“关键时刻”的客户服务[外文翻译]

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1、毕业论文（设计）外文翻译题　　目：　　某企业客户服务现状及其完善对策的研究　　　一、外文原文标题：The‘momentoftruth’incustomerservice原文：Focusontheinteractionsthatareimportanttocustomers—andonthewayfrontlineemployeeshandlethoseinteractions.Inrecentyears,maturecompanieswithfar-flungnetworksoffrontlinesalesstaff—banks,retailer

2、s,airlines,andincumbenttelecomproviders,forexample—havedevotedagreatdealofmoneyandefforttoretainingtheircurrentcustomers.Asmanyacademicstudieshavenoted,thecostsofdoingsotendtobemuchlowerthanthoseofacquiringnewones.Thesuccessofthisstrategyultimatelydependsonexpandingthebreadth

3、anddepthofcustomerrelationshipsandontranslatingtheresultingloyaltyintohighersalesofgoodsandservices,aswellasahealthierbottomline.Webelievethatmanybusinessesarefallingshort.What'sregularlymissing,inourexperience,isthesparkbetweenthecustomerandfrontlinestaffmembers—thesparkthat

4、helpstransformwaryorskepticalpeopleintostrongandcommittedbrandfollowers.Thatsparkandtheemotionallydrivenbehaviorthatcreatesitexplainhowgreatcustomerservicecompaniesearntrustandloyaltyduring"momentsoftruth":thosefewinteractions(forinstance,alostcreditcard,acanceledflight,adama

5、gedpieceofclothing,orinvestmentadvice)whencustomersinvestahighamountofemotionalenergyintheoutcome.Superbhandlingofthesemomentsrequiresaninstinctivefrontlineresponsethatputsthecustomer'semotionalneedsaheadofthecompany'sandtheemployee'sagendas.Executivestypicallystruggletotrans

6、formthewayacompanyrespondstoitscustomers.Somewronglyassumethatthequalityofemotionalresponses—whattheauthorDanielGolemanfamouslycalled"EQ,"or"emotionalintelligence"—issodeeplyprogrammedatbirthorinchildhoodthatitisimpossibletoinfluence.Othersmistakenlytrytoscriptwhatarebydefini

7、tionspontaneousevents,therebyremovingauthenticityandempathyfromthecustomerexperience.Thesemisstepsmakeithardtofosterappropriatebehavior,toenhancetheintrinsicemotionalintelligenceofemployees,andtoextendacrossthewholefront-linenetworktheexcellenceofexemplaryindividuals,branches

8、,andoffices.Duringourworkwithcompanies,wehavefoundanumberofpractical