体验商务英语综合教程4Unit 1011.docx

体验商务英语综合教程4Unit 1011.docx

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体验商务英语综合教程4Unit1011

Unit10Customerservice

Listening:

Newideasincustomercare

A

a）Doingtherightthing:

Doingwhatwepromisedtodo

Makingsuremistakesdonothappen

Satisfyingcustomers

Beingreliable,courteous

Dealingwithcomplaintsquickly

b）Delightingcustomers:

Example:

youorderabookfromAmazon.co.ukat5pmanditarrivesat9amthenextmorning.

B

Ine-commerce,e-mailqueriesoftenendupintheComputerServicesDepartment.Thepeopletherecaremoreaboutthewebsitethanthecustomer’ssatisfactionwiththecompany’sproducts.Manycompaniesfailtoanswerthesee-mails.

C

1Advantage:

Technologycanimprovecustomerservicebecausethepersonatthecallcentercancallupallthecustomers’detailsontheircomputerscreenandspeaktothemwithallthenecessaryinformationattheirdisposal.

Disadvantages:

Youdon’thaveapersonalrelationshipofthetypethatpeopleusedtohavewiththeirbankmanagers.Also,callcenterpersonnelhavetoansweracertainnumberofcallsanhourandmaynottakethetimetoanswerallyourqueriestoyoursatisfaction.

2atruebtruecfalsedtrueetrue

Reading:

Customerdelight

A

Therealfiguresare:

112220380%

B

1a）True:

’Customer”delight”isthestatedaimforcompaniesbattlingtoretainandincreasemarketshare’.

b）False:

‘Manypeopledonotliketalkingtomachines’andeveniftheserviceisfastandautomated,nothinginthearticleindicatesthatpeoplepreferthistorealface-to-faceservice.

c）False:

‘recommendedwaysofinducingcustomerdelightinclude:

under-promisingandover-delivering’.

2Becauseofthenumberofthingsthatcangowrong:

‘delayscausedbyweather,unclaimedluggageandtechnicalproblems’.（Amorecommonproblemthanlostluggageandyoumightliketosuggestthattheauthormaybeconfusingthetwo.）

3Ininformationtechnology,sothat‘informationisavailableinstantlyonscreen’.Intraining,sothatstaffhave‘awinningtelephonestyle’whendealingwithcallsablutbookingsandflighttimes.

4Staffindifferentdepartmentstreateachother‘ascustomersrequiringthehigheststandardsofservice’.

C

Adangerhereisthatover-deliveringmaybeexpensive.Ifitisnotforeseeninthecompany’sbusinessmodel,over-deliveringmaywipeoutitsprofitsmargins.Under-promisingmaybringaboutacultureamongemployeesthatit’sacceptabletopromiselessthanisreallypossible,withthedangerthattheywillthenperformatthislevel,ratherthanrememberingthattheyaresupposedtodelivermorethantheypromise.

D

Therearemanypossibleanswers,buttheymightmentionbankingandfinancialservices,andtraditionalandon-lineretailing.

Vocabulary:

Handlingcomplaints

A

1complaints-e2rapport-d3reassure-a4standards-b5products-c

B

1c2d3f4e5a6b7g

C

1gettothebottomoftheproblem2passthebuck

3rippedoff4slippedmymind

5talkingatcrosspurposes6itwasthelaststraw

7gotstraighttothepoint

Languagereview:

Gerunds

a）Averting‘phonerage…

Beingcutoffinmid-conversationor[being]leftwaitingispartofthesametypeofpassivegerundasbeingcutoff,evenifthesecondbeingisomitted.

…（sayingthatarepairwillbecarriedoutwithinfivehours,butgettingitdonewithintwo）;replacingafaultyproductimmediately;throwinginagiftvoucherasanunexpectedthankyoutoregularcustomers;andalwaysreturningcalls,evenwhentheyarecomplaints.

Aimingforcustomerdelightisallverywell…

…delightingpassengersisanessentialmarketingtool…

b）Stimulatenewbusinessbytellingupto12otherpeople

TherapidgrowthinobtaininggoodsandservicesviatelephonecallcentersandtheInternetdelaysinansweringcalls

Recommendedwaysofinducingcustomerdelight

Thiscanbeeasedbycouplinganapologyandexplanation…

…isconsideredvitalinhandlingthelargevolumeofcalls.

B-C

A

1b2a3d4c

B

1returning2giving3doing/undertaking/commissioning

4organizing/running5drawingup/establishing/settingup

6drawingup/establishing/setting7checking/examining/monitoring

8dealing9ensuring/makingsure10learning

Skills:

Activelistening

B

Lookpeopledirectlyintheeyeatalltimes.

Nodyourheadoftentoshowinterest.

Repeatwhatthespeakerhassaidinyourownwords.

Beawareofthespeaker’sbodylanguage.

Interruptthespeakeroftentoshowyouarelistening.

Thinkaboutwhatyouaregoingtosaywhilethespeakeristalking.

Usebodylanguagetoshowyouareattentive.

Trytopredictwhattheyaregoingtosaynext.

Askquestionifyoudonotunderstand.

Saynothinguntilyouareabsolutelysurethatthespeakerhasfinished.

C

1

Product/service

Whygood/bad

1Wine

Thecustomertookbacksomewinetotheshopbecausetheyandaguesthadn’tlikedit.Thesalesmantoldthecustomertochoosetwootherbottlestoreplaceit,eveniftheyweremoreexpensive.

