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 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. 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 let 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 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(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 that delighting passengers in 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 booking 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 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.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 demanding |
| D．customers rely on their phones to obtain services |
What does the writer recommend to create customer 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 (Paragraph 6), 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 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 |
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 airlines than for banks |
Buster Brown was a thief — and a good one, too, he thought. He’d never been caught by the police because he was always prepared for any unforeseen event or emergency.
Confidently, he stood outside the house of his intended victim and read the sign on the front gate of the house. “Don’t worry about the dog –be aware of the owner!” it said. Buster smiled and found his ways in.
The house looked quite normal outside, but inside it was very unusual with fascinating objects on display. As he began putting them into his bag, a dog came into the room. It stopped when it saw Buster, then wagged its tail madly and went over to him, licking his outstretched hand. “Good boy,” Buster whispered. “What a great guard dog you are –trying to lick me to death.”
Satisfied he’d made friends with the dog, Buster began to wander round the house, choosing items to put in his bag. His skilled eye picked out only the best antiques（古董）---a pair of silver candleholders, a silver tea and coffee service, etc. His new friend, the dog, sat and watched, as if wondering what was happening.
“Well, boy,” Buster whispered finally. “That might do any more and I won’t be able to carry it!” He swung the heavy bag onto his shoulders, just then the lights came on, nearly blinding him. He protected his eyes with his hand.
“You’re a very silly person,” the figure in the doorway said, his voice dry as dust. As the man came closer, Buster could see he was well dressed. His face seemed familiar, but Buster couldn’t quite sure where he had seen him before.
“______________________________ the sign outside,” the man shouted angrily. “I knew about this attempted robbery last week and I also know you will be put behind bars. Imagine trying to rob the house of the world’s greatest fortune –teller!”
76. What would the best title of the story be? （Please answer within 10 words）
___________________________________________________________________
77. Which sentence in the passage can be replaced by the following one？
I was given the information about this robbery last week and I know you will be in prison.
___________________________________________________________________
78. Please fill in the blank in the last paragraph with proper words or phrases to complete the
sentence. (Please answer within 10 words)
___________________________________________________________________
79. What do you think of the owner of the house? Give your reasons. (Please answer within 30
words) ________________________________________________
80. Translate the underlined sentence in the third paragraph into Chinese
__________________________________________________________________
阅读表达：阅读短文，回答问题。
You’ll have many things to arrange and think about before you leave your home country for New Zealand. Use our links to find some important information to help you prepare for departure.
Bank accounts and credit cards
Your present bank should be able to help you set up a bank account in New Zealand before you leave, so that you can make credit card and other withdrawals(提款)when you arrive.
Documents, credit references(证明)and driver licences
Your first few days in New Zealand are more likely to be easy and problem-free if you arrive with the following documents:
◎birth certificates
◎marriage certificates
◎academic qualifications
◎references from previous employers
◎curriculum vitae (个人简历)
◎an international driver licence or permit
All documents should be originals (not copies). _________________________ they should be accompanied (附上)by a certified (认可的)translation.
Plan what to wear
The weather is changeable, so bring a range of clothes and do not forget to include a raincoat. Remember, seasons are the reverse(相反的) of those in the northern hemisphere.
Bringing your belongings
The New Zealand Customs Service pamphlet(小册子), Advice on Importing Goods into New Zealand, provides full information about importing goods into New Zealand. The pamphlet is available from New Zealand immigration, diplomatic(外交的) and trade offices or you can E-mail: feedback@customs.govt.nz
Pets
You may need to plan six months ahead if you wish to bring your domestic pets into the country. For full information, contact the Import Management Office of the Ministry of Agriculture and Forestry (MAF). Telephone: +64 4 498 9625, Fax: +64 4 474 4132.
