商务英语阅读（第3册）（第二版）课件 Unit 8 Customer service

商务英语阅读3UNIT8CUSTOMERSERVICELearningObjectivesLearnwhatcompaniesshouldfocusonwhentheytrytogetthereasonswhycustomersbuyacertainproduct.

Understandtherelationshipbetweenthetheoryofjobstobedoneandthetheoryofdisruptiveinnovation.

Explorewhatplaysacrucialroleinimprovingcustomerserviceandcustomerloyalty.CONTENTS01.TextA02.

TextB03.ChineseValuesKnowYourCustomers’“JobstoBeDone”TextAWarmingup1.Whatiscustomerservice?2.Whataregoodcustomerservices?3.Therearemanydifferentcustomerservicemethodsinthebusinessworld.Canyouthinkofanythatabusinesscanusetopleaseitscustomers?WordsandExpressionsstaggering

adj.extremelygreatorsurprising大得惊人的，令人吃惊的(CET6;IELTS;GRE)

Thefinancialimpactonthetownwasstaggering.WordsandExpressionshit-or-miss(orhit-and-miss)adj.notdoneinacarefulorplannedwayandthereforenotlikelytobesuccessful粗制滥造的；时好时坏Thecampaignwasratherahit-and-missaffair.WordsandExpressionscorrelationn.

aconnectionbetweentwothingsinwhichonethingchangesastheotherdoes相互关系；相关；关联(CET6;IELTS;GRE)

Thereisadirectcorrelationbetweenthebest-knownbrandsandthebest-sellingbrands.WordsandExpressionshomeinon:

todirectyoureffortsorattentiontowardsaparticularfaultorproblem将注意力集中于（某一缺陷或问题）Hehomedinontheoneweaklinkintheargument.WordsandExpressionscrummyadj.

ofverybadquality劣质的；低劣的；糟糕的Mostofhissongsareprettycrummy.WordsandExpressionsdisruptiveadj.

causingproblems,noise,etc.sothatsth.cannotcontinuenormally引起混乱的；扰乱性的；破坏性的(CET4;CET6;IELTS;GRE)

Theprocessofimplementingthesechangescanbeverydisruptivetoasmallcompany.WordsandExpressionscondominiumn.

(orcondo)anapartmentbuildinginwhicheachflat/apartmentisownedbythepersonlivinginitbutthebuildingandsharedareasareownedbyeveryonetogether;aflat/apartmentinsuchabuilding公寓（套房私有，其他地方属业主共有）；一套公寓住房

(GMAT)

Thisisparticularlytrueinthecondominiummarket,wherecarefulshopperscanpickuparealbargain.WordsandExpressionssplash…across/over…:toputaphotograph,newsstory,etc.inaplacewhereitwillbeeasilynoticed把（照片、新闻报道等）安排在显著位置；在突出位置刊载Thegunman’spicturewassplashedacrossthefrontpage.WordsandExpressionsscramble

vt.

totrytodosomethingdifficultveryquickly仓促完成（困难的事）(CET6;TEM4;GRE)

Theywerescramblingtogivetheimpressionthatthesituationwasincontrol.WordsandExpressionspiece…together:tousealltheinformationyouhaveaboutasituationinordertodiscoverthetruthaboutit把（所有事实或信息）拼凑起来Herearlylifehasbeenpiecedtogetherfromseveraldifferentsources.WordsandExpressionshypothesize

v.

tosuggestapossibleexplanationthathasnotyetbeenprovedtobetrue假设，假定(GRE;GMAT)

Ihavelonghypothesizedaconnectionbetweenthesefactors.WordsandExpressionshingeon/upon…:

(ofanaction,aresult,etc.行动、结果等)todependonsth.completely有赖于；取决于Hissuccesshingesonhowwellhedoesattheinterview.WordsandExpressionscustodyn.

thelegalrightordutytotakecareoforkeepsb./sth.;theactoftakingcareofsth./sb.监护；保管；监护权；保管权(CET6;TEM4)

Thebankprovidessafecustodyforvaluables.WordsandExpressionsdevelopmentn.

apieceoflandwithnewbuildingsonit新建住宅区；新开发区(CET4;TEM4)

Theformercroplandhasbeenturnedintohousingdevelopmentsandshoppingmalls.

