阅读理解In the more and more petitive service industry, it is no longer enough to promise customer satisfaction. Today, customer “delight” is what panies are trying to achieve in order to keep and increase market share.
It is accepted in the marketing industry, and confirmed by a number of researches, that customers receiving good service will promote business by telling up to 12 other people; those treated badly will tell their tales of woe to up to 20 people. Interestingly, 80 percent of people who feel their plaints are handled fairly will stay loyal.
New challenges for customer care have e when people can obtain goods and services through telephone call centers and the Internet. For example, many panies now have to invest(投资)a lot of money in information technology and staff training in order to cope with the “phone rage”—caused by delays in answering calls, being cut off in mid-conversation or let waiting for long periods.
“Many people do not like talking to machines,” says Dr. Storey, Senior Lecturer in Marketing at City University Business School. “Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them. The aim is to make the customer feel they know you and that you can trust them —the sort of fortable feelings people have during face-to-face chats with their local branch manager.”
Remended ways of creating customer delight include: under-promising and over-delivering (saying that a repair will be carried out within five hours, but getting it done within two); replacing a faulty product immediately; throwing in a gift voucher(购物礼券)as an unexpected “thank you” to regular customers; and always returning calls, even when they are plaints.
Aiming for customer delight is all very well, but if services do not reach the high level promised, disappointment or worse will be the result. This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy (for example, “I know how you must feel”), and possible solutions (replacement, pensation or whatever fairness suggests best meets the case).
Airlines face some of the toughest challenges over customer care. Fierce petition has convinced them that delighting passengers in an important marketing tool, while there is great potential for customer anger over delays caused by weather, unclaimed luggage and technical problems.
For British Airways staff, a winning telephone style is considered vital in handling the large volume of calls about booking and flight times. They are trained to answer quickly, with their name, job title and a “we are here to help” attitude. The pany has invested heavily in information technology to make sure that information is available instantly on screen.
British Airways also says its customer care policies are applied within the pany and staff are taught to regard each other as customers requiring the highest standards of service.
Customer care is obviously here to stay and it would be a foolish pany that used slogans such as “we do as we please.” On the other hand, the more customers are promised, the greater the risk of disappointment1.We can learn from Paragraph 2 that______.A.plaining customers are hard to satisfyB.unsatisfied customers receive better serviceC.satisfied customers catch more attentionD.well-treated customers promote business2.The writer mentions “phone rage” (Paragraph 3)to show that______.A.customers often use phones to express their angerB.people still prefer to buy goods onlineC.customer care bees more demandingD.customers rely on their phones to obtain services3.What does the writer remend to create customer delight?A.Calling customers regularlyB.Giving a “thank you” noteC.Delivering a quicker serviceD.Promising more gifts4.If a manager should show his empathy (Paragraph 6), what would he probably say?A.“I know how upset you must be.”B.“I appreciate your understanding.”C.“I’m sorry for the delay.”D.“I know it’s our fault.”5.Customer delight is important for airlines because______.A.their telephone style remains unchangedB.they are more likely to meet with plaintsC.the services cost them a lot of moneyD.the policies can be applied to their staff6.Which of the following is conveyed in this article?A.Face-to-face service creates fortable feelings among customersB.Companies that promise more will naturally attract more customersC.A pany should promise less but do more in a petitive marketD.Customer delight is more important for airlines than for banks
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DCCAB C解析现在的公司要想取得成功必须要付出更大的努力来得到顾客的承认。
1.推理题。根据第2段最后3行内容可知那些受到善待的顾客会向别人推荐商店，这样商店的生意就会提升了。
2.推理题。根据原文“phone rage”后的caused by delays in answering calls, being cut off in mid-conversation or let waiting for long periods.可知现在的顾客变得挑剔了。对商家的服务提出了更高的要求了。
3.推理题。根据第五段第一行Remended ways of creating customer delight include: under-promising and over-delivering可知快速的投递服务也能让顾客满意。
4.推理题。根据empathy移情作用(for example, “I know how you must feel”) 可知A蛾说法符合要求。
5.推理题。根据文章倒数第四段内容可知航空公司的竞争是最强的，所以他们遇见的抱怨的可能性也是最大的。
6.推理题。通读全文可知现在的公司面临的竞争很激烈，所以各公司应该做的更多。