《商务英语阅读（第3册）》课件Unit 8 Customer Service

Unit8CustomerServiceTextATextBExerciseCultureTourWarmingupWords&ExpressionsWords&Expressionsstaggering

adj.extremelygreatorsurprising大得惊人的，令人吃惊的Thefinancialimpactonthetownwasstaggering.对这个城镇造成的经济影响令人惊诧。Words&Expressionsmitigatevt.

tomakeasituationortheeffectsofsomethinglessunpleasant,harmful,orserious减轻，缓解，缓和ThecostofgettingthereismitigatedbySydney’sofferofasubsidy.由于悉尼提供补助金，所以到那里的花费就减少了。Words&Expressionshit-or-miss(orhit-and-miss)adj.notdoneinacarefulorplannedwayandthereforenotlikelytobesuccessful粗制滥造的；时好时坏Thecampaignwasratherahit-and-missaffair.那次运动欠缺周详的计划。Words&Expressionscorrelationn.

aconnectionbetweentwothingsinwhichonethingchangesastheotherdoes相互关系；相关；关联Thereisadirectcorrelationbetweenthebest-knownbrandsandthebest-sellingbrands.知名品牌和畅销品牌是有直接关联的。Words&Expressionshomeinon:

todirectyoureffortsorattentiontowardsaparticularfaultorproblem将注意力集中于（某一缺陷或问题）Hehomedinontheoneweaklinkintheargument.他把注意力集中在论据中的一个薄弱环节。Words&Expressionscrummyadj.

ofverybadquality劣质的；低劣的；糟糕的Thehouseissooldandcrummyit’sfallingapart.那座房子太破旧，都开始坍塌了。Words&Expressionsdisruptiveadj.

causingproblems,noise,etc.sothatsth.cannotcontinuenormally引起混乱的；扰乱性的；破坏性的Theprocessofimplementingthesechangescanbeverydisruptivetoasmallcompany.对于小公司来说，实行这些变革可能会带来灭顶之灾。Words&Expressions

bolstervt.

toimprovesth.ormakeitstronger改善；加强Fallinginterestratesmayhelptobolster(up)theeconomy.利率下降可能有助于激活经济。Words&Expressionscondominiumn.

(orcondo)anapartmentbuildinginwhicheachflat/apartmentisownedbythepersonlivinginitbutthebuildingandsharedareasareownedbyeveryonetogether;aflat/apartmentinsuchabuilding公寓（套房私有，其他地方属业主共有）；一套公寓住房；公寓的单元Words&ExpressionsThisisparticularlytrueinthecondominiummarket,wherecarefulshopperscanpickuparealbargain.特别是在公寓市场，真正的购物者可以在那里仔细挑选一个真正的好价钱。Words&Expressionssplash…across/over…:toputaphotograph,newsstory,etc.inaplacewhereitwillbeeasilynoticed把（照片、新闻报道等）安排在显著位置；在突出位置刊载Thegunman’spicturewassplashedacrossthefrontpage.持枪歹徒的大幅照片刊登在头版上。Words&Expressionsscramble

vt.

totrytodosomethingdifficultveryquickly仓促完成（困难的事）Theywerescramblingtogivetheimpressionthatthesituationwasincontrol.他们急于给人一种形势已在掌控中的印象。Words&Expressionspiece…together:tousealltheinformationyouhaveaboutasituationinordertodiscoverthetruthaboutit把（所有事实或信息）拼凑起来Herearlylifehasbeenpiecedtogetherfromseveraldifferentsources.根据几个不同的资料来源，她的早期生活被拼凑整理了出来。Words&Expressionshypothesize

v.

tosuggestapossibleexplanationthathasnotyetbeenprovedtobetrue假设，假定Ihavelonghypothesizedaconnectionbetweenthesefactors.我一直以来就认为这些因素之间存在着某种关联。Words&Expressionshingeon/upon…:

(ofanaction,aresult,etc.行动、结果等)pletely有赖于；取决于Hissuccesshingesonhowwellhedoesattheinterview.他能否成功要看他在面试中的表现。Words&Expressionscustodyn.

thelegalrightordutytotakecareoforkeepsb./sth.;theactoftakingcareofsth./sb.监护；保管；监护权；保管权Thebankprovidessafecustodyforvaluables.这家银行提供对贵重物品的安全保管服务。Words&Expressionsdevelopmentn.

apieceoflandwithnewbuildingsonit新建住宅区；新开发区anewhousingdevelopment新建住宅区Words&Expressionsdifferentiatev.

