现代商务英语综合教程（上册）课件 王立 unit 6-10 Satisfactory Customer Service- Successful Entrepreneurs

现代商务英语综合教程（上册）Unit6SatisfactoryCustomerService延时符目录

ContentsPartOneBackgroundCasePartTwoListeningPracticePartThreeSpeakingPracticePartFourTextAppreciationPartFiveExtension延时符BackgroundCase

QuestionsforDiscussionPart

One

延时符

Introductionto

CustomerServiceQuestionsforDiscussionDoyouknowanythingabout“servicerecovery”?1.Reference:Thegoalofservicerecoveryistoidentifycustomerswithissuesandthentoaddressthoseissuestothecustomers’satisfactiontopromotecustomerretention.However,servicerecoverydoesn’tjusthappen.Itisasystematicbusinessprocessthatmustbedesignedproperlyandimplementedinanorganization.Perhapsmoreimportantly,theorganizationalculturemustbesupportiveoftheideathatcustomersareimportantandtheirvoicehasvalue.Researchhasshownthatcustomerswhohavehadaservicefailureresolvedquicklyandproperlyaremoreloyaltoacompanythanarecustomerswhohaveneverhadaservicefailure—significantlymoreloyal.ServiceRecoverypracticesareacriticalelementinaCustomerLoyaltyProgram.延时符QuestionsforDiscussionWhat’sJakePoore’sopinionofmistakesinservice?2.Reference:It’sunavoidableformantomakemistakes,andmistakesinservicearenotbadforloyaltycreation.延时符3.Haveyoueverhadbadexperienceincustomerservice?Theanswerisopen.Introduction

toCustomerServiceCustomerserviceisanorganization’sabilitytosupplytheircustomers’wantsandneeds.Customersandbusinessmanagersalikeliketotalkaboutwhatgoodcustomerserviceis(andisn’t).ThisdefinitionbyACAGroupsumsupwhatexcellentcustomerserviceisbeautifully:“Excellentcustomerserviceistheabilityofanorganizationtoconstantlyandconsistentlyexceedthecustomer’sexpectations.”Acceptingthisdefinitionmeansexpandingourthinkingaboutcustomerservice;ifwe’regoingtoconsistentlyexceedcustomers’expectations,wehavetorecognizethateveryaspectofourbusinesshasanimpactoncustomerservice,notjustthoseaspectsofourbusinessthatinvolveface-to-facecustomercontact.延时符Introduction

to

CustomerServiceImprovingcustomerserviceinvolvesmakingacommitmenttolearningwhatourcustomers’needsandwantsare,anddevelopingactionplansthatimplementcustomer-friendlyprocesses.Goodcustomerserviceisthelifebloodofanybusiness.Youcanofferpromotionsandslashpricestobringinasmanynewcustomersasyouwant,butunlessyoucangetsomeofthosecustomerstocomeback,yourbusinesswon’tbeprofitableforlong.Goodcustomerserviceisallaboutbringingcustomersback.Andaboutsendingthemawayhappy--happyenoughtopasspositivefeedbackaboutyourbusinessalongtoothers,whomaythentrytheproductorserviceyouofferforthemselvesandintheirturnbecomerepeatcustomers.延时符ListeningPracticePart

Two延时符

Word

Study

ListeningTask延时符Word

Studyvendor n.aselleronthestreet卖主inconveniencev.tocauseproblemsordifficultiesforsb.使感到不便indifferencen.notatallinterestedinsomeoneorsomething冷淡buck-passingn.

theshiftingofresponsibilityorblametoanother推卸责任symptomn.asignthataseriousproblemexists症状mediocreadj.ordinary普通的1.Warmupbyreadingthefollowingwordsbeforelisteningtothedialogue.延时符ListeningTaskListentothepassage.Thenfillintheblankswiththemissingwordsyouhear.

