後記/도서2016. 9. 2. 11:50

1.

우리은행 도서이벤트 페이지 북칼럼.

고객서비스는 예측의 기술이다...   나는 어떤 고객서비스를 제공하고 있는가? 나의 고객들은 나에게 무엇을 바라는가? 나는 어떠한 예측의 기술을 익히고 사용해야 하는가? 과연 우리 업계에 적용될 수 있는 이야기인가? 적용될 수 있다면 어떻게 적용해야 하는가? 

 

 

2.

고객서비스는 예측의 기술이다
  • 서비스를 통해 고객을 만족시키고 끌어들이려면 ‘예측의 기술’이 필요하다. 예측 고객서비스는 마법을 일으켜 고객의 마음을 사로잡는다. 그 결과 열렬한 고객이 탄생하고 충성도 높은 브랜드가 만들어진다. 당신이 그들의 요구와 희망을 제대로 예측하는 서비스를 제공할 때 고객은 그것 없이 살 수 없다는, 혹은 그것이 없는 삶은 정말 원치 않는다는 기분을 느낄 것이다.

    첨단기술이 발달한 현대에는 예측 고객서비스가 어느 정도로 발전했는지 애플과 넷플릭스의 예를 들어 살펴보기로 하자. 애플이 제공하는 고객서비스의 차이점은 바로 애플스토어에 있다고 생각하는 사람들이 많다. 독창적인 디자인의 매장으로 유명한 애플스토어는 전자제품 판매에 있어 일대 혁명을 이루었다. 애플스토어의 예측 고객서비스는 고객이 도착하기 전부터 시작된다. 아이폰에서 애플스토어 앱을 사용하여 매장 방문을 예약하면 애플은 고객이 도착하자마자 곧바로 직원이 응대할 수 있도록 일정을 잡아둔다. 당신이 매장에 들어가면 즉시 예측 고객서비스가 시작된다. 눈에 띄는 유니폼 티셔츠를 입고 합리적이고 조리 있게 말하는 직원이 재빠르게 진심을 담아 환영한다. 그는 기술적으로 충분한 전문 지식을 갖추고 있으며, 컴퓨터와 고객서비스라는 두 마리 토끼를 잡기 위해 열정을 다한다. 당신의 말에 오롯이 귀 기울이고, 무엇 때문에 왔는지 파악하여 그에 맞게 적절히 안내한다. 이러한 경청이야말로 고객의 희망과 필요를 예측할 수 있게 해주는 열쇠이다.

    마음속으로 지갑을 만지작거리던 당신은 직원의 면밀한 추가 질문을 통해 당신의 입장과 생각이 경청되고 전달되고, 이해받는 걸 느낀다. 방금 만난 사이지만 진실 되고 믿음이 가며, 고객을 배려하는 모습에 부담감 대신 편안함을 느낀다. 그런데 애플스토어의 경청을 통해 당신에게 더 적합하다고 생각되는, 더 싼 제품을 권유받기도 한다. 그렇다고 애플이 손해를 보는 것은 아니다. 근시안적으로 보면 손해인 것 같지만 궁극적으로는 더 많은 이익을 얻는다. 진정한 전문가이자 열정적인 고객서비스 담당자가 당신이 미리 점찍어 두었거나 막연히 머리에 담아둔 제품이 정말로 당신이 필요로 하는 것인지 철저히 검토하여 조언함으로써 무엇을 얻을 수 있을까? 반품률 감소다. 또한 이 과정에서 높은 신뢰를 쌓아 추가 구매를 늘릴 수 있다. 무상 보증 기간을 연장하는 유료 서비스인 ‘애플케어’가 더 이상 도둑놈 심보가 아니라 현명한 투자로 느껴진다. 애플은 당신이 깨닫기도 전에 당신이 필요한 것을 권한다.

    애플의 예측 고객서비스는 애플스토어에서 끝나지 않는다. 애플스토어는 단지 시작일 뿐이다. 애플의 놀라운 점은, 업무 전 과정에 걸쳐서 고객 경험에 집중한다는 것이다. 콜센터 상담원부터 제품 디자이너, 패키징 전문가, 컴퓨터 프로그래머까지 애플의 전 직원이 모든 단계에서 고객이 원할 것을 예측하려고 노력한다. 분석가들은 가끔 이러한 사실을 놓치곤 한다. 애플의 상품과 매장은 봤지만 그것을 ‘연결하는 다리’는 못 봤기 때문이다. 그 다리는 최선을 다해 고객을 예측한다는 다짐이다. 故 스티브 잡스 식으로 말한다면 “멋진 고객 경험이 최우선이고 모든 기술적 결정은 이를 뒷받침한다.”는 다짐이다.