WordsandExpressionsdifferentiatev.

torecognizeorexpressthedifferencebetweenthingsorpeople区分(CET6;TEM8;IELTS;GRE)

It’ssometimeshardtodifferentiateonesamplefromanother.StructuralAnalysisPara.MainIdeaPara.1-9Focusingoncorrelationtakescompaniesinthewrongdirection,andjobs-to-be-donetheorytellshowtocreateproductsandservicesthatcustomerswanttobuy.Para.10-18Withunderstandingofthejobtobedone,changescanbemadetotheoffering.Hencebusinessgrows.NotesonTextA1.McKinsey&Company:Aworldwidemanagementconsultingfirm.Itconductsqualitativeandquantitativeanalysisinordertoevaluatemanagementdecisionsacrossthepublicandprivatesectors.Widelyconsideredthemostprestigiousmanagementconsultancy,McKinsey’sclienteleincludes80%oftheworld’slargestcorporations,andanextensivelistofgovernmentsandnon-profitorganizations.NotesonTextA麦肯锡公司，世界级领先的全球管理咨询公司，由美国芝加哥大学商学院教授詹姆斯·麦肯锡于1926年在美国创建。自1926年成立以来，公司的使命就是帮助领先的企业机构实现显著、持久的经营业绩改善，打造能够吸引、培育和激励杰出人才的优秀组织机构。NotesonTextA2.MarchMadness(NCAAMarchMadness):ThebrandingusedforcoverageoftheNCAADivisionIMen’sBasketballTournamentthatisjointlyproducedbyCBSSports,thesportsdivisionoftheCBStelevisionnetwork,andTurnerSports,thesportsdivisionoftheTurnerBroadcastingSystemintheUnitedStates.通称的NCAA锦标赛，即美国大学体育总会（NCAA）一级联赛（DivisionI）男篮锦标赛，成立于1939年，是美国最大的全国性体育赛事之一。因为NCAA锦标赛的大部分比赛都在3月进行，俗称疯狂三月。NotesonTextA3.disruptiveinnovation:Aninnovationthatcreatesanewmarketandvaluenetworkandeventuallydisruptsanexistingmarketandvaluenetwork,displacingestablishedmarketleadingfirms,productsandalliances.颠覆性创新，由哈佛大学教授克莱顿·克里斯坦森（ClaytonChristensen）于1997年的著作《创新的两难》（Innovator’sDilemma）提出。NotesonTextA4.Cost-benefitanalysis(CBA):Sometimescalledbenefitcostanalysis(BCA),isasystematicapproachtoestimatingthestrengthsandweaknessesofalternatives(forexampleintransactions,activities,functionalbusinessrequirements);itisusedtodetermineoptionsthatprovidethebestapproachtoachievebenefitswhilepreservingsavings.NotesonTextATheCBAisalsodefinedasasystematicprocessforcalculatingandcomparingbenefitsandcostsofadecision,policyorproject.成本效益分析，是通过比较项目的全部成本和效益来评估项目价值的一种方法。成本效益分析作为一种经济决策方法，将成本费用分析法运用于政府部门的计划决策之中，以寻求在投资决策上如何以最小的成本获得最大的收益。NotesonTextABroadly,CBAhastwomainpurposes:1)Todetermineifaninvestment/decisionissound(justification/feasibility)—verifyingwhetheritsbenefitsoutweighthecosts,andbyhowmuch;2)Toprovideabasisforcomparingprojects—whichinvolvescomparingthetotalexpectedcostofeachoptionagainstitstotalexpectedbenefits.NotesonTextA5.focusgroup:Asmallgroupofpeople,speciallychosentorepresentdifferentsocialclasses,etc.,whoareaskedtodiscussandgivetheiropinionsaboutaparticularsubject.Theinformationobtainedisusedbypeopledoingmarketresearch,forexampleaboutnewproductsorforapoliticalparty.焦点小组（选自各阶层，讨论某专项问题；所得信息常为市场研究者或某政党所用）DiscussionWhatacompanyshoulddotoimprovecustomerservice?ExercisesI.ReadingComprehension1.WhatcanwelearnfromthecaseofClaytonChristensen?A.HisdemographicorpsychographiccharacteristicsmotivatedhimtobuytheNewYorkTimes.B.Heboughtthepaperfornoparticularpurpose,andhejustwantedtoreadit.C.Thereisnolinkbetweenhisdemographicorpsychographiccharacteristicsandhispurchaseofthepaper.D.Whenpeopletravelbyplane,theylikereadinganewspaper.Exercises2.Whichofthefollowingjobsistheoneappearingunpredictably?A.Passingthetimewhilewaitinginline.B.Findingamorefulfillingcareer.C.Packingahealthfullunchforchildrentotaketoschool.D.Dressingforanout-of-townbusinessmeetingafterthesuitcasewaslost.Exercises3.WhichofthefollowingisNOTtrueaboutthecondosoftheDetroit-areabuildingcompany?A.Downsizersweretheirtargetcustomers.B.Thecompanylaunchedagoodadvertisingcampaignforthecondos.C.Thecondoswerevisitedbymanycustomers,butdidn’tsellwell.D.Thelackofbaywindowsresultedinthedisappointingsales.Exercises4.WhatdoestheunderlinedpartinPara.12mean?A.Someonewhoisveryinterestedinbuyingsomething,askslotsofquestionsandbuysitatlast.B.Somewhoappearstobeinterestedinbuyingandaskslotsofquestionsbutdoesnotbuyanything.C.Someonewhoisnotinterestedinbuyinganythingatall.D.Someonewhoishesitantaboutbuyingsomething.Exercises5.Whatcanbeinferredabout“jobstobedone”?A.Understanding“jobstobedone”canhelponecompanydistinguishitsproductsandservicesfromtheothers’.B.“Jobstobedone”ismainlyaboutcompetitiveresponsestoinnovation.C.Beingintimatelyfamiliarwith“jobstobedone”canhelpcompaniespredictthedangertheyface.D.Likealargeamountofinformationaboutthecustomers,insightof“jobstobedone”canhelpusunderstandthecustomerchoice.ExercisesII.A1-5:BDBCB 6-10:CDBCA

