In the more and more competitive scrvice industry , it is no longer enough to promise customrr satisfaction. Today , customer “delighi” is what companies are trying to achieve in or 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 llenges for customer care have come when peoplecan obtain goods and services through telephone call centers and the Intemet. 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 Marketng 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 customet feel they know you and that you can trest— 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 camed out within five hours ,but getting it done within two );replacing a faulty product immediately : throwing in a gift voucher(购物礼卷)as an unexpected “thank you” to regntlar 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 aplogy 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 faimess suggests best meets the case).
Airlines face some of the tourhest 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 technieal problems .
For British Airways staff , a winning telephone style is considercd 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 investod heavily in information technology to make sure that infomation is available instantly on scren.
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.
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 |
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 attention |
| D．customers rely on their phones to obtain services |
What does the writer recommend to create delight?
| A．Calling customers regularly | B．Giving a “thank you” note. |
| C．Delivering a quicker service | D．Promising more gifts. |
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.” |
Customer delight is important for airlines because .
| A．their telephone style remains anchanged |
| 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 |
Which of the following is conveyed in this article?
| A．Face-to-face service creatcs 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. |
So long as teachers fail to distinguish（区别, 辨认） between teaching and learning, they will continue to undertake to do for children that which only children can do for themselves．Teaching children to read is not passing reading on to them．It is certainly not endless hours spent in activities about reading．Douglas insists that“ reading cannot be taught directly and schools should stop trying to do the impossible”．
Teaching and learning are two entirely different processes．They differ in kind and function．The function of teaching is to create the conditions and the climate that will make it possible for children to devise the most efficient system for teaching themselves to read．Teaching is also public activity．It can be seen and observed．
Learning to read involves all that each individual does to make sense of the world of printed language．Almost all of it is private, for learning is an occupation of the mind, and that process is not open to public observation．
If teacher and learner roles are not interchangeable ,what then can be done through teaching that will aid the child in the quest（探索）for knowledge? Smith has one principal rule for all teaching instructions．“Make learning to read easy, which means making reading a meaningful, enjoyable and frequent experience for children．”
When the roles of teacher and learner are seen for what they are, and when both teacher and
learner fulfill them properly, then much of the pressure and feeling of failure for both is eliminated（除去, 剔除）．Learning to read is made easier when teachers create an environment where children are given the opportunity to solve the problem of leaning to read by reading．The problem with the reading course as mentioned in the first paragraph is that _______．
| A．it is one of the most difficult school courses |
| B．students spend endless hours in reading |
| C．reading tasks are assigned with little guidance |
| D．too much time is spent in teaching about reading |
The teaching of reading will be successful if _______________．
| A．teachers can improve conditions at school for the students |
| B．teachers can enable students to develop their own way of reading |
| C．teachers can devise the most efficient system for reading |
| D．teachers can make their teaching activities observable |
According to the passage, learning to read will no longer be a difficult task when ______________．
| A．children become highly motivated |
| B．teacher and learner roles are interchangeable |
| C．teaching helps children in the search for knowledge |
| D．reading enriches children’s experience |
The main idea of the passage is that ______________．
| A．teachers should do as little as possible in helping students learn to read |
| B．teachers should encourage students to read as widely as possible |
| C．reading ability is something acquired rather than taught |
| D．reading is more complicated than generally believed |
A caring mother is the single most important factor in preventing teenagers from abusing（滥用）drugs and alcohol，researchers said on Friday．An international study showed that teenagers living with both parents are less likely to suffer from alcohol and drug problems，and a strong maternal bond is the most effective way to fight against them．
“These findings suggest that living with both parents may prevent drug use．”said Dr．McArdle，of Newcastle University in northern England, who led the study．“They also suggest that attachment（感情眷念），particularly to mothers，is a more effective factor and that this is truly across cultures and substances．”The report, which is published in the journal Addiction, involved nearly 4,000 teenagers in England，Ireland，Italy，Germany and the Netherlands．They were questioned about their use of several kinds of drugs and alcohol．The teenagers also filled in questionnaires about their relationship with their parents and grandparents, how well they were supervised（监护）after school and whether they were allowed to meet friends at home．
“Both the quality of family relationships and the structure of families have significant influences on youth drug use,” McArdle said in a statement．But he added that a strong maternal bond offered the greatest protection against developing drug habits．The rate of drug abuse among teenagers living with both parents and who had a good relationship with their mother was 16．6 percent．If either factor was missing, the drug abuse rate rose to 32 percent．More than 42 percent of teenagers living in one parent families who did not have a strong bond with their mother used drugs．
Drug prevention campaigns in British schools and on television warn teenagers about the danger of drugs and alcohol but McArdle said no one is dealing with the problem of their parents’ responsibilityThe phrase“maternal bond”appears twice in this passage．Guess its meaning__________．
| A．物质的奖励 | B．母亲的约束 |
| C．法律的制裁 | D．学校的指导 |
According to McArdle,which is most likely to have the drug abuse problem_________?
| A．16-year-old Tom from a happy big family |
| B．17-year-old Kate supervised by her single mother． |
| C．18-year-old Juliet living with her single father． |
| D．19-year-old Mark cared by his parents． |
Which of the following is NOT mentioned in the passage__________?