RecentlyIreturnedfroma__(1)__tripandwas

not

pleased

tofind

that

__(2)__

books

I’d

ordered

__(3)__

weeks

before

had

not

yet

arrived,

despite

a

__(4)__

from

the

bookvendor

that

theywould

be

delivered

in

__(5)__

days.

I

was

naturally

__(6)__

and

called

thebook

vendor’s

long-distance

number.While

I

__(7)__

told

the

ladywho

answered

the

phone

how

__(8)__

I

was

about

their

failure

to

deliver,

and

how

this

had

greatly

inconvenienced

my

__(9)__,

she

__(10)__

me

right

in

the

middle

with:

“Just

a

minute

sir,

you’ll

have

to

talk

toCustomer

Service.”

延时符ListeningTaskListentothepassageagainandchoosethebestanswerfromthefollowingchoices.(1)Whywas“I”notpleased?A.BecausethebooksIhadorderedwerelost.B.BecausethebooksIhadorderedhadn’tarrived.C.BecauseIhadn’tboughtthebooksIwantedtobuy.D.BecausethebooksIwantedtobuyhadbeenoutofstore.(2)Thebooksellerwaslocatedin______.A.theneighborhoodB.thesamecityC.anothercityD.anothercountry(3)Theladywhoansweredthephonewas______.A.anemployeeinCustomerServiceB.themanagerofthecompanyC.anemployeeofthecompanyD.acustomerofthecompanyBCC延时符ListeningTaskListenagainandchoosethebestanswerfromthechoicesgiven.(4)“I”didn’tgetasatisfactoryanswerbecause______.A.therewasnooneinCustomerServiceB.therewasnooneresponsibleforitC.theyweretellingliesD.themanagerwasn’tin(5)Thelady’sattitudewas______.A.friendlyB.indifferentC.warmD.kindAB延时符ListeningTask(Script)Listentothepassage.Thenfillintheblankswiththemissingwordsyouhear.

RecentlyIreturnedfromabusinesstripandwas

not

pleased

tofind

that

two

books

I’d

ordered

three

weeks

before

had

not

yet

arrived,

despite

a

promise

from

the

bookvendor

that

theywould

be

delivered

in

five

days.

I

was

naturally

upset

and

called

thebook

vendor’s

long-distance

number.While

I

firmly

told

the

ladywho

answered

the

phone

how

unhappy

I

was

about

their

failure

to

deliver,

and

how

this

had

greatly

inconvenienced

my

schedule,

she

interrupted

me

right

in

the

middle

with:

“Just

a

minute

sir,

you’ll

have

to

talk

toCustomer

Service.”I

said:“I’m

sorry

I

thought

you

worked

there.”

She

said:“Ido.”

延时符ListeningTask(Script)I

said:“Oh,I

see,but

you’re

not

in

Customer

Service?”

Shesaid:“That’sright.”(Howinteresting!)I

said:“Well,I

guess

you’d

better

put

me

through

to

Customer

Service

then.”Shesaid:“They’vegonefortheday.”Iheardindifferenceinhervoice.

Notwishingtodenyhertheopportunitytotakechargeof

thesituation,Isaid:“What

shouldIdo?”Shesaid:“You’llhavetocallbacktomorrow.”

(Isn’tthatspecial!)No

customer

service

recovery

here.

Only

indifference

and

buck-passing--the

symptoms

of

a

mediocre

business

that

tolerates

less

than

outstanding

customerservice.DoyouthinkIstilldobusinesswiththosepeople?Certainlynot.Notwhentheircompetitorsarejustdyingtostealmeaway!NotwhenIhave

manyother

options!

