In the more and more competitive service industry, it is no longer enough to promise custo

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 researchers, that customers receiving good service will promote business by telling up to 12 other people; those treated badly tell 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 left 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 is 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 bookings and flight times. They are trained to answer quickly, with their names, 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 disappointment.
【小题1】We can learn from Paragraph 2 that     .A．plaining customers are hard to satisfy B．unsatisfied customers receive better serviceC．satisfied customers catch more attentionD．well-treated customers promote business【小题2】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 services【小题3】What does the writer remend to create customer delight?A．Calling customers regular.B．Giving a thank you note.C．Delivering a quicker service.D．Promising more gifts.【小题4】If a manager should show his empathy (Paragraph 6), what would be 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.【小题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 staff【小题6】Which of the following is conveyed in this article?A．Face-to-face service creates fortable feelings among customers.B．Companies that promise more will naturally attract more customers.C．A pany should promise less but do more in a petitive market.D．Customer delight is more important for air lines then for banks.D