{"id":41430,"date":"2021-06-24T10:21:10","date_gmt":"2021-06-24T02:21:10","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=41430"},"modified":"2021-06-24T10:21:12","modified_gmt":"2021-06-24T02:21:12","slug":"%e5%88%98%e4%b9%90%ef%bc%9a%e3%80%8a%e8%ae%a2%e9%98%85%e8%90%a5%e9%94%80%e3%80%8b%e7%ac%ac7%e3%80%818%e3%80%819%e7%ab%a0%e8%af%91%e6%96%87%ef%bd%9cto-b-cgo","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/41430.html","title":{"rendered":"\u5218\u4e50\uff1a\u300a\u8ba2\u9605\u8425\u9500\u300b\u7b2c7\u30018\u30019\u7ae0\u8bd1\u6587\uff5cTo B CGO"},"content":{"rendered":"\n<p>\u56fd\u5185B2B\u8425\u9500\u8d44\u6599\u5c11\u4e4b\u53c8\u5c11\uff0c\u56fd\u5916\u7684\u8d44\u6599\u53c8\u5f88\u5c11\u4f20\u5165\u56fd\u5185\u3002\u56e0\u6b64<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/tobcgo\" title=\"To B CGO\" target=\"_blank\">To B CGO<\/a><\/span>\u51b3\u5b9a\u5c06\u56fd\u5916\u4f18\u79c0\u7684B2B\u8425\u9500\u8d44\u6599\u3001\u4e66\u7c4d\u7ffb\u8bd1\u6210\u4e2d\u6587\uff0c\u5206\u7bc7\u5e45\u53d1\u5e03\u51fa\u6765\uff0c\u4ee5\u4fbf\u4f9b\u56fd\u5185To B\u5e02\u573a\u4eba\u5b66\u4e60\u4e0e\u63a2\u8ba8\u3002<\/p>\n\n\n\n<p>\u6211\u4eec\u73b0\u5728\u5df2\u7ecf\u670915\u4e2a\u5c0f\u4f19\u4f34\u5566~\u4ed6\u4eec\u6765\u81ea\u56fd\u5185\u77e5\u540d\u4f01\u4e1a\uff0c\u82f1\u6587\u6c34\u5e73\u90fd\u5de8\u597d\uff01\u6b63\u662f\u4ed6\u4eec\u7684\u8f9b\u52b3\u4ed8\u51fa\u624d\u6709\u4e86\u5927\u5bb6\u6240\u89c1\u5230\u7684\u4e00\u624b\u5916\u6587\u5e72\u8d27\u3002<\/p>\n\n\n\n<p>\u76ee\u524d\u6211\u4eec\u7ffb\u8bd1\u7684\u662f\u300a\u8ba2\u9605\u8425\u9500\u300b\u7b2c7\u30018\u30019\u7ae0\uff0c\u4f5c\u8005\u662fAnne H.Janzer\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"906\" height=\"1390\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/05\/image-5.png\" alt=\"\" class=\"wp-image-37257\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-right\">\u672c\u7bc7\u8bd1\u8005\uff1a\u5218\u4e50\u00a0\u91d1\u667a\u7ef4\u79d1\u6280\u00a0\u5e02\u573a\u7ecf\u7406<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ORCHESTRATE EARLY SUCCESS<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">\u7cbe\u5fc3\u7b56\u5212\u65e9\u671f\u6210\u529f<\/h2>\n\n\n\n<p>THE HIGH-END dining business is built on repeat customers and customer referrals. A pricey restaurant cannot succeed unless its customers think that the food and overall experience were worth the investment.&nbsp;<\/p>\n\n\n\n<p>\u9ad8\u7aef\u9910\u996e\u4e1a\u52a1\u662f\u5efa\u7acb\u5728\u56de\u5934\u5ba2\u548c\u5ba2\u6237\u63a8\u8350\u4e0a\u7684\u3002\u5982\u679c\u987e\u5ba2\u89c9\u5f97\u98df\u7269\u548c\u7528\u9910\u6574\u4f53\u4f53\u9a8c\u7269\u6709\u6240\u503c\uff0c\u90a3\u8fd9\u4e2a\u9ad8\u6863\u9910\u5385\u624d\u53ef\u80fd\u6210\u529f\u3002<\/p>\n\n\n\n<p>Few restaurants in America have the cachet of The French Laundry in Yountville, California. It boasts three Michelin stars and measures its wait list in months.&nbsp;<\/p>\n\n\n\n<p>\u5728\u7f8e\u56fd\uff0c\u5f88\u5c11\u6709\u9910\u9986\u50cf\u52a0\u5dde\u626c\u7279\u7ef4\u5c14\uff08Yountville, California\uff09\u7684\u201c\u6cd5\u56fd\u6d17\u8863\u623f\u201d\u8fd9\u6837\u6709\u540d\u6c14\uff0c\u5b83\u62e5\u6709\u7c73\u5176\u6797\u4e09\u661f\u8bc4\u7ea7\uff0c\u5e76\u9700\u63d0\u524d\u6570\u6708\u9884\u7ea6\u5c31\u9910\u3002<\/p>\n\n\n\n<p>\u6cd5\u56fd\u6d17\u8863\u623f\u5b98\u7f51\uff1ahttps:\/\/www.thomaskeller.com\/tfl<\/p>\n\n\n\n<p>The French Laundry\u662f\u6e7e\u533a\u7c73\u5176\u6797\u4e2d\u7684\u5143\u8001\u7ea7\u5b58\u5728\uff0c\u4ece2007\u5e74\u5f00\u59cb\u62ff\u5230\u4e09\u661f\u5c31\u4e00\u76f4\u8749\u8054\u81f3\u4eca&nbsp;<\/p>\n\n\n\n<p>Once you walk in the door for your long-awaited reservation, you have committed to the fixed price menu (or prix fixe , since it\u2019s The French Laundry). What does the staff of this famous, \u201cimpress your friends by saying you\u2019ve eaten there\u201d restaurant do? They hand you a tiny appetizer that looks like an ice cream cone, made with smoked salmon and cr\u00e8me fra\u00eeche in a delicate wafer.<\/p>\n\n\n\n<p>\u5f53\u4f60\u5728\u7ecf\u5386\u6f2b\u957f\u7b49\u5f85\u540e\u8d70\u8fdb\u8fd9\u5bb6\u9910\u9986\uff0c\u4f60\u5c31\u5df2\u7ecf\u627f\u8bfa\u63a5\u53d7\u9910\u9986\u7684\u5b9a\u4ef7\u5957\u9910\uff08\u8c01\u8ba9\u8fd9\u662f\u201c\u6cd5\u56fd\u6d17\u8863\u623f\u201d\u5462\uff09\u3002\u8fd9\u5bb6\u8457\u540d\u7684\u9910\u5385\u7684\u5de5\u4f5c\u4eba\u5458\u7a76\u7adf\u505a\u4e86\u4ec0\u4e48\uff0c\u80fd\u8ba9\u4f60\u6253\u5361\u201c\u6cd5\u56fd\u6d17\u8863\u623f\u201d\u4fbf\u53ef\u5237\u7206\u670b\u53cb\u5708\u5462\uff1f\u4ed6\u4eec\u4f1a\u5448\u4e0a\u4e00\u9053\u7cbe\u81f4\u7684\u5f00\u80c3\u83dc\u8fce\u63a5\u4f60\u7684\u5230\u6765\uff0c\u8fd9\u9053\u83dc\u770b\u8d77\u6765\u50cf\u8106\u76ae\u751c\u7b52\uff0c\u5b9e\u9645\u4e0a\u662f\u7528\u70df\u718f\u4e09\u6587\u9c7c\u548c\u9178\u5976\u6cb9\u5377\u5728\u8584\u8106\u91cc\u505a\u6210\u3002<\/p>\n\n\n\n<p>I haven\u2019t been to The French Laundry (yet , that is\u2014I am an optimist) but I have heard the chef, Thomas Keller, discuss the role of his famous salmon cone. He calls it one of the most important parts of the meal. The unexpected and whimsical appetizer serves two functions:&nbsp;<\/p>\n\n\n\n<p>1. The gesture welcomes those diners who may feel intimidated about entering this well-known dining mecca. What better way to break the ice than to give someone a treat that looks like an ice cream cone?