    애플이 여러 해 동안 공들여 개선해놓은 제품들은 마치 전혀 다른 세상에서 온 것처럼 느껴질 정도다. 끔찍한 컴퓨터 업그레이드 과정을 아주 쉬운 직관적 수준으로 탈바꿈시킨 것이다. 가장 중요한 건, 사용자가 맞닥뜨릴 수 있는 곤란과 위험을 예측하여 고객 중심의 프로세스를 만든 다음에 이러한 잠재적 문제점을 발견하지 못해도 아주 쉽게 피해갈 수 있도록 했다는 것이다. 그러니 이것은 고객서비스 향상이라기보다는 제품 개선이라고 해야 한다. 이제 상품과 서비스가 결합되지 않은 경우를 찾아보기 힘들고, 고객만족을 원한다면 기술을 기술자에게만 맡겨둘 수 없다. 오늘날 뛰어난 회사들은 ‘상품’과 ‘서비스’를 동시에 제공해야 한다는 사실을 알고 있다. 판매와 서비스 과정은 물론, 상품 그 자체 안에도 ‘예측을 심어놓아야 한다. 애플은 놀라운 기술에 기반을 둔 훌륭한 고객서비스의 본보기로 창조해냈다.

    애플은 제품을 설계하고 판매하는 과정에 첨단 기술을 기반한 예측 고객서비스를 단단히 이식한 독보적인 회사다. 하지만 그런 서비스를 애플만이 제공하는 것은 아니다. 이른바 ‘알고리즘에 의한 고객 예측’에 있어서 넷플릭스(영화를 실시간으로 내려받아 보는 인터넷 서비스를 제공하는 회사)를 능가하는 회사는 없다. 고객이 보고 싶은 영화를 예측하는 넷플릭스의 능력은 신통력에 가까울 정도다. 그들의 알고리즘은 놀랍도록 뛰어나고 신비하다. 넷플릭스는 가족이나 친구 혹은 그 어느 영화평론가보다도 훨씬 더 정확하게 내가 좋아할 영화를 알아맞힌다. 넷플릭스의 예측 고객서비스는 고객의 우편번호부터 과거 즐겼던 영화 목록까지 많은 정보를 가지고 있기 때문에 가능하다.

    그런데 사람들은 이러한 수준의 예측 서비스를 활용하는 것은 물론이고 점점 더 많은 것을 기대하고 있다. 고객이 마음에 쏙 드는 결과를 얻기 위해서 마우스를 클릭해야 하는 횟수를 줄여야 하고, 고객이 실수로 불필요한 돈을 쓰게끔 놔둬서도 안 된다. 그건 고객의 실수가 아니라 당신의 실수가 된다. 이를 너그럽게 용납하는 고객은 이제 이 세계에선 멸종 직전이다. 아마존닷컴(예측 고객서비스에 능숙한 또 하나의 회사)은 고객이 이미 구매한 전자책을 또 사려고 하면 이미 그 책을 샀다는 사실을 알려준다. ‘고객서비스 기술’과 ‘서비스 프로세스’는 적극적으로 고객의 실수를 막아주도록 설계되어야 한다. 그래서 마치 고객 옆에 서서 개별적인 요구나 편의에 맞게 대응하는 것처럼 작동할 수 있어야 한다. 고객서비스의 성과는 당신이 고객의 입장에서 고민하는 정도에 달려 있다. 고객 경험에 초점을 맞추는 능력이 필요하다는 거다. 이러한 능력은 대체로 기업 문화와 직원들에 의해 좌우된다.

    - 『하이테크 하이터치』 중에서
    (마이카 솔로몬 지음 / 두드림 / 253쪽 / 13,800원)
    Posted by 사천짜장
    工夫/인생공부2014. 3. 6. 10:59

    1.

    지금은 전설이 된 스티브 잡스 스탠포드 축사.

     

    오랜만에 본다.

     

    마지막 부분은 다시 읽어도 울컥한다.

     

     

     

     

    2.

    Stanford Report, June 14, 2005
    'You've got to find what you love,' Jobs says


    This is the text of the Commencement address by Steve Jobs, CEO of Apple Computer and of Pixar Animation Studios, delivered on June 12, 2005.

    I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I've ever gotten to a college graduation. Today I want to tell you three stories from my life. That's it. No big deal. Just three stories.

    The first story is about connecting the dots.

    I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?

    It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: "We have an unexpected baby boy; do you want him?" They said: "Of course." My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.

    And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting.

    It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:

    Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.

    None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, its likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later.

    Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

    My second story is about love and loss.

    I was lucky ? I found what I loved to do early in life. Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation - the Macintosh - a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating.

    I really didn't know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down - that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me ? I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over.

    I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.

    During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I retuned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together.

    I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did. You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle.

    My third story is about death.

    When I was 17, I read a quote that went something like: "If you live each day as if it was your last, someday you'll most certainly be right." It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something.

    Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything ? all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.

    About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn't even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die. It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.

    I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I'm fine now.

    This was the closest I've been to facing death, and I hope its the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept:

    No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

    Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

    When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.

    Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: "Stay Hungry. Stay Foolish." It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.

    Stay Hungry. Stay Foolish.

    Thank you all very much.

     

    Posted by 사천짜장