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. |
In my living room, there is a plaque (匾) that advises me to “Bloom (开花) where you are planted.” It reminds me of Dorothy. I got to know Dorothy in the early 1980s, when I was teaching Early Childhood Development through a program with Union College in Barbourville, Kentucky. The job responsibilities required occasional visits to the classroom of each teacher in the program. Dorothy stands out in my memory as one who “bloomed” in her remote area.
Dorothy taught in a school In Harlan County, Kentucky, Appalachian Mountain area. To get to her school from the town of Harlan, I followed a road winding around the mountain. In the eight-mile journey, I crossed the same railroad track five times, giving the possibility of getting caught by the same train five times. Rather than feeling excited by this drive through the mountains, I found it depressing. The poverty level was shocking and the small shabby houses gave me the greatest feeling of hopelessness.
From the moment of my arrival at the little school, all gloom (忧郁) disappeared. Upon arriving at Dorothy’s classroom. I was greeted with smiling faces and treated like a queen. The children had been prepared to show me their latest projects. Dorothy told me with a big smile that they were serving poke greens salad and cornbread for “dinner” (lunch). In case you don’t know, poke greens are a weed-type plant that grows wild, especially on poor ground.
Dorothy never ran out of reports of exciting activities of her students. Her enthusiasm never cooled down. When it came time to sit for the testing and interviewing required to receive her Child Development Associate Certification, Dorothy was ready. She came to the assessment and passed in all areas. Afterward, she invited me to the one-and-only steak house in the area to celebrate her victory, as if she had received her Ph. D. degree. After the meal, she placed a little box containing an old pen in my hand. She said it was a family heirloom (传家宝), but to me it is a treasured symbol of appreciation and pride that cannot be matched with things.(360 words)“Early Childhood Development” in Paragraph 1 refers to __________.
| A．a program directed by Dorothy |
| B．a course given by the author |
| C．an activity held by the students |
| D．an organization sponsored by Union college |
In the journey, the author was most disappointed at seeing __________.
| A．the long track | B．the poor houses |
| C．the same train | D．the winding road |
Upon arriving at the classroom, the author was cheered up by __________.
| A．a warm welcome | B．the sight of poke greens |
| C．Dorothy’s latest projects | D．a big dinner made for her |
What can we know about Dorothy from the last paragraph?
A. She was invited to a celebration at a restaurant.
B. She got a pen as a gift from the author.
C. She passed the required assessment.
D. She received her Ph. D. degree.What does the author mainly intend to tell us?
| A．Whatever you do, you must do it carefully. |
| B．Whoever you are, you deserve equal treatment. |
| C．However poor you are, you have the right to education, |
| D．Wherever you are, you can accomplish your achievement. |
Planning a visit to the UK? Here we help with ways to cut your costs.
AVOID BIG EVENTS Big sporting events, concerts and exhibitions can increase the cost of accommodation and make it harder to find a room. A standard double room at the Thistle Brighton on the final Friday of the Brighton Comedy Festival (19 Oct.) cost £169.15 at Booking.com. A week later, the same room cost £118.15.
If you can be flexible and want to know dates to avoid-or you're looking for a big event to pass your time-check out sites such as Whatsonwhen.com, which allow you to search for events in the UK by city, date and category.
STAYAWAY FROM THE STATION If traveling to your destination by train, you may want to find a good base close to the station, but you could end up paying more for the sake of convenience at the start of your holiday.
Don't be too choosy about the part of town you stay in. Booking two months in advance, the cheapest room at Travelodge's Central Euston hotel in London for Saturday 22 September was £95.95. A room just a tube journey away at its Covent Garden hotel was £75.75. And at Farringdon, a double room cost just £62.95.
LOOK AFTER YOURSELF Really central hotels in cities such as London, Edinburgh and Cardiff can cost a fortune, especially at weekends and during big events. As an alternative consider checking into a self-catering flat with its own kitchen. Often these flats are hidden away on the top floors of city centre buildings. A great example is the historic O'Neill Flat on Edinburgh's Royal Mile, available for £420 for five days in late September, with room for four adults.
