綜合商務(wù)英語（第3冊）（第二版）課件 U8 Customer Service

綜合商務(wù)英語（第3冊）Unit8

（第二版）CustomerService目錄CONTENTS1Lead-inThreeQuestions2TextA

CustomerRelationshipManagement3ExercisesReferenceKeys4TextB5EffectiveCustomerServiceTipsforManagersCaseStudyLead-in第八單元1Lead-inThreequestions1.Thinkofthemostterriblecustomerserviceexperienceyouhaveencountered,andanalyzeinwhatwaystheexperiencecouldbeimproved.2.Inwhattypesofbusinessdoyoubelievecustomerserviceisvitallyimportant?3.Howdoyoudefinegoodcustomerservice?Whatarethesuccessfulcriteria?Open-mindedTextACustomerRelationshipManagement第八單元2QuestionsonTextAWhatdoestheCRMapproachmean?(2)Howdobusinessesmeetcustomers’needs?(3)HowdoesCRMworkwithcloudsolutions?(4)WhatmustcompaniesdoforsuccessfulCRM?(5)HowdoestheCRMapproachimpactoncustomersatisfaction?QuestionsonTextAWhatdoestheCRMapproachmean?

--CRMapproachisthesystemsofCRMthatcompiledatafromarangeofdifferentcommunicationchannels,includingacompany’swebsite,telephone,email,LiveChat,marketingmaterialsandsocialmedia.QuestionsonTextA(2)Howdobusinessesmeetcustomers’needs?--ThroughtheCRMapproachandthesystemsusedtofacilitateit,businesseslearnmoreabouttheirtargetaudiencesandhowtocatertotheirneeds.QuestionsonTextA(3)HowdoesCRMworkwithcloudsolutions?--Cloudsolutionsprovidereal-timedatatosalesagentsattheofficeandinthefieldaslongasacomputer,smartphone,laptoportabletconnectstotheInternet.QuestionsonTextA(4)WhatmustcompaniesdoforsuccessfulCRM?--ForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andweedoutanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.QuestionsonTextA(5)HowdoestheCRMapproachimpactonthecustomersatisfaction?--Firstly,firmsareabletocustomizetheirofferingsforeachcustomerthroughtheimplementationofaCRMapproach.Secondly,aCRMapproachenablefirmstoprovidetimely,accurateprocessingofcustomerordersandrequestsandtheongoingmanagementofcustomeraccounts.U8:TextACustomerRelationshipManagementWhatIs“CustomerRelationshipManagement—CRM”?1

Customerrelationshipmanagement(CRM)referstotheprinciples,practicesandguidelinesthatanorganizationfollowswheninteractingwithitscurrentandpotentialcustomers.Fromtheorganization’spointofview,thisentirerelationshipencompassesdirectinteractionswithcustomers,suchassalesandservice-relatedprocesses,andforecastingandanalysisofcustomertrendsandbehaviors.2OneimportantaspectoftheCRMapproachisthesystemsofCRMthatcompiledatafromarangeofdifferentcommunicationchannels,includingacompany’swebsite,telephone,email,LiveChat,marketingmaterials,andmorerecently,socialmedia.ThroughtheCRMapproachandthesystemsusedtofacilitateit,businesseslearnmoreabouttheirtargetaudiencesandhowtobestcatertotheirneedsandenhancetheiroverallexperience.

ElementsofCRM3ElementsofCRMrangefromacompany’swebsiteandemailstomassmailingsandtelephonecalls.Socialmediarepresentsonewaycompaniesadapttotrendsthatbenefittheirbottomline.TheentirepointofCRMistobuildpositiveexperienceswithcustomerstokeepthemcomingback,soacompanycreatesagrowingbaseofreturningcustomers.4

