新编剑桥商务英语(高级)第三版31

MODULE3BUSINESSTOPIC

3.1Communicationatwork

VOCABULARYMeanofcommunication

1Whatdoesthisquotationmeantoyou?

'Thinklikeawisemanbutcommunicationinthelanguageofthepeople.，

W.B.Yeats,poet(1865-1939)

2DeletetheverbthatdoesNOTgowitheachtypeofbusinesscommunication.

0anemailsend/draft/post

1aphonecalldo/make/receive

2apressreleaseputup/issue/putout

3anadvertisingcampaignlaunch/run/make

4apresentationgive/make/tell

5ameetingorseminarhold/attend/carryout

6areportproduce/run/publish

7anoticeputout/putup/display

8amemotoallconcernedpublish/sendout/circulate

9informationontheInternetpost/'make/put

3ForwhichofthefollowingwouldyoufeelmostconfidentusingyourEngjish?And

leastconfident?Discusswithyourpartner.

apresentationameetingaphonecallareportanemail

4Discussthesequotationswithyourpartner.

•Haveyouhadgoodexperiencesofdealingwithcompaniesthroughcallcentres?

•Doyoushopon:heInternet?WHY?/WHYNOT?

•Withwhichproductsorservicesisfacc-to-facccontacthelpful?Withwhichisit

unnecessa：

5ReadthefiveextractsfromthemagazineManagementNowonpage27andthen

matcheachoftheeightstatements(1-8)withoneoftheextracts.Youwillneedto

usesomeofthetextsmorethanone.

0Youcangatheralotofcustomerdatawithmoderncomputersystems.A

1Onefuturetrendwillbemoredirectcontactbetweencompaniesandtheir

customers.

2Businesshasn'treallychanged,onlythemediaofcommunication.

3Companiesneedtothinkaboutwhichchannelismostappropriatetotheir

customers'needs.

4Customersarefrequentlyfrustratedbynotbeingputthoughquicklytotheperson

theyneedtospeakto.

5Thereislesshumaninteractionnowadays,butthisisn'tnecessarilybadforthe

customer._____

MANAGEMENTNOW.APRILISSUE

Bettercommunication?

'THEMOREELABORATEOURMEANSofcommunication,thelesswe

communication.’ThesewerethewordsofJosephPriestlyover200yearsago.Butif

thatwastruethen,whatwouldhemakeofcommunicationstechnologytoday?

NatalieFitzgeraldaskedfivepeopleworkinginthefieldwhattheythought

ABillOsmond,dataanalyst

Ithinkhe'sgotagoodpoint.PowerfulITsystemsgivecompaniesenormousamounts

ofinformationoncustomerbehavior,butit'swhattheycandothisdatathatmatters.

AgoodexampleinrecentyearswasCentrica,theBritishutilitycompany.Itacquireda

bigportfolioofdifferentcompaniesandthenspenthugeamountsofmoneyonanIT

systemdesignedtocrosssellitsvariousproductsandsendees-financialservices,

telephonecontracts,energysupplyandsoon_tothecustomersinitsdifferent

businesses.Buttheynevermanagedtodoit,becausetheirITpeoplewereunableto

mergeallthecustomerdatabasesortomakethemtalktoeachother

BSARAHBRIDGESTONE,formercallcentremanager

Absolutely.Callcentrescanmoreoftenactasabarrierthanahelp.Talktheexampleofa

well-knownmobilephoneoperator.Whenacustomercalls,he'sgivenalistofoptions

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tochoosefrom:dialIforbillenquiries,2toupgradehishandset,3ifhehasatechnical

problem,4ifhe'sthinkingofleavingthecompany.Fromeachofthesehe'staken

throughanotherlistofoptions.Ifhestillcan'tfindwhatheislookingfor,he's

invitedto'stayonthelineuntilanoperatorbecomesavailable,.Thiscantakeupto

tenminutes,bywhichtimeheisnowserio

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uslythinkingofgoingbacktooption4andcancellinghiscontract.Itreallyseems

counter-productive.

CDOUGCOOK,bankmanager

Thereisnodoubtthatmoderncommunicationchannelshavedepersonalizedalotof

customercontact.Bankshavebeendoingthisforyears,tryingtocommoditisethe

ser\ricethattheyoffersothattheycanrationalizeitandmakeitcheapertodeliverMost

transactions-bankdeposits,cashwithdrawals,issuingofstatementshavebeen

automatedwhetheratacashmachine,overthephoneoronline.Thishassaved

companiesandthecustomermoney.Butcost-cuttingisbynomeanstheonlydriver-

it'satrendalsodriverbycustomerdemandforaquickandflexibleservice.

