阅读理解。
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 researchers, that customers
receiving good service will promote business by telling up to 12 other people; those treated badly tell
tales of worse 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 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 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 coupon as an unexpected “thank you” to regular customers; and
always returning calls, even when they are complaints.
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. The 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 _______.
A. complaining customers are hard to satisfy
B. unsatisfied customers receive better service
C. satisfied customers catch more attention
D. well-treated customers promote business
2. The writer mentions “phone rage” (Paragraph 3) to show that ________.
A. customers often use phones to express their anger
B. people still prefer to buy goods online
C. customer care becomes more demanding
D. customers rely on their phones to obtain services
3. What does the writer recommend to create customer delight?
A. Calling customers regularly.
B. Giving a “thank you” note.
C. Delivering a quicker service.
D. Promising more gifts.
4. Customer delight is important for airlines because ________.
A. their telephone style remains unchanged
B. they are more likely to meet with complaints
C. the services cost them a lot of money
D. the policies can be applied to their staff
5. Which of the following is conveyed in this article?
A. Face-to -face service creates comfortable feelings among customers.
B. Companies that promise more will naturally attract more customers.
C. A company should promise less but do more in a competitive market.
D. Customer delight is more important for air lines than for banks.

查看答案