In the more and more competitive service industry, it is no longer enough to promise customrr 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(证实)by a number of researches, that customers receiving good service will promote business by telling up to 12 other people：those treated badly will tell their tales to up to 20 people, 80 percent of people who feel their complaints are handled fairly will stay loyal
New attentions for customer care have come when people can obtain goods and services through telephone call centers and the Intemet．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(应付)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 Marketng at City University Business 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－ 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 sent out within five hours , but getting it done within two);replacing a faulty product immediately：throwing in a gift voucher(购物礼卷)as an unexpected “thank you” to regular customers ;and always returning calls , even when they are complaining．
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 aplogy 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 faimess suggests best meets the case)．
Airlines face some of the toughest challenges over customer care．Fierce competition has convinced them that delighting passengers is an important marketing tool, while 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 considercd vital in handling the large volume of calls about bookings and flight times．They are trained to answer quickly , with their name, job title and a “we are here to help” attitude．The company has invested heavily in information technology to make sure that infomation is available instantly on screen．
British Airways also says its customer care policies are applied within the company and staff are taught to regard each other as customers requiring the highest standards of service．
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)
We can learn from Paragraph 2 that ．
[ ]
A．
complaining customers are hard to satisfy
B．
unsatisfied customers receive better service
C．
Satisfied customers catch more attention
D．
well-treated customers promote business
(2)
The writer mentions “phone rage”(Paragraph 3)to show that ________．
[ ]
A．
customers often use phones to express their anger
B．
people still prefer to buy goods online
C．
customer care becomes more attention
D．
customers rely on their phones to obtain services
(3)
What does the writer recommend to create delight?
[ ]
A．
Calling customers regularly
B．
Giving a “thank you” note．
C．
Delivering a quicker service
D．
Promising more gifts．
(4)
If a manager should show his empathy(Paragraph6), what would he probably say?
[ ]
A．
“I know how upset you must be．”
B．
“I appreciate your understanding．”
C．
“I’m sorry for the delay．”
D．
“I know it’s our fault．”
(5)
Customer delight is important for airlines because．
Student Date of Birth：19/08/1988 Department of Education and Training
International Students Centre
Hong Xue 827-839 George Street PO Box 707
60 Waratah Street Broadway NSW 21007
Croydon Park NSW 2133 Phone：(612)9217 4801 1300 302 456
Fax：(612)9212 6721
http：//www.tafensw.edu.au/international/
WARNING LETTER
Dear Hong Xue,
As you are aware, your student visa regulations set out a number of conditions applying to your visa．It has come to our attention that you are failing to meet the following conditions：You must maintain accommodation, support and general welfare arrangements that have been approved by your education provider if you：
●have not turned 18; and
●are not staying in Australia with：
－a parent
－a custodian(监护人); or
－a relative who has been nominated(指定)by your parent or a custodian, is aged at least 21 and is of good character．
Note：You must not change those arrangements without the written approval of your education provider．
You must obey the following rules：
1．During term time you must：
a)remain in your homestay during the school term;
b)come home every night; and
c)inform your guardian at all times of your whereabouts．
2．On weekends you must：
a)have your guardian's permission to stay with friends; and
b)inform your guardian of the name, address and phone numbers of people you are visiting．
3．You must return your guardian's telephone calls．
This will be your only warning．If you continue to breach(违反)your student visa regulations we will report you to the Department of Immigration and Multicultural and Indigenous Affairs．Such action may lead to the cancellation(取消)of your student visa．Please contact me on(612)9217 4801 or fax(612)9212 6721 if you have questions about your enrolment．
Yours sincerely
Tracey Carlon
Student Advisor
International Students Centre
NSW Department of Education and Training
(1)
What's the purpose of writing this letter?
[ ]
A．
To remind the recipient of the conditions for applying for a student visa．
B．
To warn the recipient not to do anything against his student visa regulations again．
C．
To tell the recipient how to contact his student advisor．
D．
To inform the recipient of the student visa regulations．
(2)
What can be learned about the recipient from this letter?
[ ]
A．
He is under 18 and studies in Australia with his parents．
B．
He is required to come home every night according to the rules．
C．
He can stay with his friends on weekends if permitted．
D．
His student Visa has been cancelled．
(3)
To which address should the recipient reply if he feels like answering the letter?
[ ]
A．
Hong Xue at 60 Waratah Street, Croydon Park NSW 2133．
B．
Tracey Carlon at the Department of Immigration and Multicultural and Indigenous Affairs．
C．
Hong Xue at NSW Department of Education and Training．
D．
Tracey Carlon at 827-839 George Street, PO Box 707, Broadway NSW 21007．
阅读理解
Once upon a time the colors of the world started to quarrel．Green said,“Clearly I am the most important．I am the sign of life and hope．I was chosen for grass, trees and leaves．Without me, all animals would 1 ．”
Blue interrupted,“You only think about the 2 , but consider the sky and the sea． 3 the water that is the basis of life and drawn up by the clouds from the deep sea．Without my peace, you would all be 4 ．”
Yellow chuckled(笑道),“You are all so serious．I bring laughter, fun, and 5 into the world．”
Orange started next to blow her trumpet,“I am the color of health and strength．I may be 6 , but I am precious for I serve the needs of human life．When I fill the sky 7 , my beauty is so striking that no one gives another 8 to any of you．”
Red could stand it 9 and he shouted out,“I am the ruler of all of you．I am the color of danger and of bravery．I am willing to 10 truth．I am also the color of passion and of love．”
Then came Purple and Indigo(深蓝)…．
The colors went on boasting, each convinced of his or her own 11 ．Their quarreling became louder and louder．Suddenly there was a startling flash of bright lightening thunder．Rain started to pour down 12 ．The colors crouched(蜷缩)down 13 , drawing close to one another for comfort．
In the midst of the clamor(叫嚷), rain began to speak,“You foolish colors, fighting 14 yourselves, each trying to dominate 15 ．Don't you know that you were each made for a special purpose, 16 ?Join hands with 17 and come to me．”
Doing as they were told, the colors 18 and joined hands．They formed a colorful rainbow．From then on, whenever a good rain 19 the world, a rainbow appears in the sky．They remember to 20 one another．
