182：技术赋能、以人为本的客户服务——与马特·惠特默的对话

欢迎收听由作家兼客户体验专家托尼·约翰逊主持的《客户服务学院电台》。托尼将分享他对成功客户服务、领导力和商业卓越的愿景，并与当今商界最具影响力的领袖们对话。现在有请托尼·约翰逊。

Welcome to Customer Service Academy Radio with author and customer experience expert, Tony Johnson. Tony will share his vision for successful customer service, leadership, and business excellence, and speak to some of the most impactful leaders in business today. And now here's Tony Johnson.

大家好，《客户服务学院》节目正在直播。我是你们的客户体验战略师兼培训师托尼·约翰逊。本期节目由'点燃你的服务'培训咨询公司与'Forex Eye'全球咨询解决方案联合呈现。强强联手，共创卓越。

Hello, everybody. Customer Service Academy is on the air. I'm Tony Johnson, your customer experience strategist and trainer. Today's episode coming to you courtesy of Ignite Your Service Training and Consulting and Forex Eye Global Consulting and Solutions. Truly better together.

各位，我们即将举办一系列精彩绝伦的峰会，地点包括莱克兰、奥兰多、坦帕和拉斯维加斯。立即访问igniteyourservice.com/summits订阅通知，待日期确定后第一时间获取参会资格。这些遍布全美的领导力与客户体验峰会，您绝对不容错过。

Folks, I have the most amazing summits coming up. We're going to have them in Lakeland. We're going have them in Orlando, Tampa and Las Vegas. Head on over to igniteyourservice.com/summits to get your notification when we get these dates set and get them ready to rock and roll. You are not going to want to miss these leadership and customer experience summits all over the country.

请务必今天就注册报名。言归正传，今天我们演播室迎来了一位专业人士——只采访实干家的我们，有幸邀请到马特·惠特默。作为对话式AI供应商MosaiQx的首席营收官兼营销高级副总裁，其母公司televox提供全渠道数字患者关系管理解决方案，技术相当酷炫。

Be sure to go sign up today. But all that said, we are welcoming a pro into the studio today, only interviewing folks who are out getting it done. Today we're welcoming Matt Whitmer onto the show. Matt's the Chief Revenue Officer and Senior Vice President of Marketing at MosaiQx, a conversational AI provider and televox that provides omni channel digital patient relationship management. Cool stuff there.

马特拥有十五年高管经验，专注于帮助客户采纳并实施云端客户互动解决方案——这可是当下最热门的领域。马特，非常高兴你能来。告诉大家，我们预约这次访谈感觉像是等了几个月，今天终于成行。马特，欢迎来到演播室。

Fifteen years of senior leadership experience and focused on helping clients embrace and implement cloud based, huge right now, cloud based customer engagement solutions. So Matt, it's awesome to have you here. And just so everybody knows, we have been trying to schedule this for what feels like months and we finally are getting it done today. So Matt, welcome to the studio.

非常感谢托尼，很荣幸受邀。确实如你所言耽搁了好几周——你刚才提到实干家这个词很贴切，期间我多次因航班和客户拜访不得不推迟录制。

Thank you so much, Tony. Thank you for having me. It's a pleasure. And you did mention it has been several weeks and you mentioned that people out getting it done. It's been several flights and several client visits that have postponed this multiple times.

深有同感。有句话说得好：'如果没有员工和客户，做生意会简单得多'——要我说还得加上航空公司。

Amen to that. So, you know, they always say business will be so much easier if it weren't for employees and customers and I'll add airlines into that.

确实得算上航空公司。

And airlines.

那我们直接进入主题吧马特。我总爱问同一个问题：从任何角度——甚至AI视角——来解读，对你而言卓越的客户体验意味着什么？

So let's kick it right off, Matt. I always ask the same question. You can take this from whatever lens and maybe even an AI lens depending on where you want to go. But what does a great customer experience mean to you?

我认为更准确的表述是：卓越的客户体验给我什么感受？当我享受顶级服务时，第一反应是'哇，这太轻松了'。对收音机前的听众特别说明下——此刻我正带着微笑。要实现这点，关键在于理解客户偏好的交互方式，而不是强迫他们改变行为来适应你的工具。

Yeah, I think it's more of how does a great customer experience make me feel? And when I experienced top notch customer service, it's wow, that was easy. And the most important thing that I did there that people that are listening and not watching is there's a smile on my face. And to be able to do that, you really need to understand how the customer wants to interact with you in the mode that they want to interact with you. It's not making them change behavior to interact with your tools.

关键在于主动适应客户的需求阶段。通过个性化服务了解他们的消费旅程和期望，消除摩擦感，减轻负担，让一切变得轻松顺畅。

It's meeting them where they are. So it's personalization to know their customer journey and what they want to do to make it feel seamless, make it feel easy, make take the burden off of them.

这太棒了。各位注意马特提到的重点——如果你正在做笔记的话（希望你确实在记）。他本质上讲的是外部视角对吧？所以你对自家产品的看法根本不重要。

That's fantastic. And you know, Matt hit on something, folks. If you're listening there and you're writing this stuff down, I sure hope you are. He talked about basically kind of this outside end, right? So it really doesn't matter what you think of your thing.

