综合商务英语B1 U7

Unit7CustomersLeadinPART011.Whyarecustomersextremelyimportanttoanorganization?2.Areyousatisfiedwiththeproductsyou’veboughtrecently?3.Whatfactorsmayyouconsiderwhenbuyingacoat?

Open-mindedLead-inLeadin1.Pleaselistfiveproductsorservicesyou’verecentlybought.2.Whichoneareyousatisfiedwith?Whichoneareyounotsatisfiedwith?Why?TheproductI’mmostsatisfiedwithisthewirelessBluetoothheadset.Itonlycostme$30.What’smore,it’sreallyconvenientformydailystudy—IcanuseittolistentoEnglishmaterialsonmywaytoclass,anditsnoise-cancelingfunctionhelpsmefocusinthelibrary.Its20-hourbatterylifealsosavesmethetroubleoffrequentcharging,bringingmegreatemotionalsatisfaction.TheoneI’mnotsatisfiedwithistheonlineEnglishlearningsubscription.Thecoursesaremostlyoutdatedpre-recordedvideos,farfromtheinteractivecontentadvertised.Besides,thecustomerserviceisunresponsive,andthesubscriptionisnon-refundable.Itfeelslikeatotalwasteofmoney.Whydoyoubuyblindboxtoy?TextACustomerValueGlobalReadingHeadingsKeywordsWhatiscustomervalue?TheimortanceofcustomervalueThemeaningofcustomervalueHowtodelivercustomervalue

Skimthetextandcompletethetable.benefitvs.costnumberonetwoaspectsmeasurevaluemakeuseofvaluepromotevalueReadpara.1andanswerthequestion.1.Whatiscustomervalue?2.Isittruethat“customervaluemeansthecustomersarevaluableassetstothebusiness”?Customervalueisthebenefitthatacustomerwillgetfromaproductorserviceincomparisonwithitscost.DetailedReadingReadparas.2&3andanswerthequestion.1.Whatisitimportanttogivecustomer

value?Givinggreatcustomervaluemaymakecustomerscomebackformore(repeatedpurchase)andgiveoutgoodwordofmouthadvertising.2.Workinpairsandshareyourrelatedexperiences.DetailedReading2

Customerisnotanobjectofmarketing;customeristheonewho,ifpleased,paysyoursalary,and,ifexcited,bringsyoujoyandinspiration.Ifitcreatesvalueforcustomers,itcreatesvalueforbusiness.（E-CTransaltion）TheImportanceofCustomerValue4Q:Canyoutellthedifferencebetween“desiredvalue”and“perceivedvalue”?Canyougiveanexample?Desiredvaluereferstowhatcustomersdesireinaproductorservice.Perceivedvalueisthebenefitthatacustomerbelievesheorshereceivedfromaproductafteritwaspurchased.TheMeaningofCustomerValue5

Customervaluecanbeexaminedatdifferentlevels.Atalowlevel,customervaluecanbeviewedastheattributesofaproductthatacustomerperceivestoreceivevaluefrom.Atahigherlevel,customervaluecanbeviewedastheemotionalpayoffandachievementofagoalordesire.Whencustomersderivevaluefromaproduct,theyderivevaluefromtheattributesoftheproductaswellasfromtheattributeperformanceandtheconsequenceofachievingdesiredgoalsfromtheuseoftheproduct.TheMeaningofCustomerValueEmotionalpayoff6

Q:Whatvaluescouldbeofferedtocustomer?Customervalueisthebenefitwhichmightbemeasuredinmonetaryterms,suchaswhenaproducthelpssavethecustomermoneythatwouldhavebeenspentonsomethingelse.Abenefitalsocanbedifficulttoquantify,suchastheenjoymentthatacustomerreceivesfromaproductorservice.HowtoDeliverValuetoaCustomerHowtoDeliverValuetoaCustomerQ:WhatcustomervaluesdoesLay’swanttodeliver?7

Somebusiness

peopleexplaincustomervalueasrealizationcomparedwithsacrifice.“Realization”isaformaltermforwhatcustomersgetoutoftheirpurchases.Sacrificeis

whattheypayfortheproductorservice.Q:Somebusinessesusetheterms“sacrifice”and“realization”toexplaincustomervalue.Couldyougiveaspecificexampletoillustratethisprocess?Realizationvs.Sacrifice--Youpay100yuanforadinnerinarestaurant.Thedinnerandtheenjoymentyougetfromthedinnerarethe“realization”whilethe100yuanisthe“sacrifice”.8Aproductorservicecanprovidevalueinmanyways.Pleaselistseveralwaysabouthowtoprovidevalue.