GET ON A BIKE London's 'Boris bikes' have attracted the most attention, but other cities also have similar programmes that let you rent a bicycle and explore at your own pace, saving you on public transport or car parking costs.
Among the smaller cities with their own programmes are Newcastle (casual members pay around £1.50 for two hours) and Cardiff (free for up to 30 minutes, or £5 per day).(358 words)
| 1． |
The Brighton Comedy Festival is mentioned mainly to show big events may.
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| 2． |
"Farringdon" in Paragraph 5 is most probably.
|
| 3． |
The passage shows that the O'Neill Flat.
|
| 4． |
Cardiff's program allows a free bike for a maximum period of.
|
| 5． |
The main purpose of the passage is.
|
One might expect that theever-growing demands of the tourist trade would bring nothing but good for the countries that receive theholiday-makers. Indeed, a rosypicture is painted for the long-term future of the holiday industry. Every month sees the building of a new hotel somewhere,and every month another rock-bound Pacific island is advertised as the 'last paradise(天堂) onearth'.
However, the scale andspeed of this growth seem setto destroy the very things tourists want to enjoy. In those countries where therewas a rush tomake quickmoney out of sea-side holidays, over-crowded beaches and theconcrete jungles ofendless hotels have begun to lose their appeal.
Those countries with little experience of tourism cansuffer most. In recentyears,Nepal set out to attract foreign visitors to fund developments in health andeducation. Its forests, full ofwildlife and rare flowers, wereoffered to tourists as one more untouched paradise. Infact, the nature all toosoon felt the effects of thousands of holiday-makers traveling through the forest land.Ancient tacks became major routes for thewalkers, with the consequent exploitation ofprecious trees and plants.
Not only can the environment of a country suffer from the sudden growth of tourism. The people as well rapidly feel its effects. Farmland makes way for hotels, roads and airports; the old way of life goes. The one-time farmer is now the servant ofsome multi-national organization; he isno longer his own master. Once it was his back that bore the pain; now it is his smile that is exploited. No doubt he wonders whether he wasn't happier inhis village working his own land.
Thankfully, the tourist industry is waking up to the responsibilities it has towards those countries that receive its customers. The protection of wildlife and the creation of national parks go hand in hand with tourist development and in fact obtain financial support from tourist companies. At the same time, tourists are being encouraged to respect not only the countryside they visit but also its people.
The way tourism is handled in the next ten years will decide its fate and that of the countries we all want to visit. Their needs and problems are more important than those of the tourist companies. Increased understanding in planning world-wide tourism can preserve the market for these companies. If not, in a few years’ time the very things that attract tourists now may well have been destroyed.What does the author indicate in the last sentence of Paragraph 1?
| A．The Pacific Island is a paradise. | B．The Pacific Island is worth visiting. |
| C．The advertisement is not convincing. | D．The advertisement is not impressive |
The example of Nepal is used to suggest _________.
| A．its natural resources are untouched |
| B．its forests are exploited for farmland |
| C．it develops well in health and education |
| D．it suffers from the heavy flow of tourists. |
What can we learn about the farmers from Paragraph 4?
| A．They are happy to work their own lands. |
| B．They have to please the tourists for a living. |
| C．They have to struggle for their independence. |
| D．They are proud of working in multi-national organizations. |
Which of the following determines the future of tourism?
| A．The number of tourists | B．The improvement of services. |
| C．The promotion of new products. | D．The management of tourism |
The author’s attitude towards the development of the tourist industry is __________.
| A．optimistic | B．doubtful | C．objective | D．negative |
Many people think that listening is a passive business. It is just the opposite. Listening well is an active exercise of our attention and hard work. It is because they do not realize this, or because they are not willing to do the work, that most people do not listen well.
Listening well also requires total concentration upon someone else. An essential part of listening well is the rule known as ‘bracketing’. Bracketing includes the temporary giving up or setting aside of your own prejudices and desires, to experience as far as possible someone else’s world from the inside, stepping into his or her shoes. Moreover, since listening well involves bracketing, it also involves a temporary acceptance of the other person. Sensing this acceptance, the speaker will seem quite willing to open up the inner part of his or her mind to the listener. True communication is under way and the energy required for listening well is so great that it can be accomplished only by the will to extend oneself for mutual growth.
