客户的初体验
国内B2B营销资料少之又少，国外的资料又很少传入国内。因此To B CGO决定将国外优秀的B2B营销资料、书籍翻译成中文，分篇幅发布出来，以便供国内To B市场人学习与探讨。
我们现在已经有15个小伙伴啦~他们来自国内知名企业，英文水平都巨好！正是他们的辛劳付出才有了大家所见到的一手外文干货。
目前我们翻译的是《订阅营销》第6章，作者是Anne H.Janzer。
本篇译者：刘凌 微软（中国）高级市场经理
创建客户启动计划
市场人最爱的环节估计就是客户发布或者启动计划了，包括各种你能想到的，产品发布，公司发布，新书发布，只要你能想到的，我们都能发布。不说别的，一次发布让我们充满成就感并且有了充足庆祝的理由。
In all the excitement about the glamorous, high-profile launches, it’s easy to neglect the many small but critical events happening all around you —customer launches. Over time, the cumulative effect of these individual beginnings has a larger impact on your business than any media launch event.
在所有令人兴奋的，迷人的而高调的发布中，会让你很容易忽视周围发生的许多小而关键的事件——客户启动。随着时间的推移，这些个体事件的累积效应对您的业务的影响比任何媒体发布会都大。
If you’re looking for the low-hanging fruit of value-nurturing strategies, you’ve found it. Something motivated the person to become a customer. Do what you can to guide people to ongoing success before they lose momentum and forget why they signed up.
如果你想追求的是价值培育的低悬果实，实际你已经找到了，就是那些促使这个人成为你的客户的原因。你只要尽你的全力，在他们失去动力或者忘记初心之前去引导他们成功就好了。
Creating a customer launch plan makes sense for almost any business and works equally well for subscription-based and traditional business models. There’s almost no excuse not to have a customer launch plan. Plus, there are powerful psychological reasons for taking action right away.
创建一个客户启动计划，无论是在传统商业模式下，还是在订阅模式下，对绝大多数业务都是同等必要的。我们没有理由去忽视它，更别说这其中其实还有很多有力的心理学上的原因。
Design the launch plan to get customers working with and realizing value from your solution as quickly as possible. An early success feeds the positive confirmation bias , or our tendency to look for evidence to support the decisions we have already made.
请尽早去设计你的客户启动计划，让客户参与进来并且从你的解决方案中找到价值。达成越早，越能产生正向确认偏差效应，或者说，人们有意愿为已经做出的决定去寻找支持证据。
Immediately after making a choice, we look for signs to confirm that the decision was a good one. As behavioral economist Richard Thaler writes in his book Misbehaving: The Making of Behavioral Economics , “People have a natural tendency to search for confirming rather than disconfirming evidence.”
在做出决策之后，我们会马上去寻找迹象来佐证这是一个完全正确的决定。行为经济学家 Richard Thaler在他的著作《行为不端：行为经济学的诞生》中写到“人们天生更愿意找寻确定的证据，而不是否认的事实。”
We look for those experiences that prove us right in choosing to subscribe, so the early days of a subscription are a valuable opportunity to supply that confirming evidence.
That’s why the “customer onboarding” or welcome experience is so critical. The first interactions confirm that the subscriber made a sound decision to use the service. Because making decisions takes effort, we’d rather not analyze them repeatedly. If we start using the solution with good results, we will probably continue.
我们会寻找经验来证明我们的订阅或购买是正确的，所以在订阅的早期给客户提供一些支持证据是非常有必要和有价值的。
这就是为什么客户引导或者新客欢迎体验是如此的至关重要。最初的使用体验能够帮助客户确认订购服务的正确性。做决定需要花费很大的精力，我们其实不愿意一次次重复这个过程。如果在使用一个解决方案的起始能够有好的体验，我们会更加愿意持续使用。
REDUCE THE BARRIERS TO GETTING STARTED
降低使用门槛
According to ServiceSource, provider of recurring revenue and customer success management solutions, a 90/10 rule applies for new subscribers. If a customer doesn’t start using your solution within ninety days, there’s only a 10 percent chance they’ll become a loyal customer. Although this data may be skewed toward technology solutions, the general concept holds true for nearly all subscriptions. If people don’t start using them, the reasons for subscribing may fade from their memories.