Alongwithhelpingacustomersavemoneyorprovidingenjoyment,italsocouldsavetheconsumertime,provideabenefitthatcouldnotbeobtainedwithouttheproductorincreasethevalueofsomethingthecustomeralreadyowns.Q:Canyougivesomeexamplesrespectively?MeasuringValue9

Q:

Howarebusinessesmakinguseofcustomervalue?BusinessesuseCVaspartofagreateranalysistodeterminehowwelltheyareservingtheircustomerbase.Businessesalsolookatthepricesoftheirproductsincomparisonwiththevaluethatcustomersreceivefromthem,inordertopricethemcompetitivelyandtomaximizeprofits.UsedbyBusinesses10Q1:Whatisacustomervalueproposition?Thisbasicallyisapromiseofbenefitstocustomerswhobuytheproductsorservices.PromotingtoCustomers“我们不生产水，我们只是大自然的搬运工”“充电5分钟，通话2小时”“美团外卖，送啥都快”“iPhone重新定义手机”“JustDoIt”“头屑去无踪，秀发更出众”Customervaluestobedelivered农夫山泉：“我们不生产水，我们只是大自然的搬运工”向注重健康与水质安全的消费者传递天然无人工加工、纯净可靠的饮水价值，降低选择成本并缓解水质焦虑。OPPO手机：“充电5分钟，通话2小时”为忙碌的学生、职场人等高频手机使用者解决低电量焦虑，提供高效快充的便捷体验，保障全天候的通讯与使用需求。美团外卖：“美团外卖，送啥都快”为忙碌无暇做饭或出门的人群提供便捷、高效的即时配送服务，节省时间成本，满足多样化的餐饮与生活物资需求。苹果手机：“iPhone重新定义手机”为追求极致体验与科技感的用户提供简洁流畅的操作、强大的生态系统与高端的品牌形象，满足品质生活与身份认同需求。耐克：“JustDoIt”为追求运动梦想、渴望突破自我的人群传递勇敢行动的精神力量，满足消费者通过运动实现自我价值的情感需求。ExaggeratedorfalsecustomervaluesQ2：Canyougivesomeexampleofadvertisingwhich

advertiseexaggeratedorfalsecustomervaluesfortheirproductsorservices.Advertiseexaggeratedorfalsecustomervalues功能极致型1.士力架：“横扫饥饿，做回自己”（广告画面：饿到变“软脚虾”，吃后瞬间满血）情感化夸张，不涉及绝对化/虚假功效，合规2.海飞丝：“头屑去无踪，秀发更出众”指向明确功能，有产品功效支撑，合规3.西门子：“世界各地的维修人员都闲得无聊”艺术化表达，不构成虚假承诺，合规数字/时效夸张型4.某电商：“全场5折，错过今天再等一年”仅为促销话术，不涉及产品功能虚假，合规5.某奶茶：“排队8小时也要喝到的神仙奶茶”仅为传播话术，不涉及产品质量虚假，合规创意幽默夸张型6.某印刷公司：“除钞票外，承印一切”不涉及具体产品虚假，纯品牌形象宣传，合规7.某理发店：“一毛不拔”（双关+夸张）纯幽默表达，无误导，合规风险违规型8.某保健品：“吃3天根治糖尿病”违反《广告法》，属虚假宣传，违规9.某护肤品：“7天美白，白到发光”无科学依据，易误导，违规10.某教育机构：“100%保过，不过退款”11

Relativeperformance[6]identifieshowacompany’sproductorserviceprovidescustomervalueincomparisonwiththatofcompetitors’productsorservices.（相对性能用来衡量一家公司所提供的产品或服务相对于竞争对手提供的产品或服务而言，能够为客户提供何种价值。）Accesscost[7]issomethingthatbusinessanalystsaddasanestimatedcostoftheeffortinvolvedinapurchase.（访问成本用户在购买某个产品或服务发生的所有支出的总和）