Software:SpecialCRMsoftwareaggregatescustomerinformationinoneplacetogivebusinesseseasyaccesstodata,suchascontactdata,purchasehistoryandanypreviouscontactwithcustomerservicerepresentatives.Thisdatahelpsemployeesinteractwithclients,anticipatecustomerneeds,recognizecustomerupdatesandtrackperformancegoalswhenitcomestosales.CRMsoftware’smainpurposeistomakeinteractionsmoreefficientandproductive.AutomatedprocedureswithinaCRMmoduleincludesendingasalesteam’smarketingmaterialbasedonacustomer’sselectionofaproductorservice.Programsalsoassessacustomer’sneedstoreducethetimeittakestofulfillarequest.5

CloudSolutions:Cloud-basedsystemsprovidereal-timedatatosalesagentsattheofficeandinthefieldaslongasacomputer,smartphone,laptoportabletconnectstotheInternet.Theconvenienceofthistypeofsystemhasatrade-off.Ifthecompanygoesoutofbusinessorfacesacquisition,accessingtocustomerinformationmaybecomecompromised.Abusinessmighthavecompatibilityissueswhenandifitmigratestoadifferentvendorforthiskindofsoftware.Typically,cloud-basedCRMprogramscostmorethanin-houseprograms.6

Management:AllofthecomputersoftwareintheworldtohelpwithCRMmeansnothingwithoutpropermanagementanddecision-makingfromhumans.Plus,thebestprogramsorganizedatainawaythathumanscaninterpretreadilyandusetotheiradvantage.ForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andweedoutanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.EffectonCustomerSatisfactionTheimplementationofaCRMapproachislikelytohaveaneffectoncustomersatisfactionandcustomerknowledgeforavarietyofdifferentreasons.Firstly,firmsareabletocustomizetheirofferingsforeachcustomer.Byaccumulatinginformationacrosscustomerinteractionsandprocessingthisinformationtodiscoverhiddenpatterns,CRMapplicationshelpfirmscustomizetheirofferingstosuittheindividualtastesoftheircustomers.Thiscustomizationenhancestheperceivedqualityofproductsandservicesfromacustomer’sviewpoint,andbecauseperceivedqualityisadeterminantofcustomersatisfaction,itfollowsthatCRMapplicationsindirectlyaffectcustomersatisfaction.EffectonCustomerSatisfactionCRMapplicationsalsoenablefirmstoprovidetimely,accurateprocessingofcustomerordersandrequestsandtheongoingmanagementofcustomeraccounts.Forexample,PiccoliandApplegatediscusshowWyndhamusesITtoolstodeliveraconsistentserviceexperienceacrossitsvariouspropertiestoacustomer.Bothanimprovedabilitytocustomizeandareducedvariabilityoftheconsumptionexperienceenhanceperceivedquality,whichinturnpositivelyaffectscustomersatisfaction.Furthermore,CRMapplicationsalsohelpfirmsmanagecustomerrelationshipsmoreeffectivelyacrossthestagesofrelationshipinitiation,maintenance,andtermination.Researchhasfounda5%increaseincustomerretentionthatboostslifetimecustomerprofitsby50%onaverageacrossmultipleindustries,aswellasaboostofupto90%withinspecificindustriessuchasinsurance.CompaniesthathavemasteredcustomerrelationshipstrategieshavethemostsuccessfulCRMprograms.Forexample,MBNA,aEuropeandeveloperandmanufacturerofmissiles,hashada75%annualprofitgrowthsince1995.Thefirmheavilyinvestsinscreeningpotentialcardholders.Onceproperclientsareidentified,thefirmretains97%ofitsprofitablecustomers.TheyimplementCRMbymarketingtherightproductstotherightcustomers.Thefirm’scustomers’cardusageis52%aboveindustrynorm,andtheaverageexpenditureis30%morepertransaction.Also10%oftheiraccountholdersaskformoreinformationoncross-saleproducts.Amazon,anAmericantechgiantinelectroniccommerceandcloudcomputing,hasalsoseengreatsuccessthroughitscustomerproposition.Thefirmimplementedpersonalgreetings,collaborativefiltering,andmoreforthecustomer.TheyalsousedCRMtrainingfortheemployeestoseeupto80%ofcustomersrepeat.encompass/?n?k?mp?s/v.toincludeinascope包含(TEM-8;CET-6)e.g.這個(gè)團(tuán)體包括來自不同背景的人。—Thisgroupencompassesawiderangeofpeoplefromdifferentbackgrounds.aggregate/??ɡr?ɡ?t/v.togatherinamass,sum,orwhole集合；聚集(TEM-8;CET-6)e.g.這些棲息地是魚類聚集和產(chǎn)卵的重要地方，所以它們也是漁業(yè)的基礎(chǔ)?！猅hesearethehabitatsthatprovidereallyvaluableplacesforthefishtogettogether,toaggregate,tospawn,sotheyarethebasesofthefisheries.client/?kla??nt/n.someonewhopaysforgoodsorservices客戶；顧客(TEM-4;CET-4)e.g.如果有客戶來訪，他們還會(huì)為酒吧安排免費(fèi)飲料。—Theywillalsoarrangefreedrinksforthebarifaclientisvisiting.tablet/?t?bl?t/n.mobilecomputerwithdisplay,circuitryandbatteryinasingleunit平板電腦(TEM-4;CET-6)e.g.現(xiàn)如今，平板電腦在很大程度上與智能手機(jī)相似，唯一的區(qū)別是平板電腦相比智能手機(jī)尺寸更大?！狹oderntabletslargelyresemblemodernsmartphones,theonlydifferencesbeingthattabletsarerelativelylargerthansmartphones.compatibility/k?m?p?t??b?l?ti/n.theabilityofmachines,especiallycomputers,orcomputerprogramstoworksuccessfullywithothermachinesorprograms兼容性(TEM-8;CET-6)e.g.兼容性確保您可以繼續(xù)使用文檔、服務(wù)器和其他服務(wù)而不會(huì)出現(xiàn)任何問題。—Thecompatibilityensuresthatyoucancontinueworkingwithyourdocuments,servers,andotherserviceswithoutanyproblems.vendor/?vend?(r)/n.someonewhopromotesorexchangesgoodsorservicesformoney供應(yīng)商(TEM-4;CET-6)e.g.一切都是從突尼斯偏遠(yuǎn)外省小鎮(zhèn)上的一個(gè)貧窮賣菜小販在絕望中死亡開始的?！狤verythingbeganwiththedeathindespairofapauperizedvegetablevendor,inasmallprovincialtowninthehinterlandofTunisia.discern/d??s??n/v.todetectwiththesenses識別e.g.很難辨別這幅油畫的真?zhèn)巍！狪tisdifficulttodiscerntheauthenticityofthisoilpainting.superfluous/su?’p??fl??s/adj.morethanisneeded;extraandnotnecessary過剩的；過多的；多余的(TEM-8;CET-6)

