概括大意與完成句子 實(shí)戰(zhàn)演練 三

（三）Customer "Delight"

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 researchers, that customers receiving good service will promote business. According to a commercial research, people who get good service will tell up to 12 other people, while those treated badly tell tales of woe to up to 20 people. Interestingly, 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 Business School of City University 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 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 (購物禮券) as an unexpected "thank you" to regular customers; and always returning calls, even when there 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). For example, airlines face some of the toughest challenges over customer care. 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.

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. Paragraph 2________.

2. Paragraph 3________.

3. Paragraph 4________.

4. Paragraph 5________.

* * *

A. Methods of delighting customers

B. Importance of good service

C. How to remedy the clients' disappointment

D. Accept the customers' complaints

E. New challenges for customer care

F. The correct attitude

* * *

5. 80 percent of customers will continue to shop in one store if________.

6. In order to delight customers, banks encourage their staff to________.

7. A gift voucher is delivered to regular customers as________.

8. British Airways staff are trained to answer quickly with________.

* * *

A. an unexpected "thank you"

B. they really love their goods

C. their complaints are dealt with fairly

D. a "we are here to help" attitude

E. employ the customer data

F. apologize for what they did

* * *

［答案解析］

1．B。［解析］第二段主題句為第一句：It is accepted in the marketing industry, and confirmed by a number of researchers, that customers receiving good service will promote business. 句子意為：營銷業(yè)以及很多的研究者都認(rèn)為，讓顧客得到良好的服務(wù)會促進(jìn)生意的發(fā)展。這與選項(xiàng)B Importance of good service（良好服務(wù)的重要性）意思一致，故B為正確答案。

2．E。［解析］第三段主題句為第一句：New challenges for customer care have come when people can obtain goods and services through telephone call centers and the Internet. 句子意為：當(dāng)人們通過電話和網(wǎng)絡(luò)就可以獲得商品和服務(wù)時，商家便又迎來了對客戶服務(wù)的新挑戰(zhàn)。這與選項(xiàng)E New challenges for customer care（客戶服務(wù)的新挑戰(zhàn)）意思一致，故E為正確答案。

3．A。［解析］第四段主題句為第一句：Recommended ways of creating customer delight include...句子意為：所推薦的取悅客戶的辦法包括……。選項(xiàng)A是對上述意思的同義改寫，故A為正確答案。

4．C。［解析］第五段主題句為第二句：This can be eased by offering an apology and an explanation... and possible solutions...句子意為：通過道歉、解釋以及可行的解決辦法來緩解顧客的失望心情。這里This指上文中的disappointment，由此可見，選項(xiàng)C與其表達(dá)一致，故C為正確答案。

5．C。［解析］首先根據(jù)語法常識推斷出這里需要添加的是一個句子，故可以排除選項(xiàng)A、D、E、F。然后根據(jù)題干線索詞80 percent of customers將原文定位至第二段段尾：Interestingly, 80 percent of people who feel their complaints are handled fairly will stay loyal. 選項(xiàng)C是其同義改寫，故C為正確答案。

6．E。［解析］根據(jù)題干線索詞banks可將原文定位至第三段倒數(shù)第二句：Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them. 選項(xiàng)E中的employ是use的同義詞，其意思表達(dá)一致，故E為正確答案。

7．A。［解析］根據(jù)題干線索詞A gift voucher可將原文定位至第四段倒數(shù)第二句：throwing in a gift voucher (購物禮券) as an unexpected "thank you" to regular customers，由此可知A為正確答案。

8．D。［解析］根據(jù)題干線索詞British Airways可將原文定位至第五段最后一句：They are trained to answer quickly, with their names, job title and a "we are here to help" attitude. 這里They即指上文的British Airways staff，故D為正確答案。