在現今的數位環境中提供卓越的客戶體驗 (CX) 至關重要。事實上，根據 Salesforce 的說法，80% 的 B2B 技術客戶認為他們獲得的使用體驗與公司提供的產品和服務一樣重要。公司再也無法將 CX 視為事後檢討；客戶的期望很高，如果不符合這些期望，可能會對他們的決策產生深遠影響，影響他們決定要與誰合作或繼續保持關係。

自 1992 年成立以來，NetApp 一直致力於簡化儲存技術客戶體驗，「凡事以客為尊」已成為我們的五大核心價值觀和行為之一。

NetApp 客戶體驗辦公室 (CXO) 的成立便是為了更有效滿足客戶日益增長的期望。此辦公室的職責是專注於與客戶建立及維持富有成效的關係，同時提供客戶至上的全方位方法。CXO 也能協助 NetApp® 客戶和合作夥伴融入充滿活力的社群之中，以深入瞭解我們的客戶對於 NetApp、我們的產品和服務的體驗如何。

我們採取的其中一種做法是透過客戶體驗調查 (CXS)，這項調查每年進行一次，用以收集來自數萬名客戶和合作夥伴的意見反應。我們會在 NetApp 內部組織之間分享這些結果，協助我們的團隊持續做出資料導向決策，以便未來推陳出新提供更好的產品與服務。 

多年來，我們已經注意到調查問題的答案具有一致性：「您為何選擇 NetApp 而非其他儲存供應商？」我們已找出 NetApp 擁有真正忠誠客戶群的五大理由，以及客戶數仍持續成長的關鍵原因。 

#1 解決方案可以滿足客戶需求

如我們其中一位客戶所言，我們提供「穩定的產品與成熟的技術」。

NetApp 客戶很欣賞我們將對話重點放在他們的困難處和業務成果，而非光顧著推銷我們的產品。我們成功滿足大型企業的需求，是因為我們能提供客戶所關心的整套解決方案。此外，我們也持續確保這些解決方案能與客戶的業務目標和特定工作負載保持高度關聯，可以及時且專注於達成其需求。

#2 無與倫比的產品效能

有一家使用 NetApp 產品的團隊表示：「12 年來從未遺失過任何資料。」

過去 30 年，NetApp 產品的效能一直備受推崇，客戶對我們的產品充滿信心，因為我們的工程團隊致力於建立和平衡創新需求，確保我們的產品和解決方案能持續滿足客戶對於簡易性、靈活度和品質不斷變化的期望。 

#3 NetApp 客戶信任我們

正如一位 NetApp 使用者所說：「一切以人為本。」

回頭客和業務長期成長均高度仰賴客戶的忠誠度與信任，否則就算有能力提供以客戶為中心的解決方案和優異的產品效能，但如果客戶不相信我們能做到，那麼一切都白搭了。簡而言之，沒有信任等於沒有客戶。

在 NetApp，我們根深蒂固的文化特別強調尊重、誠信與團隊合作，這有助於支援我們一心一意專注於尋找最佳方式來增強客戶能力，讓客戶能夠繼續信賴我們來處理他們的業務。

我們知道客戶有很多選擇，這就是為什麼我們把盡可能提供最好的客戶體驗做為首要任務，藉此贏得並維持客戶信任。從 Walker 的 IT B2B 忠誠度象限可以反映出這項承諾，NetApp 目前的評價接近其標竿水準 60% ，可見我們真正忠誠的客戶正是未來 NetApp 業務的發展骨幹。

#4 創新技術的輝煌歷史

就我們的解決方案而言，NetApp 技術符合未來導向。

我們的許多客戶表示，他們認為 Netapp 比我們的競爭對手更具創新能力，這並不令人意外，因為我們在業界的記錄非常出色。NetApp 創造了許多業界第一（例如，統一化儲存設備、重複資料刪除技術和 FC/NVMe），還有許多領先業界的創新技術。由於我們採用與合作夥伴和客戶「共同創新」的方法，使我們能在創新方面維持領先地位。藉由持續整合客戶意見回饋、預測技術趨勢、建立相關解決方案，我們讓客戶能夠專注於業務成果及客戶想要的成功，而非費心於資料管理與作業上。

