社交媒體助企業彰顯同理心 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，博客網站Gizmodo獲得了一份蘋果公司(Apple)的天才(Genius)培訓手冊。裏面有一章節是教面向客戶的員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，這招來了不少取笑。Gizmodo指出，手冊中的建議，很多看來就像是在跟女友吵架之後說，“我很抱歉讓你有這樣的感覺”。
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，儘管取笑別人很容易，但企業同理心在過去幾年裏不斷被提到議程中更靠前的位置。如今，企業同理心不再僅僅指讓前線員工友善地對待客戶了。
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.
其實，企業同理心要求公司用人性化的方式跟所有的利益相關者打交道。它要求在全公司範圍內體現出情商。
“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.
“過去，你只要交付商品和服務就可以了，很容易忽略同理心那回事，”諮詢公司Lady Geek的首席執行官貝琳達帕馬(Belinda Parmar)表示，“但現在，消費者要求人情味和真誠。這是企業經營方式上發生的一種根本變化。”最近，Lady Geek發佈了第二次同理心指數排名。
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月發佈的第一次指數排名，對100家全球最知名品牌就它們與客戶及員工打交道的方式、以及在社交媒體上對外溝通的表現進行了打分。
The second takes 160 businesses and uses additional criteria such as the number of women on boards and share price volatility.
剛剛發佈的第二次指數排名評價了160家公司，並使用了額外標準，比如董事會成員中女性比例和股價波動程度。
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.
社交媒體對具有同理心的企業名次上升發揮了重大作用。在某些（並非所有）方面，社交媒體是企業情商的核心，因爲它能讓客戶像跟真人互動那樣跟企業打交道。
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.
互動有很多種，從簡單的抱怨，到輕鬆有趣、有來有往的幽默。就後者而言，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.
房間預訂網站Breather的首席執行官、《影響力方程式》(The Impact Equation)的作者朱利恩史密斯(Julien Smith)表示，在社交媒體上表現同理心的祕訣，就是表現得像一個真實的人。
“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.”
“你到你的客戶聚集的地方去，僱用一些會地道使用這些媒介、能夠讓客戶覺得像在跟真人面對面交流的員工。”
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戶的關係更融洽，這一點或許是顯而易見的。然而，這樣的公司與自己的員工、尤其是更年輕的員工也相處得更融洽。“如果你看看千禧一代，他們對在科技公司工作比對在銀行工作感興趣得多，”帕馬錶示。
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.”
領英(LinkedIn)在第一次同理心指數排名中名列榜首（本次排第17位）。“我們大約70%的員工是千禧一代，”領英歐洲、中東和亞洲區人力資源高級總監溫迪墨菲(Wendy Murphy)表示，“他們希望生活有目標，希望工作有意義。”
LinkedIn scores strongly on social media — and this is not surprising as its employees are also its users.
領英在社交媒體方面表現得非常強——這倒不足爲奇，因爲領英的員工也是它的用戶。
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，領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，比如給員工時間追求最廣意義上的個人發展（你可以拿出一小時來讀書），以及爲前員工搭建同事網絡。
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.”
她接着說：“利用社交媒體也意味着，我們的員工一直都有發言權，而不是隻在每年的員工滿意度調查中表達意見。我們有一種反饋度很高的文化。”
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.
今年的第一名是微軟(Microsoft)，這或許會讓人感到驚訝。但微軟的員工保留率很高，員工對高級管理層的評價也很高；與公衆的印象不同，微軟做得很不錯。
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.
實際上，稍稍令人意外的是，也有不少銀行排在相對靠前的位置。但企業同理心是一個複雜、不斷變化的事物：匯豐(HSBC)的毒資洗錢醜聞如今漸漸被人遺忘，而該行也是使用社交媒體的行家裏手。
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.
就連高盛(Goldman Sachs)的排名都相對靠前，這表明，得名於2009年一篇美國雜誌文章的（華爾街）吸血烏賊的標籤，不是終身制的。
There are also stark examples of businesses that have destroyed their hard-won empathy.
