PART 1　客户忠诚度

题目

Do you think customers can remain loyal to a company？ 你认为客户会保持对一家公司的忠诚度吗？

思路点拨

思路1　

思路2　

回答范例

范例1　It depends on the quality of the products and services that companies provide.If the quality is superior to the competitors’ and they can take flexible measures to tackle every problem，including the complaints and the mistakes，then the customers will maintain their loyalty to the companies.

这取决于公司的产品和服务质量。如果其质量高于其竞争对手的，且能够采取灵活的手段来处理每一个问题，包括投诉和失误，那么客户将会保持他们对公司的忠诚度。

范例2　Whether customers will remain loyal to a company totally relies on the communication and interaction between the company and the customers.Benign interaction will let customers feel the caring service of the company.But if the company fails to communicate with customers on a long-term basis，it will lose customer loyalty.

客户是否会保持对公司的忠诚度完全取决于公司和客户的沟通互动。良性互动会让客户感受到公司的贴心服务；但如果公司长期不与客户沟通，就会失去客户忠诚度。

亮点词汇

superior adj.（在品质上）更好的

rely on 依靠

interaction n.互动

benign adj.良性的

PART 2　改进服务

题目

What is important when aiming to improve customer service？　为了改进客户服务，什么是重要的？

·customer service staff　·客户服务人员

·service speed　·服务速度

·...　·……

思路点拨

思路1

论点1：客户服务人员——有助于树立一个积极的企业形象

论点2：服务速度——有助于提高客户满意度

✧论点3：定制服务——根据客户需求量身定制

思路2

论点1：客户服务人员——服务人员的服务质量是客户忠诚度的保证

论点2：服务速度——服务速度决定了工作效率

✧论点3：

回答范例

范例1　Improving customer service is necessary for every company，so here are the points that companies should take into consideration.

Firstly,the customer service staff are positioned in the front line of customer service and they will help to project a positive corporate image,so they are supposed to be competent and qualified when proffering customer service.

Secondly,service speed will certainly help enhance customer satisfaction and attract more potential customers.

Finally,customer service should be tailored to individual customer needs.

改进客户服务对每家公司来说都是必要的，所以这里有几点是公司应该考虑到的。

首先，客户服务人员处于客户服务的第一线，他们有助于树立一个积极的企业形象。所以，在提供客户服务时，他们应该具备一定的能力和资格。

其次，服务速度肯定有助于提高客户满意度，从而吸引更多的潜在顾客。

最后，客户服务应该根据客户的个人需求量身定制。

提问

Q1：What qualities should a customer service staff member have？ 一名合格的客服人员应该具备什么品质？

A：Patience and enthusiasm are qualities that every customer service staff member should have.耐心、热情是每名客服人员都应该具备的品质。

Q2：How to increase service speed？ 如何提高服务速度？

A：Certain training is necessary to increase staff’s service speed.Companies should provide training to most of the staff.为了提高员工的服务速度，一定的培训是必要的。公司应该对大部分员工进行培训。

范例2　When you are improving customer service，certain things have to be taken into consideration.

First of all,the service quality of customer service staff is the guarantee of customer loyalty.Customers will choose a company as long as they are satisfied with the service of its staff.

Secondly,service speed determines efficiency.Staff have to speed up their work so they can keep pace with other co-workers.

Finally,professional training is the guarantee of first-rate service.Staff can apply what they have acquired in training to their work,and it also helps staff with their own growth.

当你在改进客户服务时，某几点必须要考虑到。

首先，客服人员的服务质量是客户忠诚度的保证。只要客户对员工的服务满意，他们就会选择那家公司。

其次，服务速度决定了工作效率。员工必须加快他们的工作速度，这样才能跟上其他同事的步伐。

最后，专业的培训是优质服务的保证。员工可以将培训中学到的知识运用到工作中，这也有助于员工的个人成长。

提问

Q1：What kind of training should the company provide for staff？ 公司应该为员工提供什么样的培训？

A：The training should include language and communication skills，etc.培训应包括语言、沟通技巧等内容。

Q2：What benefits outside of work can staff get from training？ 在工作之外，员工能从培训中获得哪些好处？

A：They will gain more confidence and social skills in their social life，and probably will make more friends.他们会在社交生活中获得更多的自信和社交技能，也可能会交到更多的朋友。

亮点词汇

in the front line 在第一线

proffer v.提供

tailor v.专门制作

keep pace with 保持步调一致

PART 3　服装店经营不善(www.daowen.com)

题目

A Clothing Store’s Bad Performance

You work for a clothing store.Compared with its online sales,the physical store’s performance was really poor.You have been asked to make recommendations about that.

