题目
题型：浙江省高考真题难度：来源：
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 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 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 then. 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 (购物礼券) 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 at 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 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.
B. unsatisfied customers receive better service
C. satisfied customers catch more attention
D. well-treated customers promote business
B. people still prefer to buy goods online
C. customer care becomes more demanding
D. customers rely on their phones to obtain services
B. Gibing a "thank you"note.
C. Delivering a quicker service.
D. Promising more gifts.
B. "I appreciate your understanding."
C. "I"m sorry for the delay."
D. "I know it"s our fault."
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
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 air lines then for banks.
答案
核心考点
试题【阅读理解。 In the more and more competitive service industry, it is no longer eno】；主要考察你对题材分类等知识点的理解。[详细]
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sounds simple and achievable. But, 1 , words of wisdom are soon forgotten. Once companies have attracted
customers they often 2 the second half of the story. In the excitement of beating off the competition,
negotiating prices, securing orders, and delivering the product, managers tend to become carried away. They
forget what they regard as the boring side of business- 3 that the customer remains a customer.
4 to concentrate on retaining as well as attracting customers costs business huge amounts of money
annually. It has been estimated that the average company loses between 10 and 30 per cent of its customers
every years. In constantly changing 5 , this is not surprising. What is surprising is the fact that few companies
have any idea how many customers they have lost.
Only now are organizations beginning to wake up to those lost opportunities and calculate the 6 implications.
Cutting down the number of customers a company loses can make a big 7 in its performance. Research in
the US found that a five per cent decrease in the number of defecting (流失的) customers led to 8 increases
of between 25 and 85 per cent.
In the US, Domino"s Pizza estimates that a regular customer is worth more than $5,000 over ten years. A
customer who receives a poor quality product or service on their first visit and 9 never returns, is losing the
company thousands of dollars in 10 profits (more if you consider how many people they are likely to tell about
their bad experience).
The logic behind cultivating customer 11 is impossible to deny. "In practice most companies" marketing
effort is focused on getting customers, with little attention paid to 12 them", says Adrian Payne of Cornfield
University School of Management. "Research suggests that there is a close relationship between retaining
customers and making profits." 13 customers tend to buy more, are predictable and usually cost less to service
than new customers. Furthermore, they tend to be less price 14 , and may provide free word-of-mouth
advertising. Retaining customers also makes it 15 for competitors to enter a market or increase their share of
a market.
| ( )1. A. in particular ( )2. A. emphasize ( )3. A. denying ( )4. A. Moving ( )5. A. markets ( )6. A. culture ( )7. A. promise ( )8. A. cost ( )9. A. as a result ( )10. A. huge ( )11. A. beliefs ( )12. A. altering ( )13. A. Assumed ( )14. A. agreeable ( )15. A. unfair | B. in reality B. doubt B. ensuring B. Hoping B. tastes B. social B. plan B. opportunity B. on the whole B. potential B. loyalty B. understanding B. Respected B. flexible B. difficult | C. at least C. overlook C. arguing C. Starting C. prices C. financial C. mistake C. profit C. in conclusion C. extra C. habits C. keeping C. Established C. friendly C. essential | D. first of all D. believe D. proving D. Failing D. expenses D. economical D. difference D. budget D. on the contrary D. reasonable D. interest D. attracting D. Unexpected D. sensitive D. convenient | ||||||||||||||||||||||||||||
| Directions: Read the following text and choose the most suitable heading from A-F for each paragraph. There is one extra heading which you do not need. | |||||||||||||||||||||||||||||||
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