&nbsp;<\/p>\n\n\n\n<p>2. The appetizer launches the dining experience with familiar reference points.&nbsp;As Keller says, it tastes like something people have experienced before (salmon and sour cream), so they tend to like it.<\/p>\n\n\n\n<p>\u6211\u8fd8\u6ca1\u53bb\u8fc7\u6cd5\u56fd\u6d17\u8863\u623f\uff08\u4f46\u6211\u662f\u4e2a\u4e50\u89c2\u4e3b\u4e49\u8005\uff09\uff0c\u4f46\u6211\u66fe\u542c\u8fc7\u53a8\u5e08\u6258\u9a6c\u65af\u00b7\u51ef\u52d2\uff08Thomas Keller\uff09\u8c08\u8bba\u4ed6\u8457\u540d\u7684\u4e09\u6587\u9c7c\u5377\u7b52\u6240\u8d77\u5230\u7684\u4f5c\u7528\u3002\u4ed6\u79f0\u5b83\u4e3a\u4e00\u9910\u6700\u91cd\u8981\u7684\u90e8\u5206\u4e4b\u4e00\u3002<\/p>\n\n\n\n<p>\u8fd9\u9053\u610f\u6599\u4e4b\u5916\u3001\u5f02\u60f3\u5929\u5f00\u7684\u5f00\u80c3\u83dc\u6709\u4e24\u4e2a\u4f5c\u7528\uff1a<\/p>\n\n\n\n<p>1.\u5411\u90a3\u4e9b\u56e0\u4e3a\u8fdb\u5165\u8fd9\u4e2a\u8457\u540d\u7684\u9910\u996e\u5723\u5730\u800c\u611f\u5230\u602f\u573a\u7684\u98df\u5ba2\u8868\u793a\u6b22\u8fce\u3002\u8fd8\u6709\u4ec0\u4e48\u6bd4\u7528\u770b\u8d77\u6765\u50cf\u8106\u76ae\u751c\u7b52\u7684\u4e1c\u897f\u62db\u5f85\u98df\u5ba2\u66f4\u597d\u7684\u7834\u51b0\u65b9\u6cd5\u5462\uff1f<\/p>\n\n\n\n<p>2.\u7528\u98df\u5ba2\u611f\u5230\u719f\u6089\u7684\u5f00\u80c3\u83dc\u6765\u5f00\u542f\u7528\u9910\u4f53\u9a8c\u3002\u6b63\u5982\u51ef\u52d2\u6240\u8bf4\uff0c\u5b83\u7684\u5473\u9053\u5c31\u50cf\u98df\u5ba2\u4eec\u4ee5\u524d\u5403\u8fc7\u7684\u4e1c\u897f\uff08\u4e09\u6587\u9c7c\u548c\u9178\u5976\u6cb9\uff09\uff0c\u6240\u4ee5\u4ed6\u4eec\u5f80\u5f80\u5f88\u559c\u6b22\u5b83\u3002<\/p>\n\n\n\n<p>From a marketing perspective, this gesture is a customer launch plan rolled up neatly in a wafer: Establish the relationship through a friendly gesture and create the first experience of success.&nbsp;<\/p>\n\n\n\n<p>\u4ece\u5e02\u573a\u8425\u9500\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u8fd9\u4e2a\u5f00\u80c3\u83dc\u662f\u4e00\u4e2a\u5377\u5728\u8584\u8106\u997c\u91cc\u7684\u5ba2\u6237\u542f\u52a8\u8ba1\u5212\uff1a\u901a\u8fc7\u4e00\u79cd\u53cb\u597d\u7684\u59ff\u6001\u6765\u4e0e\u5ba2\u6237\u5efa\u7acb\u5173\u7cfb\uff0c\u521b\u9020\u6210\u529f\u7684\u521d\u4f53\u9a8c\u3002<\/p>\n\n\n\n<p>Look for ways to implant similar early success with your own solutions.<\/p>\n\n\n\n<p>\u4f60\u53ef\u4ee5\u60f3\u529e\u6cd5\u7528\u81ea\u5df1\u7684\u65b9\u6848\u6765\u690d\u5165\u7c7b\u4f3c\u7684\u65e9\u671f\u6210\u529f\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">USE VIDEOS TO ACCELERATE SUCCESS&nbsp;<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u5229\u7528\u89c6\u9891\u52a0\u901f\u6210\u529f<\/strong><\/h2>\n\n\n\n<p>If your solution isn\u2019t intuitive to use, marketing should make it as painless as possible for customers to get up to speed quickly.&nbsp;<\/p>\n\n\n\n<p>\u5982\u679c\u4f60\u7684\u89e3\u51b3\u65b9\u6848\u4e0d\u90a3\u4e48\u7b80\u5355\u6613\u61c2\uff0c\u90a3\u4e48\u8425\u9500\u90e8\u95e8\u5e94\u8be5\u8ba9\u5ba2\u6237\u5c3d\u53ef\u80fd\u8f7b\u677e\u3001\u5feb\u901f\u5730\u719f\u6089\u5b83\u3002<\/p>\n\n\n\n<p>Video can save the day. It\u2019s usually easier to show customers how to do something than it is to explain it. People can watch videos on their own schedules. Even for relatively easy-to-use solutions, video answers any lingering early questions quickly.&nbsp;<\/p>\n\n\n\n<p>\u89c6\u9891\u53ef\u4ee5\u5e2e\u4e0a\u5927\u5fd9\u3002\u5411\u5ba2\u6237\u5c55\u793a\u5982\u4f55\u505a\u8fd9\u4ef6\u4e8b\uff0c\u901a\u5e38\u6bd4\u5411\u4ed6\u4eec\u89e3\u91ca\u4e3a\u4ec0\u4e48\u505a\u8fd9\u4ef6\u4e8b\u8981\u66f4\u5bb9\u6613\u3002\u4eba\u4eec\u53ef\u4ee5\u6839\u636e\u81ea\u5df1\u7684\u65f6\u95f4\u5b89\u6392\u89c2\u770b\u89c6\u9891\u3002\u5373\u4f7f\u662f\u76f8\u5bf9\u7b80\u5355\u6613\u7528\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u89c6\u9891\u80fd\u89e3\u7b54\u6240\u6709\u65e0\u6cd5\u6446\u8131\u7684\u65e9\u671f\u95ee\u9898\u3002<\/p>\n\n\n\n<p>Zipcar has a series of short videos in which a Zipcar \u201cco-pilot\u201d talks people through the processes of getting a car, extending a reservation, fueling the vehicle, and returning it. None is longer than a couple of minutes, and they remove the mystery for new customers.<\/p>\n\n\n\n<p>Zipcar\u6709\u4e00\u7cfb\u5217\u77ed\u89c6\u9891\uff0c\u5176\u4e2dZipcar\u7684\u201c\u526f\u9a7e\u9a76\u201d\uff08co-pilot\uff09\u5411\u4eba\u4eec\u8bb2\u8ff0\u5982\u4f55\u627e\u8f66\u3001\u5ef6\u957f\u9884\u8ba2\u3001\u7ed9\u8f66\u8f86\u52a0\u6cb9\u548c\u8fd8\u8f66\u3002\u6bcf\u4e2a\u89c6\u9891\u90fd\u4e0d\u4f1a\u8d85\u8fc7\u4e24\u5206\u949f\uff0c\u5b83\u6d88\u9664\u4e86\u65b0\u5ba2\u6237\u5bf9Zipcar\u7684\u795e\u79d8\u611f\u3002<\/p>\n\n\n\n<p>Zipcar\u5b98\u7f51\uff1ahttps:\/\/www.zipcar.com\/<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">EMBED GUIDANCE IN THE SOLUTION&nbsp;<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u5728\u89e3\u51b3\u65b9\u6848\u4e2d\u5d4c\u5165\u6307\u5bfc<\/strong><\/h2>\n\n\n\n<p>Even the simplest solutions have a learning curve. Your mission is to help customers navigate that curve quickly, reaching the point at which being a customer is easy and rewarding, rather than a difficult cognitive effort.