Last year, a new restaurant opened near us. We went there, but we were very disappointed. Yeah, we felt that the, what, the prices were too high and the quality of food wasn't really very good.去年，我们家附近开了一家新餐厅。我们去吃了，但非常失望。是啊，我们觉得价格太高，而且食物质量也不太好。

And we said then that the restaurant needed some feedback. Yes, but feedback from customers. I think they'd had feedback, but from family and friends who were always going to be supportive, always going to say that's a great idea opening the restaurant.那时候我们就说，这家餐厅需要一些反馈。是的，但需要来自顾客的反馈。我想他们也收到过反馈，但都是来自家人和朋友，这些人肯定只会支持他们、说“开餐厅这个主意真棒”。

They're not getting the correct feedback. And we have now since discovered, Richard, haven't we, that the restaurant has closed down. We're talking about getting feedback from customers.他们没有获得真正正确的反馈。而后来我们也发现了，对吧，Richard？这家餐厅已经关门了。我们今天谈的，就是如何获得顾客的反馈。

So, the restaurant didn't ask for feedback at all from its new customers, but we do often get asked for feedback from online businesses. Yeah, just like everybody else really, isn't it? However, there's not usually a response, I've found.餐厅完全没有向新的顾客征求过任何反馈，不过我们经常收到来自线上企业的反馈请求。是啊，就像其他人一样，对吧？然而，我发现通常根本不会收到任何回应。

What do you mean, having given us, having given the feedback? Yeah, you give the feedback, they say your views are important, and then nothing.你是说，给了他们反馈之后？对，你提供了反馈，他们说“您的意见很重要”，然后……就没下文了。

Yeah, it wasn't that long ago, Richard, if you remember. I wrote quite a negative feedback to a company that we'd been dealing with. And I spent quite a long time giving, I felt, constructive feedback.是的，不久前的事，Richard，你记得吗？我给我们合作的一家公司写了一份比较负面的反馈。我花了很长时间写，觉得内容是有建设性的。

It was negative, but I expressed, quite politely as well, what I was unhappy about. And you took a long time doing it as well. Yeah, yeah.虽然是负面的，但我很礼貌地表达了我不满意的地方。而且你花了不少时间写。对，对。

Two weeks later, I've heard nothing back. Yes, and let's face it, customers would like to know that they have been heard. Yeah, thank customers for their feedback, always do that.两周过去了，我仍然没有收到任何回复。没错，说实话，顾客希望知道自己的意见被听到了。是啊，应该永远感谢顾客的反馈。

Now, I read a blog recently about how to get feedback from customers, and they were talking about FedEx, and they said that FedEx put a telephone number on their receipt. And this person who wrote the blog said it would be much better if the cell phone number of the regional manager was on the receipt. I'm not sure he would want to receive a lot of complaints though.最近我读了一篇关于如何获取顾客反馈的博客，里面提到 FedEx。说 FedEx 会在收据上印一个电话号码。而作者还说，如果收据上放的是区域经理的手机号码会更好。不过，我不确定那位经理是否愿意接到那么多投诉电话。

But it did remind me of what happened to you, Richard, recently. Yes, I bought a pair of high-tech trainers, and there was a problem with them. I think it was a design fault.但这让我想起你最近发生的事，Richard。是的，我买了一双高科技跑鞋，但它们有问题。我想那是设计缺陷。

But there was a little card inside from, so it said, the CEO, and it had his email address on it. So I wrote to him, told him about the problems I was having, and thought no more of it. Did he reply? He did.但鞋盒里有一张小卡片，说是来自 CEO 的，上面有他的邮箱。所以我写信告诉他我遇到的问题，然后也没再多想。他回复了吗？回复了。

Well, I'm sure it wasn't him, but it was a personal reply from a real person saying that they'd heard me and they were dealing with it in some way. I think even if something has gone wrong, if you feel you're a valued customer, it makes all the difference.我肯定不是 CEO 本人，但那封回信确实由一位真实的人写的，告诉我他们已经收到我的问题，并会处理。我觉得，即使事情出了问题，只要让顾客觉得自己被重视，那感觉完全不同。

Feedback surveys are another big topic. We're not going to talk about it on this podcast. That's all going to be on the extra worksheet that goes with the podcast. But I think we can sum it up, Richard, by saying that online businesses should ask for feedback and respond to it.反馈调查是另一个大话题，我们不会在这期播客里讨论。这部分内容会放在播客附带的额外讲义里。但我想我们可以总结一句：线上企业应该征求反馈并对反馈做出回应。

So getting back to the restaurant then, Jackie, so what happened there? Well, I think it was possible to see what your customers are doing and draw conclusions from their behaviour. In the case of the restaurant, there were eight of us, right, and seven of us left most of the chips uneaten. So the waiter collecting the plates should note and report this.回到那家餐厅吧，Jackie，到底发生了什么？嗯，其实完全可以通过观察顾客的行为而得出结论。比如那次我们八个人，对吧，其中七个人的薯条几乎都没吃。收盘子的服务员应该注意到并上报。

I think there's something wrong with the chips. I doubt he even did that though. No, of course not.我觉得那些薯条肯定有问题。不过我怀疑他根本没做记录。没错，当然没有。

That's why the restaurant closed down. If you don't know what's going wrong, you can never fix it.这就是餐厅关门的原因。如果你不知道哪里出了问题，你永远无法修复。