e.g.很多時(shí)間都浪費(fèi)在不必要的活動(dòng)上?！狹uchofthetimeiswastedonsuperfluousactivities.duplicate/?dju?pl?ke?t/adj.identicallycopiedfromanoriginal重復(fù)的(TEM-4;CET-6)e.g.在這些行中，有些信息是重復(fù)的，或者與庫存預(yù)估無關(guān)?！猄omeoftheinformationintheserowsiseitherduplicateorirrelevantforinventoryprojection.customize/?k?st?ma?z/v.tomakeaccordingtorequirements定制(TEM-4;CET-6)e.g.可以定制流程來滿足特定需求?！猅heprocesscanbecustomizedtomeetspecificrequirement.accumulate/??kju?mj?le?t/v.tocollectorgather累積(TEM-4;CET-6)

e.g.一天下來，你接觸人和物，你的手上滿是細(xì)菌?！狝syoutouchpeopleandobjectsthroughouttheday,youaccumulategermsonyourhands.retention/r??ten?(?)n/n.theactofretainingsth.保留(TEM-8;CET-6)e.g.你的標(biāo)準(zhǔn)討論和編程規(guī)范也將包括數(shù)據(jù)安全、保留和管理?！狣atasecurity,retention,andmanagementwillbepartofyourstandardsdiscussionaswellasprogrammingconventions.StructureofTextACustomerRelationshipManagementTheprinciples,practicesandguidelinesthatanorganization’spointviewinteractingwithitscurrentandpotentialcustomers.

