In the more and more competitive scrvice industry , it is no longer enough to promise customrr satisfaction. Today , customer “delighi” is what companies are trying to achieve in or 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 llenges for customer care have come when peoplecan 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 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 customet feel they know you and that you can trest— 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 camed 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 regntlar 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 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 tourhest 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 technieal 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 investod heavily in information technology to make sure that infomation is available instantly on scren.
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       .

Regarded as one of the English language’s most gifted poets, John Keats wrote poetry that concentrated on imagery, human nature, and philosophy. Although Keats didn’t receive much formal literary education, his own studies and passion brought him much success. Additionally, his own life situation influenced his poetry greatly.

    Growing up as a young boy in London in a lower middle-class family, the young John didn’t attend a private school, but went to a public one. His teachers and his family’s friends regarded him as an optimistic boy who favored playing and fighting much more than minding his studies. After his father’s death in the early 1800s, followed by his mother’s passing due to tuberculosis (肺结核), he began viewing life differently. He wanted to escape the world and did so by reading anything he could get his hands on.

    At around the age of 16, the teenage John Keats began studying under a surgeon so that he too might become a doctor. However, his literary appetite had taken too much of his fancy, especially with his addiction to the poetry of Ehmund Spenser. He was able to have his first full poem published in the Examiner in 1816, entitled O Solitude! If I Must With Thee Dwell. Within two months in 1817, Keats had written an entire volume of poetry, but was sharply criticized by a magazine. However, the negative response didn’t stop his pursuit of rhythm (韵律).

    John Keats’ next work was Endymion, which was published in May 1818. The story involves a shepherd who falls in love with the moon goddess and leads him on an adventure of one boy’s hope to overcome the limitations of being human. Following Engymion, however, he tried something more narrative-based and wrote Isabella. During this time, John Keats began seeing his limitations in poetry due to his own limit in life experiences. He would have to have the “knowledge” associated with his poems. His next work was Hyperion that would attempt to combine all that he learned. However, a bout (发作) with tuberculosis while visiting Italy would keep him from his work and eventually take his life in 1821.

1.John Keats’ attitude towards life changed because of _________.

A. his early education from school           B. the deaths of his parents

C. Edmund Spenser’s poetry                D. the criticism of a magazine

2.What is the common thing between John Keats and his mother?

A. They read many books.

B. They had a bad childhood

C. They died of the same disease.

D. They showed strong interest in poetry

3.What do we know from the passage?

A. Keats received little education at school.

B. Keats once had a chance of becoming a doctor.

C. In 1816 Keats spent two months writing a poem.

D. Endymion was about a real love story.

4.While pursuing his dream of becoming a poet at first, John Keats was __________.

A. determined    B. experienced    C. knowledgeable    D. impatient

5.What can we infer from the passage?

A. Keats’ family must have been very poor when he was young.

B. Edmund Spenser was the greatest poet in Keats’ time.

C. It is likely that Keats rewrote his poem Isabella.

D. The poem Hyperion wasn’t completed by Keats.

Many cancer patients are finding new hope in an unusual approach to cancer treatment. The common method has been developed by Carl Simonton, a specialist in the science of tumors.  1  can sometimes be "truly amazing," he says, when a cancer   2   lets his mind take part in the treatment.

Simonton remembers that his first patient might have been thought to be a "  3  ” case by some. "He was a sixty-one-year-old man with very severe throat cancer.  He had lost a great deal of weight. He could  4  swallow his own saliva and could eat no food.

"I taught him to  5   and mentally see his disease," Simonton says. "Then I had him  6   an army of white blood cells coming, attacking and  7  the cancer cells. The results of the treatment were both exciting and frightening. Within two weeks his cancer had noticeably become smaller and he was quickly gaining weight. I say it was '  8  ' because I had never seen such a change. I wasn't sure what was going on. I also didn't know what I would do if things went wrong. But  9  didn't go wrong.

