u5f53\u56e2\u961f\u6709\u4e86\u4e00\u81f4\u7684KPI\uff0c\u4ed6\u4eec\u5c31\u53ef\u4ee5\u66f4\u597d\u5730\u534f\u8c03\u5de5\u4f5c\u3002\u6211\u4eec\u4f1a\u671d\u7740\u540c\u4e00\u4e2a\u76ee\u6807\u524d\u8fdb\uff0c\u5bf9\u6210\u529f\u7684\u5b9a\u4e49\u4e5f\u4e00\u81f4\uff0c\u8fd9\u6837\u6211\u4eec\u5c31\u53ef\u4ee5\u4e3a\u4e86\u5171\u540c\u613f\u666f\u800c\u52aa\u529b\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>3.\u6d88\u8d39\u8005\u81f3\u4e0a\uff1a<\/strong>\u5728\u6210\u529f\u7684\u4f01\u4e1a\u73af\u5883\u4e2d\uff0c\u5bf9\u8bdd\u4e0d\u662f\u5173\u4e8e\u6211\u4eec\u81ea\u5df1\u7684\u6218\u7565\u53ca\u6211\u4eec\u60f3\u8981\u4ec0\u4e48\uff0c\u800c\u662f\u5173\u4e8e\u6d88\u8d39\u8005\u9700\u8981\u4ec0\u4e48\u548c\u60f3\u8981\u4ec0\u4e48\uff0c\u4ee5\u53ca\u6211\u4eec\u5982\u4f55\u66f4\u597d\u5730\u53bb\u670d\u52a1\u6d88\u8d39\u8005\u3002<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>4.\u8de8\u6587\u5316\u56e2\u961f\uff1a<\/strong>\u4eba\u662f\u7b2c\u4e00\u4f4d\u7684\u3002\u5f53\u6211\u4eec\u628a\u6b63\u786e\u7684\u4eba\u653e\u5728\u5408\u9002\u7684\u5c97\u4f4d\u4e0a\uff0c\u5e76\u5e2e\u52a9\u4ed6\u4eec\u83b7\u5f97\u6210\u529f\uff0c\u4f01\u4e1a\u5c31\u4f1a\u5174\u65fa\u53d1\u8fbe\u3002\u6211\u76f8\u4fe1\uff0c\u9002\u5408\u4e2d\u56fd\u5e02\u573a\u7684\u4eba\u624d\uff0c\u4e0d\u4ec5\u4ec5\u662f\u53cc\u8bed\u4eba\u624d\u6216\u8005\u804c\u80fd\u4e13\u5bb6\uff0c\u4ed6\u4eec\u662f\u8de8\u6587\u5316\u9886\u8896\u3002\u4ed6\u4eec\u62e5\u6709\u5168\u7403\u89c6\u91ce\uff0c\u4e86\u89e3\u5f53\u5730\u6587\u5316\u4ee5\u53ca\u8fd9\u4e4b\u4e2d\u7684\u7ec6\u5fae\u5dee\u522b\uff0c\u7406\u89e3\u8a00\u4e0b\u4e4b\u610f\u548c\u8a00\u5916\u4e4b\u610f\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/cxounion.cn\/wp-content\/uploads\/2023\/04\/cxo\u7ed3\u5c3e\u4e8c\u7ef4\u7801.png\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-medium-font-size\">\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Over the past five years, with the acceleration of smartphones and the Internet, the perception of the consumer experience (CX) is growing and the entire business environment has been transformed.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The disruptive digital revolution has raised customer expectations and broken down traditional barriers between industries. When people buy financial management products, they come to expect the smooth experience of an iPhone, and when they buy health care products, they expect the distinguished service of intercontinental hotels. So how can brands keep up with these expectations to create high-quality consumer experiences and lasting relationships?<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">How can brands keep up with these expectations to create high-quality consumer experiences and lasting relationships?<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">A successful consumer experience strategy starts with truly understanding the consumer. Geoffrey Schwartz, director of executive strategy at frog, has created a relationship framework to help us define and evaluate the consumer experience. The framework is based on three factors: breadth, depth, and consistency &#8212; &#8220;Breadth represents all the touch points that exist throughout the consumer&#8217;s journey, depth represents the quality and meaning behind those interactions, and consistency represents the coordination and sense of wholeness between interactions.&#8221;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Creating a great experience is never easy, and it becomes even more complicated when global brands export the consumer experience to overseas markets. Brands must strike a balance between experiencing consistency and adapting to local conditions.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Emily Chang, a marketing manager who led Apple&#8217;s retail operations in Asia from 2011 to 2013, recounted an interesting anecdote about Apple&#8217;s entry into Japan in an interview with innovation expert and host Chris Denson. In the early days of Apple stores in Japan, she recalled, salespeople would put on white gloves, hand customers a card with their names on it and quietly walk away, in keeping with the traditional Japanese way of selling high-end products. But this is Japanese culture, not Apple&#8217;s. To maintain brand consistency, Apple needs to get Japanese consumers to embrace new ways of selling products, rather than catering to local culture.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Emily joined Starbucks China as Chief Marketing Officer (CMO) in 2017 and helped Starbucks launch a social gifting platform with wechat called &#8220;Talk with Stars,&#8221; which allows users to send Starbucks drinks to friends or family. It didn&#8217;t come from Starbucks&#8217; U.S. consumer experience strategy, but this innovative experience design was well integrated with the Chinese culture of courtesy, and it worked well.