社交媒体助企业彰显同理心 Social media is capitalism with a human face

In 2012, the blog Gizmodo acqxuired a copy of Apple’s Genius training manual. There was a section on teaching customer-facing staff how to be more empathetic.

2012年，博客网站Gizmodo获得了一份苹果公司(Apple)的天才(Genius)培训手册。里面有一章节是教面向客户的员工如何更有同理心的。

Naturally, there were a fair few jokes about this, with Gizmodo noting that much of the advice seemed to be along the lines of saying “I’m sorry you feel that way” after a fight with your girlfriend.

很自然，这招来了不少取笑。Gizmodo指出，手册中的建议，很多看来就像是在跟女友吵架之后说，“我很抱歉让你有这样的感觉”。

However, although easy to mock, corporate empathy has been rising up the agenda over the past few years. These days it is no longer just about making staff in frontline roles play nice with those they serve.

然而，尽管取笑别人很容易，但企业同理心在过去几年里不断被提到议程中更靠前的位置。如今，企业同理心不再仅仅指让前线员工友善地对待客户了。

Rather, it is about being a company that relates in a human way to all its stakeholders. It is about having emotional intelligence on a corporate scale.

其实，企业同理心要求公司用人性化的方式跟所有的利益相关者打交道。它要求在全公司范围内体现出情商。

“In the past you could just deliver goods and services and empathy was easy to ignore,” says Belinda Parmar, chief executive of Lady Geek, a consultancy. “But customers now demand humanity and authenticity. It’s a fundamental change in the way business is done.” Today, Lady Geek publishes its second Empathy Index.

“过去，你只要交付商品和服务就可以了，很容易忽略同理心那回事，”咨询公司Lady Geek的首席执行官贝琳达帕马(Belinda Parmar)表示，“但现在，消费者要求人情味和真诚。这是企业经营方式上发生的一种根本变化。”最近，Lady Geek发布了第二次同理心指数排名。

The first index, which was released in January, scored 100 of the world’s best-known brands on how they related to customers and employees and how they communicated on social media.

1月发布的第一次指数排名，对100家全球最知名品牌就它们与客户及员工打交道的方式、以及在社交媒体上对外沟通的表现进行了打分。

The second takes 160 businesses and uses additional criteria such as the number of women on boards and share price volatility.

刚刚发布的第二次指数排名评价了160家公司，并使用了额外标准，比如董事会成员中女性比例和股价波动程度。

Social media has played a big part in the rise of the empathetic organisation. In some (but not all) ways it is at the heart of corporate emotional intelligence because it allows customers to interact with companies in the way they would with other people.

社交媒体对具有同理心的企业名次上升发挥了重大作用。在某些（并非所有）方面，社交媒体是企业情商的核心，因为它能让客户像跟真人互动那样跟企业打交道。

This ranges from simple complaints to the kind of light-hearted to-and-fro humour that brands such as Taco Bell do so well on Twitter.

互动有很多种，从简单的抱怨，到轻松有趣、有来有往的幽默。就后者而言，Taco Bell等品牌在推特(Twitter)上就做得很棒。

Julien Smith, chief executive of Breather, the room booking website, and author of The Impact Equation, says the trick to empathy on social media is to come across as human.

房间预订网站Breather的首席执行官、《影响力方程式》(The Impact Equation)的作者朱利恩史密斯(Julien Smith)表示，在社交媒体上表现同理心的秘诀，就是表现得像一个真实的人。

“You go to the places your customers congregate and you employ people who can use these mediums natively and talk to customers as if they were right in front of them.”

“你到你的客户聚集的地方去，雇用一些会地道使用这些媒介、能够让客户觉得像在跟真人面对面交流的员工。”

It may seem obvious that empathetic companies do better with customers. However, they also do better with their staff, especially younger staff. “If you look at millennials, they are much more interested in working in tech firms than in banks,” says Ms Parmar.

具有同理心的公司跟客户的关系更融洽，这一点或许是显而易见的。然而，这样的公司与自己的员工、尤其是更年轻的员工也相处得更融洽。“如果你看看千禧一代，他们对在科技公司工作比对在银行工作感兴趣得多，”帕马表示。

LinkedIn was the first index’s number one (and is now number 17). “Some 70 per cent of our staff are millennials,” says Wendy Murphy, LinkedIn’s senior director of human resources for Europe, Middle East and Asia. “They want purpose in their lives and meaningful employment.”