你可能觉得自家产品很酷，毕竟谁都难说自己孩子丑对吧？但必须真正站在宾客或客户的角度，看他们想达成什么目标，现有方案是否有效。这个洞察非常精彩。说到个性化——在建立客户信任和忠诚度方面，个性化扮演什么角色？因为说真的马特，如果搞砸这点，失去信任就永远无法赢得忠诚。

You could think your thing is really cool and it's hard to call your own baby ugly, right? But you have to really look at what is the guest or the customer trying to accomplish, looking at it from their point of view and is it working for them. So that is an amazing call out there. And speaking of personalization, what role does personalization play in building customer trust and loyalty? Because really, feel like, Matt, if we don't get that right, if they don't trust us, they're never gonna be loyal.

对吧？所以它究竟起什么作用？

Right? So so what role does that play?

这是客户体验旅程中最核心的要素。我们刚与全国顶尖零售商合作，他们讨论的正是如何维系客户信任。人们希望获得帮助而非推销，而实现这点的关键就在于旅程个性化。我们拥有海量客户数据，以符合伦理的方式运用这些数据，在旅程中为客户提供最佳下一步方案至关重要。

It is the absolute most important thing in the customer experience journey. We were just with the top retailer in in the country, and that's what they're talking about is how do we maintain trust with our customers? People wanna feel that they're being helped, not sold. And the way that you're able to do that is you're you need to personalize the journey. We have so much data on our customers and being able to use that in an ethical way to provide the next best thing for these folks in the journey is super important.

重申一次，人们拒绝被推销，渴望被帮助。因此全渠道（邮件/短信/外联/语音）的旅程个性化之外，还要主动告知他们可能不了解的服务。比如教育性提示而非硬销：'您知道可以顺路取处方药吗？' '现在正是接种流感疫苗的时节'

Again, people don't want to be sold, they want to be helped. So personalization across that customer journey, wherever they want to interact, multimodal, be it email, be it SMS, be it outreach, be it voice, but also helping them understand that there might be other things that they don't know that you offer. So education without selling. Did you know you're picking up a prescription? Did you know it's time for your flu shot?

这样客户会觉得'他们真心在为我着想'。因此个性化是建立信任的首要因素，而信任又是培养客户忠诚度的基石。

Okay. That's great. They're really looking out for my welfare here. So personalization is by far the most important thing in building trust, and trust is by far the most important thing for customer loyalty.

没错，早年我在餐饮业工作时就发现，追加销售不只为增加营业额，更是确保顾客获得所需。我很欣赏你们这种注重认知而非强推的方式。

Yeah, you know, and it's funny. I spent a lot of time in restaurants early on in my career, and you know upselling isn't always just about putting another nickel in the cash register, it's about making sure that guests and customers have what they need. So I appreciate that approach and the way that you brought that as more awareness than salesy, right?

正是如此。当客户感受到你以他们的利益为先，才会建立忠诚度，形成持续回购。关键是如何自然衔接服务环节——'原来你们还提供这个？但我之前并不知道'

That's exactly right. And that's what you that's again, people want to feel that you have their best interest in heart. That's what's gonna build that loyalty. That's what's gonna build them coming back time and time again. And how do I make sure that I'm connecting the dots from A to B where I might not know you offer that?

而现在我了解了，且并非被强行灌输的认知。

But now I do, but it wasn't pushed on me.

是啊，我们正处在人工智能带来的高度个性化时代，人们都深有体会。亚马逊总能让我购物车里再多花50美元，但我从不觉得这有什么不好。

Yeah, it's we're in the age of hyper personalization with all the AI things and the way folks know it. Amazon always manages to get me 50 more bucks in my cart, but I never feel bad about it.

这其中存在一个平衡点。有时你可能不介意多消费，但在圣诞节这类特殊时期，被推销多花50美元就会显得侵扰且冒犯。比如我现在不需要被推荐健康食品——毕竟我不是在为春假节食——但这不代表我永远不需要。

And there's and there's a way. There's a balance there. So there might be times when you don't feel bad about it, but around Christmas time or something along those lines when you don't wanna be pushed for 50 more dollars, that can become intrusive and offensive to you. So it's okay. I don't wanna be pushed the healthy foods right now because now I'm not on that diet for spring break, but that's not saying I never want that.

因此，通过AI工具分析客户行为趋势，理解品牌互动数据，并从长期周期中提炼价值变得至关重要——毕竟我们现在终于拥有了能真正处理这些海量数据的工具。

So being able to see the customer trends and how they've interacted with your brand and making sense of that data from a longevity cycle and using AI to do it because now we have the tools that can actually make sense of all of this data that we have is extremely important.

没错，这才是现在的关键所在对吧？我们几乎被数据淹没了。我在为大企业做客户体验咨询时，最常听到的抱怨就是：'天啊我们积累了这么多数据，却完全没用起来'。

Yeah. Because that's the real trick now. Right? We we're almost drowning in data, aren't we? You know, it's it's when I was working for large companies and I consult with a lot of big companies on CX, one of the biggest things I find, Matt, is that folks say, oh gosh, we got all this data, but we're not using it.