也有一些企業破壞了自己來之不易的同理心形象的殘酷例子。
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月那次指數排名中，大衆(Volkswagen)在100家公司裏排到令人矚目的第27位。如今，在尾氣排放造假醜聞之後，大衆的名次滑到了160家公司裏的第95位。我們不難看出箇中緣由。直到不久前，大衆還是一家在同理心方面表現突出的公司。
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.
如果你開一輛高爾夫(Golf)、尤其是柴油型，那麼你是在做一件光榮的、有意義的事，你是在努力爲環保出自己的一份力；大衆是彰顯德式正直的楷模。
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.
這些好印象被打碎了。公衆的反應很有趣。有些客戶很憤怒，但多數客戶感到受傷、感到被辜負、感到失望。他們原本信任這家可靠的、頗具同理心的德國公司，但這家公司卻辜負了他們。
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，如果他們是從一家並未聲稱堅持這些價值觀的公司買的車，他們遠遠不會感到這麼失望。
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)這次的排名就比上次顯著上升，它在上一次的100家公司中排第92位，在這一次的160家公司中則排第42位。當初星巴克的稅務安排被曝光後，其公衆形象一落千丈，而不夠誠懇的道歉則令形勢更加惡化。許多人當時感到憤慨——但這種情緒正逐漸消退。或許說到底，把客戶名字寫在咖啡杯上還是有一定作用的。
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.
大衆和星巴克、甚至銀行的排名變化，跟那些牢牢佔據同理心指數排名後四分之一的公司形成了鮮明的對比。像大衆一樣，TalkTalk最近也經歷了一次醜聞。然而，該公司僅從100家中的第72名跌落至160家中的第156名。人們本來就不太喜歡TalkTalk，所以該公司也沒太多下跌的空間。
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.
實際上，同理心指數排名底端有瑞安航空(Ryanair)和Abercrombie & Fitch等大量公司。星巴克的排名或許反彈得很快，那是因爲它在展現同理心方面經驗頗爲豐富，但其他公司一開始就未曾有過同理心。
Ryanair’s Michael O’Leary has recently started taking a less abrasive stance with his customers, but it could be a long road.
瑞安航空的邁克爾攠利裏(Michael O’Leary)近來開始對客戶採取不那麼生硬的態度，但這家可能有很長的路要走。
Rather than rebuilding Ryanair’s empathy, he will have to build it from scratch.
他要做的並非是重建瑞安航空的同理心，而是要從零開始構建這家公司的同理心。
The Lady Geek Empathy Index (full list):
Lady Geek同理心指數排行榜（完整名單）：
1. Microsoft (Technology)
1. 微軟(Microsoft) (科技)
2. Facebook (Technology)
2. Facebook (科技)
3. Tesla Motors (Automotive)
3. 特斯拉汽車(Tesla Motors) (汽車)
4. Alphabet [Google] (Technology)
4. Alphabet [谷歌(Google)] (科技)
5. Procter & Gamble (Consumer Goods)
5. 寶潔(Procter & Gamble) (消費品)
6. Apple (Technology)
6. 蘋果(Apple) (科技)
7. Johnson & Johnson (Biotech & Pharma)
7. 強生(Johnson & Johnson) (生物科技與製藥)
8. Walt Disney (Media)
8. 迪斯尼公司(Walt Disney) (媒體)
9. Prudential Financial (Finance)
9. 保德信金融(Prudential Financial) (金融)
10. Audi (Automotive)
10. 奧迪(Audi) (汽車)
11. Cisco Systems (Communication)
11. 思科系統(Cisco Systems) (通信)
12. British American Tobacco (Tobacco)
12. 英美菸草(British American) (菸草)
13. LVMH (Retail)
13. 路威酩軒集團(LVMH) (零售)
14. Alibaba (Technology)
14. 阿里巴巴(Alibaba) (科技)
15. Unilever (Consumer Goods)
15. 聯合利華(Unilever) (消費品)
16. Arm Holdings (Semiconductors)
16. Arm Holdings (半導體)
17. LinkedIn (Technology)
17. 領英(LinkedIn) (科技)
18. Novartis (Biotech & Pharma)