领英(LinkedIn)在第一次同理心指数排名中名列榜首（本次排第17位）。“我们大约70%的员工是千禧一代，”领英欧洲、中东和亚洲区人力资源高级总监温迪墨菲(Wendy Murphy)表示，“他们希望生活有目标，希望工作有意义。”

LinkedIn scores strongly on social media — and this is not surprising as its employees are also its users.

领英在社交媒体方面表现得非常强——这倒不足为奇，因为领英的员工也是它的用户。

However, Ms Murphy says it puts a great deal of effort into the non-tech aspects of its culture, with initiatives such as time to pursue personal development in the very broadest sense (you can take an hour off to read a book) and alumni networks for former staff.

然而，墨菲女士表示，领英在公司文化的非科技方面投入了大量精力，推出了一些措施，比如给员工时间追求最广意义上的个人发展（你可以拿出一小时来读书），以及为前员工搭建同事网络。

She adds: “Working in social media also means that, rather than doing an employee annual satisfaction survey, our employees have a voice all the time. We have a very high feedback culture.”

她接着说：“利用社交媒体也意味着，我们的员工一直都有发言权，而不是只在每年的员工满意度调查中表达意见。我们有一种反馈度很高的文化。”

This year’s number one is Microsoft, which may be more of a surprise. But the company has high staff retention rates and employees rate senior management highly; it does well despite public perceptions.

今年的第一名是微软(Microsoft)，这或许会让人感到惊讶。但微软的员工保留率很高，员工对高级管理层的评价也很高；与公众的印象不同，微软做得很不错。

Indeed, on the slightly unexpected front, there are also a number of banks in relatively high positions. But corporate empathy is a complex and changing thing: HSBC’s drug money scandal is now being forgotten and the bank is an adept user of social media.

实际上，稍稍令人意外的是，也有不少银行排在相对靠前的位置。但企业同理心是一个复杂、不断变化的事物：汇丰(HSBC)的毒资洗钱丑闻如今渐渐被人遗忘，而该行也是使用社交媒体的行家里手。

Even Goldman Sachs enjoys a relatively high position, which suggests that the vampire squids [of Wall Street] label, from a 2009 US magazine article, are not forever.

就连高盛(Goldman Sachs)的排名都相对靠前，这表明，得名于2009年一篇美国杂志文章的（华尔街）吸血乌贼的标签，不是终身制的。

There are also stark examples of businesses that have destroyed their hard-won empathy.

也有一些企业破坏了自己来之不易的同理心形象的残酷例子。

In January’s Index, Volkswagen came a very respectable 27th of 100. Now, in the wake of the emissions scandal, it has fallen to 95 of 160. It is not hard to see why. VW was, until recently, a company that did empathy pretty well.

在1月那次指数排名中，大众(Volkswagen)在100家公司里排到令人瞩目的第27位。如今，在尾气排放造假丑闻之后，大众的名次滑到了160家公司里的第95位。我们不难看出个中缘由。直到不久前，大众还是一家在同理心方面表现突出的公司。

If you drove a Golf, especially a diesel, you were doing something decent and worthy and trying to do your bit for the environment; the company was a model of Germanic probity.

如果你开一辆高尔夫(Golf)、尤其是柴油型，那么你是在做一件光荣的、有意义的事，你是在努力为环保出自己的一份力；大众是彰显德式正直的楷模。

These perceptions have been shattered. The public reaction was interesting. Some customers were angry, but many of them felt hurt, betrayed and disappointed. They had trusted this dependable, empathetic German company and it had let them down.

这些好印象被打碎了。公众的反应很有趣。有些客户很愤怒，但多数客户感到受伤、感到被辜负、感到失望。他们原本信任这家可靠的、颇具同理心的德国公司，但这家公司却辜负了他们。

What is more, they felt far more let down than they might if they had bought a car from a business that did not purport to have these values.