根据重复付费和客户成功管理解决方案提供商ServiceSource的统计，新的业务订阅者适用一个90/10规律。就是说，如果一个客户在购买后的90天内不使用这个产品，那么他以后成为你忠实用户的可能性只有10%。尽管这个方案更偏向科技解决方案，但是普适于几乎所有的订阅类产品。如果客户在一开始没有用起来，那么他们很快就会把购买的这个订阅产品给忘了。
Your launch plan might start with a series of emails with links to videos or other useful resources. Give people a way to opt out. Treat every email, every transaction, and each bit of communication as an opportunity to reinforce the reasons for choosing your business.
客户启动计划的起点可以是一系列邮件，里面包含各种使用方法的视频或者其他有用资源的链接。同时，你也要给客户一个退出机制。把每一封邮件，每笔交易甚至沟通的每个细节都当成强化客户选择你的产品原因的契机。
Have you ever wondered why Apple invests so heavily in packaging design for its products? From the moment you open the box, you sense that you are using something special, and it colors your experience going forward.
你有没有想过为什么苹果公司在产品包装设计上投入如此巨大？他们要让客户在打开盒子的一刻，就能切实感觉到在使用一个与众不同的产品，并且让今后的体验延续此感受。
You may not be shipping products in a box, but your initial interactions with customers are the metaphorical equivalent. Pay attention to the details of how your customers unwrap and explore the experience.
The customer journey does not end at the sale; rather, the point of sale is where the story starts to get interesting, at least from the customer’s perspective.
可能你的产品并不是装在盒子里的，但是道理是相通类似的。一定要重视你的客户拆解和探索你的产品的初体验。购买并不是客户旅程的终点，从客户角度来看，其实它更像一个逐渐被引起兴趣的起点。
The first act of nurturing value can be as simple as crafting each step of the setup with care.
For example, whenever you subscribe to an application or email service, you inevitably see a message like: “Check your email for a confirmation link.” In the United States, this double opt-in ensures that email subscriptions meet anti-spam regulations. It protects the business by validating that the person signing up for the service is associated with the email account being claimed.
价值培育的第一步，其实可以很简单，简单到用心打磨起始安装的每一步。
举例来说，当你订阅一个应用或者邮件服务的时候，你肯定会看到一条像这样的信息：“请查看您的邮件中的确认链接。”在美国，这种双重退出机制确保邮件订阅能够满足反垃圾邮件规则。同时，这个方式能够确保订阅这个服务的人就是这个商业邮箱的使用者。
What does that opt-in confirmation email look like to subscribers? What is the tone and style? Do you anticipate any problems that people may have? Where do you send them when they click the link to confirm the subscription? What’s the first thing a new customer is likely to want to see?
Walk through the customer setup process, looking for every opportunity to create the right impression and guide the user to the next step.
对订阅者来说，这封确认邮件到底什么样呢？邮件文字的预期和形式是什么样子的？你能否预见客户可能有的任何问题？当客户点了确认订阅的链接之后，你打算把他们引导到哪里？作为一名新客户，他们最先想看到的是什么？
请你自己操作一遍客户设置流程，抓住每个给你的客户留下积极印象的机会，并且指导他们下一步。
WELCOME EMAIL
欢迎邮件
Your launch plan might be as simple as a well-constructed welcome email. You do have one, right?
I must confess: I sometimes sign up for applications in the heat of the moment, and then don’t get started with them. I may forget that I have signed up at all. A well-written welcome email can save the day.
客户启动计划可以非常简单，比如一封结构良好的欢迎邮件。你们公司确实有，对吧？
我必须承认，我有时会一时冲动订阅某个应用，但是从来不用。我可能都会忘了我到底订阅了什么。但是，如果有一封欢迎邮件的话，情况就可能会不同。
When I signed up for the Haiku Deck service for creating online presentations, I wasn’t actually working on a presentation at the time. Months later, I needed to use the service. After searching through my email, I found a welcome letter that refreshed my memory and got me started, including:
How to log on (and how to reset a forgotten password)
Links to getting started materials and tutorials
A link to frequently asked questions
记得我当初订阅创建在线演示服务Haiku Deck的时候，我当时手头根本就没有什么演示相关的事情在做。而几个月之后，我需要使用这个服务了。我在我的邮箱里找到了欢迎邮件，让我想起了这个应用，同时引导我上手：
·如何登录（如何重置忘记的密码）
·如何开始使用的相关链接
·常见问题
Better yet, the email was written in a conversational, friendly style and reminded me why I had signed up for the service. The welcome email can play a critical role for people (like me) who sign up and then wait before taking action.
