Which of these is a better experience?
下面哪一种情况会让你印象更深？

In a restaurant:
餐馆：
1.      When you walk into the restaurant, the hostess welcomes you warmly and takes you to your table. The interior decoration and overall ambience are attractive and comfortable; the food is delicious.

当你进入一个餐馆时，女服务员很热情地招待你，并将你指引到一张桌子前，餐馆的内部装修和周围气氛都很好，菜肴可口。

Or, at a different restaurant...
那么，再看看另一家餐馆的情况……

2.      The restaurant is called "The Jungle Experience." Upon entering, the hostess asks you how many are in your "safari." As you sit at your table, a fine mist of water sprays from a sprinkler hidden in the plastic foliage surrounding the dining area. The menu items are all named after rare tropical animals. You have the simulated experience of dining in a jungle, although the food isn't very good.

这家餐馆的名称叫做“热带丛林体验”。当你进入餐馆时，女服务员会这样问你：“你的远征队有多少人？”然后，当你坐在桌子前面的时候，隐藏在餐厅周围塑料植物中的喷水装置会喷出水雾。餐单上的菜肴都是以热带动物的名称命名的。它会让你有一种在热带丛林中就餐的感觉，尽管菜肴并不是很可口。

On an e-commerce website:
电子商务网站：

1.      You're able to access the product you want in a few seconds, thanks to prominent links with obvious titles. The search function brings back accurate and helpful results. The simple product page makes it easy to compare different products, and then it's easy to choose a product and check out. Overall, the experience is quick and easy.

你可以在短短的几秒钟内找到你所需要的产品，因为该产品的标题和链接明显。这个搜索功能会带给你精确并且有帮助的结果。简单的产品页面很容易对不同的产品进行比较，你可以很方便地选择一样产品并订购它。综上所述，你对该站点的总体感觉是快速、简便。

Or, at a different website...

那么，再看看另一个网站的情况……

2.      You're impressed by the attractive logo and the colorful appearance of the page. It looks similar to the colors and graphics in the TV commercials for the company's products. There are lots and lots of features available on every page. Everything has a very professional appearance. Overall, you get the strong impression that the company spent a lot of money on the website. Unfortunately, it's hard to find the product you want.

该站点引人入胜的logo和五彩缤纷的页面让你留下了深刻的印象。页面上产品的颜色和图片与电视上播出的一模一样。每张页面上都有可以利用的特征，每样东西看上去都很专业。综上所述，你会认为该公司对网站的制作投入了大量的资金。不幸的是，你很难找到你所需要的东西。

In each case, did you choose 1 or 2 as the better experience?
在上述每个案例中，你会选择1还是2作为你的最佳体验方式？

[...] The comparisons are important because they represent two different methods of creating a good experience:
[...] 比较的结果很重要，因为它们分别代表了两种创建不同体验方式的方法：

• In case 1, the company focuses on meeting the customer's needs at each moment.
  案例1，公司网站开发的重点是客户需求。
  
  
• In case 2, the company creates an "experience" with a "wow factor" in an effort to impress the customer. The customer isn't central to the experience, except as a consumer waiting to be entertained. The focus here is visual flashiness and gratuitous technology.
  案例2，公司使用“哇元素”来创建一种体验方式，旨在使客户加深印象。客户并不是体验的中心，除了那些纯粹为了寻开心的客户。它的焦点关注与视觉效果，对技术含量的要求不高。

Which method does your company pursue more often?
你的公司通常会采取何种方式？

If it's 1, congratulations: you're operating in the long-term interest of both the company and your customers. And knowing that, you have the added benefit of a meaningful job - creating some good in the world (even if only the business world).

如果是方式1，那么恭喜你：你正在经营一种公司与客户的长期利益合作关系。必须要知道，你正在做一件很有意义的工作，会从中获得了价值 —— 为世界创造利益（即使是在经济世界里）

If 2, I wish you the best of luck. You might get short-term gains in customers and publicity - but without a focus on customers' basic needs, your business won't be healthy for very long. [...]

如果是方式2，那么我祝你好运。你可能会获取客户与产品宣传的短期利益 —— 但是，如果你不能专注于思考客户的基本需求，那么你的业务肯定不会长久 [...]

In fact, companies who invest more in the "wow factor" almost always take resources away from focusing on those more important (if visually less exciting) issues.

事实上，公司如果过度投资“哇元素”，（如果视觉宣传效果不够）那么，它就会偏离你的经营重心。

But think back to the customer. After all, we started the column with an exercise in customer experience. If you - as a customer in each of those situations - had to choose between the basics and the "wow factor," which would it be? If you had to design the customer experience in each of those situations, and you wanted to maximize the long-term health of the company, which would it be?

回过头来想想客户，我们应该着手满足客户体验。如果你是客户的话，让你在自己的原则和“哇元素”这两种体验方式种选择的话，你将会怎么做？如果让你从公司的长期利益出发，针对这些情况设计用户体验，你会怎么做？

It's important that your web site has a professional design and it's also important that your web site looks great so that your customers have trust and confidence in your company.

站点设计的专业性和视觉效果都十分重要，如果两者都满足，它会使你的客户对你的公司更加信任和具备信心。

However, before adding bells and whistles to your web site, make sure that it serves the basics. Your customers must be able to find what they're looking for on your web site. Once you have achieved that goal, you can add more features to your site.

然而，不论你在你的站点中玩弄什么把戏，都不要忘了你的服务原则。客户必须能够方便地在你的站点上找到他们所需要的东西。当你实现了这个目标时，那么你就可以在你的站点上加入更多有趣的东西。

 

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