Question

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 retail store(零售店)，but instead will warn 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 to go often to their competitors，according to n study jointly conducted by Verde Group and Wharton School．

“Storytelling hurts retailers 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 others，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 very harmful to retailers．

According to the research，shoppers who purchased clothing encountered the most problems．Ranked second and third were grocery and electronics customers．

During peak shopping hours，some retailers solved the parking problems by getting part-time local police to work as parking attendants (服务员)．Some hired flag wavers to direct customers to empty parking spaces．

Retailers can relieve the headaches by redesigning store layouts(布局)，pre-stocking sales items，hiring speedy and experienced cashiers，and having sales representatives on hand to answer questions．

Most importantly，salespeople should be flexible and polite with angry customers．

“Retailers who're responsive and friendly are more likely to smooth over(缓解)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 complaining to the retailer，instead of complaining to the rest of the world. Retailers are finding it difficult to improve when they have no idea what is wrong．

 

72．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 tell 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．

73．Shop owners often hire part-time police as parking attendants so that    ．

    A．shoppers can stay longer in the store

    B．shoppers won't have trouble parking their cars

    C．shoppers won't have any worries about security

    D．shoppers can find their ears easily after shopping

74．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 store layout

75．To achieve better shopping experiences，customers are advised to        ．

    A．bring pressure to bear on stores to improve their service

    B．settle their questions with stores in a flexible way

    C．express their dissatisfaction to store managers directly

    D．shop around and make comparisons between stoles

Answer 1

72 ．B从第2段可知答案。

73．B从第7段第1句“During peak shopping hours，some retailers solved the parking problems by getting part-time local police to work as parking attendants(服务员)”可知答案。

74．A从文章倒数第3段并结合倒数第4段可知答案。

75．C从文章最后一段第句“Customers can also improve future shopping experiences by complaining to the retailer，instead of complaining to the rest of the world”可知答案。