18. 諾華製藥(Novartis) (生物科技與製藥)
19. HSBC (Finance)
19. 匯豐(HSBC) (金融)
20. Wells Fargo (Finance)
20. 富國銀行(Wells Fargo) (金融)
21. SABMiller (Consumer Goods)
21. SABMiller (消費品)
22. Netflix (Online Retail)
22. Netflix (在線零售)
23. Goldman Sachs (Finance)
23. 高盛(Goldman Sachs) (金融)
24. Exxon Mobil (Oil & Gas)
24. 埃克森美孚(Exxon Mobil) (石油與天然氣)
25. Royal Bank of Scotland (Finance)
25. 蘇格蘭皇家銀行(Royal Bank of Scotland) (金融)
26. AstraZeneca (Biotech & Pharma)
26. 阿斯利康(AstraZeneca) (生物科技與製藥)
27. BG (Oil & Gas)
27. 英國天然氣(BG) (石油與天然氣)
28. EasyJet (Travel & Tourism)
28. 易捷航空(EasyJet) (旅遊觀光)
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. 洲際酒店集團(InterContinental Hotels) (旅遊觀光)
32. Nike (Retail)
32. 耐克(Nike) (零售)
33. Marriott International (Travel & Tourism)
33. 萬豪國際(Marriott International) (旅遊觀光)
34. SAP SE (Technology)
34. SAP SE (科技)
35. Pfizer (Biotech & Pharma)
35. 輝瑞(Pfizer) (生物科技與製藥)
36. JPMorgan Chase (Finance)
36. 摩根大通(JPMorgan Chase) (金融)
37. Diageo (Consumer Goods)
37. 帝亞吉歐(Diageo) (消費品)
38. General Electric (Industrial conglomerate)
38. 通用電氣(General Electric) (企業集團)
39. Chevron (Oil & Gas)
39. 雪佛龍(Chevron) (石油與天然氣)
40. Deutsche Bank (Finance)
40. 德意志銀行(Deutsche Bank) (金融)
41. Twitter (Technology)
41. 推特(Twitter) (科技)
42. Starbucks (Restaurant)
42. 星巴克(Starbucks) (餐飲)
43. Royal Dutch Shell (Oil & Gas)
43. 荷蘭皇家殼牌(Royal Dutch Shell) (石油與天然氣)
44. BlackRock (Finance)
44. 貝萊德(BlackRock) (金融)
45. Intel (Technology)
45. 英特爾(Intel) (科技)
46. Citigroup (Finance)
46. 花旗集團(Citigroup) (金融)
47. Wal-Mart Stores (Retail)
47. 沃爾瑪(Wal-Mart Stores) (零售)
48. Home Depot (Consumer Goods)
48. 家得寶(Home Depot) (消費品)
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) (媒體)
52. Colgate-Palmolive (Consumer Goods)
52. 高露潔棕欖(Colgate-Palmolive) (消費品)
53. BAE Systems (Aerospace)
53. BAE系統公司(BAE Systems) (航空航天)
54. Oracle (Technology)
54. 甲骨文(Oracle) (科技)
55. Viacom (Media)
55. 維亞康姆(Viacom) (媒體)
56. American Express (Finance)
56. 美國運通(American Express) (金融)
57. PepsiCo (Consumer Goods)
57. 百事公司(PepsiCo) (消費品)
58. UBS (Finance)
58. 瑞銀(UBS) (金融)
59. Standard Life (Insurance)
59. 標準人壽(Standard Life) (保險)
60. Barratt Developments (Consumer Goods)
60. Barratt Developments (消費品)
61. Amazon (Online Retail)
61. 亞馬遜(Amazon) (在線零售)
62. General Motors (Automotive)
62. 通用汽車(General Motors) (汽車)
63. Hilton Worldwide (Travel & Tourism)
63. 希爾頓全球(Hilton Worldwide) (旅遊觀光)
64. Deutsche Telekom (Telecommunications)
64. 德國電信(Deutsche Telekom) (電信)
65. MasterCard (Finance)
65. 萬事達(MasterCard) (金融)