此外，如果他们是从一家并未声称坚持这些价值观的公司买的车，他们远远不会感到这么失望。

However, you can also bounce back from empathetic ignominy. Starbucks’ ranking in this index (42 of 160) is a marked improvement on the last index (92 of 100). The company’s public image plummeted when its tax arrangements were revealed and it compounded these with a less than apologetic response. Many people were disgusted — but this is wearing off. Perhaps there is something to be said for writing customers’ names on cups after all.

然而，即使在同理心方面有了污名，也可以洗心革面。星巴克(Starbucks)这次的排名就比上次显著上升，它在上一次的100家公司中排第92位，在这一次的160家公司中则排第42位。当初星巴克的税务安排被曝光后，其公众形象一落千丈，而不够诚恳的道歉则令形势更加恶化。许多人当时感到愤慨——但这种情绪正逐渐消退。或许说到底，把客户名字写在咖啡杯上还是有一定作用的。

The experience of VW and Starbucks and even the banks stands in sharp contrast to companies that seem firmly rooted in the bottom quartile of the empathy index. Like VW, TalkTalk has also experienced a very recent scandal. However it fell only from 72 of 100 to 156 of 160. People did not like it much in the first place, so it did not have far to fall.

大众和星巴克、甚至银行的排名变化，跟那些牢牢占据同理心指数排名后四分之一的公司形成了鲜明的对比。像大众一样，TalkTalk最近也经历了一次丑闻。然而，该公司仅从100家中的第72名跌落至160家中的第156名。人们本来就不太喜欢TalkTalk，所以该公司也没太多下跌的空间。

Indeed, there is a whole raft of companies such as Ryanair and Abercrombie & Fitch that sit at the bottom of the empathy barrel. Starbucks may have rebounded fairly quickly because it has considerable experience of empathy, but others have never had it in the first place.

实际上，同理心指数排名底端有瑞安航空(Ryanair)和Abercrombie & Fitch等大量公司。星巴克的排名或许反弹得很快，那是因为它在展现同理心方面经验颇为丰富，但其他公司一开始就未曾有过同理心。

Ryanair’s Michael O’Leary has recently started taking a less abrasive stance with his customers, but it could be a long road.

瑞安航空的迈克尔攠利里(Michael O’Leary)近来开始对客户采取不那么生硬的态度，但这家可能有很长的路要走。

Rather than rebuilding Ryanair’s empathy, he will have to build it from scratch.

他要做的并非是重建瑞安航空的同理心，而是要从零开始构建这家公司的同理心。

The Lady Geek Empathy Index (full list):

Lady Geek同理心指数排行榜（完整名单）：

1. Microsoft (Technology)

1. 微软(Microsoft) (科技)

2. Facebook (Technology)

2. Facebook (科技)

3. Tesla Motors (Automotive)

3. 特斯拉汽车(Tesla Motors) (汽车)

4. Alphabet [Google] (Technology)

4. Alphabet [谷歌(Google)] (科技)

5. Procter & Gamble (Consumer Goods)

5. 宝洁(Procter & Gamble) (消费品)

6. Apple (Technology)

6. 苹果(Apple) (科技)

7. Johnson & Johnson (Biotech & Pharma)

7. 强生(Johnson & Johnson) (生物科技与制药)

8. Walt Disney (Media)

8. 迪斯尼公司(Walt Disney) (媒体)

9. Prudential Financial (Finance)

9. 保德信金融(Prudential Financial) (金融)

10. Audi (Automotive)

10. 奥迪(Audi) (汽车)

11. Cisco Systems (Communication)

11. 思科系统(Cisco Systems) (通信)

12. British American Tobacco (Tobacco)

12. 英美烟草(British American) (烟草)

13. LVMH (Retail)

13. 路威酩轩集团(LVMH) (零售)

14. Alibaba (Technology)

14. 阿里巴巴(Alibaba) (科技)

15. Unilever (Consumer Goods)

15. 联合利华(Unilever) (消费品)

16. Arm Holdings (Semiconductors)

16. Arm Holdings (半导体)

17. LinkedIn (Technology)

17. 领英(LinkedIn) (科技)

18. Novartis (Biotech & Pharma)

18. 诺华制药(Novartis) (生物科技与制药)

19. HSBC (Finance)

19. 汇丰(HSBC) (金融)