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">services and experiences for Chinese consumers. <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/h4>\n\n\n\n<p class=\"has-medium-font-size\">Since frog entered the Chinese market in 2007, we have helped hundreds of global brands design innovative products, services and experiences for Chinese consumers. Working with our clients, we have not only observed dramatic changes in the behavior and perception of Chinese consumers, but also the evolution of consumer research methods, marketing technologies, and even the organizational structure of large enterprises.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">To keep pace with new consumer and technology trends, we work with executives who have been working with Fortune 500 and unicorns around the world to share our thoughts and insights on consumer experience, innovation, branding and more.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">frog Global Marketing Director Liwen Jin sat down with former Starbucks China chief Marketing Officer Emily Chang to discuss the consumer experience, how to balance global and local brand experiences, and the &#8220;secret sauce&#8221; of creating a high-quality experience with cultural expectations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Q1<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">Liwen: The desires, behaviors and expectations of today&#8217;s consumers are changing at an unprecedented rate. As a marketer, how do you observe trends and consumer insights? Is there a big change in your approach now compared to when you worked at Procter &amp; Gamble?<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\">Emily: Of course, nothing is set in stone. I firmly believe that if we do not remain humble and teachable, it is easy to become backward and outdated. Twenty years ago, we used to sit in a dark room munching on M&amp;Ms while researchers talked to five or six consumers. That often makes us passive, because group thinking can heavily influence our conclusions and lead to sample bias, which doesn&#8217;t yield much insight other than quick weight gain.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">We&#8217;ve come a long way in understanding consumers, and we&#8217;re now thinking more about empathy and engagement, living with them, shopping with them, and interacting with them face to face. To ask probing questions, to have meaningful discussions, to peel back the layers, to keep asking why\u2026 And then why\u2026 Then why, to find the root of the thought, the core of insight.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">I once sat down with several general managers of intercontinental Hotels Group to discuss the question: What is a great customer experience? I can&#8217;t forget that conversation.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">&#8220;What specific behavior will make a guest feel valued? Why?<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">I asked, &#8220;What specific behavior will make a guest feel valued? Why?&#8221; The room was full of discussion at once. I felt like a fight was about to break out! At this point, Paul, a general manager who was present, quieted the room with an insightful remark:<\/p>\n\n\n\n<p class=\"has-medium-font-size\">&#8220;When we greet guests with our eyes, and maintain eye contact from welcome to goodbye, from beginning to end, guests will feel a true intercontinental experience.&#8221;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">I was immediately impressed by what he said. Yes! This is a concrete, actionable, and enlightening idea. Then another manager, Thomas, added:<\/p>\n\n\n\n<p class=\"has-medium-font-size\">&#8220;Yes, that&#8217;s it! Because when we maintain eye contact, our guests feel like they&#8217;re really being watched. It&#8217;s important because each of us wants to be noticed.&#8221;<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Now, this is an insight. What matters is not what level we are or where we sit; We need to be hands-on and empathize. This means not just sitting in a dark room, but showing our true selves, including our vulnerable ones. We have to question, debate, draw, and brainstorm. That&#8217;s how we make the emotional connections. That&#8217;s how we learn.<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Q2<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">L: In a 2017 interview with Chris Denson, you mentioned the importance of &#8220;empathy&#8221; in understanding local cultures and building successful markets. How can marketers improve their empathy for consumers? How can businesses better understand and connect with consumers?