※software

※cloudsolutions

※managementDefinitionofCRMElementsofCRMEffectonCustomerSatisfaction

※customersatisfaction

※customerknowledgeforavarietyofdifferentreasons.

1.Firmsareabletocustomizetheirofferingsforeachcustomer.2.Firmscouldprovidetimely,accurateprocessingofcustomerordersandrequestsandtheongoingmanagementofcustomeraccounts.3.Firmsmanagecustomerrelationshipsmoreeffectivelyacrossthestagesofrelationshipinitiation,maintenance,andtermination.Exercises第八單元32.Paraphrase:Replacetheexpressionsofthebold.(1)Customerrelationshipmanagement(CRM)referstotheprinciples,practicesandguidelinesthatanorganizationfollowswheninteractingwithitscurrentandpotentialcustomers.interactingwith:interrelatingwithCustomerrelationshipmanagement(CRM)referstotheprinciples,practicesandguidelinesthatanorganizationfollowswheninterrelatingwithitscurrentandpotentialcustomers.2.Paraphrase:Replacetheexpressionsofthebold.(2)ElementsofCRMrangefromacompany’swebsiteandemailstomassmailingsandtelephonecalls.rangefrom:includeavarietyofElementsofCRMincludeavarietyofacompany’swebsiteandemailstomassmailingsandtelephonecalls.2.Paraphrase:Replacetheexpressionsofthebold.(3)AutomatedprocedureswithinaCRMmoduleincludesendingasalesteam’smarketingmaterialsbasedonacustomer’sselectionofaproductorservice.basedon:groundedonAutomatedprocedureswithinaCRMmoduleincludesendingasalesteam’smarketingmaterialsgroundedonacustomer’sselectionofaproductorservice.2.Paraphrase:Replacetheexpressionsofthebold.(4)Theconvenienceofthistypeofsystemhasatrade-off.trade-off:anexchangethatoccursasacompromise;balance,weigh;exchange,dealTheconvenienceofthistypeofsystemhasabalance.2.Paraphrase:Replacetheexpressionsofthebold.(5)ForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andweedoutanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.weedout:eliminateForsuccessfulCRM,companiesmustlearntodiscernusefulinformationandsuperfluousdata,andeliminateanyduplicateandincompleterecordsthatmaygiveemployeesinaccurateinformationaboutcustomers.3.

Vocabulary:

Completethefollowingsentenceswiththeexpressionsinthebox.a.participateinb.engageinc.provide...withd.baseone.weedoutf.referto

g.actash.rangefromi.makeanapologyCustomerService

thewaythatcompaniesbehavetowardstheircustomers.It’s

thequalityofservicethatthecompanyinteractswiththecustomers.TheHumanResourcesDepartmentoften

unqualifiedapplicantsimmediatelyafterreceivingtheirresumes.fdea.participateinb.engageinc.provide…withd.baseone.weedoutf.referto

g.actash.rangefromi.makeanapology(4)Externalcustomers,inthesupplychain,

wholesalers,retailers,end-userstootherdown-streamenterprises.(5)Whoeverthecustomersare,theirdemandforlogisticsservice

adrivingforcethatstimulatesthedevelopmentoflogistics.(6)Almostnocompany

allitscustomers

thesamelevelofcustomerservice.hgca.participateinb.engageinc.provide…withd.baseone.weedoutf.referto

g.actash.rangefromi.makeanapology(7)Firmshavetoundertakebasicservicepromisebefore

value-addedservice.(8)Calmthecustomerdownby

afterhefinishesspeaking.(9)Employeesthatarewell-paid,treatedwithrespectandgivenanopportunityto

decision-makingtendtotakemoreprideandhavemoreincentivetosatisfyyourcustomers.bia4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveAcustomersupportisa(1)

ofcustomerservicestoassistcustomersinmakingcost(2)

andcorrectuseofaproduct.Itincludesassistanceinplanning,installation,training,troubleshooting,maintenance,upgrading,anddisposalofaproduct.Theseservicesevenmaybedoneatthecustomer’ssidewherehe(she)usestheproductor(3)