就像让数据烂在抽屉里是一种罪过。但你觉得这是不是因为人们被数据洪流淹没，根本不知道该如何处理？

Like it's a sin for it to end up in a desk drawer. But do think that's because folks are just just drowning in so much data and can't figure out what to do with it all?

我认为有几个原因：首先是数据量过大，其次企业系统都是信息孤岛。每个部门都有自己的数据仓库，却缺乏互通管道。而要构建统一的数据湖工程浩大。

Yeah. I think there's a couple of reasons for that. I think there is so much data, but I think that companies' systems are extremely siloed. So you have data in every division of these companies, and there's no conduit really to talk to it. And to build that that data lake is a very large endeavor.

所以关键在于如何运用客户体验工具（特别是AI），在这些数据孤岛间架设桥梁，整合信息生成推荐，最终形成客户全景视图。

So how do you use tools? How do you use CX tools, AI specifically, to be able to be that conduit between those data silos and pull it all together to make those recommendations and see that 360 to view 360 degree view of that customer.

明白了。那么客户体验技术如何帮助企业理解客户最看重的互动价值？这又回到了'理解'这个核心命题——但具体如何协同运作呢？

Got it. So how can CX technology help businesses understand what customers value most in their interactions? Again, we're coming back to understanding again, which is awesome. But how does that all work together?

很好的衔接。正如我刚才所说，多数企业的数据分散在各系统里。以大型连锁超市为例，它们同时经营药房和诊所——如何让这些数据互通？

Yeah, perfect segue. I think it's a lot of what I was just talking about. A lot of these organizations have data that lies in all of these disparate systems. So how can we pull all of that together? For example, I'll use a grocery store, a major grocery store that has a pharmacy also has a clinic.

关键是要建立数据对话机制：不是为了推销，而是基于信任提供帮助。比如在客服中心，智能虚拟助手正成为贯穿客户旅程的管道——无论互动频次，它们都能识别规律：'马特每月第二个周二来电，大概率是来缴费的'。

So how do you get that data to talk to each other, to make recommendations, to trust, not sell, to help, not sell, but be able to say this personalized journey directly to that to that customer. And there's a there's a great way, especially in the customer contact center, IVAs, intelligent virtual agents are becoming that conduit across that customer journey. So from start to finish, however many times you interact, they're able to pick up the trends. They're able to say, okay, Matt calls on the second Tuesday of every month. He's probably paying his bill.

我是需要将这项服务交给高成本的联系中心客服，还是可以通过人性化的自动化方式实现？比如，如果我正在计划旅行或经常出差，若只是将周三的住宿调整到周五，延长或缩短一天，我或许可以通过自动化完成。但如果我要安排一次为期十天的意大利阿马尔菲海岸之旅，我可能更希望与真人客服沟通，帮我规划并留意那些我可能忽略的细节。因此，在关键环节实现自动化的同时保留人性化服务极为重要。

Do I need to put that to a high price contact center agent, or can we automate that with a human like experience? Whereas if I'm planning a trip or I travel all the time, if I'm if I'm adjusting my reservation on Wednesday to Friday, stay by one day either way, I could probably do that automated. But if I'm making a ten day trip to the Amalfi Coast in Italy, I might wanna talk to a representative, a human, to help me plan and look at the things that I might not be looking at. So it's extremely important to have automation and key points, but also maintain that human touch.

是的，要知道，我现在特别推崇我们佛罗里达州莱克兰市的沃森诊所医疗集团，以及CVS连锁零售药房。我对他们近期开始的一些整合功能非常满意——有些甚至是最近才推出的。比如我可以直接登录系统申请续药，医生可能会询问也可能直接批准，然后我就会收到CVS的短信和APP通知说'您的药品申请已接收'。

Yeah, know, found that I'm a big fan right now of we have a healthcare group called Watson Clinic here in Lakeland, Florida, and the CVS chain of retail pharmacies. And I'm a big fan of the integrations I'm starting to see there, and some of this has just been very recent. But I can get on and say, I want to renew my prescription. My doctor maybe asks me a question or maybe doesn't, and they approve it. I get a text from CVS and a notification in my app saying, hey, we got your thing.

系统会询问'是否在此药房取药？'我确认后，如果价格较高，他们还会要求点击按钮或回复'是'进行二次确认，避免我到店后因价格吃惊。之后又会收到'药品已备好可领取'的通知。

Is this the right pharmacy to fill it from? Yep, sure is. And sometimes if it's more expensive, they'll actually say tap this button or reply yes just to ensure I don't show up. And they're like, hey, it's this much money and I freak out about it. And then they get another text saying, hey, it's ready for pickup.

如果逾期未取，他们会提醒'若在指定日期前未领取，我们将退回药品并取消处方'。虽然看似简单，但对我这样忙碌奔波又要管理多种药物的人来说，这简直是改变游戏规则的服务——有时候正因为操作如此便捷，才让我能及时拿到药物。

You can come and pick it up. And then if I don't, they'll start saying, if you don't come by this day, we're going to put it back and you're going to lose your prescription. And I thought, you know, it seems like the simplest thing to do. But for me, being busy and running around and traveling and all that stuff and having some prescriptions to manage, for me, that's a game changing thing. And it makes me it's a difference for me between getting my medicine and not getting my medicine sometimes because of how easy that is.