&nbsp;<\/p>\n\n\n\n<p>\u5373\u4f7f\u662f\u6700\u7b80\u5355\u7684\u89e3\u51b3\u65b9\u6848\u4e5f\u6709\u5ba2\u6237\u5b66\u4e60\u66f2\u7ebf\u3002\u4f60\u7684\u4efb\u52a1\u662f\u5e2e\u52a9\u5ba2\u6237\u5feb\u901f\u5730\u901a\u8fc7\u8fd9\u6761\u66f2\u7ebf\uff0c\u8ba9\u5ba2\u6237\u53ef\u4ee5\u8f7b\u677e\u4e0a\u624b\uff0c\u5e76\u4f7f\u4ed6\u4eec\u52aa\u529b\u4fbf\u6709\u6240\u56de\u62a5\uff0c\u800c\u4e0d\u662f\u5728\u8ba4\u77e5\u4e0a\u5c31\u7ecf\u5386\u91cd\u91cd\u56f0\u96be\u3002<\/p>\n\n\n\n<p>If software is part of your solution, consider embedding online guides and pop-up help to direct people through the learning process.&nbsp;<\/p>\n\n\n\n<p>\u5982\u679c\u8f6f\u4ef6\u662f\u4f60\u7684\u89e3\u51b3\u65b9\u6848\u7684\u4e00\u90e8\u5206\uff0c\u53ef\u4ee5\u8003\u8651\u5d4c\u5165\u5728\u7ebf\u6307\u5357\u548c\u5f39\u51fa\u5f0f\u5e2e\u52a9\u6765\u5f15\u5bfc\u4eba\u4eec\u5b8c\u6210\u5b66\u4e60\u8fc7\u7a0b\u3002<\/p>\n\n\n\n<p>Slack is an enterprise messaging and collaboration program that has shifted perceptions about what \u201centerprise software\u201d looks like by focusing exclusively, even obsessively, on the user experience. From its earliest days, the people at Slack understood that rapid user success was key to its growth. What good is a collaboration tool if you\u2019re the only one in your team using it?&nbsp;<\/p>\n\n\n\n<p>Slack\u662f\u4e00\u4e2a\u4f01\u4e1a\u6d88\u606f\u4f20\u9012\u548c\u534f\u4f5c\u5e94\u7528\u7a0b\u5e8f\uff0c\u5b83\u901a\u8fc7\u4e13\u6ce8\u4e8e\uff0c\u751a\u81f3\u75f4\u8ff7\u4e8e\u63d0\u5347\u7528\u6237\u4f53\u9a8c\u7684\u65b9\u5f0f\uff0c\u6539\u53d8\u4e86\u4eba\u4eec\u5bf9\u201c\u4f01\u4e1a\u8f6f\u4ef6\u201d\u7684\u770b\u6cd5\u3002\u4ece\u6210\u7acb\u4e4b\u521d\uff0cSlack\u7684\u5458\u5de5\u5c31\u660e\u767d\uff0c\u5feb\u901f\u7684\u201c\u5ba2\u6237\u6210\u529f\u201d\u662f\u5176\u53d1\u5c55\u7684\u5173\u952e\u3002\u5982\u679c\u56e2\u961f\u91cc\u53ea\u6709\u4f60\u4e00\u4e2a\u4eba\u5728\u4f7f\u7528\u534f\u4f5c\u5de5\u5177\uff0c\u90a3\u4e48\u5b83\u7684\u597d\u5904\u4f53\u73b0\u5728\u54ea\u5462\uff1f<\/p>\n\n\n\n<p>Slack \u6ca1\u6709\u9500\u552e\u56e2\u961f\uff0c\u662f\u4e00\u4e2a\u8ffd\u6c42\u4ea7\u54c1\u8d28\u91cf\u7684geek\u5f0f\u7684\u516c\u53f8\u3002\u5bcc\u6709\u7ecf\u9a8c\u7684\u521b\u59cb\u56e2\u961f\u3002\u521b\u59cb\u4ebabutterfield\u66fe\u521b\u7acb\u8fc7Flickr\uff0c\u4e00\u4e2a\u56fe\u7247\u5206\u4eab\u7f51\u7ad9\uff0c\u540e\u88abyahoo3.5\u4ebf\u7f8e\u5143\u6536\u8d2d\u3002<\/p>\n\n\n\n<p>In an interview with Kara Swisher on the Re\/Code podcast, Slack CEO Stewart Butterfield said that customer success was the company\u2019s prime engineering objective: \u201cWe focused all of our effort on the new user experience, and I think that\u2019s what\u2019s made the difference.\u201d&nbsp;<\/p>\n\n\n\n<p>Slack\u9996\u5e2d\u6267\u884c\u5b98Stewart Butterfield\u5728Re\/Code\u64ad\u5ba2\u4e0a\u63a5\u53d7Kara Swisher\u91c7\u8bbf\u65f6\u8868\u793a\uff0c\u5ba2\u6237\u6210\u529f\u662f\u516c\u53f8\u7684\u9996\u8981\u5de5\u7a0b\u76ee\u6807\uff1a\u201c\u6211\u4eec\u5c06\u6240\u6709\u7cbe\u529b\u90fd\u96c6\u4e2d\u5728\u65b0\u7528\u6237\u7684\u4f7f\u7528\u4f53\u9a8c\u4e0a\uff0c\u6211\u8ba4\u4e3a\u8fd9\u624d\u662f\u6211\u4eec\u4e0e\u4f17\u4e0d\u540c\u7684\u5730\u65b9\u3002\u201d<\/p>\n\n\n\n<p>This focus carries all the way to the initial login. Instead of an ordinary email confirmation with instructions for logging on, the company sends first-time subscribers a \u201cmagic link\u201d to make the first login painless. A cheerful, automated Slackbot helps people with the next steps and offers context-appropriate options, advice, and encouragement.<\/p>\n\n\n\n<p>\u8fd9\u79cd\u5bf9\u7528\u6237\u4f53\u9a8c\u7684\u4e13\u6ce8\uff0c\u8d2f\u7a7f\u6574\u4e2a\u7528\u6237\u9996\u6b21\u767b\u5f55\u4f53\u9a8c\u3002\u4e0e\u666e\u901a\u7684\u5e26\u6709\u767b\u5f55\u8bf4\u660e\u7684\u7535\u5b50\u90ae\u4ef6\u786e\u8ba4\u4e0d\u540c\uff0cSlack\u5411\u9996\u6b21\u767b\u5f55\u7684\u7528\u6237\u53d1\u9001\u4e86\u4e00\u4e2a\u201c\u9b54\u672f\u94fe\u63a5\u201d\uff0c\u4f7f\u9996\u6b21\u767b\u5f55\u8f7b\u677e\u7b80\u5355\u3002\u4e00\u4e2a\u4ee4\u4eba\u6109\u5feb\u7684\u5168\u81ea\u52a8Slackbot\u5e2e\u52a9\u7528\u6237\u8fdb\u884c\u4e0b\u4e00\u6b65\u7684\u64cd\u4f5c\uff0c\u5e76\u63d0\u4f9b\u548c\u4e0a\u4e0b\u6587\u5339\u914d\u7684\u9009\u9879\u3001\u5efa\u8bae\u548c\u9f13\u52b1\u3002<\/p>\n\n\n\n<p>Don\u2019t go overboard with embedded help, though. Remember Clippy, the helpful paper clip in an earlier version of Microsoft Office? Poor Clippy inspired violent thoughts in Microsoft users worldwide. There\u2019s a fine line between offering assistance and intruding. Provide an easy way to opt out.\u00a0<\/p>\n\n\n\n<p>\u4e0d\u8fc7\uff0c\u4e0d\u8981\u8fc7\u5206\u4f9d\u8d56\u5d4c\u5165\u5f0f\u5e2e\u52a9\u3002\u8fd8\u8bb0\u5f97\u5927\u773c\u5939Clippy\u5417\u2014\u2014\u5fae\u8f6fOffice\u65e9\u671f\u7248\u672c\u4e2d\u63d0\u4f9b\u5e2e\u52a9\u7684\u56de\u5f62\u9488\u3002\u53ef\u601c\u7684\u5927\u773c\u5939\u5f15\u53d1\u4e86\u5168\u4e16\u754c\u8303\u56f4\u5185\u5fae\u8f6f\u7528\u6237\u7684\u6fc0\u70c8\u53cd\u54cd\u3002\u5176\u5b9e\uff0c\u5728\u63d0\u4f9b\u5e2e\u52a9\u548c\u4fb5\u6270\u7528\u6237\u4e4b\u95f4\u6709\u4e00\u4e2a\u5fae\u5999\u7684\u754c\u9650\u3002\u8981\u63d0\u4f9b\u4e00\u4e2a\u8ba9\u201c\u5e2e\u52a9\u201d\u4fbf\u6377\u9000\u51fa\u7684\u9009\u62e9\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"639\" height=\"426\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/image-287.png\" alt=\"\" class=\"wp-image-41431\"\/><figcaption>\u5fae\u8f6fOffice\u5927\u773c\u5939\uff0c\u56fe\u7247\u6765\u81ea\u7f51\u7edc<\/figcaption><\/figure><\/div>\n\n\n\n<p>You don\u2019t have to build a bot; you could embed tips and suggestions that show up the first few times someone logs on. Or, create a timed email campaign that sends weekly suggestions for the first few weeks after someone subscribes.