torecognizeorexpressthedifferencebetweenthingsorpeopleIt’ssometimeshardtodifferentiateonesamplefromanother.区分有时候很难把样品一个个区分开来。Words&Expressionsspecializein…:

tobecomeanexpertinaparticularareaofwork,studyorbusiness;tospendmoretimeononeareaofwork,etc.thanonothers专门研究（或从事）；专攻Theshopspecializesinhand-madechocolates.这家商店专营手工制作的巧克力。Words&Expressionsin-depthadj.verythoroughanddetailed彻底的；深入详尽的Wewillhaveanin-depthdiscussionaboutthesethreeareas.我们将深入探讨这3个领域。Words&Expressionsscrupulousadj.

carefulaboutpayingattentiontoeverydetail仔细的；细致的；一丝不苟的TheBoardisscrupulousinitsconsiderationofallapplicationsforlicenses.委员会对所有申请许可证的人予以审慎考虑。Words&Expressionsbackupn.

extrahelporsupportthatyoucangetifnecessary增援；后援Wecanusehimasabackupifoneoftheotherplayersdropsout.如果有参赛者退出，我们可以用他作为替补。Words&Expressionstelesalesn.

amethodofsellingthingsandtakingordersforsalesbytelephone电话销售；电话推销Manypeoplestarttheircareersintelesales.许多人都是从干电话销售做起的。Words&Expressionsroutev.

tosendsb./sth.byaparticularroute按某路线发送Satellitesroutedataallovertheglobe.卫星向全球各地传递信息。Words&Expressionsseamlesslyadv.withnospacesorpausesbetweenonepartandthenext（两部份之间）无空隙地，不停顿地Hehasmovedseamlesslyfromtheorytopractice.他已经顺利地实现了从理论到实践的过渡。Words&Expressionsprimeadj.

aprimeexampleofsth.isonethatistypicalofit典型的；有代表性的Thebuildingisaprimeexampleof1960sarchitecture.这座大楼是20世纪60年代的典型建筑。Words&Expressionspickupn.

anoccasionwhensb./sth.iscollected接人；收取物品；提货Goodsaredeliverednotlaterthannoononthedayafterpickup.货物递送不迟于收件后的第二天中午。Words&Expressionsdrop…(off):

tostopsothatsb.cangetoutofacar,etc.;todeliversth.onthewaytosomewhereelse中途卸客；中途卸货Canyoudropmenearthebank?你可以让我在银行附近下车吗？Words&Expressionspeak

adj.

usedtodescribethehighestlevelofsth.,oratimewhenthegreatestnumberofpeoplearedoingsth.orusingsth.最高度的；高峰时期的；巅峰状态的Itwasatimeofpeakdemand

fortheproduct.那是对该产品需求最旺的时期。Questionsfordiscussion:1.Whatiscustomerservice?2.Whataregoodcustomerservices?3.Therearemanydifferentcustomerservicemethodsinthebusinessworld.Canyouthinkofanythatabusinesscanusetopleaseitscustomers?4.Whatisimportantwhendealingwithcustomercomplaints?WarmingupTextA

