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?

Lots of people have hobbies. Some people collect old coins or foreign stamps; some do needlework; others spend most of their spare time on a particular sport.
A lot of people enjoy reading. But reading tastes differ widely. Some people only read newspapers or comics, some like reading novels, while others prefer books on astronomy, wildlife, or technological discoveries.
If I happen to be interested in horses or precious stones, I cannot expect everyone else to share my enthusiasm. If I watch all the sports programs on TV with great pleasure, I must put up with the fact that other people find sports boring.
Is there nothing that interests us all? Is there nothing that concerns everyone—no matter who they are or where they live in the world? Yes, dear Sophie, there are questions that certainly should interest everyone. They are precisely the questions this course is about.
What is the most important thing in life? If we ask someone living on the edge of starvation, the answer is food. If we ask someone dying of cold, the answer is warmth. If we put the same question to someone who feels lonely and isolated, the answer will probably be the company of other people.
But when these basic needs have been satisfied—will there still be something that everybody needs? Philosophers think so. They believe that man cannot live by bread alone. Of course everyone needs food. And everyone needs love and care. But there is something else—apart from that—which everyone needs, and that is to figure out who we are and why we are here.
Being interested in why we are here is not a “casual” interest like collecting stamps. People who ask such questions are taking part in a debate that has gone on as long as man has lived on this planet. How the universe, the earth, and life came into being is a bigger and more important question than who won the most gold medals in the last Olympics.
【小题1】 This text is most probably taken from __________. 

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. Interestingly, 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 let 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 them —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(购物礼券)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 in 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 booking 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__________.

Eleven months ago, an act of good sportsmanship（体育精神）changed a girls’ running race into something bigger.

  Jenna Huff received a national sportsmanship award from the US Olympic Committee for what she did for Deb Guthmann.

    In the race, Jenna was behind Deb until the final few meters of the 5-kilometer race.

  Then something awful happened. Deb’s right hip（髋部）broke. She screamed in pain and stopped.

    Jenna had never met Deb and had been taught to pass every runner she could to win.

    Instead, Jenna stopped with no hesitation.

    “Come on.” Jenna told Deb. “We’re going to run.”

    Jenna took Deb’s left elbow with her right hand. She helped her jog the last few meters. At the finishing line, she pushed Deb in front of her, reasoning Deb would have beaten her anyway if not for the injury. That act helped Deb’s team win the regional race and advance to the state meet.

    Both girls are now 17.

    Jenna is still an athlete for her school.

    She and her parents went to Colorado to accept an award for the national sportsmanship award. Jenna had to give a five-minute speech to the crowd, a crowd which included a number of former Olympians. “I’m pretty scared about my speech,” Jenna said the other night when we talked on the phone. “You want to hear part of it?” She read me one part including the words from Albert Einstein: “Each of us comes for a short visit, not knowing why, yet sometimes seeming to a divine（神圣的）purpose. From the standpoint of daily life, however, there is one thing we do know：That we are here for the sake of（为了）others.”

  Deb is also still running. She received a full scholarship to Emmanuel College in Franklin Springs, Georgia. The award was because of her excellent academic record and great sports potential.

    But she recently got hurt again and was unable to run for weeks.

    Even so, I am confident Deb will write a happier ending for herself one day. Both of these young women make you feel confident about the future. They are strong, compassionate（富于同情心的）and smart.

  As Einstein said-and as Jenna showed 11 months ago— “we are here for the sake of others”.

1.The story is intended to __________.

  A. tell us an unexpected story in the girls’ running race

  B. introduce a famous sportswoman

  C. show the beauty of good sportsmanship

  D. remind athletes to pay attention to their safety during the race

2.The reason why Jenna pushed Deb in front of her at the finishing line is that __________.

  A. she wanted to get the prize

  B. she thought she didn’t match Deb in reality

  C. she helped Deb’s team to win the regional race

  D. Deb had been injured   

3.Deb received a full scholarship to Emmanuel College because __________.

  A. she is still running

  B. she was good at her academy and sports

  C. she showed the good sportsmanship in the race

  D. she never gave up even though she had been injured

4.What can we know from the passage?

  A. Jenna was the last one to reach the finishing line.

  B. Deb went to Colorado to accept the prize with her parents.

  C. The author had a face-to-face interview with Jenna the other night.

  D. Helping each other can make a big difference to people’s lives.

  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       .