<\/p>\n\n\n\n<p>\u4f60\u4e0d\u4e00\u5b9a\u8981\u6784\u5efa\u673a\u5668\u4eba\uff0c\u4f60\u53ef\u4ee5\u5728\u7528\u6237\u6700\u521d\u51e0\u6b21\u767b\u5f55\u65f6\u5d4c\u5165\u63d0\u793a\u548c\u5efa\u8bae\u3002\u6216\u8005\u521b\u5efa\u4e00\u4e2a\u5b9a\u65f6\u90ae\u4ef6\u8425\u9500\u6d3b\u52a8\uff0c\u5411\u8ba2\u9605\u7528\u6237\u5728\u6700\u521d\u7684\u51e0\u5468\u53d1\u9001\u6bcf\u5468\u5efa\u8bae\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">GUIDE CUSTOMERS THROUGH CRITICAL MILESTONES\u00a0<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u6307\u5bfc\u5ba2\u6237\u5b8c\u6210\u5173\u952e\u91cc\u7a0b\u7891<\/strong><\/h2>\n\n\n\n<p>Once someone is signed up, early success campaigns often cross the line into customer success. So, consider this advice from customer success evangelist Lincoln Murphy, describing the three key steps of helping customers succeed at scale:\u00a01. Identify the good fit customers for your solution.\u00a02. Identify the desired outcomes for those customers.\u00a03. Orchestrate those outcomes. (To read more, visit Murphy\u2019s site at SixteenVentures.com or read his book Customer Success .)\u00a0<\/p>\n\n\n\n<p>\u4e00\u65e6\u6709\u4eba\u6ce8\u518c\u4e86\uff0c\u65e9\u671f\u6210\u529f\u7684\u8425\u9500\u6d3b\u52a8\u5f80\u5f80\u4e5f\u5c31\u8fdb\u5165\u5230\u4e86\u5ba2\u6237\u6210\u529f\u7684\u8303\u7574\u3002\u56e0\u6b64\uff0c\u53ef\u4ee5\u8003\u8651\u4e00\u4e0b\u5ba2\u6237\u6210\u529f\u5e03\u9053\u8005\u6797\u80af\u58a8\u83f2Lincoln Murphy\u7684\u5efa\u8bae\uff0c\u4ed6\u9610\u8ff0\u4e86\u5e2e\u52a9\u5b9e\u73b0\u89c4\u6a21\u5316\u5ba2\u6237\u6210\u529f\u7684\u4e09\u4e2a\u5173\u952e\u6b65\u9aa4\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>1.\u8bc6\u522b\u9002\u5408\u4f60\u89e3\u51b3\u65b9\u6848\u7684\u5ba2\u6237\u3002<\/li><li>2.\u786e\u5b9a\u8fd9\u4e9b\u5ba2\u6237\u7684\u671f\u671b\u7ed3\u679c\u3002<\/li><li>3.\u4e3a\u5ba2\u6237\u7684\u671f\u671b\u7ed3\u679c\u7cbe\u5fc3\u7b56\u5212\u3002<\/li><\/ul>\n\n\n\n<p>Depending on the complexity of your offering, the customer onboarding process may involve leading customers through multiple steps. Those customers who complete all the milestones will most likely achieve their desired outcomes.<\/p>\n\n\n\n<p>\u7531\u4e8e\u4e0d\u540c\u4ea7\u54c1\u7684\u590d\u6742\u6027\u4e0d\u540c\uff0c\u5ba2\u6237\u5f15\u5bfc\u6d41\u7a0b\u53ef\u80fd\u8981\u7ecf\u5386\u591a\u4e2a\u6b65\u9aa4\u3002\u90a3\u4e9b\u5b8c\u6210\u6240\u6709\u91cc\u7a0b\u7891\u7684\u5ba2\u6237\u5c06\u6700\u6709\u53ef\u80fd\u5b9e\u73b0\u4ed6\u4eec\u7684\u671f\u671b\u7ed3\u679c\u3002<\/p>\n\n\n\n<p>If you\u2019ve done the work of segmenting customers, you can enroll them automatically in campaigns that lead them through the relevant milestones. If you aren\u2019t sure which track someone should be on, proactively offer them the chance to enroll in the \u201cstart-up plan\u201d that meets their objectives. Flesh it out with training, checklists, and personal assistance where required.\u00a0<\/p>\n\n\n\n<p>\u5982\u679c\u4f60\u5df2\u7ecf\u5b8c\u6210\u4e86\u5ba2\u6237\u7ec6\u5206\uff0c\u4f60\u4fbf\u53ef\u4ee5\u5f15\u5bfc\u4ed6\u4eec\u5b8c\u6210\u76f8\u5173\u91cc\u7a0b\u7891\u3002\u5982\u679c\u4f60\u4e0d\u786e\u5b9a\u8be5\u5982\u4f55\u5f15\u5bfc\u67d0\u4e9b\u5ba2\u6237\uff0c\u90a3\u5c31\u7ed9\u4ed6\u4eec\u63d0\u4f9b\u9009\u62e9\uff0c\u8ba9\u4ed6\u4eec\u81ea\u884c\u52a0\u5165\u7b26\u5408\u4ed6\u4eec\u76ee\u6807\u7684\u201c\u4e0a\u624b\u8ba1\u5212\u201d\uff0c\u5e76\u5728\u5fc5\u8981\u4e4b\u65f6\uff0c\u7528\u57f9\u8bad\u3001\u68c0\u67e5\u8868\u548c\u4e2a\u6027\u5316\u5e2e\u52a9\u7b49\u65b9\u5f0f\u53bb\u4e30\u5bcc\u8fd9\u4e2a\u8ba1\u5212\u3002<\/p>\n\n\n\n<p>The work you invest in orchestrating the initial customer path pays off in subscribers who stick around.\u4f60\u5728\u7b56\u5212\u65b0\u5ba2\u6237\u4e0a\u624b\u8fc7\u7a0b\u4e2d\u6240\u6295\u5165\u7684\u52aa\u529b\uff0c\u5c06\u4f1a\u4ee5\u8ba2\u9605\u8005\u7559\u5b58\u4f5c\u4e3a\u56de\u62a5\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>HELP CUSTOMERS CREATE NEW HABITS<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">\u5e2e\u52a9\u5ba2\u6237\u517b\u6210\u65b0\u4e60\u60ef<\/h2>\n\n\n\n<p>IF YOUR SOLUTION requires people to change their behavior, you have the opportunity to influence customers as\u00a0 they shape new habits.\u00a0\u5982\u679c\u4f60\u7684\u89e3\u51b3\u65b9\u6848\u9700\u8981\u4eba\u4eec\u6539\u53d8\u4ed6\u4eec\u7684\u884c\u4e3a\uff0c\u90a3\u4e48\u4f60\u5c31\u6709\u673a\u4f1a\u5728\u5ba2\u6237\u5f62\u6210\u65b0\u4e60\u60ef\u65f6\u5f71\u54cd\u4ed6\u4eec\u3002<\/p>\n\n\n\n<p>As director of the Persuasive Technology Lab at Stanford University, B.J. Fogg researches how to use technology to change behavior. The Fogg method, as he outlines it, consists of three steps:\u00a01. Identify the specific behavior you want to occur.