In the more and more competitive service industry , it is no longer enough to promise customer 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 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 of woe to up to 20 people, 80 percent of people who feel their complaints are handled fairly will stay loyal
New challenges for customer care have come when people can obtain  goods and services through  telephone call centers and the Internet. 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 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 Marketing 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 carried 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 complaints.
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 apology 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 fairness 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 considered 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 information 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.
【小题1】We can learn from Paragraph 2 that       .

In the more and more competitive service industry , it is no longer enough to promise customer 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 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 of woe to up to 20 people, 80 percent of people who feel their complaints are handled fairly will stay loyal

New challenges for customer care have come when people can obtain  goods and services through  telephone call centers and the Internet. 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 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 Marketing 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 carried 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 complaints.

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 apology 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 fairness 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 considered 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 information 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       .

2.The writer mentions “phone rage”(Paragraph 3) to show that       .

3.If a manager should show his empathy (Paragraph6), what would he probably say?

4. Customer delight is important for airlines because      .

5.Which of the following is conveyed in this article?

I prefer the stories about the swimmers at the Beijing Olympics，one of which is about Zakia Nassar. She's a 21-year-old Palestinian __21__ Bethlehem studying dentistry in Jenin. Having had neither a __22__ nor a chance to an Olympic-sized pool in the past year, she had no choice but to __23__ on her own at a 12m public pool.

There is a 50-meter __24__ in nearby Nazareth, but the Israeli government did not __25__ her to use it.

Nassar was __26__ to training only when she returned to her parents' home in Bethlehem, __27__ she did so only about every two months for two days or so. __28__ the pool is only 12 meters long.

“My parents and friends always __29__ me, reminding me that I had to keep training if I __30  wanted to go to the Olympics,” she said.

It was only when Nassar __31__ China a month ago that she finally got the opportunity to swim in a 50m pool and enjoyed the __32__ of having a coach.

When she at last took part in the Games, she swam the 50m in 31.97 seconds, a(n) __33__ of seven seconds on her personal __34__. Nassar said it was the most beautiful moment of her life.

She will not __35__ on the cover of Time magazine or __36__ millions of dollars in endorsements（捐款）, but she can always say she won a race at the Olympics. For her, it wasn’t about __37__ the other swimmers or winning a prize, but about __38__ her own goal, __39__ difficult. When I think things are too difficult or I get those “I-just-can’t-do-it,” I think of her. Then I realize how __40__ the task before me really is.

第二卷（非选择题，满分35分）
第四部分：写作（共两节；满分35分）
第一节 对话填空（本节共10小题；每小题1分，满分10分）
请认真阅读下面对话，并根据各题所给首字母的提示，在答题卡上标有题号的横线上，写出一个英语单词的完整、正确的形式，使对话通顺。
Jack(J)：Where have you been, Laura?
Laura(L): Oh, I’ve just been to a s   76     made           76. ________
by a famous p  77  from Beijing University                77. ________
J: What is it about?
L: He mentioned something c  78    the concept            78. ________
of “harmonious society” in his speech.
J: Oh, that’s something people keep t  79  about             79. ________
nowadays! Then what did he say about it?
L: He said that we should not only get a  80 well with      80._________
other people, but also live in harmony with n  81 .           81._________
J: I’m in complete a  82 with him. While developing        82._________
the economy, we are interfering(妨碍) with the ecology.
L: Yes. It’s high time we c  83  doing something            83._________
to improve the environment p 84  by human beings.  84._________
J: Hopefully, our government is taking m  85  to           85._________
deal with the consequences.

第二卷 （ 两部分，共35分）

第一节 ：对话填空（满分10分）

请认真阅读下面对话，并根据各题所给首字母的提示，在方框的右栏标有题号的横线上， 写出一个英语单词的完整. 正确的形式，使对话通顺。

W: What can I do for you, sir?

M: Well, I’ve just got （76） o_________ an international flight, and I’m not sure which mode of transport I should make use of on my trip. So I need some  （77）a____________. 

W: Go on, please. 

M: I’m planning to travel to some famous places ---- Beijing, Xi’an and Guilin in China. Which mode of transport is the （78）b______ for me?

W: Well, that （79）d___________ on how much time and money you’re going to spend on your trip. 

M: I see. I’m traveling at my （80）e________, so I want to save both time and money spent on my way. 

W: Oh, I know what you mean. （81）N________ that you are in Beijing, you should visit the Great Wall, the Summer Palace, the Imperial Palace and Tian Anmen Square as well. During your trip in Beijing, make use of the underground （82）w_________ is faster and cheaper. 

M: How can I get to Xi’an? You know I have to go to Beijng after I’ve finished all my traveling. 

W: It’s much （83）c____________ to take train to Xi’an than to fly. In my opinion, you should take the train to Xi’an and then to Guilin. You will not （84）o_________ save money but have a beautiful scenic trip. After that, fly directly from Guilin to Beijing. 

M: Good! That’s a really good idea. I’ll do as you have （85）s_________.  Thanks a lot.