KnowYourCustomers’“JobstoBeDone”Para.MainIdeaPara.1-9Focusingoncorrelationtakescompaniesinthewrongdirection,andjobs-to-be-donetheorytellshowtocreateproductsandservicesthatcustomerswanttobuy.Para.10-18Withunderstandingofthejobtobedone,changescanbemadetotheoffering.Hencebusinessgrows.StructureNotesMcKinsey&Company:Aworldwidemanagementconsultingfirm.Itconductsqualitativeandquantitativeanalysisinordertoevaluatemanagementdecisionsacrossthepublicandprivatesectors.Widelyconsideredthemostprestigiousmanagementconsultancy,McKinsey’sclienteleincludes80%oftheworld’slargestcorporations,andanextensivelistofgovernmentsandnon-profitorganizations.麦肯锡咨询公司NotesMarchMadness(NCAAMarchMadness):ThebrandingusedforcoverageoftheNCAADivisionIMen’sBasketballTournamentthatisjointlyproducedbyCBSSports,thesportsdivisionoftheCBStelevisionnetwork,andTurnerSports,thesportsdivisionoftheTurnerBroadcastingSystemintheUnitedStates.疯狂三月Notesdisruptiveinnovation:Aninnovationthatcreatesanewmarketandvaluenetworkandeventuallydisruptsanexistingmarketandvaluenetwork,displacingestablishedmarketleadingfirms,productsandalliances.颠覆性创新NotesCost-benefitanalysis(CBA):Sometimescalledbenefitcostanalysis(BCA),isasystematicapproachtoestimatingthestrengthsandweaknessesofalternatives(forexampleintransactions,activities,functionalbusinessrequirements);itisusedtodetermineoptionsthatprovidethebestapproachtoachievebenefitswhilepreservingsavings.TheCBAisalsodefinedasasystematicprocessforcalculatingandcomparingbenefitsandcostsofadecision,policyorproject.成本效益分析NotesBroadly,CBAhastwomainpurposes:1)Todetermineifaninvestment/decisionissound(justification/feasibility)—verifyingwhetheritsbenefitsoutweighthecosts,andbyhowmuch;2)Toprovideabasisforcomparingprojects—whichinvolvescomparingthetotalexpectedcostofeachoptionagainstitstotalexpectedbenefits.Notesfocusgroup:Asmallgroupofpeople,speciallychosentorepresentdifferentsocialclasses,etc.,whoareaskedtodiscussandgivetheiropinionsaboutaparticularsubject.Theinformationobtainedisusedbypeopledoingmarketresearch,forexampleaboutnewproductsorforapoliticalparty.焦点小组（选自各阶层，讨论某专项问题；所得信息常为市场研究者或某政党所用）ExerciseI.ReadingComprehension1.WhatcanwelearnfromthecaseofClaytonChristensen?A.HisdemographicorpsychographiccharacteristicsmotivatedhimtobuytheNewYorkTimes.B.Heboughtthepaperfornoparticularpurpose,andhejustwantedtoreadit.C.Thereisnolinkbetweenhisdemographicorpsychographiccharacteristicsandhispurchaseofthepaper.D.Whenpeopletravelbyplane,theylikereadinganewspaper.Exercise2.Whichofthefollowingjobsistheoneappearingunpredictably?A.Passingthetimewhilewaitinginline.B.Findingamorefulfillingcareer.C.Packingahealthfullunchforchildrentotaketoschool.D.Dressingforanout-of-townbusinessmeetingafterthesuitcasewaslost.Exercise3.WhichofthefollowingisNOTtrueaboutthecondosoftheDetroit-areabuildingcompany?A.Downsizersweretheirtargetcustomers.B.Thecompanylaunchedagoodadvertisingcampaignforthecondos.C.Thecondoswerevisitedbymanycustomers,butdidn’tsellwell.D.Thelackofbaywindowsresultedinthedisappointingsales.Exercise4.WhatdoestheunderlinedpartinPara.12mean?A.Someonewhoisveryinterestedinbuyingsomething,askslotsofquestionsandbuysitatlast.B.Somewhoappearstobeinterestedinbuyingandaskslotsofquestionsbutdoesnotbuyanything.C.Someonewhoisnotinterestedinbuyinganythingatall.D.Someonewhoishesitantaboutbuyingsomething.Exercise5.Whatcanbeinferredabout“jobstobedone”?A.Understanding“jobstobedone”canhelponecompanydistinguishitsproductsandservicesfromtheothers’.B.“Jobstobedone”ismainlyaboutcompetitiveresponsestoinnovation.C.Beingintimatelyfamiliarwith“jobstobedone”canhelpcompaniespredictthedangertheyface.D.Likealargeamountofinformationaboutthecustomers,insightof“jobstobedone”canhelpusunderstandthecustomerchoice.ExerciseII.A.1-5:BDBCB 6-10:CDBCA

ExerciseII.B1.piecetogether2.splashedacross3.endup4.hingeon5.fellshortof

6.eup10.spreadoutExerciseIII.1-5:BCCDB

6-10:DABCAExerciseIV.Translation1.InarecentMcKinseypoll,84%ofglobalexecutivesreportedthatinnovationwasextremelyimportanttotheirgrowthstrategies,butastaggering94%weredissatisfiedwiththeirorganizations’innovationperformance.近来，在麦肯锡公司进行的一次民意调查中，84%的全球高管报告称，创新对其发展战略至关重要。但令人震惊的是，有94%的全球高管对其公司的创新表现感到不满。Exercise2.Andthoughit’snosurprisethatcorrelationisn’tcausality,wesuspectthatmostmanagershavegrowncomfortablebasingdecisionsoncorrelations.相关性不是因果关系，这并不奇怪，但我们怀疑大多数管理者会因为基于相关性作出决策而感到放心。Exercise3.Afterdecadesofwatchinggreatcompaniesfail,we’vecometotheconclusionthatthefocusoncorrelation—andonknowingmoreandmoreaboutcustomers—istakingfirmsinthewrongdirection.经过几十年观察大公司的失败，我们得出的结论是，关注相关性——对客户了解的越来越多——正使公司误入歧途。Exercise4.Althoughthecompanyhaddoneacost-benefitanalysisofallthedetailsineachunit,itactuallyhadverylittleideawhatmadethedifferencebetweenatirekickerandaseriousbuyer.尽管公司已对每套住房的所有细节进行了成本效益分析，但实际上对只问不买的人及有诚意的买家之间的区别知之甚少。Exercise5.Whatwasstoppingbuyersfrommakingthedecisiontomove,hehypothesized,wasnotafeaturethattheconstructioncompanyhadfailedtoofferbutrathertheanxietythatcamewithgivingupsomethingthathadprofoundmeaning.他猜测，阻止买家作出搬家决定的原因并不是建筑公司没有提供的特征，而是放弃具有深刻意义的东西所带来的焦虑。ExerciseV.EssayQuestions1.Whyisinnovationstillpainfullyhit-or-missformostofthecompanies?Becausemostofthemassesofcustomerdatacompaniescreateisstructuredtoshowcorrelations,andfocusingoncorrelationistakingthecompaniesinthewrongdirection.Exercise2.Whatshouldcompaniesfocusonwhentheytrytogetthereasonswhycustomersbuyacertainproduct?Whatthecustomerhopestoaccomplish,alsocalledthejobtobedone.Exercise3.Whatistherelationshipbetweenthetheoryofjobstobedoneandthetheoryofdisruptiveinnovation?Thetheoryofjobstobedonewasdevelopedinpartasacomplementtothetheoryofdisruptiveinnovation.Exercise4.AccordingtoMoesta’sinterviews,whatstoppedthecustomersfromdecidingtobuythenewcondos?Theanxietythatcamewithgivingupsomethingthathadprofoundmeaning.Exercise5.WhatmadethesalesofthecompanywhereMoestaworkedincreasewhilethemarketwasplunging?Theinsightintothejobthecustomersneededdone.TextB