\u00a02. Determine a small step toward this final goal, and make it simple: the easier the behavior, the greater the chance of it becoming habit.\u00a03. Trigger this behavior through prompts or environmental changes.\u00a0<\/p>\n\n\n\n<p>\u4f5c\u4e3a\u65af\u5766\u798f\u5927\u5b66\u529d\u8bf4\u6280\u672f\u5b9e\u9a8c\u5ba4\u7684\u4e3b\u4efb\uff0cB.J.Fogg\u7814\u7a76\u5982\u4f55\u5229\u7528\u6280\u672f\u6539\u53d8\u884c\u4e3a\u3002Fogg\u7684\u65b9\u6cd5\u53ef\u4ee5\u6982\u8ff0\u4e3a\u4e09\u4e2a\u6b65\u9aa4\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>1.\u786e\u5b9a\u4f60\u5e0c\u671b\u53d1\u751f\u7684\u7279\u5b9a\u884c\u4e3a\uff1b<\/li><li>2.\u786e\u5b9a\u8fc8\u5411\u6700\u7ec8\u76ee\u6807\u7684\u4e00\u4e2a\u5c0f\u6b65\u9aa4\uff0c\u5e76\u4f7f\u4e4b\u5c3d\u53ef\u80fd\u7b80\u5355\uff1a\u884c\u4e3a\u8d8a\u7b80\u5355\uff0c\u5c31\u8d8a\u6709\u53ef\u80fd\u6210\u4e3a\u4e60\u60ef\uff1b<\/li><li>3. \u901a\u8fc7\u63d0\u793a\u6216\u73af\u5883\u6539\u53d8\u89e6\u53d1\u6b64\u884c\u4e3a\u3002<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Persuasive Technology Lab at Stanford University<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">\u65af\u5766\u798f\u5927\u5b66\u529d\u8bf4\u6280\u672f\u5b9e\u9a8c\u5ba4<\/h2>\n\n\n\n<p>https:\/\/captology.stanford.edu\/<\/p>\n\n\n\n<p>Fogg\u7684\u4e2a\u4eba\u4e3b\u9875\uff1ahttps:\/\/www.bjfogg.com\/Fogg Behavior Model<\/p>\n\n\n\n<p>\u798f\u683c\u884c\u4e3a\u6a21\u578b\u00a0B=MAP\u00a0\u4e00\u79cd\u884c\u4e3a\u662f\u7531\u52a8\u673a\u3001\u80fd\u529b\u548c\u63d0\u793a\u4e09\u8005\u5145\u5206\u878d\u5408\u800c\u4ea7\u751f\u7684<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"755\" height=\"690\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/image-288.png\" alt=\"\" class=\"wp-image-41432\"\/><\/figure><\/div>\n\n\n\n<p>Technology can aid with habit formation by providing a \u201ctrigger\u201d or reminder for these behaviors. But behavior can be stubborn, and you should not take it for granted that subscribers will immediately change the way they do things, no matter how wonderful your solution is.<\/p>\n\n\n\n<p>\u6280\u672f\u53ef\u4ee5\u901a\u8fc7\u4e3a\u8fd9\u4e9b\u884c\u4e3a\u8bbe\u7f6e\u201c\u89e6\u53d1\u70b9\u201d\u6216\u63d0\u9192\uff0c\u6765\u5e2e\u52a9\u4e60\u60ef\u5f62\u6210\u3002\u4f46\u662f\u4eba\u7684\u884c\u4e3a\u53ef\u80fd\u662f\u987d\u56fa\u7684\uff0c\u4e0d\u7ba1\u4f60\u7684\u89e3\u51b3\u65b9\u6848\u6709\u591a\u597d\uff0c\u4f60\u90fd\u4e0d\u8981\u60f3\u5f53\u7136\u5730\u8ba4\u4e3a\u8ba2\u9605\u8005\u4f1a\u7acb\u5373\u6539\u53d8\u4ed6\u4eec\u7684\u884c\u4e3a\u4e60\u60ef\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">GUIDE NEW CUSTOMERS THROUGH THE HABIT CHANGE\u00a0<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u5f15\u5bfc\u65b0\u5ba2\u6237\u6539\u53d8\u4e60\u60ef<\/strong><\/h2>\n\n\n\n<p>Meditation is like exercise; making the time to do it each day is a challenge. For the online meditation app Headspace, the challenge isn\u2019t explaining to people how to use the app; it\u2019s getting them to make the time and meditate regularly.\u00a0<\/p>\n\n\n\n<p>\u51a5\u60f3\u5c31\u50cf\u953b\u70bc\uff1b\u6bcf\u5929\u62bd\u51fa\u65f6\u95f4\u505a\u51a5\u60f3\u7edd\u5bf9\u662f\u4e00\u9879\u6311\u6218\u3002\u5bf9\u4e8e\u5728\u7ebf\u51a5\u60f3\u5e94\u7528\u7a0b\u5e8fHeadspace\u6765\u8bf4\uff0c\u6311\u6218\u5e76\u4e0d\u662f\u5411\u4eba\u4eec\u89e3\u91ca\u5982\u4f55\u4f7f\u7528\u8be5\u5e94\u7528\u7a0b\u5e8f\uff1b\u800c\u662f\u8ba9\u4ed6\u4eec\u817e\u51fa\u65f6\u95f4\u548c\u5b9a\u671f\u51a5\u60f3\u3002<\/p>\n\n\n\n<p>Headspace eases potential customers into the meditation habit by offering a free course of ten days, ten minutes each, called the \u201cTake Ten\u201d program. Once you subscribe, the company sends a welcome letter with useful links and instructions, encouraging you to complete the ten days. At the conclusion, emails prompt you to continue with a paid subscription and additional meditation courses. You can opt in to meditation reminders or ask to be connected with a meditation buddy.\u00a0Headspace<\/p>\n\n\n\n<p>\u901a\u8fc7\u63d0\u4f9b\u4e00\u4e2a\u6bcf\u5929\u5341\u5206\u949f\u7684\u5341\u5929\u514d\u8d39\u8bfe\u7a0b\uff0c\u79f0\u4e3a\u201c\u5341\u5206\u949f\u201d\u9879\u76ee\uff0c\u8ba9\u6f5c\u5728\u5ba2\u6237\u517b\u6210\u51a5\u60f3\u7684\u4e60\u60ef\u3002\u5f53\u4f60\u5f00\u59cb\u8ba2\u9605\uff0c\u516c\u53f8\u4f1a\u53d1\u9001\u4e00\u5c01\u6b22\u8fce\u90ae\u4ef6\u7ed9\u4f60\uff0c\u90ae\u4ef6\u4e2d\u5305\u542b\u4e00\u4e9b\u5b9e\u7528\u94fe\u63a5\u548c\u6307\u5bfc\u4fe1\u606f\uff0c\u7528\u6765\u9f13\u52b1\u4f60\u5b8c\u6210\u8fd9\u5341\u5929\u7684\u8bfe\u7a0b\u3002\u8bfe\u7a0b\u5b8c\u6210\u540e\uff0c\u90ae\u4ef6\u4f1a\u63d0\u793a\u4f60\u8fdb\u884c\u4ed8\u8d39\u8ba2\u9605\u548c\u989d\u5916\u7684\u51a5\u60f3\u8bfe\u7a0b\u3002\u4f60\u53ef\u4ee5\u9009\u62e9\u52a0\u5165\u51a5\u60f3\u63d0\u9192\u6216\u8981\u6c42\u4e0e\u51a5\u60f3\u597d\u53cb\u53d6\u5f97\u8054\u7cfb\u3002<\/p>\n\n\n\n<p>Getting the reminders right is a delicate balance. As a business promoting mindfulness and inner peace, the last thing the company wants to do is to irritate its subscribers. By guiding people through the start of a meditation practice and supplementing the software with reminders and social support, Headspace influences habit formation.