<\/p>\n\n\n\n<p class=\"has-medium-font-size\">E: Ha! I see you&#8217;ve been watching my previous interviews. Yes, empathy is crucial! The dictionary defines empathy as &#8220;empathy with the feelings, thoughts, or attitudes of others.&#8221; To me, we have to cross that gap and move from observing from a distance to experiencing the lives of consumers. We have to care and try to understand how they&#8217;re feeling, what they&#8217;re struggling with and what they&#8217;re achieving. That&#8217;s empathy. There&#8217;s no short cut. Only by rolling up our sleeves and getting involved can we feel and appreciate it for ourselves. So, how do we do that? We shop with our customers and share our lives with them.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">One of my most memorable experiences was living with a family in Mumbai where you had to sleep on the floor, roll up the sheets in the morning to make room, cook on a fire, and do your laundry in a common area.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">This is the way to understand the target customer, because only when we understand, can we become empathetic and solve the customer&#8217;s needs\u2026 And design for these requirements in a way that is relevant, meaningful, and enjoyable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Q3<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">L: With the digital transformation, we have unprecedented consumer big data, especially in China. Today&#8217;s chief marketing officers increasingly need to equip themselves with data knowledge to make informed decisions. Are you and your team evolving along the way to become more data-driven? How do you incorporate qualitative and quantitative information into your decision-making and strike a balance between the two?<\/p>\n\n\n\n<p class=\"has-medium-font-size\">E: Similar to the way we learn about our users and gain insight, it&#8217;s really hands-on. First we need to understand the source of the data and see if the different data streams are consistent. If not, we need to understand how the differences arise. I majored in science and engineering in college, and I like to think systematically. So the more we know about the source and quality of our data, and how it connects to a broader pool of data, the more effectively we can use it. Data itself has no meaning unless we find a way to interpret it and apply it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Q4<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/h3>\n\n\n\n<p class=\"has-medium-font-size\">L: We know that consumer experience (CX) is critical to the success of any brand today. Can you share how to design a successful experience strategy based on your experience at Starbucks, Apple, and intercontinental? How do you bring a global brand experience to a completely different market like China?<\/p>\n\n\n\n<p class=\"has-medium-font-size\">E: We must begin with the end. In the past few years, HCD has become a popular term: &#8220;Human-centered Design.&#8221; Actually, that&#8217;s just a fancy way of saying what we just talked about: developing empathy for your target customer. To design a useful CX, the first step is to find the best examples, look beyond your industry, look across industries, understand the differences in service levels, and use that as inspiration to create a seamless experience.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">We need to work from both macro and micro perspectives. At the micro level, we need to pay attention to the smallest details and eliminate every friction point we can observe.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">At the macro level, we should step back and evaluate the overall image of the brand: the sense of design, the consistency of the brand, how well the company&#8217;s vision is communicated, and the emotion the brand evokes.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">I can still remember the late nights with Crystal and Steven designing the &#8220;Speak with the Stars&#8221; digital gift experience. We spent a lot of time designing the user interface and customizing the options for customers who wanted to personalize the gift. We spent just as much time reducing the number of clicks, options and wait times. All of these are equally important, and together they lead to a consistent and quality consumer experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Q5<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">L: How do you measure the customer experience?<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\">E: Of course, we will also have standard metrics like NPS (Net Promoter Score). But at the end of the day, consumers will use their clicks and dollars to choose good experience design. If we can make our customers happy, we are likely to get repeat customers, and if our service is really good, they will become loyal customers.