66. Vodafone (Telecommunications)
66. 沃達豐(Vodafone) (電信)
67. ITV (Media)
67. 獨立電視臺(ITV) (媒體)
68. Kingfisher (Consumer Goods)
68. 翠豐集團(Kingfisher) (消費品)
69. United Parcel Service (Delivery Services)
69. 聯合包裹服務公司(UPS) (快遞服務)
70. Banco Santander (Finance)
70. 桑坦德銀行(Banco Santander) (金融)
71. BMW (Automotive)
71. 寶馬(BMW) (汽車)
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. 可口可樂(Coca-Cola) (消費品)
75. Rolls-Royce (Aerospace)
75. 羅爾斯圠伊斯(Rolls-Royce) (航空航天)
76. Bank of America (Finance)
76. 美國銀行(Bank of America) (金融)
77. Barclays (Finance)
77. 巴克萊(Barclays) (金融)
78. Monster Beverage (Consumer Goods)
78. Monster Beverage (消費品)
79. Nvidia (Technology)
79. 英偉達(Nvidia) (科技)
80. Ford (Automotive)
80. 福特(Ford) (汽車)
81. Total (Oil & Gas)
81. 道達爾(Total) (石油與天然氣)
82. GlaxoSmithKline (Biotech & Pharma)
82. 葛蘭素史克(GlaxoSmithKline) (生物科技與製藥)
83. AT&T (Telecommunications)
83. AT&T (電信)
84. Target (Retail)
84. 塔吉特(Target) (零售)
85. Imperial Tobacco (Tobacco)
85. 帝國菸草 (Imperial Tobacco)
86. Boeing (Aerospace)
86. 波音(Boeing) (航空航天)
87. Carnival (Travel & Tourism)
87. 嘉年華(Carnival) (旅遊觀光)
88. Standard Chartered (Finance)
88. 渣打銀行(Standard Chartered) (金融)
89. Sky (Media)
89. Sky (媒體)
90. J Sainsbury (Retail)
90. 森寶利(J Sainsbury) (零售)
91. National Grid (Utilities)
91. 美國國家電網(National Grid) (公共事業)
92. Daimler (Automotive)
92. 戴姆勒(Daimler) (汽車)
93. McDonald’s (Restaurant)
93. 麥當勞(McDonald’s) (餐飲)
94. Toyota (Automotive)
94. 豐田(Toyota) (汽車)
95. Volkswagen (Automotive)
95. 大衆(Volkswagen) (汽車)
96. Credit Suisse (Finance)
96. 瑞士信貸(Credit Suisse) (金融)
97. Direct Line (Insurance)
97. Direct Line (保險)
98. CVS Caremark (Retail)
98. CVS Caremark (零售)
99. Aviva (Insurance)
99. 英傑華(Aviva) (保險)
100. Verizon Communications (Telecommunications)
100. Verizon Communications (電信)
101. Lloyds Banking Group (Finance)
101. 勞埃德銀行集團(Lloyds Banking Group) (金融)
102. Comcast (Media)
102. 康卡斯特(Comcast) (媒體)
103. Honeywell (Aerospace)
103. 霍尼韋爾(Honeywell) (航空航天)
104. Time Warner (Media)
104. 時代華納(Time Warner) (媒體)
105. VISA (Finance)
105. VISA (金融)
106. BP (Oil & Gas)
106. 英國石油(BP) (石油與天然氣)
107. eBay (Online Retail)
107. eBay (在線零售)
108. Honda (Automotive)
108. 本田(Honda) (汽車)
109. Associated British Foods (Consumer Goods)
109. 英國聯合食品(Associated British Foods) (消費品)
110. Tesco (Retail)
110. 樂購(Tesco) (零售)
111. Twenty-First Century Fox (Media)
111. 二十一世紀福克斯(Twenty-First Century Fox) (媒體)
112. Electronic Arts (Technology)
112. 藝電(Electronic Arts) (科技)