Valuepropositions[8]oftenincludetheselevelsofdetailtohelpmanagerslookathowwellabusinessisservingitsintendedaudience.RelatedConceptsattribute/'ætrIbju:t/n.Anattributeisaqualityorfeaturethatsomeoneorsomethinghas.特性eg.贪婪是人类行为的正常特征。—Greedyisanormalattributeofhumanbehavior.payoff/'peIɒf/n.Thepayofffromanactionistheadvantageorbenefitthatyougetfromit.（某行动的）收益eg.如果这种材料能够广泛用于光学行业，那么这一突破将带来巨大的回报。—Ifsuchmaterialsbecamegenerallyavailabletotheopticsindustry,thepayoffsfromsuchabreakthroughwouldbeenormous.pinpoint/'pInpɔInt/v.Ifyoupinpointthecauseofsomething,youdiscoverorexplainthecauseexactly.准确指出（原因）eg.查明死因几乎是不可能的。—Itwasalmostimpossibletopinpointthecauseofdeath.estimate/'estImeIt/v.Ifyouestimateaquantityorvalue,youmakeanapproximatejudgmentorcalculationofit.估计

eg.我估计治疗的总费用将从9000美元增加到12500美元。—Iestimatethattotalcostfortreatmentwillgofrom$9,000to$12,500.IntroductionCustomervalue:benefitincompariosnwithitscost.Realizationvs.SacrificeMeasuringValueUsedbyBusinessesPromotingCustomersRelatedConceptsTheImportanceofCustomerValueCustomerValueHowtoDeliverValuetoaCustomerwhatisdesiredqualityforwhatispaidsomethinginreturnforwhatisgivenTheMeaningofCustomerValueStructureofTextA(makeasummary)第一单元Exercises03(1)

Thecustomervaluewassomethingtotakeintoaccount,especiallyforus,becausethecustomerwasnumberoneinourbook.takeintoaccount:takeintoconsideration,tobeconsideredWeshouldtakethecustomervalueintoconsideration,becauseforuscustomersarethemostimportantonesinbusiness.2.Paraphrase:Replacetheexpressionsofthebold.(2)

Youshouldtrytostrivetohavethebestcustomervalueyoucansothatpeoplewillgiveoutgoodwordofmouthadvertising.giveoutgoodwordofmouthadvertising:passtheinformationofaproductbyoralcommunicationYoushouldtryyourbesttoachievethemaximumcustomervaluesothatpeoplewillpasstheinformationoftheproductbyoralcommunication.2.Paraphrase:Replacetheexpressionsofthebold.(3)

Whencustomersderivevaluefromaproduct,theyderivevaluefromtheattributesoftheproductaswellasfromtheattributeperformanceandtheconsequenceofachievingdesiredgoalsfromtheuseoftheproduct.theattributeperformance:theperformanceoftheproduct’squalitytheconsequenceofachievingdesiredgoals:thesatisfactionofachievingdesiredgoalsWhencustomersfindsomevalueofaproduct,theyfindvaluefromthequalityoftheproductandtheperformanceoftheproduct’squalityaswellasthesatisfactiontheygetfromtheuseoftheproduct.2.Paraphrase:Replacetheexpressionsofthebold.(4)Theterm“customervalue”shouldnotbeconfusedwiththevalueofcustomerstobusinesses.(5)…shemightbeabletodevotemoretimetotheaspectsofherbusinessthatmakemoney.notbeconfusedwith:beseparatedfromTheterm“customervalue”shouldbeseparatedfromthevalueofcustomerstobusinesses.devotemoretimeto:spendmoretimeonsth.…shemightbeabletospendmoretimeontheaspectsofherbusinessthatmakemoney.2.Paraphrase:Replacetheexpressionsofthebold.3.