.Inthiscaseitiscalled“athomecustomerservices”or“athomecustomersupport.”Regardingtechnologyproductssuchasmobilephones,televisions,computers,softwareproductsorotherelectronicormechanical(4)

,itistermedtechnicalsupport.HOMN[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveRecently,manyorganizationshaveimplementedfeedbackloopsthatallowthemtocapture(5)

atthepointofexperience.Forexample,NationalExpressintheUKhasinvitedpassengerstosendtextmessageswhilstridingthebus.Thishasbeenshowntobeuseful,asitallowscompaniestoimprovetheircustomerservicebeforethecustomerdefects,thusmakingitfarmorelikelythatthecustomerwill(6)

nexttime.Technologyhasmadeitincreasinglyeasierforcompaniestoobtainfeedbackfromtheircustomers.Communityblogsandforumsgivecustomerstheabilitytogive(7)

explanationsofbothnegativeandpositiveexperienceswithacompany(organization).BDK[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveCustomerservicemaybeprovidedbyaperson(e.g.,salesandservicerepresentative),orbyautomatedmeans.ExamplesofautomatedmeansareInternetsites.An(8)

withautomatedmeansisanincreasedabilitytoprovideservice24hoursaday,whichcan,atleast,beacomplementtocustomerservicebypersons.Anotherexampleofautomatedcustomerserviceisbytouch-tonephone,whichusuallyinvolvesamainmenu,andtheuseofthekeypadasoptions(i.e.“Press1forEnglish,Press2forSpanish,”etc.)F[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveHowever,intheInternetera,achallengehasbeentomaintainorenhancethepersonalexperiencewhilemakinguseoftheefficienciesofonlinecommerce.“Onlinecustomersareliterallyinvisibletoyou(andyoutothem),soit’seasytoshortchangethememotionally.Butthislackofvisualandtactilepresencemakesitevenmore(9)

tocreateasenseofpersonal,human-to-humanconnectionintheonlinearena.”I[A]reduce

[B]feedback[C]demand[D]return

[E]disputes[F]advantage[G]established

[H]range[I]crucial[J]drag[K]detailed

[L]resemble[M]service

[N]goods[O]effectiveAnautomatedonlineassistantprovidesautomatedcustomerserviceonawebpage.Examplesofcustomerservicebyartificialmeansareautomatedonlineassistantsthatcanbeseenasavatarsonwebsites.Itcanavailforenterprisesto(10)