AirChinaEnhancesSalesandCustomerServicewithAvayaIntelligentCommunicationsSolutions

Para.MainIdeaPara.1-3AirChinahasnowfocuseditscallcentersonsalesandservices.Para.4-10ThereasonswhyAirChinahasadoptedtheadvancedintelligentcommunicationssolutionsofAvayaandthebenefitsofthenewsystem.StructurePara.MainIdeaPara.11-17MeasuresAirChinahastakentoenhanceitsservicelevelandtheireffects.Para.18-19ThegoalsthatAirChinahassetforthedevelopmentoftelephonesalesandservicecenters.NotesAirChina:AirChinaLimitedistheflagcarrierandoneofthemajorairlinesofthePeople’sRepublicofChina,withitsheadquartersinShunyiDistrict,Beijing.AirChina’sflightoperationsarebasedatBeijingCapitalInternationalAirport.In2015,theairlinecarried90milliondomesticandinternationalpassengerswithanaverageloadfactorof80%.中国国际航空公司NotesAvaya:AnAmericanmultinationaltechnologycompanyheadquarteredinSantaClara,CaliforniathatspecializesinInternettelephony,wirelessdatacommunications,andCustomerRelationshipManagement(CRM)software.Thecompanyalsoprovidesbusinesscommunicationsolutionsforcustomers.NotesAvayacurrentlyprovidesservicestoorganizationsatover1millioncustomerlocationsworldwidewithoperationsdividedgloballyin5regionsandisrankedat#101onForbesAmerica’sLargestPrivateCompanies.亚美亚公司NotesIPcommunications:Aneasy,cost-effectivewaytogiveremoteuserstotheintercomwithoutinvestmentofnewcablingorhardware.IP通讯ExerciseI.Essayquestions1.Whataretheadvantagesofeticketoverordinaryticket?Witheticket,wecanpayonlineorbybankcardinsteadofpayinginpersonataticketoffice.Exercise2.Whatarethebenefitsbroughtbytheuniform,nationwidehotline?Itwillenhancetheserviceofcallcentersandimprovecustomersatisfaction.3.WhydidAirChinachooseAvaya’scustomercontactcentersolution?Thereasonsareasfollows:Firstly,AvayaprovidestotalsolutionsthatmeettherequirementsofAirChina.Secondly,accordingtothebusinessneedsofAirChina,Avayahasstrengthenedthesafetyanddisasterrecoverybackupwithmultileveldisasterrecoverysolutions.ExerciseThirdly,asmanyusersofAvayaareairlinecompanies,AvayahasaccumulatedrichexperiencesinthisfieldandpossessesstrongconsultingcapacityinplanningandestablishingtelephonesalesandservicecentersforAirChina.Exercise4.HowdoesAvaya’snewsystembenefitthecustomersandAirChina?Withthenewsystem,customerscangettimelyandpersonalizedservices,andAirChinaisabletosaveagentfee,andbuildupcustomerprofiledata,thereforelayingasolidfoundationforsubsequentmarketingandserviceactivities.Exercise5.Whatplaysacrucialroleinimprovingcustomerloyaltyandsalesrevenue?Methodstoprovidepassengerswithmorepersonalizedservices.ExerciseII.ReadingComprehension1.WhatwerethedrawbacksofAirChina’sregionalcallcenters?