SpeakingPracticePart

Three延时符SpeakingPractice延时符Workinpairsandanswerthefollowingquestions.(1)Customerserviceismorethanjustkeepingcustomershappy.It’saboutrevenue,becausealostcustomermeanslostrevenueandanunhappycustomercandamageyourreputation.Whataretheaspectsofeffectivecustomerservice?Directions:Youmaytalkaboutthefollowingaspects:•knowingyourcustomers’needs;•identifyingyourkeyserviceactivities;•deliveringsuperiorservice;•follow-up…SpeakingPractice延时符(2)Canyouillustrateeffectivecustomerservicewithspecificexamples?Reference:Takeinsuranceindustryforexample.Whileinsuranceisapricecompetitivearena,trustandcustomerserviceplayhugerolesinattractingandretainingcustomers.Firstly,aninsuranceunderwritershouldknowtheneedsofhisclientsanddesignspecificpoliciesforthemaccordingtotheirindividualsituation.Secondly,whenthepolicyholderneedshelp,theunderwritermustdeliversuperiorserviceandprovideimmediateinsurancefollow-upsolutionswhicharedesignedtoincreasecash,loweradjustmentsandreducedaysinaccountsreceivable.TextAppreciationPart

Four延时符

TextLearning

TextAnalysisText

Learning延时符TurningSatisfiedCustomersintoLoyalCustomers

Whilebuildingacustomerbase,businessessometimesmovetooquicklyandfocusonquantityratherthanquality.Justasorganizationsexperienceturnoverintheiremployeeranks,turnoveroccursinthecustomerbaseaswell.Theextenttowhichbothoccurhasasignificantinfluenceonyourbottomline.

Thereisalotofemphasisthesedaysoncreatingsatisfiedcustomers.Butishavingsatisfiedcustomersenough?Inourresearchwefoundseveralsourcesthatconductedsurveysaddressingtheimpactofcustomersatisfactiononloyalty

toaparticularvendor.Whattheseresultssayisthathavingsatisfiedcustomersisnotalwaysenough.Certainlythefirststepinavendor-customerrelationshipisworkinghardtokeepcustomerssatisfied.Ifyourcustomersaren’tsatisfiedwiththelevelofserviceyoudeliver,youcanrestassuredthattherewillbeahighlevelofturnoverwithinyourcustomerbase.123Text

Learning延时符customerbase:（统称某种产品或服务的）客户e.g.Weneedtoappealtoawidercustomerbase.turnover:

人事变更率；人员调整率

e.g.ahighturnoverofstaffconduct:安排；实施；执行e.g.toconductanexperiment/aninquiry/asurveyloyalty:

忠诚；忠实e.g.Theysworetheirloyaltytothekingrestassured:必定，一定会（做某事）

e.g.Youmayrestassuredthatwewilldoallwecantofindhim.Text

Learning延时符Animportanttransformationneedstotakeplaceinthewaybusinessesviewtheirrelationshipswithcustomers.Thetransformationinvolvesmovingcustomersfrombeingsatisfiedtobeingloyal.It’simportanttokeepinmindthefactthatasatisfiedcustomerisn’tnecessarilyaloyalcustomerandincreaseprofits.Dependingonthesurveysource,between60and85percentofcustomerswhochoseanewvendorindicatedtheyweresatisfiedorverysatisfiedwiththeirformervendor,necessarilyaloyalcustomer.Movingacustomerfromsatisfiedtoloyalrequireshardwork,constantattentiontothecustomeranddiligenceindeliveringoutstandingserviceconsistently.4Text

Learning延时符transformation:

（彻底的）变化，改观，转变，改革e.g.Thewayinwhichweworkhasundergoneacompletetransformationinthepastdecade.involve:包含；需要；使成为必然部分（或结果）e.g.Thetestwillinvolveansweringquestionsaboutaphotograph.constant:连续发生的；不断的；重复的e.g.constantinterruptionsaconstantstreamofvisitorsalldaydiligence:

勤勉；勤奋；用功e.g.Sheshowsgreatdiligenceinherschoolwork.consistently:一贯地；始终如一地e.g.Herworkhasbeenofaconsistentlyhighstandard.Text