2Fight

ThespeakerflewtoSpainwiththeirfamilyonanofrillsairline.Theservicewasveryfriendlyandhelpful（thespeakerhassmallchildren）andtheflightwaspunctual.

3Printer

Thiscustomerwaitedinalldayforanewprintertobedelivered,butitneverarrived.Theserviceonthephonewasveryfriendlyandhelpful,buttheprinterdidn’tturnupfortherestoftheweek.

2

Showinginterest

Really?

OK/Isee

Showingempathy

Howawful!

Thatmusthavebeenterrible.

Askingfordetails

Whatdidyoudo?

Tellmemore!

Clarifying

Whenyousay…,whatareyouthinkingof?

Summarizing

（So）ifIunderstandyoucorrectly…

Repetition/questiontags

See“fruitjuice?

’inconversation1

A:

Customersatisfactionlevelsareincreasing.

B:

Really?

/Arethey?

Unit11Crisismanagement

Lessonnotes

1domestic2currency3economic

4financial5international6mid-life7political

Startingup

B

Beforethecrisis

Duringthecrisis

Afterthecrisis

Writedownandcirculateyourcrisismanagementprogram.

Trytopredictwhatcrisescouldoccur.

Practicemakingdecisionsunderstress.

Roleplayapotentialcrisis

Setupacrisismanagementteam..

Informthedirectors

Discloseasmuchinformationasyoucan.

Findoutwhathappenedandhowithappened.

Analyzetheactionsyoutooktodealwiththesituation.

Workoutanactionplantoensurethecrisisdoesnothappenagain.

Listening:

Copingwithcrisis

A

Verylargeorganizations（likeBT）employcrisismanagementexpertstoplanforpossiblecrises,givetrainingtomanagersindealingwiththem,etc.therealsoconsultanciesthatspecializeinthis.Firmswithouttheirowncrisismanagementspecialistsgotosuchconsultanciesforadvice,orbringthemintohandleraparticularcrisisifoneoccurs.

B

Shell1:

TheBrentSparincident

ShellwantedtodumpadisusedoilrigintheAtlantic,butGreenpeaceandotherenvironmentalorganizationsforcedthecompanytotowitbacktoNorwaysoitcouldbedismantled.

Shell2:

inNigeriaShellhasbeenaccusedofdisruptinglocalcommunitiesandcausingpollutioninitsdrillingactivities,andoffailingtointervenewiththeNigeriangovernmentwhenitsentencedtodeathKenSaro-Wiwa,anovelistandpoliticalactivistwhohadprotestedabouttheenvironmentaldamagecausedbytheoilindustry.

Nikehasbeenaccused,inrecentyears,ofbuyingitstrainersfromsweatshopmanufacturersofferingverylowwagesandnoworkerrepresentation.

BpwasaccusedofcollaboratingwiththeColombianarmyinthesuppressionofpoliticalandenvironmentaloppositiontoitsactivitiesthere.

C

1speedily2whatwentwrong3communicating4loss5publicconfidence

Reading:

Airlinecrashes

C

Crashsite/destination

NorthAmericancoast/Europe

Casualties

Nosurvivors

Causeofcrash

Notfullyexplained

Publicperceptionofairline

Earnedpraiseforitsefficiency

Effectonreputation

Increasedconfidence,ifanything

Productionofpassengerlist

Telephonecommunication

Treatmentofrelatives

Hundredsofcounselorsreadytoreceivegrieving

Politicalreaction

Praisedbymayor

Pressreaction

Favorable

Legalobligation

Legislationinforceattimeofcrash

Agreementswithotherairlines

AgreementwithDeltameantthatDeltatreatedthecrashasifitwasitselfinvolved.

D

Swissairwashelpedbythefactthatlegislationwasinplacethatforcedittohaveadequateprocedures,andbyitscode-sharingagreementwithDelta,whichgaveitmoreresources.

Vocabulary:

nounphraseswithandwithoutof

A-B

Nounphraseswithof

Nounphraseswithoutof

admissionofliability

flowofinformation

lossofconfidence

speedofresponse

actionplan

contingencyplan

damagelimitation

legalaction

pressconference

pressrelease

1speedofresponse2pressconference3pressrelease

4flowofinformation5actionplan6contingencyplan7legalaction

8admissionofliability9lossofconfidence10damagelimitation

Languagereview:

Similaritiesanddifferences

B

1SwissairhandledthecrisisforbetterthanTWA.

2Swissairpaidmuchmoreattentiontopeople’saccommodationneeds.

3Goingbycarisnowherenearassafeastravellingbyair.

4Somepassengersfeelslightlymoreconfidentiftheycanhaveadrinkbeforeflying.

5Therewasasubstantialdifferenceinthewaytheairlineshandledthecrisis.

6Inthe1950s,aircraftwerenothinglikeasfastastheyaretoday.

C

Therearesomeinterestinglessonstobedrawnfromtwoparallelcasesofcontaminationofdrinksproductslastyear.Clearwaterhadtowithdrawitsmineralwaterfromalloverseasmarkets,whereasUnitedDrinkswasforcedtorecalljustonebatchofitssoftdrinksfromtheUSmarket.Inthefirstcase,Clearwaterfoundthatitsmineralwaterhadbeencontaminatedatitssource;inthesecond,UnitedDrinksdiscoveredth