20. Wells Fargo (Finance)

20. 富国银行(Wells Fargo) (金融)

21. SABMiller (Consumer Goods)

21. SABMiller (消费品)

22. Netflix (Online Retail)

22. Netflix (在线零售)

23. Goldman Sachs (Finance)

23. 高盛(Goldman Sachs) (金融)

24. Exxon Mobil (Oil & Gas)

24. 埃克森美孚(Exxon Mobil) (石油与天然气)

25. Royal Bank of Scotland (Finance)

25. 苏格兰皇家银行(Royal Bank of Scotland) (金融)

26. AstraZeneca (Biotech & Pharma)

26. 阿斯利康(AstraZeneca) (生物科技与制药)

27. BG (Oil & Gas)

27. 英国天然气(BG) (石油与天然气)

28. EasyJet (Travel & Tourism)

28. 易捷航空(EasyJet) (旅游观光)

29. Burberry (Retail)

29. 博柏利(Burberry) (零售)

30. Whole Foods Market (Retail)

30. 全食超市(Whole Foods Market) (零售)

31. InterContinental Hotels (Travel & Tourism)

31. 洲际酒店集团(InterContinental Hotels) (旅游观光)

32. Nike (Retail)

32. 耐克(Nike) (零售)

33. Marriott International (Travel & Tourism)

33. 万豪国际(Marriott International) (旅游观光)

34. SAP SE (Technology)

34. SAP SE (科技)

35. Pfizer (Biotech & Pharma)

35. 辉瑞(Pfizer) (生物科技与制药)

36. JPMorgan Chase (Finance)

36. 摩根大通(JPMorgan Chase) (金融)

37. Diageo (Consumer Goods)

37. 帝亚吉欧(Diageo) (消费品)

38. General Electric (Industrial conglomerate)

38. 通用电气(General Electric) (企业集团)

39. Chevron (Oil & Gas)

39. 雪佛龙(Chevron) (石油与天然气)

40. Deutsche Bank (Finance)

40. 德意志银行(Deutsche Bank) (金融)

41. Twitter (Technology)

41. 推特(Twitter) (科技)

42. Starbucks (Restaurant)

42. 星巴克(Starbucks) (餐饮)

43. Royal Dutch Shell (Oil & Gas)

43. 荷兰皇家壳牌(Royal Dutch Shell) (石油与天然气)

44. BlackRock (Finance)

44. 贝莱德(BlackRock) (金融)

45. Intel (Technology)

45. 英特尔(Intel) (科技)

46. Citigroup (Finance)

46. 花旗集团(Citigroup) (金融)

47. Wal-Mart Stores (Retail)

47. 沃尔玛(Wal-Mart Stores) (零售)

48. Home Depot (Consumer Goods)

48. 家得宝(Home Depot) (消费品)

49. Yahoo! (Technology)

49. 雅虎(Yahoo!) (科技)

50. Morgan Stanley (Finance)

50. 摩根士丹利(Morgan Stanley) (金融)

51. Discovery Communications (Media)

51. 探索通信(Discovery Communications) (媒体)

52. Colgate-Palmolive (Consumer Goods)

52. 高露洁棕榄(Colgate-Palmolive) (消费品)

53. BAE Systems (Aerospace)

53. BAE系统公司(BAE Systems) (航空航天)

54. Oracle (Technology)

54. 甲骨文(Oracle) (科技)

55. Viacom (Media)

55. 维亚康姆(Viacom) (媒体)

56. American Express (Finance)

56. 美国运通(American Express) (金融)

57. PepsiCo (Consumer Goods)

57. 百事公司(PepsiCo) (消费品)

58. UBS (Finance)

58. 瑞银(UBS) (金融)

59. Standard Life (Insurance)

59. 标准人寿(Standard Life) (保险)

60. Barratt Developments (Consumer Goods)

60. Barratt Developments (消费品)

61. Amazon (Online Retail)

61. 亚马逊(Amazon) (在线零售)

62. General Motors (Automotive)

62. 通用汽车(General Motors) (汽车)

63. Hilton Worldwide (Travel & Tourism)

63. 希尔顿全球(Hilton Worldwide) (旅游观光)

64. Deutsche Telekom (Telecommunications)

64. 德国电信(Deutsche Telekom) (电信)

