We spoke with Peter Muhlmann, founder and CEO of Trustpilot, who offered four ways to improve consumer communication. Implement these tactics to achieve a better relationship with your customers.

我们采访了Trustpilot的创始人兼首席执行官彼得·穆尔曼，他提出了四种改善与消费者沟通的方法。采用这些方法，你就可以与客户建立更好的关系。

1. Respond to unhappy customers.

对不满意的客户进行回应

While you might be tempted to ignore rude comments or nasty reviews, doing so only harms your reputation. Don’t avoid the problem; approach it with genuine concern and an open mind.

虽然企业可能会忽视粗鲁的评论或令人反感的评价，但这样做只会损害企业的声誉。不要回避问题，要以真正关心和开放心态对待问题。

“Consumers are people and want to be treated as such,” Muhlmann said. “Answer their questions and resolve their issues as if you were trying to help out your mom. Be personable, and take a genuine interest in their concerns.”

Muhlmann 说：“消费者也是人，也希望得到平等对待。”回答他们的问题，解决他们的问题，就像你在帮助你的母亲一样。要有亲和力，真正关心他们的问题。

2. Reply in a timely manner.

及时回复客户

Sometimes answering comments and concerns isn’t enough. Do your best to respond within 24 hours, proving to the customer that their concerns are important to you. The best way to show your customers that you care is to set up a system that focuses solely on customer service.

有时，仅仅回复评论和表达关切是不够的。请尽力在24小时内回复，向客户证明他们的问题对企业很重要。让客户知道你关心他们的最好方法就是建立一个专注于客户服务的系统。

“If you’re taking a proactive approach, you’re already halfway there,” Muhlmann said. “The key to staying on top of customer reviews is to actively seek them out and have a strategy and process in place ahead of time. Like many crucial business operations, preparation and planning go a long way.”

Muhlmann 说：“如果你采取积极主动的方法，你就已经成功了一半。”掌握客户评价的关键在于积极寻找客户评价，并提前制定策略和流程。就像许多重要的业务运营一样，准备和计划至关重要。

3. Implement a two-way channel.

建立双向沟通渠道

Use social media platforms to facilitate a dialogue between you and your customers. For example, on Twitter, ensure consumers can tweet their concerns to you and receive a reply in the same thread. Facebook Messenger offers a personalized way to discuss questions or concerns. A Facebook Live Q&A is another way to effectively engage your customers in a dialogue that makes them feel heard.

利用社交媒体平台促进企业与客户之间的对话。例如，在Twitter上，确保消费者可以在 Twitter上向您说出他们的关切，并在同一时间中收到您的回复。Facebook Messenger可以让用户参与讨论或提出疑虑。Facebook Live问答是另一种有效吸引客户参与对话的方式，让他们能感觉到企业记录了用户的关切。

“Social media and third-party online review platforms provide the perfect space for open two-way communication between companies and their customers,” Muhlmann said.

Muhlmann 说：“社交媒体和第三方在线评论平台为企业与客户之间进行开放的双向交流提供了良好契机。

4. Address issues online.

在线解决问题

If you encourage open communication on online platforms, approach public concerns and reviews the same way you would private emails and phone calls. One bad comment can blow up.

如果你鼓励在网络平台上进行公开交流，那么对待公众的关切和评论就应该像对待私人邮件和电话一样认真。一个不好的评论可能会引起轩然大波。

“You want to be sure that your brand is responding from a place of empathy as well as showing the brand’s ability to admit fault by issuing an apology when appropriate,” Muhlmann said. “Nobody is perfect, after all, and that includes businesses — even some of the most successful ones across the globe. If you made a mistake, that’s OK. Take responsibility, and propose a solution.”

“你要确保你的企业是以同理心来回应的，并在适当的时候通过道歉来显示企业的认错能力。” Muhlmann表示，“毕竟人无完人，企业也不例外，即使是全球最成功的企业也不例外。如果你犯了错误，没关系，承担责任，并提出解决方案。”

来源｜Business News Daily

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