DFARHANAPATEL,onlineretaUer

It'sjustaboutconvenience.Whether1textyouamessageortellyouthesamemessage

face-to-face,it'sstillamessage.ThegrowthofInternetshoppingcomparedtothatof

highstreetshoppingshowsveryclearlythatcustomerswantcheaperandmoreaccessible

services.Sellersliketheconveniencetooofcourse.eBaystartedoutasamarketplacefbr

individualsbut,increasingly,companieshaveusedittosellproductsdirecttoconsumers.

Infaceit'snotverydifferentfromatraditionalmarketplace.Thereisstillacommunity

ofbuyersandsellerswhotalktoeachotheranddobusinessjustthesameasiftheywere

dealingfacc-to-face.

EBRIANMACWHINNEY,managementconsultant

Businessesareoftentooquicktoembracenewtechnologyinordertosavemoneyor

gainacompetitiveadvantage.Butapplyingthesamesolutiontoalltypesofbusinessis

neveragoodidea.Thereareculturalfactorstoconsider.UsingacallcentreinIndiato

handleenquiriesabouttraintimesonrailwaysinEuropeisabadideabecauseitisn't

suitedtocustomersJexpectations.Ontheotherhand,aEuropeancustomerofa

computercompanydoesn'treallymindifhistechnicalproblemissolvedbyacall

centreoperatorinIndiaorIrelandorAlaska,becauseitdoesn'trequireanycultural

knowledge.Goodcommunicationisaboutfindingtherightchannel.Tntime,Iexpect

we’11seeareturntomereface-to-facecontactwithcustomersandmorelocalservices.

SPEAKING1Whichofthefollowingdoyoufinduseful?Whendoyouuseit?

Why?

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mobilephoneemailSMSMSNBlackberry

2Decidethebestwaystocommunicationthefollowingmessages.

What?Towhom?How?

0AnapologyforforgettingAcustomerSendaformalletter

tosendsomeinformation

1Thecompany*sAnemployeewhoisabout

gratitudeandappreciationtoretire

2AchangeofbrandThegeneralpublic

identity

3TheappointmentofaAlltheemployees

newmanagingdirector

4AnewwebsitetheYourcutsLouicrs

companyhascreated

5Thecompany*sworkThemediaanddiegeneral

tohelptheenvironmentpublic

6VacantpostsfortraineeYoungrecruits

salesmenandwomen

7Adiscount(fbralimitedYourcustomers

period)onaproductline

8AnapologyforAcolleague

forgettingtosendsome

information

9Thecompany*shaFTheshareholdersand

yearlyfinancialresultsfinancialinstitutions

VOCABULARY3Completeeachdefinitionwiththecorrectword(thefirst

letterhasbeenwrittenforyou).

0Toanswersomebody,yougiveareply.

1Toaskforsomething,youmakear.

2Tohelpsomeoneremember,yougivethemar

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3Tosuggestorrecommendsomething,youmakeap.

4Tosaysomethingpublicly,youmakeana.

5Tosavsorryyoumakeana.

6Toinsistthatsomeonedoessomething,youmakead.

GRAMMAR

GrammarTip

Oftenverbsthatexpressasimilarnotionwilltakethesameform,egdissuadediscourage,

deterareallfollowedbysomeonefromdoing.

Thiscanalsobethecasewithoppositenotions,egagreeandrefuse+todo.

Idiscouragedhimfromapplyingforthejob.

Idissuadedhimfromapplyingforthejob.

Verbpatterns

Intheemailbelow,alltheformsfollowingthecommunicationverbs(discuss,apologise

etc)areunderlined.SomeareincorrectCorrectthem.

DearJim

fc)rgiving

fbrgiving

Firstofall,Iwouldliketothankyou(0)aboutgivingupyourtimetohelpus.It，svery

kindofyoutoagree(1)workingwithusonthisprojecr-Iknowyouareverybusy.

Whenwelastmet,wediscussed(2)aboutcreatingaspecialteamtodealwithcomplaints

fromcustomers.IhavesincehadameetingwithSarah,theheadoftheCustomer

Servicesteam,andIhavepersuadedher(3)tojoinus.Shesuggested(4)tomeetnext

weektoputaplaninplace.Inthemeantime,sheisgoingtoencourageherteam(5)tor

百viriRtheirideas.