"We may believe that we have the power in our own bodies to fight cancer as well as the power to   10   the disease in the first place.  With those patients who are willing to stay with us and try, we always find that the cancer has filled some emotional need."

1. A. Results        B. Researches       C. Records         D. Replies

A. specialist           B. author          C. patient           D. agent

A. hopeful            B. hopeless         C. valuable         D. worthless

A. easily             B. mostly           C. carefully        D. barely

A. worry              B. be nervous       C. relax              D. get angry

A. suppose            B. observe         C. pretend          D. picture

A. overcoming        B. managing        C. treating         D. threatening

A. frightening         B. interesting        C. amusing         D. relaxing

A. I                  B. we              C. they            D. it

A. carry            B. take            C. produce         D. find

Several years ago, while attending a communication course, I experienced a most unusual process. The instructor asked us to list ___1___ in our past that we felt ___2___ of, regretted, or incomplete about and read our lists aloud.

This seemed like a very ___3___ process, but there’ s always some ___4___soul in the crowd who will volunteer. The instructor then ___5___ that we find ways to ___6___ people, or take some action to right any wrong doings. I was seriously wondering how this could ever ___7___ my communication.

Then the man next to me raised his hand and volunteered this story: “Making my ___8___, I remembered an incident from high school. I grew up in a small town. There was a Sheriff ___9___ of us kids liked. One night, my two buddies and I decided to play a ___10___ on him.

After drinking a few beers, we climbed the tall water tank in the middle of the town, and wrote on the tank in bright red paint: Sheriff Brown is a s.o.b.(畜生). The next day, almost the whole town saw our glorious ___11___. Within two hours, Sheriff Brown had us in his office. My friends told the truth but I lied. No one ___12___ found out.”

“Nearly 20 years later, Sheriff Brown’s name ___13___ on my list. I didn’t even know if he was still ___14___. Last weekend, I dialed the information in my hometown and found there was a Roger Brown still listed. I tried his number. After a few ___15___, I heard, “Hello?” I said, “Sheriff Brown?” Paused. “Yes.” “Well, this is Jimmy Calkins.”

“And I want you to know that I did it？”Paused. “I knew it!” he yelled back. We had a good laugh and a ___16___ discussion. His closing words were: “Jimmy, I always felt bad for you ___17___ your buddies got it off their chest, but you were carrying it ___18___ all these years. I want to thank you for calling me...for your sake.”

Jimmy inspired me to ___19___ all 101 items on my list within two years, and I always remember what I learned from the course: It’s never too late to ___20___the past wrongdoings.

1. A. something         B. anything            C. somebody         D. anybody

2. A. ashamed          B. afraid              C. sure              D. proud

3. A. private           B. secret               C. interesting          D. funny

4. A. foolish           B. polite              C. simple            D. brave

5. A. expected           B. suggested            C. ordered            D. demanded

6. A. connect with       B. depend on          C. make apologize to    D. get along with

7. A. improve          B. continue           C. realize              D. keep

8. A. notes              B. list                      C. plan                     D. stories

9. A. any               B. most               C. none               D. all

10. A. part              B. game               C. trick               D. record

11. A. view            B. sign               C. attention            D. remark

12. A. also                B. even                C. still                D. ever

13. A. appears          B. considers            C. presents             D. remembers

14. A. angry           B. happy              C. doubtful          D. alive

15. A. words           B. rings               C. repeats             D. calls

16. A. cold             B. plain               C. nervous            D. lively

17. A. in case           B. so long as         C. unless               D. because

18. A. around             B. out                            C. on                 D. away

19. A. build up         B. make up            C. clear up            D. give up

20. A. regret            B. forgive           C. right             D. punish

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【小题1】If a customer wants to order by mail, he needs to ____.

A．their orders usually by ship	B．their products mainly by air
C．their order confirmations by fax	D．their shipping information by phone