in the more and more competitive service industry阅读答案

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1、Inthemoreandmorecompetitiveserviceindustry阅读答案　　Inthemoreandmorecompetitiveserviceindustry，itisnolongerenoughtopromisecustomersatisfaction.Today，customer“delight”iswhatcompaniesaretryingtoachieveinordertokeepandincreasemarketshare.　　Itisacceptedinthemarketingindustry，andc

2、onfirmedbyanumberofresearches，thatcustomersreceivinggoodservicewillpromotebusinessbytellingupto12otherpeople；thosetreatedbadlywilltelltheirtalesofwoetoupto20,80percentofpeoplewhofeeltheircomplaintsarehandledfairlywillstayloyal.　　Newchallengesforcustomercarehavecomewhenpeo

3、plecanobtaingoodsandservicesthroughtelephonecallcentersandtheInternet.Forexample，manycompaniesnowhavetoinvest(投资)alotofmoneyininformationtechnologyandstafftraininginordertocopewiththe“phone_rage”—causedbydelaysinansweringcalls，beingcutoffinmidconversationorleftwaitingforl

4、ongperiods.　　“Manypeopledonotliketalkingtomachines，”saysDr.Storey，SeniorLecturerinMarketingatCityUniversityBusinessSchool.“Banks，forexample，encouragestaffatcallcenterstousecustomerdatatoestablishinstantandgoodrelationshipwiththem.Theaimistomakethecustomerfeeltheyknowyouan

5、dthatyoucantrustthem—thesortofcomfortablefeelingspeoplehaveduringfacetofacechatswiththeirlocalbranchmanager.”　　Recommendedwaysofcreatingcustomerdelightinclude：underpromisingandoverdelivering(sayingthatarepairwillbecarriedoutwithinfivehours，butgettingitdonewithintwo)；repla

6、cingafaultyproductimmediately；throwinginagiftvoucher(购物礼券)asanunexpected“thankyou”toregularcustomers；andalwaysreturningcalls，evenwhentheyarecomplaints.　　Aimingforcustomerdelightisallverywell，butifservicesdonotreachthehighlevelpromised，disappointmentorworsewillbetheresult.

7、Thiscanbeeasedbyofferinganapologyandanexplanationofwhytheservicedidnotmeetusualstandardswithempathy(forexample，“Iknowhowyoumustfeel”)，andpossiblesolutions(replacement，compensationorwhateverfairnesssuggestsbestmeetsthecase)．　　Airlinesfacesomeofthetoughestchallengesovercust

8、omercare.Fiercecompetitionhasconvincedthemthatdelightingpassengersisanimportantmarketingtool，whi