题目列表(包括答案和解析)
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.
【小题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 |
| 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 |
| A．Calling customers regularly |
| B．Giving a “thank you” note |
| C．Delivering a quicker service |
| D．Promising more gifts |
| 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.” |
| 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 |
| 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 |
A company advertised in the newspaper for a sales position. Details of the requirements, salary and benefits were given. It was also clearly stated that applicants needed to take an aptitude test (能力倾向测试) and an interview. However, looking at the whole advertisement, one could not find any contact information of the company.
Most interested applicants thought that it was the company’s HR department’s carelessness or a printing error. They therefore waited patiently for the newspaper to publish an amendment(订正). But instead of waiting for the newspaper to publish the company details, another three applicants took the initiative(主动性) to find out the company’s contact information themselves.
Tim did a search on the Internet. By typing the company’s name, he easily obtained all the information including its contact number. Lisa called up the local telephone number search service and found out the company’s office number. She called up the office and got the required contact information. Donna put in a greater effort in her search. She remembered seeing a poster by the same company in the city so she drove all the way down and made a few rounds to search for it. She finally found it together with the company’s contact information.
Three days after that advertisement was published in the newspaper, most interested applicants were still waiting eagerly for an amendment. On the other hand, the application letters and resumes of Tim, Lisa and Donna had already reached the hands of the company’s HR manager. They were then called up for an interview. During the interview, all went well and immediately they were hired. The three of them were a little surprised at how fast things went on. They were expecting for an aptitude test as stated in the advertisement. The HR director answered them, smiling, “Our test is hidden in the advertisement itself. To be a good salesperson in this age, he or she has to be broad-minded and very importantly, does not follow rigid (死板的) steps or rules. You are all clever. In a short time, you’ve managed to find ways of contacting us. It shows clearly that you have passed the test with flying colors!”
The fools sit around waiting for their chances whereas the wise actively take actions with great initiative.
【小题1】According to the passage the company wanted to test the applicants’ ______.
| A．sales skills | B．carefulness | C．attitude | D．initiative |
| A．Tim’s. | B．Lisa’s. | C．Donna’s. | D．None. |
| A．The HR manager of the company made a mistake. |
| B．The company meant to omit (遗漏) its contact information. |
| C．The HR manager of the company was unfit for his / her job. |
| D．A printing error occurred in the advertisement in the newspaper. |
| A．Many applicants thought the company made a mistake. |
| B．The advertisement was very special to many applicants. |
| C．Whoever found the company’s contact information didn’t need to have an interview. |
| D．The company needed broad-minded and clever salespersons. |
| A．no contact information seen in an advertisement might not be the company’s mistake |
| B．applicants should be careful not to be fooled by the company’s advertisement |
| C．opportunity always belongs to whoever is active and broad-minded |
| D．there are many successful chances to be found in this age |
根据短文内容，从短文后的选项中选出能填入空白处的最佳选项。选项中有两项为多余选项
McDonald's Corporation （NYSE: MCD） is the world's largest chain of hamburger fast food restaurants, serving nearly 47 million customers daily．__________Brands （KFC, Taco Bell and others） and sandwich chain Subway．
In addition to its signature restaurant chain, McDonald’s Corporation held a minority interest in Pret A Manger until 2008, and owned the Chipotle Mexican Grill until 2006 and the restaurant chain Boston Market until 2007．_________The corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants．
_________In response to obesity trends in western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include such healthier alternatives as salads, wraps and fruit．
The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California．Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant．The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee．" Speedee was eventually replaced with Ronald McDonald in 1963．
The first McDonald's restaurants opened in the United States, Canada, Costa Rica, Japan, the Netherlands, Germany, Australia, France, El Salvador and Sweden in order of openings．The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonald's restaurant overall．_______Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry．The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc's autobiography and in the McDonald brothers' autobiography．_________
A．McDonald's primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, milkshakes and desserts．
B．The site of the McDonald brothers' original restaurant is now a monument．
C．At one time it was the largest global restaurant chain, but it has since beensurpassed by multi-brand operator Yum!