Vocabulary:Completethejobintroductionwiththewordsandexpressionsinthebox,andyoucanmakeyourownjobintroductiononthebasisofthewordsandexpressionsinthebox.a.takeintoaccount b.attribute...to

c.givecreditto

d.devote...to

e.dedicated...tof.

payoff

g.purchase

h.perceive(1)Whenpacking,please_____

thattheboxesmustbeabletowithstandroughhandlingandtransportoververybadroads.

a(2)She

_____herfirstalbum_____

WoodyAllen.(3)

Tomgladlygaveuphispart-timejobto_____himselfentirely_____ hisart.(4)Childrenwhodobadlyinschooltestsoften_____themselvestobefailures.(5)Iwantto_____myEnglishteachersinhighschoolandelementaryfordoingsuchagoodjob.a.takeintoaccount b.attribute...to

c.givecreditto

d.devote...to

e.dedicated...tof.

payoff

g.purchase

h.perceive

e

d

h

c(6)I

_____

allthis

_____

thefactthatwhatshouldhavebeenformethehappyjoyousdaysofchildhoodwerespentonachickenfarm.(7)

Itisachallengingtasktoachieve,butthelong-termcan_____betremendous.(8)Especiallyinthefaceofsluggishconsumer’sdesireto_____,thepriceisstillthemosteffectivemeansofpromotion.a.takeintoaccount b.attribute...to

c.givecreditto

d.devote...to

e.dedicated...tof.

payoff

g.purchase

h.perceive

b

f

g[A]delivery[B]prompt

[C]referred[D]offering

[E]highly

[F]elements[G]depending[H]even

[I]confirm

[J]available

[K]reluctant[L]readily[M]Often

[N]derives

[O]accessThecustomervaluepropositionincludestheoveralladvantagesorbenefitsthatacustomerderivesfromdoingbusinesswithaparticularvendor.Sometimes

(1)___toasavalueaddproposition,theconceptaddressesnotonly

basicssuchasprice

forthegoodor

C4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.service,butalsorelatedissuessuchasthequalityofserviceandsupportprovidedtotheclient,(2)___deliveryofthoseproducts,andtherelationshipthatisestablishedbetweenthecustomerandthesupplier.Manyofthe

(3)___thatareincludedinacustomervaluepropositionaredesignedtoattractcustomersbyofferingthemsomethingthatisnotreadilyavailablefromthecompetition.

(4)___,theseaddedvaluesarelittleextras

B

F

M[A]delivery[B]prompt

[C]referred[D]offering

[E]highly

[F]elements[G]depending[H]even

[I]confirm

[J]available

[K]reluctant[L]readily[M]Often

[N]derives

[O]accessthatarehardtoobtainwiththatparticularproductorservice.Forexample,theofferingmayincludeacustomerservicevaluethatinvolves(5)___tocustomersupportpersonnelsevendaysaweek,twenty-fourhoursaday.Ifthecompetitiononlyoffersaccesstocustomersupportduringlimitedhoursfivedaysaweek,thisis(6)___likelytocatchtheattentionofprospectiveclients,aswellasentice

OE[A]delivery[B]prompt

[C]referred[D]offering

[E]highly

[F]elements[G]depending[H]even

[I]confirm

[J]available

[K]reluctant[L]readily[M]Often

[N]derives

[O]accessexistingclientstonotstrayfromthefold.Theexactcompositionofacustomervaluepropositionwillvary,(7)___ontheindustryinquestion,andwhatthecompetitionoffersasamatterofcourse.Thismeansthatthepropositionwillhelpacustomer(8)___thatthevendorofferseverythingthatis(9)___fromthecompetition,plusafewbenefitsthatarehighlyunlikelytobefoundelsewhere.Often,these

GI

J[A]delivery[B]prompt

[C]referred[D]offering

[E]highly高度[F]elements[G]depending[H]even

[I]confirm

[J]available

[K]reluctant[L]readily[M]Often

[N]derives

[O]accessvalueaddedservicesareextendedatnoadditionalcosttothecustomer,whichservestomakethem(10)