Learning延时符Anygivencustomercanbesatisfiedwithmultiplesuppliersofthesameproductorservice.Doesthelevelofsatisfactionfactorin?Possibly,butnotlikely.Themorelikelyscenariothatgetsplayedoutisthataslongasathresholdlevelofsatisfactionisachievedthecustomerwilltendtobuyfromsupplier(s)offeringthebestprice.Clearly,pricewillalwaysbeafactortosomeextentintermsofwhichsuppliergetsthebusiness.Butwhathappenswhenasupplierisabletodifferentiateitselfintermsofbuildingsomedegreeofcustomerloyalty?Chancesaregoodthat

pricebecomeslessofanissueasloyaltyincreases.Satisfactionallowsyoutobeinthegame,sotospeak.Loyaltytranslatesintorepeatpurchases.Whenacompanyisabletoachievesomedegreeofcustomerloyaltyamongitscustomerbase,therateofcustomerleakagedropsandtheshareofagivencustomer’sbusinessincreases.Bearinmindthatnoteverycustomerwillfeelthesamesenseofloyaltyevenwiththesamelevelofeffortapplied.But,thispointnotwithstanding,customerloyaltycanclearlycorrelatewithincreasedsales.56Text

Learning延时符multiple:

数量多的；多种多样的e.g.amultipleentryvisatosuffermultipleinjuries(=inmanydifferentplacesinthebody)scenario:设想；方案；预测e.g.Letmesuggestapossiblescenario.Theworst-casescenario(=theworstpossiblethingthatcouldhappen)wouldbeforthefactorytobecloseddown.threshold:起点；开端；界；起始点e.g.Myearningsarejustabovethetaxthreshold(=morethantheamountatwhichyoustartpayingtax).differentiate:区分；区别；辨别e.g.Ican’tdifferentiateonevarietyfromanother.Text

Learning延时符Chancesaregoodthat:

很有可能：表示某件事情发生的可能性很大。e.g.Enjoythesnownow,becausechancesaregoodthat2014willbeevenhotter,perhapsthehottestyearsincerecordshavebeenkept.notwithstanding:尽管如此e.g.Thebadweathernotwithstanding,theeventwasagreatsuccess.correlate:相互关联影响；相互依赖e.g.Ahigh-fatdietcorrelateswithagreaterriskofheartdisease.Text

Learning延时符Sohowdoyoubuildcustomerloyalty?First,weneedtobrieflyaddressloyaltyasitrelatestotheproductorserviceitself.Let’slookatwhatwe’llrefertoasacommodityproduct.Acommodityproduct(orservice)isonethatlooksandfunctions

identicallyornearlyidenticallytothecompetitors’productorservice.Inthiscase,thereislittletodifferentiateonotherthanpriceorlevelofservice.Inthecaseofdifferentiatedproductsorservices,thevarioussupplierscanpointtosubtleornotsosubtledifferencesintheproductorserviceinmakingtheircaseforbuyingoneoveranother.Ifadifferentiatedproductorserviceclearlyhasafunctionalorbenefitadvantageoverthoseofitscompetitors,short-termloyaltycanbeachievedbasedonthatadvantagealone.Butinmostcasescompetitionsimplyupgradestheirownproductorservicetodeliverthesamefunctionalityorbenefitasthesuperiorproduct/service,sooverthelonghaulthelevelofproduct/service-specificloyaltydiminishes.7Text

Learning延时符identically:

完全相同地e.g.Thechildrenweredressedidentically.subtle:不易察觉的；不明显的；微妙的e.g.Therearesubtledifferencesbetweenthetwoversions.upgrade:升级；提高；改进e.g.Helicoptershavebeenupgradedandmodernized.diminish:减少；（使）减弱，缩减；降低e.g.Theworld’sresourcesarerapidlydiminishing.