113. Marks and Spencer (Retail)
113. 馬莎百貨(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 (消費品)
117. Kraft Heinz (Consumer Goods)
117. 卡夫亨氏(Kraft Heinz) (消費品)
118. Schroders (Finance)
118. 施羅德(Schroders) (金融)
119. Gilead Sciences (Biotech & Pharma)
119. 吉利德科學公司(Gilead Sciences) (生物科技與製藥)
120. Royal Mail (Delivery Services)
120. 皇家郵政(Royal Mail) (快遞服務)
121. Mattel (Consumer Goods)
121. 美泰(Mattel) (消費品)
122. Ocado (Retail)
122. Ocado (零售)
123. Airbus (Aerospace)
123. 空中客車(Airbus) (航空航天)
124. Garmin (Consumer Goods)
124. 佳明(Garmin) (消費品)
125. Whitbread (Restaurant)
125. 惠特貝瑞(Whitbread) (餐飲)
126. IAG (Travel & Tourism)
126. 國際航空集團(IAG) (旅遊觀光)
127. General Mills (Consumer Goods)
127. 通用磨坊(General Mills) (消費品)
128. Rio Tinto (Metals & Mining)
128. 力拓(Rio Tinto) (金屬與採礦)
129. Walgreen Boots Alliance (Retail)
129. 沃爾格林聯合博姿集團(Walgreen Boots Alliance) (零售)
130. TripAdvisor (Online Retail)
130. TripAdvisor (在線零售)
131. American International (Insurance)
131. 美國國際集團(AIG) (保險)
132. Pearson (Media)
132. 培生集團(Pearson) (媒體)
133. Sports Direct (Retail)
133. Sports Direct (零售)
134. IBM (Finance)
134. IBM (金融)
135. SSE (Utilities)
135. SSE (公共事業)
136. Virgin Money (Finance)
136. 維珍金融(Virgin Money) (金融)
137. Charter Communications (Telecommunications)
137. 查特通信(Charter Communications) (電信)
138. Wm Morrison (Retail)
138. 威廉莫里斯(Wm Morrison) (零售)
139. BT (Telecommunications)
139. 英國電信(BT) (電信)
140. TSB (Finance)
140. TSB (金融)
141. Staples (Retail)
141. 史泰博(Staples) (零售)
142. Telefonica (Telecommunications)
142. 西班牙電話公司(Telefonica) (電信)
143. American Airlines (Travel & Tourism)
143. 美國航空(American Airlines) (旅遊觀光)
144. Centrica (Utilities)
144. Centrica (公共事業)
145. Anglo American (Metals & Mining)
145. 英美資源集團(Anglo American) (金屬與採礦)
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. 億滋國際(Mondelēz International) (消費品)
149. BHP Billiton (Metals & Mining)
149. 必和必拓(BHP Billiton) (金屬與採礦)
150. Halfords (Retail)
150. Halfords (零售)
151. Severn Trent (Utilities)
151. 水環純水務(Severn Trent) (公共事業)
152. London Stock Exchange (Finance)
152. 倫敦證交所(London Stock Exchange) (金融)
153. Legal & General (Finance)
153. 法通(Legal & General) (金融)
154. Merck & Co (Biotech & Pharma)
154. 默克集團(Merck & Co) (生物科技與製藥)
155. Ryanair (Travel & Tourism)
155. 瑞安航空(Ryanair) (旅遊觀光)
156. TalkTalk Telecom (Telecommunications)
156. TalkTalk Telecom (電信)
157. Keurig Green Mountain (Consumer Goods)
157. Keurig Green Mountain (消費品)
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)
