概括大意与完成句子 实战演练 三

（三）Customer "Delight"

In the more and more competitive service industry, it is no longer enough to promise customer satisfaction. Today, customer "delight" is what companies are trying to achieve in order to keep and increase market share.

It is accepted in the marketing industry, and confirmed by a number of researchers, that customers receiving good service will promote business. According to a commercial research, people who get good service will tell up to 12 other people, while those treated badly tell tales of woe to up to 20 people. Interestingly, 80 percent of people who feel their complaints are handled fairly will stay loyal.

New challenges for customer care have come when people can obtain goods and services through telephone call centers and the Internet. For example, many companies now have to invest (投资) a lot of money in information technology and staff training in order to cope with the "phone rage"—caused by delays in answering calls, being cut off in mid-conversation or left waiting for long periods. "Many people do not like talking to machines," says Dr. Storey, Senior Lecturer in Marketing at Business School of City University School. "Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them. The aim is to make the customer feel they know you and that you can trust them—the sort of comfortable feelings people have during face-to-face chats with their local branch manager."

Recommended ways of creating customer delight include: under-promising and over-delivering (saying that a repair will be carried out within five hours, but getting it done within two); replacing a faulty product immediately; throwing in a gift voucher (购物礼券) as an unexpected "thank you" to regular customers; and always returning calls, even when there are complaints.

Aiming for customer delight is all very well, but if services do not reach the high level promised, disappointment or worse will be the result. This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy (for example, "I know how you must feel."), and possible solutions (replacement, compensation or whatever fairness suggests best meets the case). For example, airlines face some of the toughest challenges over customer care. There is great potential for customer anger over delays caused by weather, unclaimed luggage and technical problems. For British Airways staff, a winning telephone style is considered vital in handling the large volume of calls about bookings and flight times. They are trained to answer quickly, with their names, job title and a "we are here to help" attitude.

Customer care is obviously here to stay and it would be a foolish company that used slogans such as "we do as we please." On the other hand, the more customers are promised, the greater the risk of disappointment.

1. Paragraph 2________.

2. Paragraph 3________.

3. Paragraph 4________.

4. Paragraph 5________.

* * *

A. Methods of delighting customers

B. Importance of good service

C. How to remedy the clients' disappointment

D. Accept the customers' complaints

E. New challenges for customer care

F. The correct attitude

* * *

5. 80 percent of customers will continue to shop in one store if________.

6. In order to delight customers, banks encourage their staff to________.

7. A gift voucher is delivered to regular customers as________.

8. British Airways staff are trained to answer quickly with________.

* * *

A. an unexpected "thank you"

B. they really love their goods

C. their complaints are dealt with fairly

D. a "we are here to help" attitude

E. employ the customer data

F. apologize for what they did

* * *

［答案解析］

1．B。［解析］第二段主题句为第一句：It is accepted in the marketing industry, and confirmed by a number of researchers, that customers receiving good service will promote business. 句子意为：营销业以及很多的研究者都认为，让顾客得到良好的服务会促进生意的发展。这与选项B Importance of good service（良好服务的重要性）意思一致，故B为正确答案。

2．E。［解析］第三段主题句为第一句：New challenges for customer care have come when people can obtain goods and services through telephone call centers and the Internet. 句子意为：当人们通过电话和网络就可以获得商品和服务时，商家便又迎来了对客户服务的新挑战。这与选项E New challenges for customer care（客户服务的新挑战）意思一致，故E为正确答案。

3．A。［解析］第四段主题句为第一句：Recommended ways of creating customer delight include...句子意为：所推荐的取悦客户的办法包括……。选项A是对上述意思的同义改写，故A为正确答案。

4．C。［解析］第五段主题句为第二句：This can be eased by offering an apology and an explanation... and possible solutions...句子意为：通过道歉、解释以及可行的解决办法来缓解顾客的失望心情。这里This指上文中的disappointment，由此可见，选项C与其表达一致，故C为正确答案。

5．C。［解析］首先根据语法常识推断出这里需要添加的是一个句子，故可以排除选项A、D、E、F。然后根据题干线索词80 percent of customers将原文定位至第二段段尾：Interestingly, 80 percent of people who feel their complaints are handled fairly will stay loyal. 选项C是其同义改写，故C为正确答案。

6．E。［解析］根据题干线索词banks可将原文定位至第三段倒数第二句：Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them. 选项E中的employ是use的同义词，其意思表达一致，故E为正确答案。

7．A。［解析］根据题干线索词A gift voucher可将原文定位至第四段倒数第二句：throwing in a gift voucher (购物礼券) as an unexpected "thank you" to regular customers，由此可知A为正确答案。

8．D。［解析］根据题干线索词British Airways可将原文定位至第五段最后一句：They are trained to answer quickly, with their names, job title and a "we are here to help" attitude. 这里They即指上文的British Airways staff，故D为正确答案。