Hisinfluencehasdiminishedwithtime.Text

Learning延时符Weaddresstheissueofcommodityversusdifferentiatedproductsandservicesonlytopointoutthatinmanywaysandinmostcases,thereisreallyverylittlesustainedproductdifferentiation.Theimplicationthenisthatwehavetobuildloyaltyinotherways.Herearesomethingstokeepinmindwhenattemptingtobuildcustomerloyalty:

•Letcustomersknowthatyouareinterestedinthemasalong-termcustomer.Thisimpliesthatyourpeopleareverymuchgearedtobeingproblemsolversforthecustomers.Theymustunderstandthattheirjobsexisttosolvecustomers’problemsandtoassistthecustomerondemand.8Text

Learning延时符versus:

与…相对，与…相比e.g.Itwasthepromiseofbetterjobopportunitiesversustheinconvenienceofmovingawayandleavingherfriends.sustained:持续的；持久(不变)的e.g.aperiodofsustainedeconomicdevelopmentimplication:含意；暗指e.g.Theimplicationinhisarticleisthatbeingahousewifeisgreatlyinferiortoeveryotheroccupation.gear:使与…相适应；使适合于

gearsth.to/towardssth.e.g.Thecoursehadbeengearedtowardsthespecificneedsofitsmembers.Text

Learning延时符•Thinkintermsofdevelopingrelationshipswiththecustomer.Thisdoesn’tmeanavendor-customerrelationship.Thismeansattemptingtocultivateasmanypersonalrelationshipsaspossiblewithinthecustomer’sorganization.Whilethisisoftendisputed,wefirmlysubscribetothenotionthatpeoplebuyfrompeopletheylike.Andtheybuyfrompeopletheycantrust.Perhapsthekeydifferentiatingvariableinthebusinessworldtodayispeople.Thequalityofpeopleyouputinfrontofyourcustomerswillclearlyhelpseparateyoufromyourcompetition.Yoursalesforcemusthaveveryhighexpectationsestablishedforthemintermsofrelationshipdevelopment.•Makeeveryattempttodifferentiateyourproductorservicefromthecompetition.Trytostayoutinfrontinmakingyourproductorservicemorefunctionalorbeneficialtothecustomer.Theessentialingredienthereisvalue.Doesthecustomerperceivethatyourproductorserviceisworthmoretothemthanyourcompetitors’productsorservices?Text

Learning延时符cultivate:

建立（友谊）；结交（朋友）；获得（支持）e.g.Hepurposelytriedtocultivategoodrelationswiththepress.subscribe

to:同意；赞成e.g.Allthepeoplepresentsubscribetotheopinionputforwardbythechairman.variable:变量；可变因素；可变情况e.g.Withsomanyvariables,itisdifficulttocalculatethecost.ingredient:（成功的）因素，要素e.g.theessentialingredientsforsuccessperceive:将…理解为；将…视为；认为e.g.Thisdiscoverywasperceivedasamajorbreakthrough.

Shedidnotperceiveherselfasdisabled.Text

Learning延时符•Servethecustomeratextremelyhighlevels.Thismeansthatyourprocessesmustbeefficient,yourpeoplewhohaveanyinteractionwithcustomersmustbehighlytrainedincustomerserviceskillsandyoumustestablishaculturewithhighexpectationsforservingthecustomersatveryhighlevels.Nothingshortofoutstandingcustomerservicecanbeexpectedwithnoexceptionsgranted.•Thinklong-term.Yourbusinessneedstoestablishastablecustomerbase.Companiesthathaveashort-termmentalityrarely,ifever,buildmuchcustomerloyalty.Don’tgoforthequicksalejusttogeneraterevenue.Buildastrongrelationshipwiththecustomerandsaleswillfollow.•Allowcustomerstoprovideyouwithfeedbackeasilyandwhenevertheyfeeltheyneedtodoit.Encourageyourcustomerstocontactyouwithideas,problems,concernsorwithapatonthebackthatcanbepassedontoemployeesforajobwelldone.Text

Learning延时符interaction:

相互作用；相互影响e.g.Thefollowingexcerptisillustrativeofherinteractionwithstudents.mentality:心态；思想状况；思想方法e.g.Icannotunderstandthementalityoffootballhooligans.generate:产生e.g.togenerateincome/profitfeedback:反馈的意见（或信息）e.g.I’dappreciatesomefeedbackonmywork.Text

