評論
打印
Narrator:Listen to part of a lecture in a Business Class
獨白:聽下面一段關于商學的講座。
Professor:Ok, as we've talked about a key aspect of running a successful business is knowing, um, getting a good sense of what the customer actually wants, and how they perceive your product.
教授:好的。我們之前談到了做一筆成功生意的重要方面，就是要了解...嗯，就是了解客戶的真正需要，以及了解他們是如何看待你的商品。
So with that in mind, I want to describe a very simple method of researching customer preference, and it is becoming increasingly common,
那么，關于這個概念，我想要描述一個非常簡單的關于受眾喜好的調查方法，而且這個方法越來越普遍，
it's called-MBWA-which stands for managing by wandering around.
它就是 MBWA，意思是“漫游式管理。
Now, MBWA, that's not the most technical sounding name you've ever heard, but it describes the process pretty accurately.
MBWA，可能對你來說，它聽上去技術性不是很強，但其實比較準確地形容了整個過程。
Here is how it works.
它的原理如下:
Basically, Um, the idea is that business owners or business managers just go out and actually talk to their customers,
基本上商人或者商業管理者會直接到外面去跟客戶談話，
and learn more about how well the business is serving their needs,
去了解自己的商業機構是否滿足他們的需求，
and try to see what the customer experiences,
而且試著發掘客戶都經歷了什么。
because that's a great way to discover for yourself, how your product is perceived,
因為這對于你自己來說，是個非常好的辦法去了解自己的產品如何被客戶看待的。
what the strengths and weaknesses are, you know, how to you can improved it that sort of thing,
優勢和劣勢在哪里，如何去改進它等等。
you know Dortans, they make soup and can vegetables and such.
你們知道 Dalton 公司吧，他們制造湯和蔬菜罐頭產品。
Well, the head of the company,
這個公司的領導，
had Dortans'topped executives walk around supermarkets, um, asking shoppers what they thought of Dortans'soup, and he use the data to make changes to the company's product,
讓 Dalton 的高層行政人員在超市里走來走去，去詢問客戶覺得 Dalton 公司的湯怎么樣，而他則把這些數據用來改進公司的產品。
I mean, when Dortans of all the companies, embraces something as radical as MBWA, it really show you how popular the theory has become, yes, Lisa?
我的意思是，Dalton 公司都接受了 MBWA 這種近乎激進的東西，足可以顯示出這個理論的受歡迎程度。好的，Lisa有什么問題嗎？
Student A:But this is dangerous to base decisions on information from a small sample of people?
學生A:但是把決策建立在少數人組成的樣本之上，會不會有點太危險了？
Is it large scale market research safer getting data on a lot of people?
大規模的市場調查不是更保險嗎，從大量人身上獲得數據？
Professor:That's a good question,
教授:這個問題提的很好。
and well I don't want to pretend that MBWA is some sort of, um, replacement for other methods of customer research.
我不想假裝 MBWA可以替代其他的調查方式，
Now, the market research data definitely can give you a good idea of,
一個市場調查肯定能給你一個更全面的視角，
um, of the big picture, but MBWA is really useful kind of filling in the blanks,
但 MBWA在填補空白的時候的確非常有用，
you know, getting a good underground sense of how you products you use, and how people need respond to them, and Yes, the numbers of opinion you get is small so you do need to be careful,
你知道，一種暗訪意義上揭示你的產品如何被使用，人們對它的反映如何。但的確，訪問的人數有限，所以要格外小心。
but, good business managers will tell you that the big fear they have an.. .and one of the most frequent problems they come across is well becoming out of touch with what their customers really want and need,
但是，一個好的商業管理者會告訴你，他們最擔心的東西，也是頻繁出現問題的東西，就是跟客戶的真正需要發生脫節。
you know surveys and market research stuff like that, they can only tell you so much about what the customers actually want in their day-to-day lives.
這些調查，市場調查只能告訴你客戶在日常生活中的需求；
Managing by wandering around on the other hand, that get you in there give you a good sense about what customers needs so.
漫游式的管理方式卻實實在在告訴了你客戶想要什么。
So when use combination then, MBWA and market research were the powerful tools.
所以應當聯合使用這些方法，MBWA 和市場調查都是有用的工具。
Oh, here is another example for you, um, see you executive for a clothing manufacture.
再給你們舉個例子。一個服裝制造業的高級管理人員們，
It was, um, Lken, Lken jeans you know, they went in work in the store for a few days, selling Lken's cloths.
他們甚至在商店里工作了幾天，銷售 Elken 服裝。這個牌子的服裝和牛仔褲聽說過吧？
Now that give them a very different idea about their product, they saw how people responded to it; they could go up to customers in the store asked questions about it,
這個經歷使得他們對自己產品的看法發生了一個非常大的轉變。他們親眼看到了人們對產品的反應。他們可以直接在店里走到客戶面前問問題。
yes Mike?
好的Mike有什么問題嗎？
Student B:Well, I would think that a lot of customers will be bothered by, you know, if I'm shopping, I don't know if I want some business representatives coming up to me and asking me questions,
學生B:但我覺得客戶應該不太樂意...比如我吧，我可不喜歡在我買東西的時候冒出來一個高層人員問我問題。
it's.. It's like when I got phone call at home from marketing researchers, I just hang up them
就好像我在家接到了市場調查的電話，我一般都直接掛斷。
Professor:Oh, well, it's certainly true that well no one likes getting calls at home from market researchers or people like that, but I will tell you something.
教授:人們當然都不喜歡在家接到市場調查之類的電話。但實話告訴你吧，
Most customers have exact opposite reaction when they comes to MBWA.
大多數客戶在MBWA 的過程中反應恰恰相反。
Now, don't ask me why, because I really have no idea,
別問我為什么，因為我也不知道，
but the fact is that customers tend to respond really well to MBWA, which is the key reason for a success.
但事實上客戶通常對 MBWA調查的反映還不錯，這也是它成功的一個主要原因。
In fact, the techniques of MBWA works so well, they have actually been extended to all kinds of different contacts like politics for instance,
事實上，因為 MBWA 技術實在太好，它甚至延伸到了其他的領域，比如政治。
Um, a few years back, the major of Baltimore, Um.. I can guess its name is Shapher or something like that.
前幾年，巴爾的摩市市長，他好像叫，嗯，Shapher 還是什么...
Anyway, he decided that the best way to serve the people of the city, of his city, was actually get out there in it and experience the things that they experienced,
不管怎樣，他決定服務市民的最好方式，就是到城市里去，去經歷市民們在經歷的事。
so he right around the city in, you know, all parts of it, and he see all the prattles; he see how the trash was sometimes, um, not pickup but off side the street and then they go back to the office and they write these memos,
所以他在城市的各個地方轉了個遍，他看到了所有路面坑坑洼洼的地方，還有路邊上沒有被撿起來的垃圾，
and these memos to stuff about the problems he had seen, and how they needed to be fixed, you know that sort of thing,
然后他回到了辦公室把這些寫進了備忘錄里，這些備忘錄是用來記錄他發現的問題及員工們如何解決這些問題。
but the thing is he got all the information just by going around and seeing the different Baltimore neighborhoods and talking to the people in them,
但他這些信息的獲取，僅僅是靠在城市里瞎逛，看看不同的社區，和跟市民們談話。他管這個方法叫“智慧策略”，
and he called it-small politics, we'd call it MBWA, or just, playing good customer service.
而我們叫它 MBWA，或者只是“在客戶服務中游刃有余”。
