Question

In the more and more competitive service industry , it is no longer enough to promise customer satisfaction. Today , customer “delight” is what companies 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, 80 percent of people who feel their complaints are handled fairly will stay loyal

New challenges for customer care have come when people can obtain  goods and services through  telephone call centers and the Internet. For example , many companies now have to invest(投資)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— the sort of comfortable feelings people have during face-to-face chats with their local branch manager.”

Recommended 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(購物禮卷)as an unexpected “thank you” to regular customers ;and always returning calls ,even when they are complaints.

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 , compensation or whatever fairness suggests best meets the case).

Airlines face some of the toughest challenges over customer care . Fierce competition 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 name , job title and a “we are here to help” attitude. The company 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 company 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 company 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.

1.We can learn from Paragraph 2 that       .

A．complaining customers are hard to satisfy

B．unsatisfied customers receive better service

C．Satisfied customers catch more attention

D．well-treated customers promote business

2.The writer mentions “phone rage”(Paragraph 3) to show that       .

A．customers often use phones to express their anger

B．people still prefer to buy goods online

C．customer care becomes more demanding.

D．customers rely on their phones to obtain services

3.If a manager should show his empathy (Paragraph6), 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.”

4. Customer delight is important for airlines because      .

A．their telephone style remains unchanged

B．they are more likely to meet with complaints

C．the services cost them a lot of money

D．the policies can be applied to their staff

5.Which of the following is conveyed in this article?

A．Face-to-face service creates comfortable feelings among customers.

B．Companies that promise more will naturally attract more customers.

C．A company should promise less but do more in a competitive market.

D．Customer delight is more important for airlines than for banks.

 

Answer 1

【答案】

1.D

2.C

3.A

4.B

5.C

【解析】

試題分析：

1.D 段落大意題。根據第二段customers receiving good service will promote business by telling up to 12 other people 和80 percent of people who feel their complaints are handled fairly will stay loyal都說明受到良好服務的顧客能促進生意的發展，故D正確。

2.C 推理題。根據第三段前兩行New challenges for customer care have come when people can obtain  goods and services through  telephone call centers and the Internet.說明現在的顧客希望等到更好的服務，更便捷的服務，對于服務行業來說有了新的挑戰。故C正確。

3.A 推理題。根據第六段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”) 說明如果沒有讓顧客滿意，可以用道歉的方式表達自己的歉意。如“I know how you must feel”選項中的A項與之相似。故A正確。

4.B 細節題。根據文章倒數第四段while there is great potential for customer anger over delays caused by weather , unclaimed luggage and technical problems .說明航空公司遇見乘客的抱怨的可能性是最大的，故B正確。

5.C 推理題。根據第五段內容  Recommended ways of creating customer delight include: under-promising and over-delivering 等可知要想讓顧客滿意，要少做承諾，多提供服務。如答應5分鐘內完成，實際上在2分鐘之內就完成了等。故C正確。

考點：考查知識類短文閱讀

點評：文章介紹了現在的服務行業中讓顧客高興是他們最大的挑戰，并給出了一些解決方法。本文的難點在于文章篇幅太長，信息量太大，需要考生仔細篩選信息。一推理題的考查為主，解推斷題最主要的方法是根據詞義關系推斷具體細節。