Learning延时符•Createanenvironmentofhighaccountability,highperformance,highmoraleandhighproductivity.Happyandproductiveemployeeswilldoalottobuildcustomerloyalty.Insummary,customerloyaltycanbeaccomplished.Butitdoestakehardworkandconstantmanagementattention.Yoursalesforceisanintegralpartofbuildingcustomerloyalty.Theyneedtofullyunderstandtheirrolesinbuildingstrong,long-termrelationshipswiththecustomer.9Text

Learning延时符accountability:

责任e.g.Goodmanagementinthepolicecannotbedivorcedfromaccountability.morale:士气e.g.toboost/raise/improvemoraleproductivity:生产率；生产效率e.g.high/improved/increasedproductivityWageratesdependonlevelsofproductivity.integral:必需的；不可或缺的e.g.Musicisanintegralpartoftheschool’scurriculum.

Practicalexperienceisintegraltothecourse.Text

Learning（译文）延时符把满意的顾客变成忠诚的顾客

在建立顾客群的时候，企业有时动作太快，把关注点放在数量上而非质量上。正如组织经常经历员工级别的剧烈变化那样，剧变也发生在客户群上。二者在多大程度上发生剧变对你的结局有着重大影响。

当今社会十分重视造就满意的顾客。但有了满意的顾客就够了吗？在我们所做的研究中，我们发现几个提供资料的文件，它们做调查时专注的是顾客对某一特定卖主的满意度对忠诚度的影响。这些结果表明，拥有满意的客户往往是不够的。当然，建立卖主－顾客关系的第一步是努力让顾客满意。如果你的顾客对你提供的服务水平不满意，可以肯定，你的客户群会发生剧烈的变化。123Text

Learning（译文）延时符

企业在看待它们与客户关系的方式上需要做一个重要转变。这个转变就是要把满意的客户变成忠诚的客户。满意的客户不一定是忠诚的客户，记住这一点是很重要的。根据这些调查文件，那些选择新卖主的顾客中有60%-85%的人表示，他们对以前的卖主感到满意或者非常满意。把客户从满意变成忠诚需要付出很多的努力，需要对客户不断进行关注，不断勤奋地给客户提供优质服务。4Text

Learning（译文）延时符任何一个顾客都会对同一产品或者服务的多个供应商感到满意。这把满意程度算在内了吗？可能算在内了，但可能性不大。比较可能的设想就是：只要达到了基本的满意水平，顾客往往从提供最好价格的供应商那里购买。显然，价格在某种程度上往往是决定哪个供应商得到生意的要素。不过，如果供应商能够在建立某种程度的顾客忠诚度方面使自己有别于他人，会怎么样呢？很可能发生的情况是：随着忠诚度的提高，价格变得不那么重要。可以说，满意能够让你处在这个竞争行列之中。忠诚度意味着不断的购买。当公司在客户群中能够实现某种程度的顾客忠诚度时，顾客流失的比率就会降低，赢得特定顾客的生意的比率就会上升。请记住，即便付出了同等水平的努力，也不是每个顾客都会表现出一样的忠诚。不过，虽然有这一点，但顾客忠诚度与销售量和利润的增加显然是有关联的。56Text

Learning（译文）延时符

因此，你怎样来建立顾客的忠诚度？首先，我们需要简单地把忠诚度看作与产品或者服务本身相关的。我们来看看称之为商品的东西。商品（或者服务）是一种产品，它与竞争产品相比，外观和功能完全一样或者差不多完全一样。这种情况下，除了价格或者服务水平，几乎没有什么差别。如果产品和服务存在差异，各供应商能够指出产品或者服务存在的细微差别或者不那么细微的差别，以此来让客户购买自己的而不是他人的产品或者服务。如果存在差异的产品或者服务与竞争者的产品或者服务相比，具有明显的功能优势或者利益优势，那仅仅依靠这个优势就可以建立起短期的忠诚度。但在大多情况下，竞争完全能够提高他们自己的产品或者服务水平，从而能够提供和优质产品或者服务同等的性能或者好处，故此，经过很长时间之后，对具体产品或者服务的忠诚度会逐渐消失。7Text