65. MasterCard (Finance)

65. 万事达(MasterCard) (金融)

66. Vodafone (Telecommunications)

66. 沃达丰(Vodafone) (电信)

67. ITV (Media)

67. 独立电视台(ITV) (媒体)

68. Kingfisher (Consumer Goods)

68. 翠丰集团(Kingfisher) (消费品)

69. United Parcel Service (Delivery Services)

69. 联合包裹服务公司(UPS) (快递服务)

70. Banco Santander (Finance)

70. 桑坦德银行(Banco Santander) (金融)

71. BMW (Automotive)

71. 宝马(BMW) (汽车)

72. Accenture (Finance)

72. 埃森哲(Accenture) (金融)

73. Sony (Technology)

73. 索尼(Sony) (科技)

74. Coca-Cola (Consumer Goods)

74. 可口可乐(Coca-Cola) (消费品)

75. Rolls-Royce (Aerospace)

75. 罗尔斯圠伊斯(Rolls-Royce) (航空航天)

76. Bank of America (Finance)

76. 美国银行(Bank of America) (金融)

77. Barclays (Finance)

77. 巴克莱(Barclays) (金融)

78. Monster Beverage (Consumer Goods)

78. Monster Beverage (消费品)

79. Nvidia (Technology)

79. 英伟达(Nvidia) (科技)

80. Ford (Automotive)

80. 福特(Ford) (汽车)

81. Total (Oil & Gas)

81. 道达尔(Total) (石油与天然气)

82. GlaxoSmithKline (Biotech & Pharma)

82. 葛兰素史克(GlaxoSmithKline) (生物科技与制药)

83. AT&T (Telecommunications)

83. AT&T (电信)

84. Target (Retail)

84. 塔吉特(Target) (零售)

85. Imperial Tobacco (Tobacco)

85. 帝国烟草 (Imperial Tobacco)

86. Boeing (Aerospace)

86. 波音(Boeing) (航空航天)

87. Carnival (Travel & Tourism)

87. 嘉年华(Carnival) (旅游观光)

88. Standard Chartered (Finance)

88. 渣打银行(Standard Chartered) (金融)

89. Sky (Media)

89. Sky (媒体)

90. J Sainsbury (Retail)

90. 森宝利(J Sainsbury) (零售)

91. National Grid (Utilities)

91. 美国国家电网(National Grid) (公共事业)

92. Daimler (Automotive)

92. 戴姆勒(Daimler) (汽车)

93. McDonald’s (Restaurant)

93. 麦当劳(McDonald’s) (餐饮)

94. Toyota (Automotive)

94. 丰田(Toyota) (汽车)

95. Volkswagen (Automotive)

95. 大众(Volkswagen) (汽车)

96. Credit Suisse (Finance)

96. 瑞士信贷(Credit Suisse) (金融)

97. Direct Line (Insurance)

97. Direct Line (保险)

98. CVS Caremark (Retail)

98. CVS Caremark (零售)

99. Aviva (Insurance)

99. 英杰华(Aviva) (保险)

100. Verizon Communications (Telecommunications)

100. Verizon Communications (电信)

101. Lloyds Banking Group (Finance)

101. 劳埃德银行集团(Lloyds Banking Group) (金融)

102. Comcast (Media)

102. 康卡斯特(Comcast) (媒体)

103. Honeywell (Aerospace)

103. 霍尼韦尔(Honeywell) (航空航天)

104. Time Warner (Media)

104. 时代华纳(Time Warner) (媒体)

105. VISA (Finance)

105. VISA (金融)

106. BP (Oil & Gas)

106. 英国石油(BP) (石油与天然气)

107. eBay (Online Retail)

107. eBay (在线零售)

108. Honda (Automotive)

108. 本田(Honda) (汽车)

109. Associated British Foods (Consumer Goods)

109. 英国联合食品(Associated British Foods) (消费品)

110. Tesco (Retail)

110. 乐购(Tesco) (零售)

111. Twenty-First Century Fox (Media)

111. 二十一世纪福克斯(Twenty-First Century Fox) (媒体)

112. Electronic Arts (Technology)

112. 艺电(Electronic Arts) (科技)

