阅读理解。 In the more and more competitive service industry, it is no longer eno
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阅读理解。 |
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 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. |
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. What does the writer recommend to create customer delight? |
A. Calling customers regular. B. Gibing a "thank you"note. C. Delivering a quicker service. D. Promising more gifts. |
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." |
5. 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 |
6. 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 air lines then for banks. |
答案
1-6: DCCABC |
举一反三
Cloze test. |
Everyone in business has been told that success is all about attracting and retaining (留住) customers. It 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. | A. Manufacturing industry in information economy. B. News in the age of information. C. Argument about individual accounts and their reliability. D. Be your own investigative journalist. E. Don"t believe everything you read in the newspapers. F. Information is presented in an entertaining way. | 阅读理解。 | As the railroad and the highways shaped the American west in the past centuries, a new electrical generating (发电) and transmission (输送) system for the 21st century will leave a lasting mark on the West, for better or worse. Much of the real significance of railroads and highways is not in their direct physical effect on the scenery, but in the ways that they affect the surrounding community. The same is true of big solar plants and the power lines that will be laid down to move electricity around. The 19th century saw land grant (政府拨地) offered to railroad companies to build the transcontinental railroads, leaving public land in between privately owned land. In much of the West, some of the railroad sections were developed while others remained underdeveloped, and in both cases the landownership has presented unique challenges to land management. With the competition of the interstate highway system, many of the small towns which sprang up as railway stops and developed well, have lost their lifeblood and died. Big solar plants and their power lines will also have effects far beyond their direct footprint in the West. This is not n argument against building them. We need alternative energy badly, and to really take advantage of it we need to be able to move electricity around far more readily than we can now. So trade-offs will have to be made. Some scenic spots will be sacrificed. Some species (物种) will be forced to move, or will be carefully moved to special accommodations. Deals will be struck to reduce the immediate effects. The lasting effects of these trade-offs are another matter. The 21st century development of the American West as an ideal place for alternative energy is going to throw off a lot of power and money in the region. There are chances for that power and money to do a lot of good. But it is just likely that they will be spent wastefully and will leave new problems behind, just like the railroads and the highways. The money set aside in negotiated trade-offs and the institutions that control it will shape the West far beyond the immediate footprint of power plants and transmission lines. So let"s remember the effects of the railroads and the highways as we construct these new power plants in the West. | 1. What was the problem caused by the construction of the railways? | A. Small towns along the railways became abandoned. B. Some railroad stops remained underused. C. Land in the West was hard to manage. D. Land grants went into private hands. | 2. What is the major concern in the development of alternative energy according to the last two paragraphs? | A. The transmission of power. B. The use of money and power. C. The conservation of solar energy. D. The selection of an ideal place. | 3. What is the author"s attitude towards building solar plants? | A. Cautious B. Approving C. Doubtful D. Disapproving | 4. Which is the best title for the passage? | A. How the Railways Have Affected the West B. How Solar Energy Could Reshape the West C. How the Effects of Power Plants Can Be Reduced D. How the Problems of the Highways Have Been Settled | 阅读理解。 | More than 10 years ago, it was difficult to buy a tasty pineapple. The fruits that made it to the UK were green on the outside and, more often than not, hard with an unpleasant taste within. Then in 1996, the Del Monte Gold pineapple produced in Hawaii first hit our shelves. The new type of pineapple looked more yellowy-gold than green. It was slightly softer on the Outside and had a lot of juice inside. But the most important thing about this new type of pineapple was that it was twice as sweet as the hit-and-miss pineapples we had known. In no time, the Del Monte Gold took the market by storm, rapidly becoming the world"s best-selling pineapple variety, and delivering natural levels of sweetness in the mouth, up until then only found in tinned pineapple. In nutrition (营养) it was all good news too. This nice-tasting pineapple contained four times more vitamin C (维生素C) than the old green variety. Nutritionists said that it was not only full of vitamins, but also good against some diseases. People were understandably eager to be able to buy this wonderful fruit. The new type of pineapple was selling fast, and the Del Monte Gold pineapple rapidly became a fixture in the shopping basket of the healthy eater. Seeing the growing market for its winning pineapple, Del Monte tried to keep the market to itself. But other fruit companies developed similar pineapples, Del Monte turned to law for help, but failed.Those companies argued successfully that Del Monte"s attempts to keep the golden pineapple for itself were just a way to knock them out of the market. | 1. We learn from the text that the new type of pineapple is _____. | A. green outside and sweet inside B. good-looking outside and soft inside C. yellowy-gold outside and hard inside D. a little soft outside and sweet inside | 2. Why was the new type of pineapple selling well? | A. It was rich in nutrition and tasted nice. B. It was less sweet and good for health. C. It was developed by Del Monte. D. It was used as medicine. | 3. The underlined word "fixture" in Paragraph 3 probably refers to something _____. | A. that people enjoy eating B. that is always present C. that is difficult to get D. that people use as a gift | 4. We learn from the last paragraph that Del Monte _____. | A. allowed other companies to develop pineapples B. succeeded in keeping the pineapple for itself C. tried hard to control the pineapple marker D. planned to help the other companies | 阅读理解。 | When I was seven, my father gave me a Timex, my first watch. I loved it, wore it for years, and haven"t had another one since it stopped ticking a decade ago. Why? Because I don"t need one. I have a mobile phone and I"m always near someone with an iPod or something like that. All these devices (装置) tell the time-which is why, if you look around, you"ll see lots of empty wrists; sales of watches to young adults have been going down since 2007. But while the wise have realized that they don"t need them, others-apparently including some distinguished men of our time-are spending total fortunes on them. Brands such as Rolex, Patek Philippe and Breitling command shocking prices, up to £250.000 for a piece. This is ridiculous. Expensive cars go faster than cheap cars. Expensive clothes hang better than cheap clothes. But these days all watches tell the time as well as all other watches. Expensive watches come with extra functions-but who needs them? How often do you dive to 300 metres into the sea or need to find your direction in the area around the South Pole? So why pay that much of five years" school fees for watches that allow you to do these things? If justice were done, the Swiss watch industry should have closed down when the Japanese discovered how to make accurate watches for a five-pound note. Instead the Swiss reinvented the watch, with the aid of millions of pounds" worth of advertising, as a message about the man wearing it. Rolexes are for those who spend their weekends climbing icy mountains; a Patek Philippe is for one from a rich or noble family; a Breitling suggests you like to pilot planes across the world. Watches are now classified as "investments" (投资). A 1994 Philippe recently sold for nearly £350, 000, while 1960s Rolexes have gone from 15, 000 to 30, 000 plus in a year. But a watch is not an investment. It"s a toy for self-satisfaction, a matter of fashion. Prices may keep going up-they"ve been rising for 15 years. But when fashion moves on, the owner of that? £350, 000 beauty will suddenly find his pride and joy is no more a good investment than my childhood Times. | 1. The sales of watches to young people have fallen because they _____. | A. have other devices to tell the time B. think watches too expensive C. prefer to wear an iPod D. have no sense of time | 2. It seems ridiculous to the writer that _____. | A. people dive 300 metres into the sea B. expensive clothes sell better than cheap ones C. cheap cars don"t run as fast as expensive ones D. expensive watches with unnecessary functions still sell | 3. What can be learnt about Swiss watch industry from the passage? | A. It targets rich people as its potential customers. B. It"s hard for the industry to beat its competitors. C. It wastes a huge amount of money in advertising. D. It"s easy for the industry to reinvent cheap watches. | 4. Which would be the best title for the passage? | A. Timex or Rolex? B. My Childhood Timex. C. Watches? Not for Me! D. Watches-a Valuable Collection. |
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