theiroperatingandtrainingcost.Thesearedrivenbychatterbots,andamajorunderlyingtechnologytosuchsystemsisnaturallanguageprocessing.A5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(1)Fromtheorganization’spointofview,thisentirerelationshipencompassesdirectinteractionswithcustomers,suchassalesandservice-relatedprocesses,andforecastingandanalysisofcustomertrendsandbehaviors.從組織的角度來看，整個(gè)關(guān)系包括與客戶的直接互動(dòng)，如銷售和與服務(wù)相關(guān)的流程，以及對客戶趨勢和行為的預(yù)測和分析。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(2)SpecialCRMsoftwareaggregatescustomerinformationinoneplacetogivebusinesseseasyaccesstodata,suchascontactdata,purchasehistoryandanypreviouscontactwithcustomerservicerepresentatives.專門的客戶關(guān)系管理軟件將客戶信息匯總到一處，讓企業(yè)更容易獲取數(shù)據(jù)，諸如客戶數(shù)據(jù)、購買歷史以及客服代表的過往聯(lián)系數(shù)據(jù)。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(3)Thisdatahelpsemployeesinteractwithclients,anticipatecustomerneeds,recognizecustomerupdatesandtrackperformancegoalswhenitcomestosales.在銷售過程中，這些數(shù)據(jù)幫助員工與客戶互動(dòng)，預(yù)測客戶需求，識別客戶的信息更新，并跟蹤業(yè)績目標(biāo)。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(4)Abusinessmighthavecompatibilityissueswhenandifitmigratestoadifferentvendorforthiskindofsoftware.如果將其遷移到不同的軟件供應(yīng)商，還可能會(huì)遇到兼容性的問題。5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.(5)Bothanimprovedabilitytocustomizeandareducedvariabilityoftheconsumptionexperienceenhanceperceivedquality,whichinturnpositivelyaffectscustomersatisfaction.改進(jìn)用戶定制界面能力、減少消費(fèi)體驗(yàn)的變化性使消費(fèi)者感知質(zhì)量得到了提高。這反過來又會(huì)對客戶的滿意度產(chǎn)生積極影響。6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(1)不管您擁有什么樣的業(yè)務(wù)，理解您的客戶以及他們?nèi)绾闻c您的軟件交互的重要性無論如何強(qiáng)調(diào)都不過分。(interactwith)Nomatterwhatkindofbusinessyouhave,theimportanceofunderstandingyourcustomersandhowtheyinteractwithyoursoftwarecannotbeoverstated.(2)涉及的范圍是從添加、刪除、替換記錄內(nèi)容到枚舉整個(gè)記錄存儲。(rangefrom)Theserangefromadding,deleting,andreplacingrecordcontentstoenumeratingthrougharecordstore.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(5)我們的第一步是淘汰欺詐性投訴，因此可以提高合法投訴的成功率。(weedout)Ourfirsttaskistoweedoutthefraudulentcomplaintsandtherebyincreasethechancesofachievingsuccesswiththelegitimateones.(4)經(jīng)濟(jì)學(xué)的一大原理是，人們面臨權(quán)衡取舍。(trade-off)Oneofthegreatprinciplesofeconomicsisthatpeoplefacetrade-offs.(3)你做的每件事都是建立在某個(gè)交流形式的基礎(chǔ)上的。(basedon)Everythingyoudoisbasedonsometypeofcommunication.Role-playResearchwork:Searchonlinewithyourclassmatesfortheanswerstothefollowingquestionsaboutcustomerservice.1.Whatiscustomerservice?2.Whyiscustomerservicesoimportanttoacompany?3.Whatkindofcustomerservicedoyouknow?4.Howtoimprovecustomerservicelevel?5.Whatexamplescanyougivetoillustratethescopeofcustomerservice?6.Whatarethefunctionsofcustomerservice?7.Howarethedisputesbetweencustomersandcompanyusuallysolved?(1)Customerserviceisnormallydefinedastheservicetothecustomerfromthetimetheorderisplacedtilltheorderisdelivered.(2)Infact,itismuchmorethanthis.(3)Itcontainseveryaspectoftherelationshipbetweenthemanufacture,supplierandcustomer.(4)Underthisdefinitionitincludesprice,productrangeonoffer,after-salesservice,productavailability,inotherwords,thetotalactivityofservicingthecustomer.(5)Theinternalcustomersinvolvepersonsordepartmentswithinafirm.(6)Incontrast,externalcustomersincludewholesalers,retailers,etc.(7)Ideally,customerserviceshouldbeaone-stopendeavorfortheconsumer.(8)Customerservicerepresentativesmustbeaccessible,knowledgeableandcourteous.ReferenceKeytoRole-playTextBEffectiveCustomerServiceTipsforManagers第八單元4QuestionsonTextB1.Howshouldmanagerstreatemployeesinordertoimprovecustomerservice?2.Whyarethemanagers’picturespostedonawallatthefoodselectionlineinPiccadillyCafeteriaChain?3.Inwhatwayscanmanagersgetclosertocustomers?Ifacustomermakesarequestforsomethingspecial,whatshouldyoudo?5.Howdoyougetcustomers’evaluationstothecompany?QuestionsonTextB1.Whatareeffectivecustomerservicetipsformanagers?--Managersshouldgreettheiremployeesenthusiastically,bepolitetodealwithemployees,trytoaccommodatetheirrequests,andlistentothemwhentheyspeak.QuestionsonTextB2.Whydoesbusinesseshavetothinkofcustomersasindividuals?--CustomerscouldgettoknowmanagersbytheirpicturespostedonawallatthefoodselectionlineinPiccadillyCafeteriaChain.QuestionsonTextB3.Whatmeasurescanbetakentoforwardgoodcustomerservice?--Thereareallsortsofwaysformanagerstogetclosertocustomers:tosendathank-younoteinacustomer’spackage,togiveoutabirthdaycard,toclipthearticlewhenseeingtheirnamesorphotosinprint,towriteacongratulatorynotewhentheygetapromotion.QuestionsonTextB4.Howdoyouknowthatavisiblemanagementisanasset?--Ifacustomermakesarequestforsomethingspecial,doeverythingyoucantosayyes.Thefactthatacustomercaredenoughtoaskisallyouneedtoknowintryingtoaccommodateher.Itmaybeanexceptionfromyourcustomerservicepolicy,buttrytodoit.Rememberyouarejustmakingoneexceptionforonecustomer,notmakingnewpolicy.QuestionsonTextB5.Ifacustomermakesarequestforsomethingspecial,whatwillyoudo?--Youcomposea“HowAreWeDoing”cardandliveitattheexitorregister,andkeepthequestionsshortandsimple.U8:TextBEffectiveCustomerServiceTipsforManagers1