我真是太喜欢这种服务了。

I just love that stuff.

是的，Tony，你提到了我们Mosaic和Telavoc都非常关心的核心业务。零售药房是我们最重要的垂直领域之一。你描述的场景正是Mosaic为许多零售药剂师构建的解决方案，但我想进一步延伸。比如当你收到CVS的处方通知，说你的处方药可以取了，系统会问：你想要现在取药吗？

Yeah, Tony, you hit on something near and dear to our heart, both at Mosaic and Telavoc. So retail pharmacy is one of our biggest verticals. So that exactly what you described is kind of what Mosaic has built for a lot of these retail pharmacists, but I'm gonna take it a step further. So say you get that prescription notification from CVS, and it says your prescription's ready to pick up. Would you like to pick it up?

选择是或否？哦对了，你是否知道还有另外两份自动配好的处方药也可以一并领取？这样不仅促使你按时取第一份药，现在又多了两份处方需要领取。顺便提醒，现在是流感季，你需要我们的临床医生为你接种流感疫苗吗？

Yes or no? Oh, by the way, did you know that you have these two other prescriptions that are auto filled that are ready to be picked up as well? So not only are you adhering to that one script, now they have two more script pickups. Oh, by the way, it is flu season. Would you like to see one of our clinicians for a flu shot?

这就从单纯的取药服务升级成了临床诊疗，对零售药房来说利润更高。在整个过程中我们还支持双向短信互动，比如患者可以回复说：对了，我感觉不太舒服，能否顺便看下你们的驻诊医生或执业护士？这样就产生了门诊问诊。患者还可以咨询：胃部不适是这个药的副作用吗？

Now it's a clinical visit, not just an Rx visit, which is higher margin for that retail pharmacist. And then we have the ability for a two way text when you're doing all that to say, Oh, by the way, I'm not feeling very well. Can I see your doc in the box or your nurse practitioner while I'm there? Then you get an office visit. Then you can say, oh, is an upset stomach a side effect of this medication?

通过结合客户提供的知识库使用生成式AI（注意我们不提供医疗建议，毕竟不是医生），系统可以回答：是的，这属于常见副作用，以下是其他可能出现的反应。整个流程可以完整闭环。当患者完成临床问诊、接种疫苗或看完执业护士后，还能发送满意度调查。医疗行业非常依赖星级评分体系。

And using generative AI with the knowledge base that the customer provides, not medical advice, we're not doctors, but be able to say, yes, it is common. Here's some side effects also. So you can take that all the way through. And then once you get that clinician that visit to the clinician, your flu shot, you see the nurse practitioner, you can also send a post survey. Health care is extremely reliant on ratings and stars.

比如可以询问：您对本次CVS门店服务的体验如何？通过这种方式不仅能促进销售，还能进行患者教育——您知道在MinuteClinic取药时还能完成全套医生问诊吗？这对零售药房来说是巨大的收入增长点，因为每张处方的背后都意味着可观收益。我们要确保顾客不仅能定期取药维持健康，还能发现他们可能需要的其他处方。你提到的这个例子正是我们非常擅长的领域。

So you could say, how was your visit at your local CVS? Again, being able to help not sell and educate on, did you know that you could have a full doctor's visit in this MinuteClinic while you pick up your prescription? And that is a huge revenue driver to retail pharmacy because every time they put a prescription back, it's a lot of money. So and every time they wanna make sure that they're not only picking up their regular prescription for customer health, but also any other prescriptions that they might have. So that's a great example that you brought up that we do very well here.

各位，这完全是计划外的。事情就这么自然而然地发生了。我投入了大量时间。医疗保健是我深切关注的领域。德克萨斯州的一些大型医院曾是我的长期客户，我为他们的许多后勤人员及团队提供过 hospitality 技能培训。

Well, and that was unplanned, folks. That just kind of worked out. Spent a lot of time. Health care is near and dear to my heart. Some major hospitals in Texas were long term clients to do hospitality skills training for a lot of their support staff and their teams.

我坚信 hospitality 与医疗保健领域的结合。但我也非常认同你提到的那些辅助服务——因为当我收到同样的提醒时（大约两年前我做过一次大型胸腔手术），凡是涉及肺部的通知，我的医生和药房都会立即提醒我，他们的系统能识别出与肺部相关的医嘱。所以当流感疫苗开打时，我马上会收到通知让我去接种或直接到CVS药局。显然还有肺炎疫苗这回事。

I'm a big believer in the hospitality and health care space. But I do love what you said about some of those secondary services because when I do get those same notices too, I had a huge thoracic surgery, gosh, almost two years ago now. And so anything that comes up with lungs, my doctor prompts me and so does my pharmacy because they're using something in there that knows if it has to do with my lungs, I need to go do it. And so when the flu shots are there, boom, I get a thing saying get in and get it or go over to CVS. Apparently there was a pneumonia shot.