Learning（译文）延时符我们提出商品与存在差异的产品和服务这个问题，只是想指出，在很多方面，在很多情况下，不存在真正不变的差异。其中的含义就是，我们必须用其他的方式来建立忠诚度。在你试图建立顾客忠诚度的时候，请记住下面的这些内容：

•让顾客知道，你对他们感兴趣是因为你把他们视为长期客户。这意味着你们这些人在很大程度上就是为顾客解决问题的人。他们必须明白，他们工作存在的目的就是解决顾客的困难，在顾客需要的时候帮助他。8Text

Learning（译文）延时符

•从建立和顾客关系的角度来考虑。这不是指卖方－顾客关系。这指的是试图在顾客组织内部建立起尽可能多的个人关系。这个观点常常引起争议，但我们坚决同意这种说法，即人们从他们喜欢的人那里买东西。他们从自己能够信任的人那里买东西。也许在今天的商界里产生差异的重要变量就是人。你在顾客面前表现出的素质会很清楚地把你和竞争者区分开来。在建立关系方面，你的销售人员必须树立起很高的期望值。•应该尽量把你的产品或者服务与竞争者的区分开来。一定要坚持让自己的产品或者服务更具有实用性，或者对客户更有益。必要的因素就是价值。你的顾客是否认为你的产品或服务比你的竞争者的产品或服务更物有所值呢？Text

Learning（译文）延时符

•给顾客提供水平非常高的服务。这意味着你的方法必须有效，在你的员工中，与客户有任何接触的人都必须接受高水平的客服技能培训，你建立的文化必须有很高的期望值，就是给顾客提供很高水平的服务。几乎可以预料到，这样的顾客服务没有例外都是胜过同类的。•从长远考虑。你的企业需要建立稳定的顾客群。怀有短期经营理念的公司很少建立起很高的顾客忠诚度。不要仅仅为了产生收益就主张快速销售。和顾客建立起稳固的关系，销售量会随之而来。•让顾客轻松地给你提供反馈，他们什么时候认为有必要做，就可以这样做。鼓励你的客户把想法、困难、关注的事情与你联系，或者拍一拍表现好的员工的后背。Text

Learning（译文）延时符

•创造具有高度责任感、表现优秀、士气高涨、生产率高的环境。快乐、创新的员工对建立顾客忠诚度有很多帮助。

总之，顾客忠诚度是能够实现的。但这需要艰苦的工作，也需要管理层不断地给予关注。你的销售人员是建立顾客忠诚度的主干。他们需要完全了解自己与顾客在建立稳固长期的关系方面所发挥的作用。9Text

Analysis(Structure)延时符1.Readthearticleand

completethe

chart.Text

Analysis(Answers)延时符1.Readthearticleand

completethe

chart.Text

Analysis(Structure)延时符2.ReadParagraphs4,5and6,andanswerthefollowingquestions.(1)AccordingtoParagraph4,howtomoveacustomerfromsatisfiedtoloyal?Movingacustomerfromsatisfiedtoloyalrequireshardwork,constantattentiontothecustomeranddiligenceindeliveringoutstandingserviceconsistently.Text

Analysis(Structure)延时符(3)AccordingtoParagraph6,whatbenefitsdoescustomerloyaltybring?It’slikelythatpricebecomeslessofanissueasloyaltyincreases.(2)AccordingtoParagraph5,what’stherelationshipbetweenpriceandloyalty?Customerloyaltycanclearlycorrelatewithincreasedsales.Text

Analysis(Comprehension)延时符Choose

the

best

answer

to

each

of

the

following

questions

after

reading

the

articlecarefully.(1)Whyishavingsatisfiedcustomersnotenough?A.