D．Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself．
E．The company has also expanded the McDonald's menu in recent decades to include alternative meal options。
F．Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion and the company became listed on the public stock markets in 1965．
Chances are you’ve enjoyed a cup of coffee from Starbucks. Since the opening of the first Starbucks in 1971 as a vendor of high-quality coffee beans and brewing equipment, the company has expanded to become the most popular coffeehouse chain in the world. Its 14,000 stores in 43 countries sell coffee beverages, beans, teas, brewing equipment, pastries, and more. How did this happen?
Starbucks Chairman Howard Schultz took over the company in 1987. He recognized an untapped market in busy individuals in urban areas who could afford fine coffees. In 1995, Schultz hired Anna Niess and Will Chassaing to redesign his booming chain. In addition to laying the groundwork for Starbucks’ well-known symbols and distinctive style, they created a program that led to opening one store per day throughout the 1990s.
One thing that makes Starbucks so popular is the company’s vision of their stores as a “third place” to spend time in addition to work and home. It’s a cozy environment that serves as a meeting place. This attracts a loyal following of customers that come not only to drink coffee, but to relax, work, socialize, and attend cultural events.
Schultz still sees a great deal of potential for his company. Starbucks plans to have 40,000 stores worldwide with 20,000 in the US and Canada. The company is now a household name around the world.
Howard Schultz is the perfect example of a person living the American dream. After growing up in public housing, he received a football scholarship to Northern Michigan University. This allowed him to become the first in his family to graduate from college in 1975.
Schultz first experienced Starbucks as a salesman for Swedish drip coffeemakers on a trip to visit the Seattle company that had been buying his products. A year later, he joined the company. Conflict arose when Schultz recommended Starbucks sell brewed coffee in addition to beans and equipment. The owners disagreed, and in 1985, Schultz went on to start his own coffee shop, II Giornale. In 1987, the original Starbucks owners sold their company to Schultz, and refocused their attention on selling coffee beans and teas.
Schultz promoted an aggressive expansion of Starbucks throughout the US and Canada. When Starbucks began selling stock shares in 1992, he had already grown the chain to 165 stores. Throughout the expansion of Starbucks, Schultz has held strong principles of social responsibility. Starbucks takes good care of its employees with health insurance, stock options (认股权), and stable hours. In fact, under Schultz, Starbucks has been consistently ranked one of the best places to work in the US and UK.
Commitments to environmentalism, fair pay for coffee bean growers, and a positive contribution to society contribute to Schultz’s reputation as a truly ethical (道德的) businessman. That means with Schultz in charge of Starbucks, you can enjoy your coffee with a clear conscience.
Which of the following statements is NOT true?
Starbucks sells coffee beverages, beans, teas, brewing equipment, pastries and more.
The original Starbucks owners focused their attention on selling coffee beans and brewing equipment until 1987.
Starbucks has been the best place to work in the US and UK.
It was Anna Niess and Will Chassaing who redesigned Starbucks’s well- known symbols and style.
1.What makes Starbucks so popular?
A.Starbucks’ care for its employees.
B.Starbucks’ Chairman Howard Schultz.
C.Starbucks’ expansion around the world
D.Starbucks’ cozy environment
2.Which of the following is the correct order of the events?
a．Schultz started his own coffee shop.
b. Schultz recommended Starbucks sell brewed coffee.
c. Schultz bought Starbucks.
d. Schultz grew the chain to 165 stores.
A. b, c, a, d B. b, a, c, d C. b, c, d, a D. b, a, d, c
3.What helps Schultz to earn a reputation as a truly ethical businessman?
A.His being the first to graduate in his family.
B.The fast expansion of Starbucks.
C.His strong principles of social responsibility.
D.His being the perfect example of a person living the American dream.
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, 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 them .The aim is to make the customer feel they know you and that you can trust— 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(购物礼卷)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 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 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.
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.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.” |
4. 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 |
5.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. |
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