71. What is the proper title of the passage? (Please answer within 10 words)
____________________________________________________________________________
72. Which sentence in the passage can be replaced by the following one？
When you set off for New Zealand, bring some clothes in case the weather changes
____________________________________________________________________________
73. Please fill in the blank in the fifth paragraph with proper words or phrases to complete the sentence. (Please answer within 10 words) ________________________________
74. Which one of the preparations do you think is the most important for you if you go to New Zealand? Give your reasons?(Please answer within 30 words)
______________________________________________________________________________
75. Translate the underlined sentence in the second paragraph into Chinese.
______________________________________________________________________________
High-quality customer service is preached(宣扬) by many ,but actually keeping customers happy is easier said than done. Shoppers seldom complain to the manager or owner of a store, but instead will alert their friends, relatives, co-workers, strangers-and anyone who will listen. Store managers are often the last to hear complaints, and often find out only when their regular customers decide frequent their competitors, according to a study jointly conducted by Verde group and Wharton school.
“Storytelling hurts the boss and entertains consumers,” said Paula Courtney, President of the Verde group.” the store loses the customer, but the shopper must also find a replacement.” On average, every unhappy customer will complain to at least four other, and will no longer visit the specific store for every dissatisfied customer, a store will lose up to three more due to negative reviews. The resulting “snowball effect” can be bad to bosses.
According to the research, shoppers who bought clothing met the most problems. ranked second and third were grocery and electronics customers. The most common complaints include filled parking lots, cluttered (塞满了的) shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople. During peak shopping hours, some retailers solved the parking problems by getting moonlighting local police to work as parking attendants. Some hired flag wavers to direct customers to empty parking spaces. This guidance eliminated the need for customers to circle the parking lot endlessly, and avoided fight between those eyeing the same parking space.
Bosses can relieve the headaches by redesigning store layouts, pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions.
Most importantly, salespeople should be diplomatic and polite with angry customers. “Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly.” said Professor Stephen Hoch. “Maybe something as simple as a greeter at the store entrance would help.” Customers can also improve future shopping experiences by filling complaints to the boss, instead of complaining to the rest of the world. Bosses are hard-pressed to improve when they have no idea what is wrong.
1. Why are store managers often the last to hear complaints?
A. Most customers won’t bother to complain even if they have had unhappy experiences.
B. Customers would rather relate their unhappy experiences to people around them.
C. Few customers believe the service will be improved.
D. Customers have no easy access to store managers.
2. What does Paula Courtney imply by saying “ … the shopper must also find a replacement” (Line 2, Para. 4)?
A. New customers are sure to replace old ones.
B. It is not likely the shopper can find the same products in other stores.
C. Most stores provide the same
D. Not complaining to the manager causes the shopper some trouble too.
3. Shop owners often hire moonlighting police as parking attendants so that shoppers_____
A. can stay longer walking in the store B. won’t have trouble parking their cars
C. won’t have any worries about safety D. can find their cars easily after shopping
4. What contributes most to smoothing over issues with customers?
A .Manners of the salespeople B. Hiring of efficient employees
C. Huge supply of goods for sale D. Design of the store layout.
5. To achieve better shopping experiences, customers are advised to _________.
A exert pressure on stores to improve their service
B. settle their problem with stores in a diplomatic（外交）way
C. voice their dissatisfaction to store managers directly
D. shop around and make comparisons between stores
If you are a male and you are reading this ,congratulations: you are a survivor. According to statistics, you are more than twice as likely to die of skin cancer than a woman ,and nine times more likely to die of AIDS. Assuming you make it to the end of your natural term, about 78 years for men in Australia, you will die on average five years before a woman.
There are many reasons for this-typically, men take more risks than woman and are more likely to drink and smoke but perhaps more importantly, men don’t go to the doctor. “Men aren’t seeing doctors as often as they should, ” says Dr. Gullotta, “This is particularly so for the over-40s,when diseases tend to strike.” Gullotta says a healthy man should visit the doctor every year or two. For those over 45,it should be at least once a year. Two months ago Gullotta saw a 50-year-old man who had delayed doing anything about his smoker’s cough for a year. “When I finally saw him it had already spread and he has since died from lung cancer” he says, “Earlier detection and treatment may not have cured him, but it would have prolonged this life”
According to a recent survey, 95%of women aged between 15 and early 40s see a doctor once a year, compared to 70% of men in the same age group. “A lot of men think they are invincible （不可战胜的）” Gullotta says “They only come in when a friend drops dead on the golf course and they think “ if it could happen to him. Then there is the ostrich approach,” some men are scared of what might be there and would rather not know, ” says Dr. Ross Cartmill.