我之前完全不知道。几年前正是因为系统弹窗提醒，我才接种了肺炎疫苗。这让我感觉在很多方面，这确实是个性化的健康管理旅程。我知道人们多么依赖HCaPS或Press Ganey系统——对在座的各位说明下，这些是影响政府拨款、客户满意度调查和患者评价的评分体系。我深知其重要性。

I had no idea. I got that a few years ago because it popped up in my thing. And so I do feel like it's a real personalized health journey in a lot of ways knowing how folks rely on HCaPS or Press Ganey. And for those of you out there, are the survey scores that help with government funding and customer survey results and patients and all that stuff. But I know how important that is.

对我而言，这确实有助于提升我的评分。

For me, it really helps drive my ratings up.

完全同意。顺着这个思路，这类通知能在不过度侵扰的情况下，确保你遵守各类预约。要知道，患者爽约会带来巨大收入损失。所以预约提醒功能——没错。

Absolutely. And on that same thread, it also, with that notification, without being so intrusive, it can ensure that you adhere to that appointment, whatever that appointment may be. So there's a huge loss revenue with people not showing up. So reminder appointment reminders. Yep.

现在觉得时间不合适？这里可以便捷地改约。可用时段一目了然。这些前端操作已经完全不需要人工介入了。

Inconvenient now, here's a conveniently to switch your appointment. Here's the time available. You don't need a human to do that anymore. So this can all be automated on the front end.

我非常欣赏这点。你说得对。我的Watson诊所APP就允许我随时改约——由于出差和行程安排，我经常需要调整。所以确实很感谢这个功能。不过有趣的是，我们讨论了很多关于科技化客户体验的策略...

And I do love that. And you're right. My my Watson Clinic app allows me I have to move appointments all the time because of travel and bookings and stuff like that. So, yeah, no, I I I appreciate that. But, you know, it's it's interesting because we've talked a lot about these tech CX strategies.

但考虑到当前技术、AI等领域的飞速发展，企业领导者该如何在CX科技策略中保持人性化触感？这些元素该如何协同共存，Matt？

But given the evolution of all of this stuff, right, and the pieces around tech and AI, how can leaders, business leaders and organizations maintain this human touch in their CX tech strategies with all of this evolution that's happening? How does this stuff stay together, Matt?

当下的技术演进本质是补充而非取代。任何优秀的客户体验都会保留人性化接触。就像我之前说的商务差旅和周年纪念旅行预订案例——你应该释放高价值员工去处理真正需要人工介入的复杂问题、增值服务。而那些常规性、机械化的流程完全可以自动化。

Yeah, this evolution that's happening is intended to supplement, not replace. Any good customer experience is still going to maintain that that human touch. So going back to my example of of booking a trip a business trip versus an anniversary trip, you wanna be able to free up your best employees and your high dollar employees to really help customers where it's needed. Complex problems, upsell problems. The mundane, the easy, the routine, that can be automated.

修改密码、账单支付这类操作，就该从客服代表肩上卸下来，让他们去处理需要人性化解决的复杂问题。你会看到惊人变化——不仅是客户满意度(CSAT)提升，员工满意度也会上涨。毕竟谁愿意整天接听重复的密码重置电话呢？他们更希望能帮客户设计厨房方案并提供专业建议。

Changing my PIN, being able to pay my bill, things along those lines, take that off of your customer service representative shoulders and let them deal with the human things problems that are are solving either complex problems or helping people. You're it's amazing what you see. You see not only an increase in CSAT score on the customer side, but also employee scores. Like, I didn't have to take back to back to back to back calls for the same password reset. I actually got to help somebody build their kitchen and recommend things that they want.

因此，人机协作始终是这一领域的核心部分，构建正确的工作流程至关重要。我们现在正达到一个阶段，AI能够提出建议性工作流，它理应如此，因为它会在过程中学习。但我们仍需围绕这些制定业务规则。

So human in the loop and all is always gonna be a huge part of this and building the right flows. We're getting to the point now where AI can make suggestive workflows, and it should because it learns on its way. But we're still gonna have to write the business rules around that.

同时确保所有系统都足够智能，知道何时需要重新引入人工干预，对吧？并且要无缝衔接地完成这个过程？

And and making sure everything's intelligent enough to know when to get a human back in the loop. Right? And and do it seamlessly?

是的，要无缝衔接。最糟糕的体验莫过于当问题升级需要人工介入时，客户不得不从头开始解释。所以我们如何传递整个交互过程——不仅是当天的，还包括过去九十天的片段信息——让客服人员能快速掌握并解决客户想要处理的问题？

And to do it seamlessly. And once you do, the worst possible experience you can have is once you get a human back in the loop or it's escalated, starting all over again. So how do we pass that whole interaction, not just today's, but the last ninety days in snippets that that agent can quickly pick up and solve the problem that the customer is looking to to address?

有趣的是，马特，这实际上将客户体验科学与待客之道的基本原理联系起来了。就像我们使用聊天机器人时——我们都知道大多数人最初都会使用聊天机器人对吧？当问题变复杂后才会转人工。我特别讨厌他们问'那么您遇到什么问题了？'，就像我讨厌在餐厅向服务员反映问题后，经理出来时又问'有什么问题？'一样。

And it's funny because, Matt, this actually connects CX science and hospitality fundamentals on that because it's much akin to me if I'm on a chatbot, and we all know most of us start with chatbots, right? And then we get passed to a human at some point if it gets too complicated. I hate it when they say, okay, so what was your problem? As much as I hate when I tell a restaurant server I've got a problem or a need. And then when the manager comes out and says, so what's the problem?