___

moreattractive.H[A]delivery[B]prompt

[C]referred[D]offering

[E]highly

[F]elements[G]depending[H]even

[I]confirm

[J]available

[K]reluctant[L]readily[M]Often

[N]derives

[O]access(1)Youneedtomakesurethatyouaregivingoutgreatcustomervaluesothattheyarehappytocomebackformore.(2)Atalowlevel,customervaluecanbeviewedastheattributesofaproductthatacustomerperceivestoreceivevaluefrom.你必须确保为顾客提供极大的价值，顾客才乐意再次光顾并购买更多的产品。从低一点的层次来说，顾客价值可以理解为产品所具有的那些能让顾客感受到自身获得了价值的属性。5.E-CTranslation:TranslatethefollowingsentencesintoChinese.(3)Customervalueisthebenefitwhichmightbemeasuredinmonetaryterms,suchaswhenaproducthelpssavethecustomermoneythatwouldhavebeenspentonsomethingelse.顾客价值可以通过金钱来衡量，比如，一个产品帮助顾客节省下来的钱可以用在别处。5.E-CTranslation:TranslatethefollowingsentencesintoChinese.5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(4)Businessesofallsizesusecustomervalueaspartofagreateranalysistodeterminehowwelltheyareservingtheircustomerbase.(5)Lawsthatensuretruthinadvertisingmakeitillegalforcompaniestoadvertisegreatlyexaggeratedorfalsecustomervaluesfortheirproductsorservices.商家用顾客价值来分析顾客是否对服务满意。法律确保广告的真实性，规定公司夸大、虚假宣传产品或者服务是违法的。(1)财务管理应考虑环境的适应性。(take...intoaccount)(2)跨国公司的竞争优势来源于其垄断结构及由此带来的垄断结构利润。(derivefrom)Financialmanagementshouldtakeenvironmentaladaptabilityintoaccount.Thecompetitiveadvantagesofamultinationalderivefromitsmonopolystructureandtheprofitsthemonopolystructurebringsabout.6.C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(3)企业在致力于促进知识共享时必须考虑本企业现有的企业文化因素。(devoteto)(4)严格地说，企业文化和组织文化不应该混为一谈。(beconfusedwith)Enterprisesmustconsidertheexistingcorporate

culturefactorswhiledevotingtopromoting

knowledge

sharing.Inastrictsense,corporateculturecannotbeconfusedwithorganizationculture.6.C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(5)现与你方联系，希望与你公司建立互利的业务关系。(inthehopeof)Wearewritingtoyouinthehopeofestablishingbusinessrelationshipwithyou.6.C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.1.Talkaboutyourcompanybriefly.2.Whatarethedistinctivefeaturesoftheproduct?3.Whatistheproductmadeof?4.Whatfunctionsdoesthisproducthave?6.Whatadvantagesdoestheproducthavecomparedwith

other

similarproducts?7.Howmuchdoesitcost?8.Wherecancustomerspurchasetheproduct?9.Whatabouttheafter-salesserviceoftheproduct?Role-play:IntroduceaNewProducttoCustomersLadiesandgentlemen:

Goodmorning.Itismyhonortointroduceanewproducttoyou.

First,pleaseallowmetomakeabriefintroductiontoourcompany.Ourcompanyisoneofthebiggestcosmeticcompaniesintheworld.

Now,I’dliketorecommendournewproduct--SupperOlive-Oil.Theoliveoilwassoexpensiveandrarethatonlynoblescoulduseitinthepast.Butnowyoucanhaveitbecausewehaveloweredthecost.

SOOhasmanymagicaleffectsonbodybeautification.ReferenceKeytoRole-playItcanwhitenyourskinobviously,andprotectyourskinagainstdryandcoldair,andtheharmfulradiationintheofficecube.

Anditonlycosts199dollarsforsuchaproduct.Youcanbuyitonlineorinthestores.Togetmoreinformation,youcanvisitourwebsiteorcallourcustomerservicehotline.

Thankyouforcoming.Hopeyoucanenjoyit.ReferenceKeytoRole-playTextBWhatIs“Customer”?PART03QuestionsonTextB1.Thereisasmalldifferencebetween“customer”and“consumer.”Whatisit?2.Doyouagreewiththefollowingstatement:Peoplewhohireaprofessionalarealsocalledcustomers?3.Whyarecustomerprofilestakenintoaccountbybusinesses?4.What’sthedifferencebetweeninternalcustomersandexternalcustomers?5.Doyouthinkthecustomerisakeypartoffiguringoutyourmarketingmessageandstrategy?QuestionsonTextB1.Thereisasmalldifferencebetween“customer”and“consumer.”Whatisit?Consumersarepeopleorbusinessesthatuseoruseupgoodsandservices.Customersaretheeconomicbuyerswhobuygoodsandservices.Customerscanalsobeconsumers,