Whenthinkingofcustomerservice,rememberthatthepeopleaspectofthebusinessisreallywhatitisallabout.Thinkofcustomersasindividuals.Oncewethinkthatway,werealizeourbusinessisourcustomer,notourproductorservices.Puttingallthefocusonthemerchandiseinourstore,ortheservicesourcorporationoffersleavesoutthemostimportantcomponent:eachindividualcustomer.Herearesomeeasy,down-homecustomerservicetipstokeepthemcomingback!U8:TextBEffectiveCustomerServiceTipsforManagers2

(1)Realizethatyouremployeeswilltreatyourcustomerthewaytheyaretreated.Employeestaketheircuefrommanagement.Doyougreetyouremployeesenthusiasticallyeachday?Areyoupoliteinyourdealingswiththem?Doyoutrytoaccommodatetheirrequests?Doyoulistentothemwhentheyspeak?Consistentrudecustomerserviceisareflectionnotasmuchontheemployeeasonmanagement.U8:TextBEffectiveCustomerServiceTipsforManagers3

(2)Knowyourcustomers.Ifaregularcustomercameintoyourfacility,wouldyourecognizethem?Couldyoucallthembyname?Allofusliketofeelimportant;callingsomeonebynameisasimplewaytoletthemknowyouvaluethemascustomers.RecentlyIsignedonwithanewfitnesscenter.Ihadbeenamemberofanotheroneforthepasttenyears,renewingmymembershipeverysixmonthswhenthenoticearrived.Ihadbeenthinkingaboutchanging,joiningtheonenearermyhomeandwithmorestate-of-the-artequipment.Sowhentherenewalnoticecame,Ididn’trenew.Thatwaseightmonthsago.WasIcontactedbythefitnesscenterandaskedwhyIdidnotrenew?Didanyonetelephonemetofindoutwhyanestablishedcustomerwasnolongeramemberortotellmetheymissedme?NoandNo.Myguessistheydon’tevenknowtheylostalong-timecustomer,andapparentlywouldn’tcare.U8:TextBEffectiveCustomerServiceTipsforManagers4

(3)Letyourcustomersknowyou.Iftheyseeyou,wouldtheyrecognizeyou?Couldtheycallyoubyname?Avisiblemanagementisanasset.AtthePiccadillyCafeteriachain,thepicturesofthemanagerandtheassistantmanagerarepostedonawallatthefoodselectionlineanditisapolicythatthemanager’sofficeisplacedonlyafewfeetfromthecashier’sstandattheendofthatline,infullviewofthecus