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">But I think there are other metrics to consider as well, which also require us to delve into the details: How long do customers spend on each page? How much interaction? Where, how, why? When does the customer leave or close the page? Where, how, why? What we&#8217;re talking about here is the observation and analysis of the details, the metrics that can reveal what we&#8217;re doing right, and where we&#8217;re falling down, are very valuable specific insights.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Qualitative information is equally important. What are the customers saying? How many people go to the brand&#8217;s website and social media pages to complain? How many actually provide a genuine sense of brand engagement? How many of us regularly conduct research evaluations to better understand the consumer experience? Catherine, the lead consumer experience team at intercontinental Hotels Group, taught me a lot about this. She is an expert at balancing qualitative and quantitative information, knowing how to quantify qualitative information to bring fresh insight. I&#8217;ve been lucky to work with her and her amazing team.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Q7<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">L: kimberly whitler, an assistant professor of marketing at the University of Virginia, noted in her recent Harvard Business Review article that a major difference between foreign marketers in China and those at local companies is that the former tend to focus on scale and efficiency (profit-oriented), The latter focuses on speed and growth (sales orientation). Do you agree? How do you balance these two approaches (i.e., profit orientation versus sales, strategy versus speed)? How can global brands better fend off fierce competition from emerging local Chinese brands?<mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">cxounion.cn<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\">E: After working in both China and the US for nearly a decade, I&#8217;m not sure the difference between the two markets can be defined in this way. Maybe I&#8217;ll look at it another way. Those from developed regions may have an obsession that all the dishes should be prepared before the formal dinner. This means that by the time the dishes are on the table, the main course and dessert have already been made, and the entire dining experience has already been fully designed and prepared. But in developing regions, there is a tendency to &#8220;move fast, learn fast&#8221;. Starters can be served while the main course is still cooking, and desserts haven&#8217;t even been figured out yet.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In my opinion, this does not mean that these developing markets lack strategy or should not pursue speed. We should pay more attention to the way ideas and habits work. This goes back to your first question, if you don&#8217;t advance, you&#8217;ll lose. So we need to constantly question and review what we did well and what we could have done better. Everyone has to keep learning so that they can keep making progress.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Q8<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">L: As we all know, it is not easy for many Western multinationals to succeed in the Chinese market. In fact, over the past 20 years, we have witnessed many failures. But the four brands you&#8217;ve worked for &#8212; Procter &amp; Gamble, Apple, Intercontinental and Starbucks &#8212; have all done well in China. From your perspective, is there a universal &#8220;secret sauce&#8221; here?<\/p>\n\n\n\n<p>E: This recipe can be divided into four parts:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li class=\"has-medium-font-size\">Be humble: No one has all the answers, and in every company I&#8217;ve been fortunate enough to work for, I&#8217;ve seen regional markets learn from head office, and head office willing to fully understand and learn the details of different regions.<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Shared vision: When teams have consistent KPIs, they can work better together. We will be working towards the same goal and have the same definition of success so that we can work towards a common vision.<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Consumer First: In a successful business environment, the conversation is not about our own strategy and what we want, but about what consumers need and want, and how we can best serve them.<\/li>\n\n\n\n<li class=\"has-medium-font-size\">Cross-cultural teams: People come first. Businesses thrive when we put the right people in the right positions and help them succeed. I believe that the right people for the Chinese market are not just bilingual people or functional experts, they are cross-cultural leaders. 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