Discuss and decide together:

·What may be the reasons?

·What actions should you take?

服装店经营不善

你在一家服装店工作。与其线上的销量相比，实体店的销量真的很不理想。你需要对此提出建议。

一起讨论并决定：

·原因可能是什么？

·你应该采取什么措施？

思路点拨

话题1：

话题2：

回答范例

A:Our store really had a tough year.

B:Yeah.I have to come up with some recommendations to the head office.

A:Oh,really? Do you have a train of thought?

B:I mean,we have to talk about the reasons for the poor performance,right? Some customers who used to purchase in-store choose online stores,because online shopping is more convenient.

A:Well,that makes sense.Have you thought about the service? I always think that the in-store service is not good,and the customers’ experience is poor.

B:It could be one of the reasons.Or maybe it’s the price.It’s too high.I certainly couldn’t afford it anyway.

A:You’re right.So we have to think about the solutions,right?

B:Yes,we can carry out a series of promotional activities,such as a 20％ discount on two items to attract customers.

A:Not a bad idea.We can also improve the service quality and perfect the shopping experience of customers.

B:I like it.Thank you for helping me.I couldn’t have come up with these ideas without you,pal.

A:You’re welcome.

A：我们店这一年过得真的很艰难。

B：是啊，我得向总部提出一些建议。

A：哦，真的吗？你有什么想法吗？

B：我想，我们必须谈谈业绩不佳的原因，对吧？一些过去在实体店购物的顾客选择了在网店购物，因为网上购物更方便。

A：嗯，有道理。你考虑过服务问题吗？我一直认为店里的服务不周到，顾客体验差。

B：这可能是原因之一。也可能是价格的问题，价格太高了，反正我肯定买不起。

A：你说得对。所以我们必须考虑解决方案，对吧？

B：对，我们可以开展一系列的促销活动，比如用两件商品打八折来吸引顾客。

A：这主意不错。我们也可以提高服务质量，让顾客获得最好的购物体验。

B：说得不错。谢谢你帮助我。没有你我是想不出这些点子的，伙计。

A：不用客气。

提问

·How can the store improve its service quality？ 这家店怎样才能提高它的服务质量？

It can conduct a series of training for its staff or replace them with a group of more qualified employees.它可以对员工进行一系列的培训，或者换一批能力更强的员工。

·What is the best way to carry out promotion activities？ 开展促销活动的最佳方式是什么？

Advertising on TV and the Internet is always the best way，but a lot of stores can’t afford it.So I think street promotion is a good idea for most stores.在电视和互联网上做广告总是最好的方式，但很多商店负担不起。所以我认为街头促销对大多数商店来说是一个好主意。

亮点词汇

tough adj.艰难的

head office 总公司

a train of thought 思路

perfect v.使完善

拓展例句

When dealing with customers,it is important to understand their needs and wants.This is the first step of customer service.If a company knows the needs and wants of its customers,it may know what to offer and how to serve them,thus they will buy the company’s products.

在与顾客打交道时，了解他们的需求和期望是很重要的。这是客户服务的第一步。如果一家公司了解顾客的需求和期望，它就会知道该提供什么、如何为他们服务，这样客户也就会购买该公司的产品。

商务背景知识扩展

Customer Service

·What Is Customer Service?

Customer service is the direct one-on-one interaction between a consumer making a purchase and a representative of the company that is selling a product.Most retailers see this direct interaction as a critical factor in ensuring customer satisfaction and encouraging repeat business.

Even today,when much of customer service is handled by automated self-service systems,the option to speak to a human being is necessary to most businesses.It is a key aspect of servant-leadership.

·Understanding Customer Service

Behind the scenes,in most companies,there are people who never meet or greet those who buy their products.The customer service representatives are the ones who have direct contact with the buyers.The buyers’ perceptions of the company and the product are shaped in part by their experience in dealing with those representatives.

客户服务

·什么是客户服务？

客户服务是进行购买的消费者和销售该产品的公司代表之间的直接一对一的互动。大多数零售商认为这种直接的互动是确保顾客满意度和培养回头客的关键因素。

即使在今天，大部分客户服务是由自动自助服务系统处理的，选择与人交谈对大多数企业来说也是必要的。这是服务型领导品质的一个关键方面。

·理解客户服务

在大多数公司的幕后，有人从来没有见过或者问候过购买他们产品的人。客户服务代表是与买家直接接触的人。买家对公司和产品的看法，在一定程度上是根据他们与那些服务代表打交道的经验形成的。