Becauseasatisfiedcustomeralwaysgoestomanysuppliers.B.Becauseasatisfiedcustomerisnotnecessarilyaloyalcustomer.C.Becauseevenasatisfiedcustomeralwaysputsthepriceinthefirstplace.D.Becauseasatisfiedcustomerlikestotellothershis/herfeelingabouttheproductorservice.(2)AsitissaidinParagraph3,ifthecustomersaresatisfiedwithyourservice,“therewillbeahighlevelofturnoverwithinyourcustomerbase.”Howtounderstandthelatterpartofthesentence?A.Itmeansthatmanyofyourcustomerswillleaveyou.B.Itmeansthatmorecustomerswillcome.C.Itmeansthatyourcompetitorswilllosemorecustomers.D.Itmeansthatmorecustomerswillcomplaintoyou.BAText

Analysis(Comprehension)延时符(3)AccordingtoParagraph7,ifyourproductorserviceisacommodityone,howtotellyourproductorservicefromyourcompetitors’?A.Tomakedifferencesinpromotion.B.Tomakedifferencesinpackages.C.Tomakedifferencesinservicelevel.D.Tomakedifferencesinusage.(4)InParagraph7,whyisshort-termloyaltyeasytodisappearincaseofdifferentiatedproductsorservices?A.Competitorscaneasilyimprovetheirproductsorservices.B.Thedifferencesareeasytodisappear.C.Theproductsorserviceshavethesamefunctions.D.Loyaltyitselfcannotlastlong.(5)Toestablishcustomerloyalty,whichoneyoudoisNOTenough?A.Letcustomersknowthatyouareinterestedinthemaslong-termcustomers.B.Makeeveryattempttodifferentiateyourproductsorservicesfromthecompetitors’.C.Servethecustomeratextremelyhighlevels.D.Establishavendor-customerrelationship.ACDText

Analysis(Vocabulary)延时符(1)turnover

n.therateatwhichpeopleleaveanorganizationandarereplacedbyothers人员流动率，人事变更率(2)transformationn.

acompletechange

(彻底的)变化，改观，转变；转型(3)differentiatev. torecognizeorexpressthedifferencebetweenthingsorpeople区分；区别(4)correlate

v.tobecloselyconnectedtoeachother（使）相关；(5)mentality

n.aparticularattitudeorwayofthinking心态；思想状况；思想方法(6)gearv.toadjustoradaptsoastomakesuitable使与…相适应；使适合于(7)cultivate

v.tomakeanefforttodevelopafriendlyrelationshipwithsomeone结交（朋友）；逐渐形成(8)moralen.aconfidentfeeling士气(9)

accountability

n.responsibility责任Extension

Part

Five延时符

Writing

TranslationTranslation延时符Pleasetranslatethefollowingsentences.(1)这是一个简单但有力的准则——给人们的永远多于他们希望得到的。(2)满意的服务就是提供服务的商家态度友善，使得客户得到精神方面的满足，比如顾客去超市购物，超市的服务人员对顾客殷勤问候、热情招待、语气很友善、态度很礼貌，这就是满意的服务。(3)超值的服务是指具有附加值的服务，指那些可提供可不提供，但是提供了之后能够使客户更加满意，觉得有更大的收获的服务。Hereisasimplebutpowerfulrule—alwaysgivepeoplemorethanwhattheyexpecttoget.Satisfactoryservicereferstothefriendlyattitudeofthemerchantprovidingtheservice,whichsatisfiescustomersintermsofspiritualsatisfaction.Forexample,whencustomersgotothesupermarketforshopping,theservicepersonnelofthesupermarketgreetthemwarmly,treatthemwarmly,haveafriendlytone,andhaveapoliteattitude,whichissatisfactoryservice.Valueaddedservicesrefertoserviceswithaddedvalue,whichcanbeprovid