| A．Teenagers with both parents won’t have the drug use problem． |
| B．Teenagers from several countries filled in the questionnaire． |
| C．Teenagers were asked about their relationship with parents． |
| D．Teenagers in British schools are warned against drugs abuse． |
The last paragraph suggests that________．
| A．schools should answer for the drug problem |
| B．television and media are to blame |
| C．parents and the society are responsible for the drug problem |
| D．mothers are the cause of youth drug use． |
One of the big challenges that students face in applying to universities abroad is writing the application essay．
The essay topics all have something in common．They attempt to get at what type of person you are, what motivates you，and what you feel passion for．In a single 500-word piece of writing，
admissions officers（招生负责人）attempt to gather all about you．So your task is of your personality on the essay and make yourself special．
You can try and guess what the admissions officers like．But that won’t work．The essay will sound empty and become another dull piece of writing，which admissions officers get thousands each year．
It is true that admissions officers aren’t exactly looking for anything．The answer is just as open-ended as the question itself．If they ask for someone who has inspired you, it could be anyone．It could be a grandmother, a teacher, or even a character from a movie．A lot of people will say their dad．But since you really feel it, you’ll have a lot to write about．
There are some important things to remember．These admissions officers want good writers．You don't have to be Ernest Hemingway, but you have to be able to form an interesting story．That means revision（校对）and editing，cutting out stupid grammar mistakes，reading it over several times，leaving it for a few days and looking at it again．Whatever you do, make sure the essay is as good as possible．
Also，you should use exciting language and really make the reader feel the same passion as you do．It also means finding something unique about your point of view, something that other people might not think of．For example，if you want to write about your dad, you can focus on a specific anecdote（趣闻）about him ．Admissions officers love personal stories that ring true．The purpose of the passage is to give advice on how to_________．
A．choose an essay topic B．read the officers’ minds
C．be a good writer D write an effective applicationThe underlined part of paragraph 2 suggests that you__________．
| A．stick enough stamps before posting your application essay |
| B．write something unique in an essay to impress the readers |
| C．take the task of showing off yourself seriously |
| D．pay attention to your personal essay |
When admissions officers ask who has inspired you，they mean to________．
| A．know about your family members | B．understand you better |
| C．find out what your father does | D．discover your personal affairs |
According to the writer, it is wise to produce an essay with__________．
| A．500 beautiful words | B．many funny things | C．truthful specific stories | D．indirect answers |
What time is it？ Most people are pretty accurate in their answer. And if you don’t know for sure, it’s very likely that you can find out. There may be a watch on your wrist; there may be a clock on the wall, desk, or computer screen; or maybe you’re riding in a car that has a clock in the dash hoard (仪表板) .
Even if you don’t have a timepiece of some sort nearby, your body keeps its own beat. Humans have an internal clock that regulates (调节) the beating of our heart, the peace of our breathing, the discharge (排出) of chemicals within our bloodstream, and many other bodily functions.
Time is something from which we can’t escape. Even if we ignore it, it’s still going by, ticking away, second by second, minute by minute, hour by hour. So the main issue in using your time well is, “who’s in charge？” We can allow time to slip by and let it be our enemy. Or we can take control of it and make it our ally.
By taking control of how you spend your time, you’ll increase your chances of becoming a more successful student. Perhaps more importantly, the better you are at managing the time you devote to your studies, the more time you will have to spend on your outside interests.
The aim of time management is not to schedule every moment so we become slaves of a timetable that governs every waking moment of the day. Instead, the aim is to permit us to make informed choices as to how we use our time. Rather than letting the day go by, largely without our awareness, what we are going to discuss next can make us better able to control time for our own purposes.The underlined word “ally” in Para.3 most likely means someboby or something that is____________.
| A．your slave and serves you |
| B．your supporter an helps you |
| C．under your control and obeys you |
| D．under your influence and follows you |
The author intends to tell us that time __________.
| A．could be regulated by a timepiece such as a clock or a watch |
| B．could be managed by the internal clock by human bodies |
| C．should be well managed for our own interest |
| D．should be saved for outside interests |
In the next part, the author would most probably discuss with you ________.
| A．how to keep up with the times |
| B．how to make up for lost time |
| C．how to have a good time |
| D．how to make good use of time |
This is the age of being busy. Many of us live in busy places and have busy lives. Even the roads are busy as we try to get from here to there. Adults are busy going to jobs and taking care of their families. Kids are busy, too, going to school and doing a lot of homework after school and on weekends.
Busy isn’t bad, necessarily. If you are not busy enough you might be bored. But if you are too busy, you might break down. For example, if you have a soccer game that runs late on a school night and you haven’t eaten dinner or done your homework, that’s a not-so-fun kind of busy. We wanted to know what kids thought, so we did a kidsPoll about being busy with 882girls and boys aged 9 to 13.
Almost all of them said they felt stressed because they were too busy. About half said they felt this way once in a while or some of the time. But 17% said they felt this way most of the time and 24% said they felt this all the time! Oh dear, that’s no fun.
Only 4% of kids said they wanted less free time and 18% said they already had just the right amount. But, no big surprise, 61% of kids wish they had a lot more free time. If they had more time, most would spend it hanging out or playing with friends.
Often, adults plan large parts of a kid ’s day, especially during the school year. kids can’t tell their parents they’ll be skipping school(逃学) today to get more free time! But they can tell their parents they’d like to play a game or read a book during their free time instead of watching TV.The purpose of the first paragraph is to _____.
| A．Introduce the topic |
| B．Support the main idea |
| C．Raise the topic sentence |
| D．Attract the readers’ attention |
By giving the example of a late soccer game, the writer intends to tell us______.
| A．Being too busy is bad for the kids |
| B．It is no fun to be busy for the kids |
| C．Homework should go before gam. |
| D．Being busy may cause the kids to feel bored |
According to the passage, the KidsPoll is done to carry out research on _____.
| A．How kids arrange their free time |
| B．What kids think of being busy |
| C．How many kids felt stressed |
| D．What kids do with their study |
From the passage, we can infer that the writer agrees kids can_____.
| A．Spend their free time hanging or playing out |
| B．Get a lot more free time from their parents |
| C．Have a right amount of free time with permission |
| D．Get more free time from school work sometimes |