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双语:沃尔玛和麦当劳在效仿别人的营销

2016-06-15    来源:外研社的博客    【      美国外教 在线口语培训

双语:沃尔玛和麦当劳在效仿别人的营销

Walmart and McDonald's, two of the biggest and oldest brands in the US, have for years faced widespread complaints about poor customer service.
近年来,顾客们普遍抱怨美国两个最大最老品牌沃尔玛和麦当劳的顾客服务差。

Now both companies are investing billions of dollars in wage increases and training for their workers, following in the footsteps of companies like Chick-fil-A, and they are already seeing positive results.
现在,这两家公司纷纷向福来鸡这样的公司学习,投资数十亿美元来提高员工工资,加强员工培训。目前这些措施已经取得了积极的效果。

Walmart last year committed to investing $2.7 billion over two years in wage increases, scheduling improvements, and employee training. The move is improving widespread issues in stores, such as empty shelves and cleanliness, executives said.
去年,沃尔玛承诺在未来两年内投资27亿美元,这笔巨款将用于提高工资,改进调度,培训员工。沃尔玛的主管表示,这一举措正在解决一些普遍存在的问题,比如空货架和清洁问题。
 
The company is even seeing sales and traffic improvements, which it said were driven in part by the investments in labor. In the most recent quarter, Walmart's US same-store sales rose 1%, driven by a 1.5% increase in traffic.
沃尔玛的销量和人流量也有所增加,这部分是由于投资劳动力所致。上季度,美国沃尔玛店面的人流量增加1.5%,销量也随之增加1%。

The changes aren't going unnoticed by customers.
消费者们也注意到了这些变化。

"Our customers continue to tell us they are happy with the changes we're making in our stores, as evidenced by our customer-experience scores, which rose again this quarter versus last year," said Brett Biggs, executive vice president and chief financial officer of Walmart stores, on a call with analysts.
沃尔玛的执行副总裁和首席财务官布雷特·比格斯在电话中告诉分析人员:“顾客们表示,他们很高兴看到沃尔玛的这些变化。与去年相比,本季度的顾客体验指数有所上升。”

McDonald's has also been investing in its workers.
麦当劳也同样加强了对员工的投资。

The fast-food chain lifted its average hourly wage from $9.01 to $9.90 last July, and will raise it further to exceed $10 by the end of this year. McDonald's also started allowing workers to earn up to five days of paid vacation every yea.
去年7月份,这家快餐连锁店的员工的时薪由9.01美元提高至9.90美元,今年年底将超过10美元。另外,麦当劳开始允许员工每年享受5天的带薪休假。

The training and wage investments have had a significant impact on customer service, according to McDonald's CEO Steve Easterbrook.
麦当劳的首席执行官史蒂夫·伊斯特布鲁克表示,员工培训和员工投资对顾客服务产生了巨大的影响。

He said the changes "have resulted in lower crew turnover and higher customer-satisfaction scores and we are gaining share relative to the fast-food sandwich segment."
他说:“这些变化降低了员工的离职率,提高了客户满意度。在快餐中的三明治领域,我们获得了更多的市场份额。”

Customer-satisfaction scores were up 6% in the first quarter, compared to the same period last year, he said.
他表示,第一季度的客户满意度比去年同比增长了6%。



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