难道你的服务员连花两秒钟说明我的牛排是生的都做不到吗？你懂我意思吧？这完全不同于另一种处理方式——对方直接说'我听说您的牛排烹饪过生了，对此非常抱歉'。因为绝不该让愤怒的客户重复抱怨同一件事，对吧？

Did your server not take two seconds to say that my steak was raw? You know what I mean? So to walk out because it really is a difference between what's the problem here and hey, I heard that your steak was really undercooked. I am really sorry about that because you don't want a customer to ever have to repeat something they're pissed off about, right?

当然不应该。这正是运用AI和机器学习处理所有交互的美妙之处——它还能极具预测性地说：根据语气、用词，客户可能对这个不满。虽然不总是准确，但你可以验证，这样就有处理基础，完全避免了像托尼你说的让客户重复抱怨的情况。

Well, abs absolutely not. And that's the beauty of being able to use the AI and machine learning across all these interactions is it it can also be extremely predictive and say, hey. Based on tone, tonality, words, this is probably what they're getting upset about. Not always right, right? But you can check it and then you have a basis of which to address that without, to your point exactly, Tony, having them say it twice.

市场环境持续变化对吧？无论是AI技术、政治局势还是全球市场，变革无处不在。考虑到这些宏观因素，在预算紧张的情况下，企业应该聚焦哪些客户体验举措来培养信任与忠诚度？马特，我们听众中有很多全球200强企业高管，也有许多中小企业主。

The landscape continues to change, right? Whether it's AI and that kind of stuff, whether it's politics, whether it's global markets, there's just changes in the air, right? So when we think about all that landscape stuff, what CX initiatives should folks be focusing on to foster this trust and loyalty, knowing that budgets are tight? And Matt, we got a lot of listeners out there who are our Global 200, you know, Fortune 200 leaders. We also have a lot of small business owners.

还有大量经理和高管收听节目，我们的受众面很广。对于正在收听的各位，基于当前形势，你会给他们什么建议？应该考虑哪些方面？

We've got a lot of managers and executives who listen. So we cut a pretty wide swath on the show. But what advice would you give the gang out there listening, you know, kind of where we are now and what should they be thinking about?

好的。我认为核心在于价值实现速度。现在任何寻求资本投入的方案，大概率都带着ML或AI这些关键词。我们如何确保在短期内创造价值？

Yeah. Sure. I I think it all boils down to time to value. So anybody that's looking for some sort of capital investment right now, odds are it's got ML or AI, those four letters somewhere in the title of that brief to the executive. So how can we ensure that we're creating value without a long runway?

关于智能虚拟助手(IVAs)，我一直在强调它们部署简单，能快速显现成本效益——九十天内就能降低成本。更重要的是能优化劳动力配置。对于季节性波动大的企业，比如进入第二、三季度时，它可以灵活伸缩而无需频繁招聘裁员，通过自动化流程降低成本的同时助力营收增长。

So what I've been talking about in the IVAs is intelligent virtual agents is easy to stand up, and it's very easy to see the cost effect cost efficiencies quickly. We're talking ninety days to be able to take cost out. But also, most importantly, it it helps with the labor force. So businesses that have huge seasonality as we get into q two, q three, it's able to ebb and flow without having to hire and and and scale back. And it's able to automate all of those and bring costs out of the business and help build revenue as well.

所以你需要的是能快速见效的价值实现，一些能迅速落地并看到成本效益的措施。

So you want time to value, something that you can implement quickly that you're gonna see see some cost efficiencies.

进入快速问答环节前最后一个问题。您对患者环节有独特见解对吧？出于好奇，根据您合作的机构经验，对于患者或医疗领域人士，您会给出什么特别建议或警示吗？如果您要和他们交谈，在客户体验或类似领域，您观察到哪些市场现象想分享给他们？

One last question before we head into the lightning round. You've got this lens into kind of the patient piece, right? And just out of curiosity, from your lens, knowing those organizations that you work with, are there any particular pieces of advice or watch outs that you would share with folks in the patient or health care space? Just if you were going to talk to them, is there anything on you that you're seeing in the market that you'd like to share with them around CX or or that kind of thing?

是的。我认为尤其在讨论患者和医疗时，人们对AI可能存在些许顾虑。这是个误解。医生和从业者并非用AI来诊断你。就像我刚说的解放客服代表那样——

Yeah. I think that there there might be, especially as we talk about the patient and health care, there might be a little trepidation around AI. I think it's a misunderstanding. Your your doctors and your practitioners are not using AI to diagnose you. This is freeing up much like I just talked about being able to free up customer service representatives.

这能让从业者专注于最擅长的工作。通过自动化患者旅程中的登记表格环节，现在他们可以立即接诊。再见了，前台45分钟的等待填表时间。从填补护理缺口到术后跟进，AI正在医疗领域简化所有流程，它将极大帮助每个人节省时间，更重要的是，让你信任的那些负责你健康和护理的人能专注本职工作。

It's freeing up the practitioners to do what they do best. It's automating that patient journey in terms of intake forms. So now they're ready to see you goodbye forty five minute off front office waits because you have to fill out your your paperwork. It is really it's it's helping simplify everything from care gap closure and post op, and that's where this AI is going in health care, and it's gonna help everybody immensely from a time and most importantly, freeing up the people that you wanna see that you're trusting with your health and with your care to be able to do just that.