这还不止，这封邮件用一种对话式的友好方式写就，让我一下子想起我到底是为什么订阅了这个服务。所以可以看出，欢迎邮件对于我这种订阅了但是要等一阵才会真正使用的客户来说非常重要。
Another great welcome example comes from Buffer, the social media sharing and scheduling service. Once I signed up for Buffer’s “Awesome” plan, two emails arrived right away.
另外一个很好的例子来自社交媒体分享和日程安排服务提供商Buffer。当我订阅了Buffer的“高级”服务包，我马上收到了两封邮件。
The first, from the account of co-founder and CEO Joel Gascoigne, welcomed me as a subscriber, setting a personal tone for the ongoing relationship. He also reminded me that I could cancel at any time . Not many businesses do that when you first sign up. Simply seeing that statement made me trust the company just a bit more.
第一封，用这家公司的创始人兼CEO Joel Gascoigne的口吻来欢迎我成为他们的订阅客户，让我感觉这段使用旅程就像人们日常交往一样。同时，他提醒我，我随时都可以取消这个服务订阅，这点并不是所有的服务在你一开始订阅的时候就会告诉你。这些做法让我对这家公司的信任又增进了一些。
The second email was a payment receipt, but here, too, Buffer made the transaction fun and personal, including a picture of the Buffer team at a
work retreat. The email ended with this quote: “We will also do our best to provide great value for you day in and day out.”
第二封邮件是服务付款收据，但是同样，Buffer把这个变得很有趣也很人性化，他们附上了一张Buffer团队团建的图片。邮件结尾是这样写的：“我们将尽我们的最大努力为您创造价值，日复一日。”
Remember what I said about the job of subscription marketing: earning trust and nurturing value? In its two welcome emails, Buffer declared its intention of doing both. Well done.
The launch plan isn’t all about automated emails and online onboarding. Sometimes, the best welcome is personal. The more high-tech your solution, the more powerful a personal connection can be, through email, a phone call, or even a handwritten note.
还记得我说的关于订阅类型产品市场营销工作的核心是什么？获得信任并且培育价值。通过这两封欢迎邮件，Buffer体现了实现这两个目标的决心，非常好的例子。
客户启动计划不仅仅是自动触发的邮件和在线使用引导。有时，最好的欢迎方式其实是需要真人互动的。你的解决方案越高科技，人和人之间的互动越有作用，比如邮件，电话，甚至手写便条。
AUTOMATED ONBOARDING PROGRAMS
自动的客户引导计划
Technology makes it possible to see what your customers are doing with your solutions and spot whether they’re off to a good start or not. When operating at scale, find ways to automatically track usage and adoption. If it looks like the customer isn’t succeeding, reach out and see if you can help.
现如今的技术可以让你看到你的客户用你的解决方案做了什么，也能让你发现客户到底是有个好的还是糟糕的开始。当你在扩张你的业务的时候，请找到一个自动跟踪使用率和接受度的方法。如果你发现客户貌似没有使用好，请联系他并提供帮助。
Test the onboarding carefully, with people both inside and outside the company.
制定了引导计划之后，请在公司内部和外部仔细的进行测试。
If you want to see examples of the good, bad, and ugly of user onboarding, check the “teardowns” published by Samuel Hulick on his site, useronboard.com . I guarantee that you will learn something, and return to look at your own onboarding process with fresh eyes.
如果你还想了解更多的优秀的，失败的，甚至糟糕的客户引导方式，你可以参考这个链接useronboard.com里Samuel Hulick 发布的“teardowns”部分。我敢肯定你会学到一些东西，并且会用一个全新的视角回去审视你自己的客户启动流程。
往期章节