113. Marks and Spencer (Retail)

113. 马莎百货(Marks and Spencer) (零售)

114. Next (Retail)

114. Next (零售)

115. Samsung (Technology)

115. 三星(Samsung) (科技)

116. Travis Perkins (Consumer Goods)

116. Travis Perkins (消费品)

117. Kraft Heinz (Consumer Goods)

117. 卡夫亨氏(Kraft Heinz) (消费品)

118. Schroders (Finance)

118. 施罗德(Schroders) (金融)

119. Gilead Sciences (Biotech & Pharma)

119. 吉利德科学公司(Gilead Sciences) (生物科技与制药)

120. Royal Mail (Delivery Services)

120. 皇家邮政(Royal Mail) (快递服务)

121. Mattel (Consumer Goods)

121. 美泰(Mattel) (消费品)

122. Ocado (Retail)

122. Ocado (零售)

123. Airbus (Aerospace)

123. 空中客车(Airbus) (航空航天)

124. Garmin (Consumer Goods)

124. 佳明(Garmin) (消费品)

125. Whitbread (Restaurant)

125. 惠特贝瑞(Whitbread) (餐饮)

126. IAG (Travel & Tourism)

126. 国际航空集团(IAG) (旅游观光)

127. General Mills (Consumer Goods)

127. 通用磨坊(General Mills) (消费品)

128. Rio Tinto (Metals & Mining)

128. 力拓(Rio Tinto) (金属与采矿)

129. Walgreen Boots Alliance (Retail)

129. 沃尔格林联合博姿集团(Walgreen Boots Alliance) (零售)

130. TripAdvisor (Online Retail)

130. TripAdvisor (在线零售)

131. American International (Insurance)

131. 美国国际集团(AIG) (保险)

132. Pearson (Media)

132. 培生集团(Pearson) (媒体)

133. Sports Direct (Retail)

133. Sports Direct (零售)

134. IBM (Finance)

134. IBM (金融)

135. SSE (Utilities)

135. SSE (公共事业)

136. Virgin Money (Finance)

136. 维珍金融(Virgin Money) (金融)

137. Charter Communications (Telecommunications)

137. 查特通信(Charter Communications) (电信)

138. Wm Morrison (Retail)

138. 威廉莫里斯(Wm Morrison) (零售)

139. BT (Telecommunications)

139. 英国电信(BT) (电信)

140. TSB (Finance)

140. TSB (金融)

141. Staples (Retail)

141. 史泰博(Staples) (零售)

142. Telefonica (Telecommunications)

142. 西班牙电话公司(Telefonica) (电信)

143. American Airlines (Travel & Tourism)

143. 美国航空(American Airlines) (旅游观光)

144. Centrica (Utilities)

144. Centrica (公共事业)

145. Anglo American (Metals & Mining)

145. 英美资源集团(Anglo American) (金属与采矿)

146. Dixons Carphone (Retail)

146. Dixons Carphone (零售)

147. Experian (Finance)

147. 益百利(Experian) (金融)

148. Mondelēz International (Consumer Goods)

148. 亿滋国际(Mondelēz International) (消费品)

149. BHP Billiton (Metals & Mining)

149. 必和必拓(BHP Billiton) (金属与采矿)

150. Halfords (Retail)

150. Halfords (零售)

151. Severn Trent (Utilities)

151. 水环纯水务(Severn Trent) (公共事业)

152. London Stock Exchange (Finance)

152. 伦敦证交所(London Stock Exchange) (金融)

153. Legal & General (Finance)

153. 法通(Legal & General) (金融)

154. Merck & Co (Biotech & Pharma)

154. 默克集团(Merck & Co) (生物科技与制药)

155. Ryanair (Travel & Tourism)

155. 瑞安航空(Ryanair) (旅游观光)

156. TalkTalk Telecom (Telecommunications)

156. TalkTalk Telecom (电信)

157. Keurig Green Mountain (Consumer Goods)

157. Keurig Green Mountain (消费品)

158. Hargreaves Lansdown (Finance)

158. Hargreaves Lansdown (金融)

159. Abercrombie & Fitch (Retail)

159. Abercrombie & Fitch (零售)

160. JD Sports (Retail)

160. JD Sports (零售)