马特，按你刚才说的，我以后就诊时不用填表了？

So Matt, what I just heard is I'm not going to have to fill out forms when I go in.

没错，不用填了。

No, you are not.

没什么比这更让我恼火的了。和患者群体交流时经常听到：我明明乖乖在线填好了表格，到场后他们还是递给我写字板和笔。前天就发生过，我问这是干嘛？每个人都得填。

Nothing aggravates me more. I hear this a lot when I talk to folks in the patient space. I filled out my forms online like a good soldier and then I show up and they still hand me the clipboard and the pen, right? It just happened the other day and I said, what's this about? Everybody has to fill it out.

我们也不清楚原因。请配合填写并保持安静——虽然对方说得很委婉，但意思就是：知道你在线上填过了，但我们的系统还没完全打通。

We don't know why. Just please go away and fill it out and shut up. Right. It was kind of what a very, very nice about it. But they were like, yeah, I we get it.

他们表示理解，但说系统尚未实现数据互通。

We know you put it online. Our systems don't quite talk together yet.

这不正是最糟心的吗？这就是系统割裂的恶果，不仅存在于医疗行业，而是所有领域。而AI正是解决这类沟通的工具，你再也不会听到"托尼，我也不知道为啥要重复填，反正就是得填"这种话了。

Isn't that just isn't that that the worst that is that goes back to those disparate systems, and it's not just in health care, health care, but it's across all industries. So this is a tool that helps all of those talks. So you don't get the, I don't know why we got to do it, Tony. We just got to do it. Know?

这是规定。我老板说的。对，我明白。嗯，太棒了。

It's a rule. My boss said so. Right. I hear you. Well, fantastic.

嘿，朋友们，如果你们喜欢这次对话——我知道你们肯定喜欢——记得点赞订阅，打五星好评，说点好话，帮我们保持《客户服务学院》全球顶尖播客的地位。特别感谢FeedSpot将我们列入2025年十大客户服务和十大客户体验播客榜单，我们深感荣幸。话说回来，马特，准备好进入快问快答环节了吗？

Hey, folks, if you are loving this conversation, and I know you are, make sure that you like and subscribe, leave five stars, say something nice, you know, help keep Customer Service Academy one of the top podcasts in the world. And thank you very much to FeedSpot for including us on their top 10 customer service and top 10 customer experience podcast for 2025. We are so grateful. But all that said, Matt, are you ready for the lightning round?

放马过来吧，托尼。

Hit me, Tony.

好嘞。五个快问快答，让我们更了解生活中的你。马特，你最喜欢的爱好是什么？当你不钻研AI的时候，最爱做什么事？

Alrighty. Five quick questions, five quick thoughts to get to know you just a little bit better as a person. What's your favorite hobby, Matt? When you're not when you're not getting it done in AI, what's what's what's your favorite thing to do?

爱好啊托尼。我有四个12岁以下的孩子，所以十二年前就和爱好说再见了。

Favorite hobby, Tony. I have four children under 12, so hobbies went out the door a long time ago twelve years ago.

我猜接送孩子就是你的爱好吧。

Carpooling sounds like your hobby would be my guess.

我现在是个专职司机，但最重要的是——我发现自己是个教练。我热爱执教，孩子们参加的所有运动我都教，橄榄球、棒球、长曲棍球。所以如果没在开车，你准能在球场上找到我。

I am am an Uber driver, but most importantly, what I've learned is I'm a coach. I love to coach. I coach every sport that they're in, football, baseball, lacrosse. So if I'm not, burning up the road, you can find me on a field.

在你看来，现在哪个品牌在客户服务方面做得特别出色？

What brand's getting it done out there for you in in the universe? Well, who's given really good customer service out there that that really speaks to you?

关键还是感受，对吧？就像我们刚才聊到的，好客之道在这方面做得最到位。

You know, it goes back to it make how how I feel. Right? That was easy. You've brought it up a couple of times in this conversation. Hospitality, good hospitality nails this.

我和大儿子健身常去家本地餐厅——鸡蛋煎饼屋（向Crabapple分店问好），我们车刚停稳，店员就备好儿子的巧克力奶、我的咖啡和矿泉水，不用点单餐食很快就上桌。当然，万一哪天我们不想吃老样子就另当别论了。

We have a local diner that my oldest son and I go to after the gym that when we pull up eggs up grill, shout out to you and crabapple. When we pull up, they see the car. They've got my son's chocolate milk. They've got my coffee and my water, and the food is not far behind without ordering. Heaven forbid, we are not in the mood for our regular.

两秒内就搞定了，而且他们脸上还带着微笑。离开时你会觉得他们了解我。说到个性化服务，这真是太棒了。

It's out in two seconds. And that's done with a smile on their face. You leave there feeling like they know me. Talk about personalization. It's great.

