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Unit10Customerservice WhyNeedsCustomerSatisfaction Itwasprovenstrongcorrelationbetween CompletelySatisfied customersandownerloyalty acustomerwillrecommendhis herfriendstopurchasetheproduct servicehe sheexperienced HarvardBusinessSchoolstudyfindings Firmswithhigherlevelofcustomerloyalty notmarketshare enjoyhigherprofitabilityinagivenindustry Profitwillincreaseby25 85 from5 increaseincustomerloyalty Firmsbecomemoreprofitableovertimeduetoloyalcustomers 2001CaseStudy CustomerServiceCampaign Unexpectedlyhighcustomertrafficatcustomerservicecentersandspate 洪水迸发 ofnegativemediareportsontwonewlylaunchedhandphonescriticizingqualityissuesThekeyproductissuesincluded Auto offproblemBatteryproblemPersistent 反复的 failuresfoundaftermaintenanceUnsatisfactorycustomerservice Strategy Toshiftmedia sfocusfromproductissuestowardspositivecorporateanglessuchasoverwhelmingproductsalesandenhancedcustomerserviceNottocoverquality productissuesbuttobuytimeforimprovementandprotectoverallreputationTactics FollowedupcloselywithmediatoframeandcontextualizeperceptionsandconcernsProactiveoutreachofpositivematerialsSenior levelbriefings meetingswithdecision makingjournaliststoensureunderstandingResults ReportersstoppedwritingnegativestoriesontheissueFocused balancedmediahitsonpositiveanglesandmessages 2001CaseStudy ConsumerServiceCampaign ProfitIncrease ProfitIncreasefrom5 IncreaseinCustomerLoyalty Source F ReichheldandE Sasser 1990 ZeroDefections QualitycomestoLife HarvardBusinessReview Sep Oct Issue ProfitPerCustomer US CustomerProfitPatternsOverTime Source F ReichheldandE Sasser 1990 ZeroDefections QualitycomestoLife HarvardBusinessReview Sep Oct Issue FromProduct CentrictoCustomer Centric FromProduct CentrictoCustomer Centric AParadigmShift 1 Typesofservicecontact RemotecommunicationTelephonecommunicationFace to facecommunication 1 Remotecommunication Contactsbetweencustomersandautomaticsystems Suchasinternet ATM etc CASE CustomerslikeAmazon 顾客一直喜欢亚马逊 亚马逊曾经在2000年的美国顾客满意指数达到了84分 这是任何行业中的任何企业中都是最高分之一 亚马逊提供的书目比任何实体书店藏书都要多 书目的可选性和可获得性是亚马逊受到顾客欢迎的关键 亚马逊投入了大量的精力模拟书店的感觉 让顾客与其它顾客一起讨论书 并可以从雇员那里获得一些介绍和推荐 顾客可以通过简单的关键字在庞大的数据库里搜索 一对一的营销系统可以记录每个消费者买了什么并告诉他们可能感兴趣的书目 亚马逊还举办顾客竞赛 对畅销作家进行在线采访 并在很多书目上提供折扣 很明显 亚马逊的购书接触是技术与接触服务的独特体验 2 Telephonecommunication Theuseofthetelephoneinbusinesshasbeenonasteeplyrisinggrowthcurve Suchasinsurance tele communcation etc Telephoneetiquette BebriefClarityAccuracyPolitenessUnderstandingGettelephonenumberFindbesttimetocallbackifnecessaryFilenotesEnsurepromptanswertophoneSmile 3 face to facecommunication Givingagoodimpression listenwell bepolite andknowledgeable Agenerallyacceptedtruthisthatthecustomershoulddomostofthetalking NOTE servicecommunicationdetails Payattentiontonon verbal 非用言语的 communicationActivelisteningEffectivewrittencommunicationEffectivequestioningtechniques 2 servicestaffmustbeveryknowledgeable Servicestaffplayimportantrolesincreatingcustomersatisfactionandbuildinggoodcustomerrelationship ServiceProfitChain 1 TechnicalKnowledge Whatfeaturesdoesithave Howdotheycomparewithothermakes Whatguaranteecomeswithit Whatisitsreliability Isitanobsoletemodel IfasacustomerIhaveaproblem whodoIdealwith 2 Pricing Isthisafixedprice Doyouhaveauthoritytonegotiate 谈判 协商 withme Arethereoffersregardingthisparticularmodel Eg Pricereductionsorinterestfreeperiod Takethegoods paylater 3 Deliveryandinstallation Isthisfreeoristhereacharge Willyoufitthis Forfreeorcharge Whenwoulddeliverybe Doyoudeliverandfityourselfordoyouuseasub contractor 分包商 4 CustomerRight Whatarethey TextB 1 MotorolaLimitedWarranty ReadingB ThislimitedwarrantyappliesasfollowstonewProducts AccessoriesandSoftwarepurchasedbyconsumersintheUnitedStatesorCanada AppliesonlytodefectsintheCD ROMsthatcontainthesoftware TextB 2 ReadingB Toobtainserviceorinformation pleasecall MotorolaCustomerServices1 800 453 0920or954 723 4910Orvisitusonlineat B Trans 1 ReadingB 摩托罗拉有限产品质量保证书本有限产品质量保证书适用于消费者在美国或加拿大购买的下列新产品 附件和软件 只适用于含有该软件的CD ROM上的缺陷 B Trans 2 ReadingB 如需售后服务或信息 请致电 摩托罗拉客服电话 1 800 453 0920或954 723 4910或访问我们的网站 B Task1 ReadingB Task1Decidewhetherthefollowingstatementsaretrue T orfalse F accordingtothewarranty 1 Motorola Inc warrantsitsproductsandsoftware excludingitsaccessories 2 Thewarrantyonnewproductsendsoneyearfromthedateofpurchasebythefirstconsumerpurchaser 