阅读理解

　　In the more and more competitive service industry it is no longer enugh pro? 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 reserches, that customers receiving good service will promote business by telling up to 12 other people; those treated 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 sta? traming in order to cope with the “phone rage”-caused by delays in answering call, being cut off in mid-conversation or left waiting for long?

　　“Many people do not like talking to machines,”days 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 then, 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-delivbering(saying that a repair will be carried out within five hours, but getting it done tithin two? replacing a faulty prodect immediately; throwing in a gift voucher(购物礼券)as an unexpected “thank you”

　　Reg? Customers; and always returning calls, even when they are compants．

　　Aiming for customer delight is all very well, but if services do not? ach the haigh level promised, disappointment or worse will be the result．This can be eased by offering an apolgy and an explanation of why the wervice did not meet usual standards with empathy(for example,”I know how you must feel”), and possible solutions(replace ment, compensation or whatever fairness suggests best meets the case)．

　　Airlines face some of the toughtest challenges over customer care, Fierce competition has conviced them at that delighting passengers is an important marketing tool, while there is great potential for customer anger over delays? by weathe, unclaimed luggage and technical?

　　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,? 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? each other as customers requiring the highest standards of service．

　　Customer care is obiously here to stay and it would be a foolish company that used slpgznd? as we do as we please”．On the other hand, the more customers are promised, the greater the risk of disappointment．

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