讲故事与叙事2011shankman.com
史上最伟大的客户服务故事：莫顿牛排馆
The Greatest Customer Service Story Ever Told, Starring Morton’s Steakhouse
导读
这篇讲的是 Morton’s 牛排馆为知名公关人 Peter Shankman 把牛排送到机场，被包装成“史上最伟大的客户服务故事”。它值得写作者读，是因为 HN 评论拆穿了这类病毒故事的公关逻辑与特权视角：写“传奇故事”前，先分清普遍服务、名人特例和营销噱头。
可以直接用的写作要点
- 01
写“传奇服务”故事前先追问：这是人人可得的服务，还是针对名人、大客户的公关特例？把背景和利益关系交代清楚。
- 02
面对“最伟大”“史上最佳”这类绝对化标题，要用反例或对照故事检验它是否成立，避免把单次特例写成普遍规律。
- 03
细节可以增强戏剧性，但也要警惕叙述视角：当作者把奢侈行程当成日常，读者可能只看到特权炫耀而非服务精神。
- 04
写社交媒体成功故事时，要追踪当事人身份、动机和传播链，别把品牌公关 stunt 误写成客户服务案例。
HN 评论精选
所谓“服务神话”很可能是名人身份触发的公关特例，写作者要警惕把特例当普遍。
我并不嫉妒他得到牛排，但这类事越来越让我不舒服。在互联网上，我有时觉得“每个人”都会遇到这种可爱的事。深挖后常常发现，像这次一样，当事人是公关或相关领域的大人物。人们容易忘记，经常上网的 99.99% 的人并没有免费赠品、没在 Twitter 上爆红、没上 Reddit 首页。文章说“我认为这不是因为我的粉丝数，而是因为 Morton’s 知道我是常客、是好顾客。”我百分百确信这不是真的。如果是我（15 个 Twitter 粉丝）发类似内容，绝不可能发生同样的事。
CJefferson查看英文原文
While I don't bemoan this man his steak, this kind of things increasingly bothers me. On the internet I sometimes get the impression that "everyone" has cute things like this happen to them. When you dig, it often turns out, like this, the person is big in PR or some related field. It can get easy to forget that 99(.99?)% of the people regularly on the internet aren't getting free stuff, lighting up twitter, hitting the front page of reddit, etc. From the article: "I don’t think it’s about my follower numbers. I think it’s about Morton’s knowing I’m a good customer, who frequents their establishments regularly. " I am 100% convinced this is not true. I'm sure if I (with 15 twitter followers) had posted something similar there would be no chance of something similar happening.
用另一个更朴素的真实故事作对照，可以检验“最伟大”叙事是否站得住。
我恭敬地用 Katie the Prefect 的故事来反驳这个“最伟大”客户服务故事：几周前我写文章说计划带女儿们——尤其是九岁的 Elizabeth——去奥兰多环球影城的哈利波特世界。我担心不会发生什么惊喜和魔法。结果，惊喜和魔法真的发生了。
wallflower查看英文原文
I respectfully counter this 'greatest' customer service story with the story of Katie the Prefect: "A few weeks ago, I wrote a post about our plans to take our daughters -- particularly our nine-year-old Elizabeth -- to Harry Potter World at Universal Studios in Orlando. I worried, I suppose, that nothing surprising and magical would happen. Well, as it turned out, something surprising and magical did happen." http://joeposnanski.blogspot.com/2011/01/katie-prefect.html
故事暴露了特权视角；写作时要意识到叙述者把奢侈行程当日常，可能让读者反感。
我没有这样的日子，也不该有人有。现代通信条件下，飞去做午餐会、当晚飞回，是荒谬的资源浪费，近乎不堪。昂贵牛排馆给机场某位知名大人物送免费牛排，虽是廉价公关噱头，浪费没那么明显，但仍是 gratuitous luxury 的令人反感表现。上层财富茧房里的人常知道自己被如何看待，通常会掩饰自满。窥见极端特权的精神世界总是有教育意义。
mycroftiv查看英文原文
"I was catching a 7am flight out of Newark to Tampa, Florida, for a lunch meeting in Clearwater, then heading back to Newark on a 5pm flight, getting me in around 8:10pm, and with any luck, to my apartment by 9 or so. We all have days like that, they happen from time to time." I don't have days like that, and neither should anyone else. With modern communication systems, flying in airplanes to lunch meetings and flying back that night is such an absurd waste of resources it qualifies as obscene. The fact that an expensive steakhouse decided to pull a cheap PR stunt by delivering a free steak to the airport to some well-known Big Shot is less obviously wasteful, but still a repellent manifestation of gratuitous luxury. People within the cocoon of the upper percentiles of wealth often have a sense of how they are perceived by others, and usually take some care to disguise their self-satisfaction. It is always educational to get a glimpse into the mental world of extreme privilege.
把名人获赠免费品包装成客户服务成功，是混淆公关营销与真实服务。
这类“社交媒体成功”故事该停了。正如许多人指出，这是营销/公关噱头，因为他们清楚 Peter Shankman 是谁、他会怎么回应。从 Morton’s 角度，给他免费牛排是稳赚。但这是客户服务中的“社交媒体成功”故事吗？不是。他们给名人免费品，换来免费正面公关。只要稍微关注 Peter，就知道他常遇到这种事。
timjahn查看英文原文
These sort of "social media success" stories need to stop. As many here have pointed out, this was a marketing/PR stunt, because they know exactly who Peter Shankman is and what he would do in response. It's a no brainer from Morton's perspective to give him a free steak in this case. But is this a "social media success" story in customer service? No. They gave a famous person a freebie. For free positive PR. If you follow Peter in the slightest way, you know he has this happen to him all the time.
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