<\/p>\n\n\n\n<p>\u6070\u5f53\u7684\u63d0\u9192\u662f\u4e00\u79cd\u5fae\u5999\u7684\u5e73\u8861\u3002\u4f5c\u4e3a\u4e00\u4e2a\u5021\u5bfc\u6b63\u5ff5\u548c\u5185\u5fc3\u5e73\u9759\u7684\u4f01\u4e1a\uff0c\u516c\u53f8\u6700\u4e0d\u60f3\u505a\u7684\u5c31\u662f\u6fc0\u6012\u5b83\u7684\u8ba2\u9605\u7528\u6237\u3002Headspece\u901a\u8fc7\u5f15\u5bfc\u4eba\u4eec\u5f00\u59cb\u51a5\u60f3\u7ec3\u4e60\uff0c\u5e76\u8f85\u4ee5\u5177\u5907\u63d0\u9192\u529f\u80fd\u548c\u793e\u4ea4\u652f\u6301\u529f\u80fd\u7684\u8f6f\u4ef6\uff0c\u6700\u7ec8\u5f15\u5bfc\u4e60\u60ef\u517b\u6210\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">ENCOURAGE NEW HABITS WITH GAMIFICATION\u00a0<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u901a\u8fc7\u6e38\u620f\u5316\u9f13\u52b1\u65b0\u4e60\u60ef<\/strong><\/h2>\n\n\n\n<p>A little friendly competition can serve as additional motivation when forming new habits. That\u2019s why fitness trackers suggest that you share your data with others and include competitive and game-like features.\u00a0<\/p>\n\n\n\n<p>\u4e00\u70b9\u53cb\u597d\u7684\u7ade\u4e89\u53ef\u4ee5\u4f5c\u4e3a\u65b0\u4e60\u60ef\u517b\u6210\u65f6\u7684\u989d\u5916\u52a8\u529b\u3002\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u5065\u8eab\u8ffd\u8e2a\u5668\u5efa\u8bae\u4f60\u4e0e\u4ed6\u4eba\u5206\u4eab\u4f60\u7684\u6570\u636e\uff0c\u5e76\u4e14\u63d0\u4f9b\u7ade\u4e89\u6027\u548c\u6e38\u620f\u5316\u7684\u529f\u80fd\u3002<\/p>\n\n\n\n<p>Gamification is adding elements of traditional games (points or badges, competition) to other, non-game activities, making them more fun or habit- forming. Many businesses use gamification to encourage adoption and loyalty.<\/p>\n\n\n\n<p>\u6e38\u620f\u5316\u662f\u5c06\u4f20\u7edf\u6e38\u620f\u7684\u5143\u7d20\uff08\u70b9\u6570\u6216\u5fbd\u7ae0\u3001\u6bd4\u8d5b\uff09\u6dfb\u52a0\u5230\u5176\u4ed6\u975e\u6e38\u620f\u7684\u6d3b\u52a8\u4e2d\uff0c\u4f7f\u4e4b\u66f4\u52a0\u6709\u8da3\u6216\u6613\u4e8e\u4e60\u60ef\u517b\u6210\u3002\u8bb8\u591a\u4f01\u4e1a\u4f7f\u7528\u6e38\u620f\u5316\u6765\u9f13\u52b1\u5ba2\u6237\u4f7f\u7528\u5e76\u63d0\u5347\u5fe0\u8bda\u5ea6\u3002<\/p>\n\n\n\n<p>For years, I carpooled to chorus rehearsals in San Francisco with three other singers. Being Silicon Valley denizens, we relied heavily on navigation applications like Waze. As we sat in traffic or wound our way through back streets in San Francisco, we would track our progress, keep track of the changing arrival time, and report slowdowns and accidents back to the app. Reporting observed incidents earned the Waze users commuting points that eventually led them to achieve ninja status.<\/p>\n\n\n\n<p>\u591a\u5e74\u6765\uff0c\u6211\u548c\u5176\u4ed6\u4e09\u4f4d\u6b4c\u624b\u62fc\u8f66\u53bb\u65e7\u91d1\u5c71\u53c2\u52a0\u5408\u5531\u56e2\u6392\u7ec3\u3002\u4f5c\u4e3a\u7845\u8c37\u5c45\u6c11\uff0c\u6211\u4eec\u91cd\u5ea6\u4f9d\u8d56Waze\u8fd9\u6837\u7684\u5bfc\u822a\u5e94\u7528\u7a0b\u5e8f\u3002\u5f53\u6211\u4eec\u5835\u5728\u65e7\u91d1\u5c71\u7684\u8f66\u6d41\u4e2d\u6216\u873f\u8712\u7a7f\u8fc7\u540e\u8857\u65f6\uff0c\u6211\u4eec\u4f1a\u53cd\u590d\u67e5\u770b\u6211\u4eec\u7684\u884c\u7a0b\u548c\u4e0d\u65ad\u53d8\u5316\u7684\u9884\u8ba1\u5230\u8fbe\u65f6\u95f4\uff0c\u5e76\u5411\u5e94\u7528\u7a0b\u5e8f\u62a5\u544a\u7f13\u884c\u548c\u4e8b\u6545\u8def\u6bb5\u3002\u62a5\u544a\u89c2\u5bdf\u5230\u7684\u4e8b\u4ef6\u80fd\u4e3aWaze\u7528\u6237\u8d62\u5f97\u901a\u52e4\u70b9\u6570\uff0c\u6700\u7ec8\u4f7f\u7528\u6237\u8d62\u5f97\u5fcd\u8005\u5730\u4f4d\u5956\u52b1\u3002<\/p>\n\n\n\n<p>For Waze (now part of Google), customers who share their real-time experiences make the data itself richer and more valuable for all Waze users. It\u2019s the network effect in action, in which each addition to the network increases its value overall. Providing points for participation encouraged the Waze subscribers to use the app, delivering more data and increasing loyalty.<\/p>\n\n\n\n<p>\u5bf9\u4e8eWaze\uff08\u5df2\u88abGoogle\u6536\u8d2d\uff09\u6765\u8bf4\uff0c\u5ba2\u6237\u5b9e\u65f6\u5206\u4eab\u4ed6\u4eec\u7684\u7ecf\u5386\uff0c\u4f7f\u6570\u636e\u672c\u8eab\u66f4\u4e30\u5bcc\uff0c\u4e5f\u5bf9\u6240\u6709Waze\u7528\u6237\u6765\u8bf4\u66f4\u6709\u4ef7\u503c\u3002\u8fd9\u662f\u7f51\u7edc\u6548\u5e94\u5728\u8d77\u4f5c\u7528\uff0c\u7f51\u7edc\u4e2d\u7684\u6bcf\u4e00\u4e2a\u5143\u7d20\u90fd\u4f1a\u589e\u52a0\u5b83\u7684\u6574\u4f53\u4ef7\u503c\u3002\u63d0\u4f9b\u53c2\u4e0e\u5ea6\u70b9\u6570\u5956\u52b1\u80fd\u66f4\u597d\u7684\u9f13\u52b1Waze\u7528\u6237\u4f7f\u7528\u8be5\u5e94\u7528\u7a0b\u5e8f\u3001\u63d0\u4f9b\u66f4\u591a\u6570\u636e\u5e76\u63d0\u9ad8\u5fe0\u8bda\u5ea6\u3002<\/p>\n\n\n\n<p>\u7f51\u7edc\u6548\u5e94\u5728\u7ecf\u6d4e\u5b66\u4e2d\uff0c\u7f51\u7edc\u6548\u5e94\uff08\u4e5f\u79f0\u7f51\u7edc\u5916\u90e8\u6027\u6216\u9700\u6c42\u4fa7\u89c4\u6a21\u7ecf\u6d4e\uff09\u662f\u6307\u7528\u6237\u4ece\u4e00\u4e2a\u597d\u7684\u6216\u670d\u52a1\u4e2d\u83b7\u5f97\u7684\u4ef7\u503c\u6216\u6548\u7528\u53d6\u51b3\u4e8e\u517c\u5bb9\u4ea7\u54c1\u7684\u7528\u6237\u6570\u91cf\u7684\u73b0\u8c61\u3002\u7f51\u7edc\u6548\u5e94\u901a\u5e38\u662f\u79ef\u6781\u7684\uff0c\u5bfc\u81f4\u7ed9\u5b9a\u7528\u6237\u5728\u5176\u4ed6\u7528\u6237\u52a0\u5165\u540c\u4e00\u7f51\u7edc\u65f6\u4ece\u4ea7\u54c1\u4e2d\u83b7\u5f97\u66f4\u591a\u7684\u4ef7\u503c\u3002\u989d\u5916\u7528\u6237\u91c7\u7528\u4ea7\u54c1\u53ef\u5206\u4e3a\u4e24\u79cd\u6548\u679c\uff1a\u5bf9\u6240\u6709\u5176\u4ed6\u7528\u6237\u7684\u4ef7\u503c\u589e\u52a0\uff08\u201c\u603b\u6548\u679c\u201d\uff09\u4ee5\u53ca\u589e\u5f3a\u5176\u4ed6\u975e\u7528\u6237\u4f7f\u7528\u8be5\u4ea7\u54c1\u7684\u52a8\u673a\uff08\u201c\u8fb9\u9645\u6548\u5e94\u201d\uff09\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"809\" height=\"552\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/image-289.png\" alt=\"\" class=\"wp-image-41433\"\/><figcaption>\u56fe\u4e3aDavid Sacks \uff08Paypal\u524d\u9996\u5e2d\u8fd0\u8425\u5b98\uff092014\u5e74\u5728\u63a8\u7279\u4e0a\u9610\u8ff0Uber\u7684\u7f51\u7edc\u6548\u5e94<\/figcaption><\/figure><\/div>\n\n\n\n<p>If gamification can improve the experience of commuting in traffic, then it\u2019s on to something.