buttheycanalsobecustomersontheirown.QuestionsonTextB2.Doyouagreewiththefollowingstatement:Peoplewhohireaprofessionalarealsocalledcustomers?No,Idon’tagree.Consumersarepeopleorbusinessesthatuseoruseupgoodsandservices.“Clients”isoftenusedtodescribecustomerswhohavearelationshipwithasupplier.Also,peoplewhohireaprofessionalarenotcalledcustomers,butclients.Forexample,alawyerhasclients.QuestionsonTextB3.Whyarecustomerprofilestakenintoaccountbybusinesses?Businesseslookatcustomerprofilesregularlytoimprovetheirmarketingstrategiesandstocktoattractthemostcustomers.Withthisinformation,businessescangetclosertotheircurrentcustomersandreachouttocustomerstheyhaven’tyetreachedtobringinmorecustomers.Understandingcustomershelpsbusinessesmakebettermarketingandadvertisingplans,makeproductsandservicesthatmeetcustomers’needsandwants,andkeepcustomerssotheycandobusinesswiththemagaininthefuture.QuestionsonTextB4.What’sthedifferencebetweeninternalcustomersandexternalcustomers?Internalcustomersarepeopleorgroupspartofacompany’sdailyoperations.Theyareusuallyemployeesorotherfunctionalgroups.Externalclientsaredifferentfromthecompany’sinternaloperations,andtheyareusuallythepeoplewhowanttobuyacompany’sfinalproductsandservices.QuestionsonTextB5.Doyouthinkthecustomerisakeypartoffiguringoutyourmarketingmessageandstrategy?Yes,Ido.Nomatterwhatyousellorwhatkindofbusinessyourun,thecustomeristhemostimportantpartofyourbusiness.Bylookingatyourcustomers’complaints,feedback,andopinions,youcanlearnalotaboutwhatyourtargetmarketwantsandneedsfromyourserviceorproduct.U1:TextBWhatIs“Customer”?Customer1

Aclientisapersonorbusinessthatbuyssomethingfromathirdparty.Themaingoalofabusinessistogetagroupofcustomerswhobuyfromthemagainandagain,bringinginmoney.Asthecustomerisresponsiblefortheinflowofmoney,manytradersandbusinessmenrefertothecustomerasGod.

WhoIsaCustomer?2

Customerdefinition:Acustomerisapersonorbusinessthatbuysgoodsorservicesfromanotherbusiness.Customersarecrucialbecausetheygeneraterevenue.Withoutthem,businesseswouldgooutofbusiness.Everybusinessfightstogetcustomersbyadvertisingtheirproductsheavily,cuttingcoststogetmorecustomers,ormakinguniqueproductsandexperiencesthatpeoplelove.SomeexamplesareApple,Tesla[1],BaiduandTikTok.

RecognizingCustomers3

Businessesoftenfollowthesaying“thecustomerisalwaysright”becausecustomers

aremorelikelytocomebacktobusinessesthatmeetorexceedtheirneeds.Asaresult,manybusinessescloselywatchhowtheircustomerstalktoeachothertogetideasfor

improvingtheirproductlines.Therearemanywaystogroupcustomers.Customersareusuallyeitheroutsideorinsidethecompany.4

Internalcustomersarepeopleorgroupspartofacompany’sdailyoperations.Theyareusuallyemployeesorotherfunctionalgroups.Externalclientsaredifferentfromthecompany’sinternaloperations,andtheyareusuallythepeoplewhowanttobuyacompany’sfinalproductsandservices.

ConsideringCustomers5

Businesseslookatcustomerprofilesregularlytoimprovetheirmarketingstrategiesandstocktoattractthemostcustomers.Customersareoftenputintogroupsbasedontheirage,race,gender,ethnicity,incomelevel,andlocation,whichcanhelpbusinessescreateaprofileofthe“perfectcustomer”or“customerpersona[2].”Withthisinformation,

businessescangetclosertotheircurrentcustomersandreachouttocustomerstheyhaven’tyetreachedtobringinmorecustomers.6Consumersaresoimportantthatschoolsanduniversitiesofferclassesonhowtheyact,whattheylike,andwhatmakesthemdifferent.Theylookatthereasonswhypeoplebuyandusegoodsandservices,aswellaswhatthatmeansforbusinessesandeconomies.Understandingcustomershelpsbusinessesmakebettermarketingandadvertisingplans,makeproductsandservicesthatmeetcustomers’needsandwants,andkeepcustomerssotheycandobusinesswiththemagaininthefuture.