#5 一流的客戶體驗（真正的成功秘訣）

正如一位客戶所說：「NetApp 支援團隊會與我們密切合作，解決任何爭議 / 問題，直接讓客戶感到滿意。」

NetApp 解決方案、服務和支援團隊會在整個客戶過程中持續努力，確保我們信守承諾，提供更簡單、更動態的客戶體驗。我們為客戶降低了從初次購買到續約的流程複雜度，並在客戶從內部環境移轉到雲端型儲存解決方案時，協助她們因應變化。這表示，我們能夠在客戶所處的任何境遇與客戶接洽，協助他們達成目標，而非只從我們自己的觀點來塑造業務成果。透過設身處地為客戶著想，我們可以「由外而內」看清客戶需求，藉此提供業界無與倫比、品質一致的客戶體驗。

客戶意見至關重要。

傾聽、理解及傳達 NetApp 客戶的見解對我們來說非常重要，因為我們能更有效地識別及解決最具影響力的客戶體驗挑戰。NetApp 致力於提供卓越的客戶體驗，並重視所有通路的所有意見回饋。在接下來的幾個月，請關注我們如何將收到的客戶直接意見轉化為具體客戶改進措施的進一步更新訊息，這是我們持續提供透明度的一部分承諾，也說明我們如何根據客戶和合作夥伴的意見來採取行動。我們重視客戶與合作夥伴的持續支援，並期待與大家一起合作，不斷改善我們的客戶體驗。

瞭解 NetApp^® 客戶體驗的獨到之處。

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#1 Solutions that meet their needs

In the words of one of our customers, we provide “stable product and mature technology.”

NetApp customers appreciate the fact that we focus conversations on their pain points and business outcomes, not on our products. Our success in serving the needs of large enterprises is based on the fact that we deliver an entire suite of solutions that customers care about. And we continue to make sure that those solutions are relevant, timely, and focused on meeting our customers’ business objectives and specific workloads.

#2 Unparalleled product performance

One team using NetApp products stated that they’ve “never lost a single bit in 12 years.”

The performance of NetApp products has been respected for 30 years. Our customers have confidence in our products because our engineering teams do a phenomenal job of building and balancing the need for innovation with making sure that our products and solutions continue to meet their ever-evolving expectations for simplicity, flexibility, and quality. 

#3 NetApp customers trust us

As one NetApp user put it, “It’s always about the people.”

Repeat business and long-term growth are highly dependent on customer loyalty and trust. Despite providing customer-centric solutions and stellar product performance, if customers don’t trust that we can deliver, it doesn’t matter. Simply put, no trust equals no customers.

At NetApp, our deep-rooted culture of respect, integrity and teamwork helps support our single-minded focus on finding the best ways to empower our customers so that they continue to trust us with their business.

We know that our customers have options. That's why we make it a top priority to give them the best possible experience, while earning—and keeping—their trust. This commitment is reflected in the fact that Netapp currently hovers close to Walker’s IT B2B Loyalty Quadrant Benchmark of 60%, with our truly loyal customers forming the backbone of future NetApp business.

#4 History of innovative technology

When it comes to our solutions, NetApp’s technology is future oriented.

Many of our customers say that they view Netapp as more innovative than our competition. That’s no surprise, given our strong track record in the industry. NetApp was responsible for many industry firsts (for example, unified storage, deduplication, and FC/NVMe), as well as industry-leading innovation. We’re able to maintain our leadership in innovation because of our “co-innovate” approach with our partners and customers. By continuously incorporating customer feedback, anticipating tech trends, and creating relevant solutions, we enable our customers to focus on business outcomes and their customers’ success, rather than on data management and operations.

#5 A stellar customer experience (the true recipe for our success)

As one customer put it, “the NetApp support team works closely with us to resolve any issues/questions, which translates directly to our customers' satisfaction.”

The solutions, services and support teams at NetApp work throughout the customer journey to make sure that we hold true to our commitment to deliver a simpler, more dynamic customer experience. We reduce complexity for our customers, from their initial purchase through the renewal process, and we help them to navigate change as they transition from on-premises to cloud-based storage solutions. That means we’re able to meet our customers where they are and help them get to where they want to be, rather than shaping their business outcomes using only our own perspective. By putting ourselves in the customer's shoes, we can look at them from the “outside in,” which enables us to offer a consistent customer experience that is unparalleled in the industry.

Customer opinion matters.

Listening to, understanding and delivering the voice of the customer insights across NetApp is crucial for us to better identify and address the most impactful customer experience challenges. At NetApp, we are committed to delivering exceptional customer experiences and value all feedback from all channels. In the coming months, watch for further updates on how the direct customer feedback that we receive translates into specific customer improvements—it's all part of our ongoing commitment to provide transparency and show how we’re acting on customer and partner feedback. We value our customers’ and partners’ continued support and look forward to continuously improving our customer experience in partnership with them.

See the NetApp^® customer experience difference.