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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,retailers,airlines
2、,andincumbenttelecomproviders,forexample—havedevotedagreatdealofmoneyandefforttoretainingtheircurrentcustomers.Asmanyacademicstudieshavenoted,thecostsofdoingsotendtobemuchlowerthanthoseofacquiringnewones.Thesuccessofthisstrategyultimatelydependsonexpandingthebreadthanddepthofcustomerre
3、lationshipsandontranslatingtheresultingloyaltyintohighersalesofgoodsandservices,aswellasahealthierbottomline.Webelievethatmanybusinessesarefallingshort.What'sregularlymissing,inourexperience,isthesparkbetweenthecustomerandfrontlinestaffmembers—thesparkthathelpstransformwaryorskepticalp
4、eopleintostrongandcommittedbrandfollowers.Thatsparkandtheemotionallydrivenbehaviorthatcreatesitexplainhowgreatcustomerservicecompaniesearntrustandloyaltyduring"momentsoftruth":thosefewinteractions(forinstance,alostcreditcard,acanceledflight,adamagedpieceofclothing,orinvestmentadvice)wh
5、encustomersinvestahighamountofemotionalenergyintheoutcome.Superbhandlingofthesemomentsrequiresaninstinctivefrontlineresponsethatputsthecustomer'semotionalneedsaheadofthecompany'sandtheemployee'sagendas.Executivestypicallystruggletotransformthewayacompanyrespondstoitscustomers.Somewrong
6、lyassumethatthequalityofemotionalresponses—whattheauthorDanielGolemanfamouslycalled"EQ,"or"emotionalintelligence"—issodeeplyprogrammedatbirthorinchildhoodthatitisimpossibletoinfluence.Othersmistakenlytrytoscriptwhatarebydefinitionspontaneousevents,therebyremovingauthenticityandempathyf
7、romthecustomerexperience.Thesemisstepsmakeithardtofosterappropriatebehavior,toenhancetheintrinsicemotionalintelligenceofemployees,andtoextendacrossthewholefront-linenetworktheexcellenceofexemplaryindividuals,branches,andoffices.Duringourworkwithcompanies,wehavefoundanumberofpractical