HelpforCustomers7

Aseller-customerrelationshipthatworkswellneedscustomerservicetoensurecustomershavegreattimes.Agoodorbadcustomerserviceexperiencecanmakeorbreakbrandloyaltythroughonlinereviews,wordofmouth,andfuturebusiness.Customerservicehasgrowninrecentyearstoincludereal-timeconversationsthroughinstantmessaging,texting,andotherchannels.Therearealotofcompaniessellingthesameorsimilargoodsandservicesonthemarket.Customerservice,whichhasbecomeakeypartofhowmostbusinessescompete,setsthemapartfromeachother.ThisisoneofthemostimportantpartsofSigmaSix[3].

CustomersversusConsumers8

Peopleoftenusethewords“customer”and“consumer”interchangeably,almostthe

samething.Butthereisasmalldifference.Consumersarepeopleorbusinessesthatuseoruseupgoodsandservices.Customersaretheeconomicbuyerswhobuygoodsandservices.Customerscanalsobeconsumers,buttheycanalsobecustomersontheirown.

ImportantPointstoKeepinMind9

•Anorganization’scustomersaretheindividualsandentitieswhopurchasefromit.

•Somebusinesseskeepacarefuleyeontheirinteractionswithclientstodiscovernewwaystoimprovethequalityoftheirproductsandservices.

•

Thewayafirmservesitscustomerscouldprovideitwithanadvantageinthe

marketplace.

•

Marketgoodsandservicesthatareconsumedorusedbyconsumers.

HowMuchIsaCustomerWorth？10

Nomatterwhatyousellorwhatkindofbusinessyourun,thecustomeristhemostimportantpartofyourbusiness.Therewillbenosalesiftherearenocustomers.So,theyareaveryimportantpartoffiguringoutyourmarketingmessageandstrategy.

WhyIsItUsuallytheCustomerWhoHastheUpperHand?11

Thefirstreasonwhythecustomerisalwaysrightisthattheydecidewhetherabusinesswillbesuccessfulornot.Forexample,customercomplaintscouldhurtyourbusiness.Bylookingatyourtargetmarket’scomplaints,feedback,andopinions,youcanlearnalotaboutwhatyourtargetmarketwantsandneedsfromyourserviceorproduct.

HowDoYouTalktoYourCustomers?12

DaveOakes,anemployeetrainer,saysthatgoodcustomerserviceoftencomesfromlisteningcarefullyandspeakingclearlyandeloquently.Thefirststepinhelpingacustomeristolistentowhattheyhavetosay.Youmustunderstandthecustomer’sproblemandshowthatyouwanttohelp.

WhoIsn’taCustomer?13

“Clients”isoftenusedtodescribecustomerswhohavearelationshipwithasupplier.Also,peoplewhohireaprofessionalarenotcalledcustomers,butclients.Forexample,alawyerhasclients.Whenacustomerbuyssomething,thesellerimmediatelymovesontothenextone.

WhatDoesItMeanWhenSomeoneSays,“EveryoneHasaCustomer?”14

Everyonewhoworksorsellssomethinghascustomers.Likethesaying“dounto

others,”theideathateveryoneissomeoneelse’scustomershouldfeelasnaturalastheir

skin.Ora“thoughtofthemonth”thatweusewhenweneedto.Wedon’tjustsaywecare

aboutthis.

WhoMakesUptheBaseofCustomers?15

Insales,business,andeconomics,acustomerissomeonewhobuyssomethingfromaseller,vendor,orsupplierinexchangeformoneyorsomethingelseofvalue.Thispersonisalsocalledaclient,buyer,orpurchaser.responsible/rɪ’spɒnsəbəl/adj.tohavecontrolandauthorityoversomethingorsomeoneandthedutyoftakingcareofit,him,orher负责；掌管(TEM-4;CET-6)eg.保罗直接负责办公室的有效运作。—Paulisdirectlyresponsible