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Forget trying to "win." Instead, make the customer feel you're working together to make things right.

不要想著如何“贏”。相反地，要讓客戶覺得你正在和他一起努力把事情做好。

For all the money you spend training your customer service staff, the essence of what you need them to do boils to five key phrases. Teach them these, and you'll find you'll win back most of your disgruntled customers.

不管你在培訓客服人員方面花了多少錢，你需要讓他們明白的最本質的東西其實可以概括成五個短語。把這些教給他們，你會發現你將能讓大部分不滿意的客戶回心轉意。

Let's start with the most important phrase, which also happens to be the simplest:

那么我們就從最重要的短語開始，當然某些情況下這也是最簡單的方式：

1.“I’m sorry.”

1.“對不起。”

Oh yeah, your legal team is waving red flags. “We can’t admit fault,” they say. “We should never imply something is wrong.” My response, “Ignore them.” Read on.

啊哈，你的法律顧問正在向你揮舞著紅旗。“我們不能承認錯誤，”他們說。“我們永遠都不能暗示說我們把什么東西搞錯了。”對此我的回答是“不要管他們。”繼續讀下去。

Any time a customer is forced to call your support line, your company has likely failed in some way—either the product or service is actually flawed, the documentation wasn’t clear, or the customer’s expectations weren’t well-managed by marketing or sales.

如果有任何一個客戶被迫去撥打你們公司的服務熱線，那說明你們公司肯定是在某個地方出了問題——要么是產品或者服務確實有問題，要么是說明書編寫得不夠清楚，或者公司的市場銷售人員沒有完全搞清楚客戶的需求。

You might be thinking, “What about those customers who mistreat products and then want their money back?” Toss that thought. I’m not saying that customers never mangle the merchandise. Of course they do. What I am saying is that no customer plans to become disgruntled. I’ve never heard of anyone purposely spending money on a product or service on the outside chance they might win an argument with a customer service rep three months down the road. Even if someone did, it would be such a rare occurrence that you would never want to design your entire customer relations philosophy around it.

你或許會想，“這萬一要是客戶搞壞了我們的產品，但是又想要回他們的錢”。拋棄這樣的想法吧。我并不是說客戶從來都不會毀壞產品。當然他們也會這樣做。我所說的是沒有任何客戶想要找不愉快。我從來沒有聽說過有什么人會故意花錢來買某個產品或服務，目的是要找個機會與客服爭論一番，最后贏得這場可能會持續三個月之久的爭吵。即便是有人這樣做了，那也是極少數的案例，你不能依據這種極少數的案例來設計你的整套客戶關系管理方案。

Besides, an apology isn’t a confession of culpability. It’s a statement of compassion. A sincere apology tells your customer that you regret his having to interrupt his day to make that call. An apology defuses the situation and can allow for a conversation in which you get an opportunity to diagnose what went wrong, with the possibility of preventing similar future problems. And, that brings me to the second more important thing to say.

除此之外，一句道歉并不代表你做錯了什么。這是一種安慰性的表達。一句真誠的道歉是向你的客戶傳達你對于他不得不中斷工作來打這個電話表示遺憾。一句道歉會緩解緊張的氣氛，會給你一個與客戶溝通的機會，這樣你就可以從溝通中找出是哪里出了問題，也可以避免今后再出現類似的問題。然后，接下來也就是我要說的第二個重要的短語了。

2.“We’re going to solve this together.”

2.“我們一起來解決這個問題。“

When your customers decide to purchase your product or service, they commit to a financial relationship with you. When problems arise, they want to know that you’re willing to listen and aren’t going to run for the door. A positive statement that you are willing to work with them to find a solution, rather than being their adversary, begins a conversation that can be your best insurance against that customer going rogue and blasting you on the Internet.

當你的客戶決定要購買你們的產品或者服務的時候，他們把財務關系委托給了你。一旦出現問題，他們想要確定你愿意傾聽而不會逃避。說這樣一句積極的話語暗示你愿意與他們一起來解決問題，而不是要做他們的對手，這會讓你與客戶進行一次平心靜氣的溝通，保證不會發生客戶發飆或者到網上投訴你的狀況。

3.“What would you consider a fair and reasonable solution?”

3.“您會考慮一個公平合理的方案嗎?”

Why this isn’t the first question out of every support person’s mouth amazes me. Asking a customer what she would consider a decent deal creates a starting place for negotiation, sets the expectation level (fair and reasonable), and asks her to make the first offer for an amicable agreement. Besides, you might be pleasantly surprised by her answer. I cannot count the number of times I’ve heard from customers who initially would have been pleased with just an apology. (See above.)

令我驚奇的是為什么這并不是每一個客服人員張嘴說的第一句話。詢問客戶是否接受合理的條件是談判的開始，設定好預期目標(公平合理)，而后讓她提供一個合理的協議。在這之后，你可能會驚訝地發現她的回答會讓你非常滿意。我已經記不清有多少客戶在只聽到一句道歉的話之后都會感覺非常滿意。(請看上文)

Watch out for alternate phrasing such as “How can I make you happy?” or “How can I help you?” They can sound patronizing or appear to minimize the importance of a complaint. Besides, the obvious answer always is, “You need to convince me that I didn’t make a mistake by spending my money with your company.”

要警惕含混不清的話比如“要我怎么做才能讓你滿意?”或者“我要怎么幫你?”這樣的話讓人聽起來仿佛你高人一等，或者你在有意縮減問題的嚴重性。而且通常的答案會是“你要向我證明我把錢花在你們公司不是一個錯誤。”

4.“Are you satisfied with our solution, and will you consider doing business with us in the future?”

4.“您對我們的解決方案滿意嗎，以后還會與我們合作嗎?”

This isn’t the same as “Have I taken good care of you today?” or “Have all of your questions been answered?” The goal of every support call needs to be greater than just solving the immediate problem. The real measure of success will be whether you’ve managed to preserve the investment you’ve already made in a customer. If the answer to either side of the question is “No”, you’ve still got work to do.

這與“今天我服務的周到嗎?”或者“您的問題都得到解答了嗎?”不同。接聽每個服務電話所要做的不只是解決當下緊急的問題。真正成功的標準是你確定在這個客戶身上所做的付出沒有白費。如果這兩點中的任何一個你還沒有做到，那么你還有更多的工作要做。

5.“Thank you.”

5.“謝謝。”

At first glance, it may seem like your customer should be the one expressing gratitude. But think about it. In his mind, he paid for a product or service that didn’t perform as expected, and was then required to spend professional or personal time to work out a remedy. On the other hand, you’ve likely gained important information about product performance and how customers perceive your company. In my mind, that’s certainly worth a “thank you.”

乍一看，這好像是你的客戶應該有的態度。但是再仔細想想。他會想，他花錢購買產品或者服務，但是它們沒能按照預期運行，他還要花專家的或者個人的時間來讓它恢復正常。換句話說就是你可能會獲得關于產品運行狀況的重要數據，以及客戶對于你們公司的評價。要記住，這值得你說聲“謝謝”。

These phrases are not magic bullets that will solve all your customer service conflicts. They are simply a framework for collaborative problem solving and collectively present an attitude of “We’re in this together” rather than “We’re out to win.” That kind of cooperative approach minimizes the number of combative customer interactions and more often results in satisfactory solutions.

這些短語也并非法力無邊到可以解決你在客戶服務中遇到的所有沖突。它們只是構建了一個合作解決問題的框架，暗示出你的態度是“我們一起來解決”而不是“我們要戰勝你。”這種合作的方式會讓客戶的不滿情緒降到最低，通常可以獲得令人滿意的解決方案。