3 Youcannotgetservicedifyoufailtoprovidethereceipt 4 YouneedtoshiptheproducttoaMotorolarepaircenterandtheywillpayallcharges 5 Thewarrantyappliestoproductspurchasedbyconsumersallovertheworld F T F F F B Task2 Task2FillintheflowcharttoillustratehowtoobtainarepairservicefromMotorola Inc andexplainittoyourpartner Call Orvisitonlineat Provide orotherproofofpurchase Describe Give Shiptheproductto 1 800 453 0920or954 723 4910 acopyofyourreceipt theproblem aMotorolaAuthorized youraddressandtelephonenumber RepairCenter ReadingB DearMr Benson ofMarch12 thecomputeryouboughtfromusarrivedinsuchpoorcondition Itmighthavebeendamagedduringshipment anewcomputerassoonaspossible Toensureitreachesyousafely itwillbedouble packedthistime fortheinconvenienceithascaused Yourssincerely EmilyWatsonEmilyWatsonCustomerServiceManager W Task1 Writing Task1Completethefollowingletterofadjustmentwiththegivenexpressions WewillsendyouPleaseacceptourapologyThankyouforyourletterWearesosorrythat Thankyouforyourletter Wearesosorrythat Wewillsendyou Pleaseacceptourapology DearMr Walters ThankyouforyourletterofNovember15 Wearesosorrythatthegoodsyoureceivedhavenotbeensuppliedcorrectly Itmighthavebeenanerrorduringshipment Wewillmakeuptheshortfallassoonaspossible andpromisethatsuchthingswillneverhappenagain Pleaseacceptourapologyfortheinconvenienceithascaused Yourssincerely WangYiWangYiCustomerServiceManager W Task2 Writing Task2Supposeyouarethecustomerservicemanagerofyourcompany WritealetterofadjustmenttotheletterofcomplaintinTask1onPage90 Sample LL Task1 LanguageLab Task1Matchthewordsorphrasesontheleftwiththeirmeaningsontheright A haveanincreaseinB inexistenceandreadytobeusedC haveearnedsomethingbygoodorbadactionsorbehaviorD stronglyadvisesomeonetodosomethingE takeactionorputintopracticeF opiniongivenbrieflyinspeechorwritingaboutsomethingorsomeoneG setup startH ageneralexaminationorstudy ofconditions opinions etc especiallycarriedoutbyaskingpeoplequestionsI unusual singleanddifferentfromothersJ whole complete 1 deserve 2 entire 3 survey 4 gain 5 particular 6 urge ment 8 implement 9 establish 10 inplace C J H A I D F E G B LL Task5 2 LanguageLab 1 他们敦促我们给予支持 urge Theyurgedustogiveoursupport 2 如果你发现这部手机有问题 可以要求退款 defect Youcanaskforarefundifyoufindanydefectsinthismobilephone 3 经理授权我在他出差期间代表他行事 authorize Themanagerauthorizedmetoactforhimwhilehewasonbusiness 4 他自己出钱印他的书 atone sexpense Hehadhisbookprintedathisownexpense TextA 1 IReallyWanttoKnowFridaynightIwentoffmydiet IdaresayIdeservedagoodmealafterlosingthetwentypoundsIgainedfromtoomanytripstoManhattanrestaurantslastyear MywifeandIwenttooneofourfavoriteHoustonrestaurantstocelebratethesuccessfulconclusionofmydiet ReadingA TextA 2 Thefood asalways waswonderful Theservicewasevenbetterthanusual Ireallywouldhavegiventherestauranttopmarksoneveryitem butIdidn t Why We llseeinamoment ReadingA TextA 3 Itisadmirableforanorganizationtowanttomeasurecustomersatisfaction However todosocorrectly theentiremeasurementprocessmustbeproperlydesignedandimplementedfromstarttofinish Properquestionnairedesignisjustthefirststepintheprocess Equallyasimportantisestablishingaprocessofgatheringdatawhichwillobtainarepresentativesampleofcustomers andwhichkeepsbiastoaminimum Thisiswheremanyorganizationsfail Thisiswherethisparticularrestaurantfailed ReadingA TextA 4 Afterwehadfinishedourcoffee thewaiterbroughtoverthecheck Withthecheckwasabriefcustomersatisfactionsurvey Onesideofthequestionnairecontainedanotefromtheowner beginningwiththewords Ireallywanttoknow Theothersideofthequestionnairecontainedafewstandardmeasurementitemsandroomforcomments Whatwasalittledifferentaboutthissurveywasthatthequestionnairehadalreadybeenfilledoutbythewaiter Onascaleof excellent good and needsimprovement thewaiterhaddrawnalinethroughallthe excellent boxes ReadingA TextA 5 AsmuchasIenjoyedtheservice Iwasnotabouttodepositaquestionnairethatsomebodyelsehadcompletedintoaballotbox However manypeoplewouldreturnsuchaquestionnairewithoutthinkingtwice ReadingA TextA 6 Theowneroftherestaurantisonlyfoolinghimselfbykeepingthecurrentcustomersatisfactionmeasurementprograminplace Ifhe reallywantstoknow hewouldbebetteroffaskingsomeonetohandoutpostage paidquestionnairestopeopleastheylefttherestaurant ReadingA TextA 7 Ifyouhaveacustomersatisfactionmeasurem
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