<\/p>\n\n\n\n<p>\u5982\u679c\u6e38\u620f\u5316\u80fd\u6539\u5584\u901a\u52e4\u4f53\u9a8c\uff0c\u90a3\u5c31\u6709\u610f\u4e49\u4e86\u3002<\/p>\n\n\n\n<p>From a value-nurturing perspective, adding a competitive or gaming component may encourage customers to use your solution so they realize value quickly.<\/p>\n\n\n\n<p>\u4ece\u4ef7\u503c\u57f9\u80b2\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u5f15\u5165\u7ade\u4e89\u6027\u6216\u6e38\u620f\u6a21\u5757\u4f1a\u9f13\u52b1\u5ba2\u6237\u4f7f\u7528\u4f60\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u4ee5\u4fbf\u4ed6\u4eec\u5feb\u901f\u8ba4\u8bc6\u5230\u89e3\u51b3\u65b9\u6848\u7684\u4ef7\u503c\u3002\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>OFFER GREAT TRAINING<\/strong><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">\u63d0\u4f9b\u826f\u597d\u7684\u57f9\u8bad<\/h2>\n\n\n\n<p>WITH SOLUTIONS LIKE ENTERPRISE SOFTWARE, long-term success may require customers to develop expertise. Learning becomes part of the adoption hurdle. Make sure you offer effective, accessible instruction for subscribers.<\/p>\n\n\n\n<p>\u5bf9\u4e8e\u4f01\u4e1a\u8f6f\u4ef6\u7b49\u89e3\u51b3\u65b9\u6848\uff0c\u957f\u671f\u6210\u529f\u53ef\u80fd\u8981\u6c42\u5ba2\u6237\u81ea\u884c\u63d0\u5347\u4e13\u4e1a\u77e5\u8bc6\u3002\u5b66\u4e60\u4fbf\u81ea\u7136\u800c\u7136\u6210\u4e3a\u4f7f\u7528\u969c\u788d\u7684\u4e00\u90e8\u5206\uff0c\u56e0\u6b64\u8981\u786e\u4fdd\u4e3a\u8ba2\u9605\u8005\u63d0\u4f9b\u6709\u6548\u7684\u3001\u4fbf\u5229\u7684\u6307\u5bfc\u3002<\/p>\n\n\n\n<p>Training programs represent a golden opportunity for marketing organizations to influence the customer\u2019s realization of value. Remember that Economic Value to the Customer, or EVC, is the sum of the tangible and intangible value perceived by the customer. For complex products, effective instruction is one of the surest ways to increase the tangible value of your solution.<\/p>\n\n\n\n<p>\u57f9\u8bad\u7c7b\u9879\u76ee\u662f\u8425\u9500\u7ec4\u7ec7\u5f71\u54cd\u5ba2\u6237\u4ef7\u503c\u5b9e\u73b0\u7684\u9ec4\u91d1\u673a\u4f1a\u3002\u8bf7\u8bb0\u4f4f\uff0c\u987e\u5ba2\u7ecf\u6d4e\u4ef7\u503c\uff08EVC\uff09\u662f\u5ba2\u6237\u611f\u77e5\u5230\u7684\u6709\u5f62\u4ef7\u503c\u548c\u65e0\u5f62\u4ef7\u503c\u7684\u603b\u548c\u3002\u5bf9\u4e8e\u590d\u6742\u7684\u4ea7\u54c1\u800c\u8a00\uff0c\u63d0\u4f9b\u6709\u6548\u7684\u6307\u5bfc\u662f\u589e\u52a0\u89e3\u51b3\u65b9\u6848\u6709\u5f62\u4ef7\u503c\u7684\u6700\u53ef\u9760\u65b9\u6cd5\u4e4b\u4e00\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1006\" height=\"491\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/image-290.png\" alt=\"\" class=\"wp-image-41434\"\/><\/figure><\/div>\n\n\n\n<p>Interestingly, effective training can also move the needle on the perceived , or intangible, value. As customers invest time and effort in learning, their personal commitment to your solution increases.<\/p>\n\n\n\n<p>\u6709\u8da3\u7684\u662f\uff0c\u6709\u6548\u7684\u57f9\u8bad\u4e5f\u53ef\u4ee5\u6539\u53d8\u5ba2\u6237\u80fd\u611f\u77e5\u5230\u7684\u6216\u65e0\u5f62\u7684\u4ef7\u503c\u3002\u968f\u7740\u5ba2\u6237\u5728\u5b66\u4e60\u4e0a\u6295\u5165\u65f6\u95f4\u548c\u7cbe\u529b\uff0c\u4ed6\u4eec\u5bf9\u4f60\u63d0\u4f9b\u7684\u89e3\u51b3\u65b9\u6848\u7684\u4e2a\u4eba\u5fe0\u8bda\u5ea6\u4e5f\u4f1a\u589e\u52a0\u3002<\/p>\n\n\n\n<p>If you do a terrific job of teaching them, people are more likely to become loyal customers.\u5982\u679c\u57f9\u8bad\u6548\u679c\u826f\u597d\uff0c\u57f9\u8bad\u5bf9\u8c61\u66f4\u6709\u53ef\u80fd\u6210\u4e3a\u5fe0\u5b9e\u5ba2\u6237\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CHOOSE TRAINING BASED ON CUSTOMER NEEDS<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u6839\u636e\u5ba2\u6237\u9700\u6c42\u9009\u62e9\u57f9\u8bad<\/strong><\/h2>\n\n\n\n<p>Design and present the training in the right formats and doses to match the customer\u2019s needs.<\/p>\n\n\n\n<p>\u6839\u636e\u5ba2\u6237\u7684\u9700\u6c42\uff0c\u4ee5\u5408\u9002\u7684\u5f62\u5f0f\u548c\u573a\u6b21\u6765\u8bbe\u8ba1\u548c\u63d0\u4f9b\u5ba2\u6237\u57f9\u8bad\u3002<\/p>\n\n\n\n<p>For example, in the business software world, administrators or power users may seek out intensive instruction, while everyone else can get by with a few videos. You may develop several training tracks, divided into short, functional components that people can access at the right moment in time. If you offer live webinars, also publish the recording after the <span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/fact\" target=\"_blank\" title=\"fact\">fact<\/a><\/span> for those who cannot make the scheduled time.