Imustjusttell(6)toyousomethingwhichhappenedlastweekthatshowshowmuch

weneedabettersystemfbrdealingwithcomplaints.

Lastweek,acustomerrangtocomplain(7)abouthavingtowaitonemonthfbrdelivery

ofaDVDplayer.Heaccusedus(8)tokeephismoneysothatwecouldearnintereston

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itbeforedeliveringtheproduct.Thesalespersonwhoansweredthecalloffered(9)

giving

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himadiscount,withoutevencheckingthehistoryoftheorder.WhenIchecked,I

discoveredanemailfromusinformingthecustomerwhenhethoughttheproduct(10)

thattherewillbeaone-monthdelayindelivery.Thesalesmanwasverydefensiveand

saidthathecouldn'tbecriticized(11)oftningtokeepthecustomerhappy!

Soyousee,we'vegotalotofworktodo.Lookingforwardtohearingfromyou.

Bestwishes

Karen

PSRemindme(12)topavforlunchnexttime!

5Putthewordsbelowintotheircorrectplaceinthetable.

urgethreatenproposeundertakepraiseblamerecommenddenyconvince

persuadepromise+todoAdmit+doingCriticizeSuggest

+someone+todo+someone+doing/suggest

fordoingthatsomeone

shoulddo

6Completethesesentences.

0Theythreatentotakeustocourtifwedidn'tpaythemimmediately.

1It'saverysensitiveissue.Isuggestananonymousemail.

2Once,inarestaurant,Icomplainedandthemanagertoldustoleave.

3Whatawasteoftime!Wespentthreehoursdiscussing.

4Thecompanyoffered,butamazinglysherefused.

5l,vepromisedbytomorrowmorning.

6Ican'tbelieveyouhadtoremindhim.That'shisjob.

Theregulatoraccusedthecompanyinitsadvertisements.

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GRAMMER1Talkaboutoneofthesituations1-4,answeringthefollowingquestions.

Remembertousethecorrectverbpatterns.

•Whendidittakeplace?

•Whathappened?

•Whowasthere?

•Whatwassaid

1anunusualpresentationortalkthatyouattended

2amemorablejobinterviewyouhad

3ameetingwheretwopeopledisagreedstrongly

4aninterestingbusinesspropositionthatwasmadetoyou

When1wasinmyfinalyearofuniversity,afriendaskedmeifIwantedtojoinhimina

newbusinessventure.BeforeIcouldagreetodoit,Ihadtobesurethatitwas…

LISTENIINGDealingwithproblems

2LookatthiscustomercharterpubEshedonthewebsiteofPenco

Telecommunications.Howisitintendedtomakeyoufeelaboutthecompany?

Doyoubelievetheirpromises?

PencoTelecommunications-••serviceisourpassion

Customercharter

Ourpromise.Wewill:

respectyourprivacyandkeepyourdetailconfidential.

offeryouthebestratesfornationalandlocalcalls:ifyoufindbetter,we'11refundthe

difference.

answeryourcallstoourcustomerservicecentrewithinthreerings.

bepunctualforservicevisitappointments(nevermorethanonehourlate).

giveyouimpartialadviceonthebesttelephoneandtechnologypackageforyou.

answeranvJemailwithinfourhoursandanJyletterwithinfivedaJvs.

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carryoutsatisfactionsurveyseachthreemonthstoensureyouarehappywithourservice.

33.1Listentothisphoneconversationbetweenanangrycustomerandacallcentre

operatorforPenco

Telecommunications.

1Whatisthecustomer,sproblem?

2Whatsokiuonsdocsdieoperatorsuggest?

3Whichonedoesthecustomeraccept?

43.1Listenagainandcompletethephrasesthattheoperatorusestodealsensitivelyand

efficientlywiththeproblem.Use1-3wordsforeachspace.

1Ithewait,sir.

2CanIhaveyournumberandIitstraightaway?

3Don'tworry,I'IItoyou.

4Hecanbethereby6pm.convenient?

51understand.In,I'mgoingtohavetoreschedulehim

foranotherday.

6TwhatIcando.Pleasejustforamoment.

7Wouldthatbe?

8Ifyoutellmeyourmobilenumber,Icangetthatactivatedimmediately.

SPEAKINGHandlingcallssensitively

5Workwithapartner.Takeitinturnstomakethecallorreceivethecall.Studyeach

situationandthenactoutthetelephoneconversation.Dealsensitivelywitheach

problem.Lookatthenotesbelowandprepareyourtelephonecalls.

StudentA

1Youworkfora