马特刚才说得很好。没有什么比一个懂你的品牌更棒了，走进去就觉得'他们懂我'。百分之百同意。你刚才正好提到这个话题，最喜欢的食物是？

And Matt makes a great point there. There is nothing that beats a brand that knows you or you walk in and say they get me. And so 100%. So you were just on this topic, favorite food?

最喜欢的食物啊。虽然在中西部出生长大，你可能以为会是牛排土豆，但我对优质寿司情有独钟，托尼。

Favorite food. Oh. So born and raised Midwest, you would think steak and potatoes, but I have a strong affinity to good sushi, Tony.

好的。那你做过最有趣的工作是什么？

Alright. How about the most interesting job you've ever had?

我一直从事客户服务工作。高中时在商场亭子卖过太阳镜，就是那个Oakley眼镜摊。在商场中央向人推销眼镜很有意思。但最有意思的工作是15岁时在家乡乡村俱乐部做宴会布置，亲眼见证婚礼和派对的前前后后，非常有趣。

So I have been customer service through and through. I was the mall kiosk worker back in high school, so the sunglass hut. So, selling Oakleys to people in the middle of the mall was very interesting. But one of the most interesting jobs I've ever had is banquet set up at 15 years old for a country club in my hometown. To see all the weddings and the parties both beforehand and afterhand was was a very interesting job.

各位如果不了解乡村俱乐部的运作，每个会员都以为所有员工是专门为他服务的。他们会这么告诉你。最后但同样重要，你最喜欢的度假胜地是哪里？喜欢去哪里放松？

And folks, if you are not familiar with country club logistics, every member of a country club thinks every employee works directly for them. For them. Will tell you that. And last but not least, your favorite vacation spot. Where do you like to get away from?

我和妻子带着四个孩子，我们喜欢去加勒比海。如果没躺在沙滩上发呆，就是在蒙大拿山区滑雪。

So my wife and I said four kids. We love to get down to The Caribbean, and if we're not sitting on a beach doing nothing, you will find us in the Montana Mountains skiing.

太棒了。马特，这次对话很愉快。如果大家想了解更多关于你、公司或业务的信息，怎么联系你？最佳联系方式是什么？

Fantastic. So, Matt, this has been great. How can people get in touch if they wanna learn more about you, the companies, what you do? What's the best way for them to get in touch?

当然可以。直接联系我matt.whitmer@mosaic,mosaicx——看出来我们的小心思了吗？后面加.com。

Yeah. Absolutely. You can contact me directly at matt.whitmer@mosaic,mosaicx. See what we did there? Dotcom.

或者访问mosaics.com，我们有丰富资源：白皮书、产品演示等。但请随时直接联系我。

Or you can go to mosaics.com, and we have a wealth of information. We have white papers. We have demos. Yeah. But please do not hesitate to reach out directly.

各位，我们会把所有相关信息放在节目备注里。反正你们都会在下面打五星好评的。所以赶紧点击查看那些链接吧。不过再说一次，这些内容都会在节目备注里提供给你。马特，再次感谢你，这次访谈真是太棒了。

And folks, we will leave all of that information in the show notes. You're going to be down there leaving five stars anyway. So go ahead and click on over and and head on over and check out those links. But again, will be in the show notes for you. Well, Matt, again, fantastic interview.

感谢你今天来到演播室。谢谢你参加我们的节目。

Thanks for being in the studio today. Thank you for coming on the show.

是的，托尼。非常愉快。谢谢你邀请我。

Yeah, Tony. It was great. Thank you for having me.

不客气。好了各位，这就是我们今天的节目。记住，我们仍处于服务业的伟大复兴之中。切记不要打价格战，要打价值战。

Of course. So folks, that is our show. Remember, we are still in the middle of a great service comeback. Remember, you do not want to compete on price. You want to compete on value.

要在客户体验上竞争，在待客之道上竞争，在解决问题上竞争。所以务必做到这些。同时别忘了去查看节目备注，也去看看马特那个超棒的网站。

You want to compete on customer experience. You want to compete on hospitality. You want to compete on solving problems. So make sure you're doing that. And also make sure you head on over and check out the show notes and head on over and check out Matt's amazing website.

还可以上amazon.com看看我的书《Together We Serve》。就是托尼·约翰逊写的《Together We Serve》，有平装版、电子版，我还会亲自为你朗读有声书版。那么在下期节目之前，我是你们的客户体验策略师兼培训师托尼·约翰逊，提醒你们始终把客户放在一切工作的中心，因为那里才能创造最惊人的可能。再次感谢收听，我们下周再见。

And also head over to amazon.com and check out my book Together We Serve. That's Together We Serve by Tony Johnson on Amazon. You can get that on paperback, digital, or I'll even read it to you on audiobook. So until next time, I've been Tony Johnson, your customer experience strategist and trainer, reminding you to keep your customers at the center of everything you do, because that's where the most amazing things are possible. Thanks again for tuning in, and I will talk to you next week.

这里是托尼·约翰逊主持的《客户服务学院电台》。托尼可受邀为您的活动、会议或研讨会进行演讲。祝您拥有充满客户关怀的精彩一天。

This has been Customer Service Academy Radio with Tony Johnson. Tony is available to speak at your event, meeting, or workshop. Have a powerful customer focused day.