Most of the time we lack this energy. Even though we may feel in our business dealings or social relationships that we are listening well, what we are usually doing is listening selectively. Often we have a prepared list in mind and wonder, as we listen, how we can achieve certain desired results to get the conversation over as quickly as possible or redirected in ways more satisfactory to us. Many of us are far more interested in talking than in listening, or we simply refuse to listen to what we don’t want to hear.
It wasn’t until toward the end of my doctor career that I have found the knowledge that one is being truly listened to is frequently therapeutic(有疗效的) In about a quarter of the patients I saw, surprising improvement was shown during the first few months of psychotherapy(心理疗法), before any of the roots of problems had been uncovered or explained. There are several reasons for this phenomenon, but chief among them, I believe, was the patient’s sense that he or she was being truly listened to, often for the first time in years, and for some, perhaps for the first time ever.The phrase “stepping into his or her shoes” in paragraph 2 probably means _______.
| A．preparing a topic list first | B．focusing on one’s own mind |
| C．directing the talk to the desired results | D．experiencing the speaker’s inside world |
What is mainly discussed in Paragraph 2?
| A．How to listen well. | B．What to listen to. |
| C．Benefits of listening. | D．Problems in listening |
According to the author, in communication people tend to ________.
| A．listen actively | B．listen purposefully |
| C．set aside their prejudices | D．open up their inner mind |
According to the author, the patients improved mainly because _______.
| A．they were taken good care of. | B．they knew they were truly listened to. |
| C．they had partners to talk to. | D．they knew the roots of problems. |
What type of writing the article likely to be?
| A．Science fiction | B．A news report. | C．A medical report. | D．Popular science |
When international aid is given, steps must be taken to ensure (确保)that the aid reaches the people for whom it is intended. The way to achieve this may not be simple. It is very difficult for a nation to give help directly to people in another nation. The United Nations Organization (UNO) could undertake to direct the distribution of aid. Here however rises the problem of costs. Also tied with this is time. Perhaps the UNO could set up a body of devoted men and women in every country who can speedily distribute aid to victims of floods and earthquakes.
More than the help that one nation can give to another during a disaster; it would be more effective to give other forms of help during normal times. A common proverb says, “Give me a fish and I eat for day, teach me to fish and I eat for a lifetime.” If we follow this wise saying, it would be right to teach people from less developed nations to take care of themselves. For example, a country could share its technology with another. This could be in simple areas like agriculture or in more complex areas like medical and health care or even in building satellites. Even small country is able to help less developed nations. Sometimes what is take for granted, like the setting up of a water purification plant or the administration of a school, could be useful for countries which are looking about to solve common problems. It does not cost much to share such simple things. Exchange students could be attached for a number of months or years and learn the required craft while on the site. They can then take their knowledge back to their homelands and if necessary come back form time to time to clear doubts or to update themselves. Such aid will be truly helpful and there is no chance of it being temporary or of it falling into the wrong hands.
Many countries run extensive courses in all sorts of skills. It will not cost much to include deserving foreigners in these courses. Besides giving effective help to the countries concerned, there is also the build-up of friendships to consider. Giving direct help by giving materials may be effective in the short run and must continue to be given in the event of emergencies. However, in the long run what is really effective would be the sharing of knowledge.According to the author, how could international aid reach the victims in time?
| A． By solving the cost problems |
| B． By solving the transportation problems |
| C． By setting up a body of devoted people in every country. |
| D． By relying on the direct distribution of the UNO. |
What does the author try to express in the underlined sentence?
| A．Providing food is vital | B．Learning to fish is helpful |
| C．Teaching skills is essential | D．Looking after others is important. |
The second paragraph is developed mainly _________.
| A．by example | B．by process | C．by comparison | D．by contrast |
Which aid is likely to fall into the wrong hands?
| A．A medical team. | B．An exchange program. |
| C．A water plant. | D．Financial support. |
What can we infer about international aid from the passage?
| A．It is facing difficulties |
| B．It is unnecessary during normal times |
| C．It should be given in the form of materials |
| D．It has gained support developed countries |