“Most men get their cars serviced more regularly than they service their bodies,” Cartmill says. He believes most diseases that commonly affect men could be addressed by preventive check-ups
Regular check-ups for men would take time and money of the public, Cartmill says.” But prevention is cheaper in the long run than having to treat the diseases. Besides, the ultimate cost is far greater: it is called death.”
1.Why does the author congratulate his male readers at the beginning of the passage?
A. They are more likely to survive serious diseases today.
B. Their average life span has been considerably extended.
C. They have lived long enough to read this article.
D. They are sure to enjoy a longer and happier live.
2.What does the author state is the most important reason men die five years earlier on average than women?
A. men drink and smoke much more than women
B. men don’t seek medical care as often as women
C. men aren’t as cautions as women in face of danger
D. men are more likely to suffer from fatal diseases
3. Which of the following best completes the sentence “if it could happen to him,”(line2,para,8)?
A. it could happen to me, tooB. I should avoid playing golf
C. I should consider myself lucky D. it would be a big misfortune
4. What does Dr. Ross Cartmill mean by “the ostrich approach”(line 9 para.9)?
A. a casual attitude towards one’s health conditions
B. a new cure for certain psychological problems
C. refusal to get medical treatment for fear of the pain involved
D. unwillingness to find out about one’s disease because of fear
5. What does Cartmill say about regular check-ups for men?
A. They may increase public expenses
B. They will save money in the long run
C. They may cause psychological pressure on men
D. They will enable men to live as long as women
When I lived in Spain, some Spanish friends of mine decided to visit England by car. Before they left, they asked me for advice about how to find accommodation (住所). I suggested that they should stay at “bed and breakfast” houses, because this kind of accommodation gives a foreign visitor a good chance to speak English with the family. My friends listened to my advice, but they came back with some funny stories.
“We didn’t stay at bed and breakfast houses,” they said, “because we found that most families were away on holiday.”
I thought this was strange. Finally I understood what had happened. My friends spoke little English, and they thought “VACANCIES” meant “holidays”, because the Spanish word for “holidays” is “vacaciones”. So they did not go to house where the sign outside said ‘VACANCLES’, which in English means there are free rooms. Then my friends went to house where the sign said ‘NO VACANCLES’, because they thought this meant the people who owned the house were not away on holiday. But they found that these houses were all full. As a result, they stayed at hotels!
We laughed about this and about mistakes my friends made in reading other signs. In Spanish, the word “DIVERSION” means fun. In English, it means that workmen are repairing the road, and that you must take a different road. When my friends saw the word “DIVERSION” on a road sign, they thought they were going to have fun. Instead, the road ended in a large hold.
English people have problems too when they learn foreign languages. Once in Paris. when someone offered me some more coffee, I said ‘Thank you’ in French. I meant that I would like some more, However , to my surprise the coffee pot was taken away! Later I found out that ‘Thank you’ in French means ‘No, thank you.’
1. My Spanish friends wanted advice about ______.
A. learning English B. finding places to stay in England
C. driving their car on English roads D. going to England by car
2. I suggested that they stay at bed and breakfast houses because ______.
A. they would be able to practise their English
B. it would be much cheaper than staying in hotels
C. it would be convenient for them to have dinner
D. there would be no problem about finding accommodation there
3. “NO VACANCIES” in English means ______.
A. no free rooms B. free rooms C. not away on holiday D. holidays
4. If you see a road sign that says ‘Diversion’, you will ______.
A. fall into a hole
B. have a lot of fun and enjoy yourself
C. find that the road is blocked by crowds of people
D. have to take a different road
5. When someone offered me more coffee and I said “Thank you” in French, I ______.
A didn’t really want any more coffee B. wanted them to take the coffee pot away
C. really wanted some more coffee D. wanted to express my politeness