<\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5728\u4f01\u4e1a\u8f6f\u4ef6\u9886\u57df\uff0c\u7ba1\u7406\u5458\u6216\u8d85\u7ea7\u7528\u6237\u53ef\u80fd\u4f1a\u5bfb\u6c42\u5f3a\u5316\u6307\u5bfc\uff0c\u800c\u5bf9\u4e8e\u5176\u4ed6\u4eba\uff0c\u4e00\u4e9b\u89c6\u9891\u4fbf\u8db3\u4ee5\u5e94\u4ed8\u3002\u4f60\u53ef\u4ee5\u5f00\u53d1\u51e0\u4e2a\u57f9\u8bad\u89c4\u5212\uff0c\u7531\u7b80\u77ed\u7684\u3001\u529f\u80fd\u6027\u7684\u6a21\u5757\u7ec4\u6210\uff0c\u6765\u5e2e\u52a9\u5ba2\u6237\u53ca\u65f6\u7684\u5b9a\u4f4d\u5230\u76f8\u5e94\u6a21\u5757\u8fdb\u884c\u57f9\u8bad\u3002\u5982\u679c\u57f9\u8bad\u4ee5\u73b0\u573a\u7f51\u7edc\u7814\u8ba8\u4f1a\u5f62\u5f0f\u63d0\u4f9b\uff0c\u52a1\u5fc5\u5f55\u50cf\u5e76\u53ca\u65f6\u53d1\u5e03\uff0c\u65b9\u4fbf\u90a3\u4e9b\u4e0d\u80fd\u53ca\u65f6\u51fa\u5e2d\u7684\u57f9\u8bad\u5bf9\u8c61\u3002<\/p>\n\n\n\n<p>We are surrounded with diverse options for on-demand learning and instruction in our personal lives; your customers will expect you to provide a similar range of options. Offer training through multiple formats, such as videos, podcasts, and written materials. For directed or assisted training, consider using a learning management system.<\/p>\n\n\n\n<p>\u5728\u4e2a\u4eba\u751f\u6d3b\u4e2d\uff0c\u6211\u4eec\u9762\u4e34\u7740\u5404\u79cd\u5404\u6837\u7684\u6309\u9700\u5b66\u4e60\u548c\u6307\u5bfc\uff1b\u4f60\u7684\u5ba2\u6237\u540c\u6837\u671f\u5f85\u4f60\u80fd\u63d0\u4f9b\u7c7b\u4f3c\u7684\u9009\u9879\u3002\u6240\u4ee5\u8981\u63d0\u4f9b\u591a\u79cd\u5f62\u5f0f\u7684\u57f9\u8bad\uff0c\u5982\u89c6\u9891\u3001\u64ad\u5ba2\u548c\u4e66\u9762\u6750\u6599\u3002\u5bf9\u4e8e\u5b9a\u5411\u6216\u8f85\u52a9\u6027\u57f9\u8bad\uff0c\u8bf7\u8003\u8651\u4f7f\u7528\u5b66\u4e60\u7ba1\u7406\u7cfb\u7edf\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">ADD VALUE THROUGH CERTIFICATION<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u901a\u8fc7\u8ba4\u8bc1\u5b9e\u73b0\u589e\u503c<\/strong><\/h2>\n\n\n\n<p>Amplify the impact of instruction by offering formal certification for those who complete in-depth training.<\/p>\n\n\n\n<p>\u4e3a\u5b8c\u6210\u6df1\u5ea6\u57f9\u8bad\u7684\u4eba\u5458\u63d0\u4f9b\u6b63\u5f0f\u8ba4\u8bc1\u6765\u6269\u5927\u57f9\u8bad\u7684\u5f71\u54cd\u3002<\/p>\n\n\n\n<p>Certification gives customers explicit evidence of their skills and makes the solution more valuable as part of their skillset. Many technology leaders offer certification training, including Apple, IBM, Google, Hubspot, and countless others. Technology companies know that certified practitioners become powerful advocates, particularly in industries in which people change jobs frequently.<\/p>\n\n\n\n<p>\u8ba4\u8bc1\u4e3a\u5ba2\u6237\u63d0\u4f9b\u4e86\u4ed6\u4eec\u6240\u62e5\u6709\u6280\u80fd\u8bc1\u660e\uff0c\u4f60\u7684\u89e3\u51b3\u65b9\u6848\u4e5f\u56e0\u6210\u4e3a\u4ed6\u4eec\u6280\u80fd\u7684\u4e00\u90e8\u5206\u800c\u66f4\u6709\u4ef7\u503c\u3002\u8bb8\u591a\u6280\u672f\u5f15\u9886\u8005\u63d0\u4f9b\u8ba4\u8bc1\u57f9\u8bad\uff0c\u5305\u62ec\u82f9\u679c\u3001IBM\u3001\u8c37\u6b4c\u3001Hubspot\u7b49\u6570\u4e0d\u80dc\u6570\u3002\u79d1\u6280\u516c\u53f8\u77e5\u9053\uff0c\u901a\u8fc7\u8ba4\u8bc1\u7684\u4ece\u4e1a\u4eba\u5458\u662f\u6700\u6709\u529b\u7684\u5ba3\u4f20\uff0c\u5c24\u5176\u662f\u5728\u4eba\u4eec\u9891\u7e41\u8df3\u69fd\u7684\u884c\u4e1a\u3002<\/p>\n\n\n\n<p class=\"has-text-align-center\">\u2014\u2014 \u5982\u679c\u89c9\u5f97\u6587\u7ae0\u8fd8OK\uff0c\u8bf7\u8f6c\u53d1 \u2014\u2014<\/p>\n\n\n\n<p class=\"has-vivid-red-color has-text-color\"><strong>\u7279\u522b\u63d0\u793a\uff1a\u5173\u6ce8\u672c\u4e13\u680f\uff0c\u522b\u9519\u8fc7\u884c\u4e1a\u5e72\u8d27\uff01<\/strong><\/p>\n\n\n\n<p>PS\uff1a\u672c\u53f8\u627f\u63a5 <span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/mcn\/xiaohongshu\" target=\"_blank\" title=\"\u5c0f\u7ea2\u4e66\">\u5c0f\u7ea2\u4e66<\/a><\/span> \/ \u6dd8\u5b9d\u901b\u901b \/ \u6296\u97f3 \/ \u767e\u5ea6\u7cfb \/ \u77e5\u4e4e \/ \u5fae\u535a\/\u5927\u4f17\u70b9\u8bc4 \u7b49 \u5168\u7f51\u5404\u5e73\u53f0\u63a8\u5e7f\uff1b<\/p>\n\n\n\n<p class=\"has-luminous-vivid-orange-color has-text-color\">\u54a8\u8be2\u5fae\u4fe1\uff1a139 1053 2512 (\u540c\u7535\u8bdd)<\/p>\n\n\n\n<p><strong>\u9996\u5e2d\u589e\u957f\u5b98CGO\u8350\u8bfb\uff1a<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u300a<a rel=\"noreferrer noopener\" href=\"https:\/\/www.growthhk.cn\/tag\/%e9%a6%96%e5%b8%ad%e5%a2%9e%e9%95%bf%e5%ae%98\" target=\"_blank\">\u9996\u5e2d\u589e\u957f\u5b98 \u2013 \u589e\u957f\u9ed1\u5ba2 Growth Hacker<\/a>\u300b<\/li><li>\u300a<a rel=\"noreferrer noopener\" href=\"https:\/\/www.growthhk.cn\/tag\/%e5%b0%8f%e7%ba%a2%e4%b9%a6\" target=\"_blank\">\u5c0f\u7ea2\u4e66 \u2013 \u589e\u957f\u9ed1\u5ba2 Growth Hacker<\/a>\u300b<\/li><li>\u300a<a href=\"https:\/\/www.growthhk.cn\/tag\/%E8%A7%86%E9%A2%91%E5%8F%B7\" target=\"_blank\" rel=\"noreferrer noopener\">\u89c6\u9891\u53f7 \u2013 \u589e\u957f\u9ed1\u5ba2 Growth Hacker<\/a>\u300b<\/li><\/ul>\n\n\n\n<p>\u66f4\u591a\u7cbe\u5f69\uff0c\u5173\u6ce8\uff1a<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/\" target=\"_blank\" title=\"\u589e\u957f\u9ed1\u5ba2\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\uff08GrowthHK.cn\uff09<\/p>\n\n\n\n<p>\u589e\u957f\u9ed1\u5ba2\uff08Growth 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