ExercisesII.B1.piecetogether2.splashedacross3.endup4.hingeon5.fellshortof

6.goeswrong7.appealsto8.bringin9.comeup10.spreadoutExercisesIII.1-5:MDHGA

6-10:NJIOK

ExercisesIV.Translation1.InarecentMcKinseypoll,84%ofglobalexecutivesreportedthatinnovationwasextremelyimportanttotheirgrowthstrategies,butastaggering94%weredissatisfiedwiththeirorganizations’innovationperformance.近来，在麦肯锡公司进行的一次民意调查中，84%的全球高管报告称，创新对其发展战略至关重要。但令人震惊的是，有94%的全球高管对其公司的创新表现感到不满。Exercises2.Andthoughit’snosurprisethatcorrelationisn’tcausality,wesuspectthatmostmanagershavegrowncomfortablebasingdecisionsoncorrelations.相关性不是因果关系，这并不奇怪，但我们怀疑大多数管理者会因为基于相关性作出决策而感到放心。Exercises3.Afterdecadesofwatchinggreatcompaniesfail,we’vecometotheconclusionthatthefocusoncorrelation—andonknowingmoreandmoreaboutcustomers—istakingfirmsinthewrongdirection.经过几十年观察大公司的失败，我们得出的结论是，关注相关性——对客户了解的越来越多——正使公司误入歧途。Exercises4.Althoughthecompanyhaddoneacost-benefitanalysisofallthedetailsineachunit,itactuallyhadverylittleideawhatmadethedifferencebetweenatirekickerandaseriousbuyer.尽管公司已对每套住房的所有细节进行了成本效益分析，但实际上对只问不买的人及有诚意的买家之间的区别知之甚少。Exercises5.Whatwasstoppingbuyersfrommakingthedecisiontomove,hehypothesized,wasnotafeaturethattheconstructioncompanyhadfailedtoofferbutrathertheanxietythatcamewithgivingupsomethingthathadprofoundmeaning.他猜测，阻止买家作出搬家决定的原因并不是建筑公司没有提供的特征，而是放弃具有深刻意义的东西所带来的焦虑。ReinventingCustomerService—HowT-MobileachievedrecordlevelsofqualityandproductivityTextBWordsandExpressionsescalate

v.tobecomeormakesth.greater,worse,moreserious,etc.

（使）逐步扩大，不断恶化，加剧(CET6;TEM8)

Thefightingescalatedintoafull-scalewar.WordsandExpressionsturnoverrate:theratioofthenumberofworkersthathadtobereplacedinagiventimeperiodtotheaveragenumberofworkers人员流动率Theturnoverrateamongstpermanentemployeesisquitelow.

WordsandExpressionsrepertoiren.allthethingsthatapersonisabletodo

（某人的）全部才能，全部本领(CET6;TEM8)

Thishasbeenoneofthemostsuccessfuldessertsinmy

repertoire.WordsandExpressionsshacklev.topreventsbfrombehavingorspeakingastheywant

束缚；阻挠；羁绊(CET6+)

Industrialprogressisbeingshackledbyamassofregulations.

WordsandExpressionschurnrate:thenumberofpeoplewhostopusingaproductandchangetoanotherorwholeavethecompanytheyworkforandgotoanother

客户流失率；员工流失率

Internetandcabletelevisioncompaniessufferfromahighchurnrate.

WordsandExpressionsattrition

n.whenpeopleleaveacompanyorcourseof

study

andarenot

replaced

自然减员，（人员的）自然流失(TEM8)

Staffreductionscouldbeachievedthroughattritionandearlyretirements.WordsandExpressions

(go)backtothedrawingboard:

tostartthinkingaboutanewwayofdoingsth.afterapreviousplanorideahasfailed

（失败后）另起炉灶，从头开始Thecurrentsystemjustisn’tworking—weneedtogobacktothedrawingboardandstartafresh.WordsandExpressionsgauge

v.

tomeasureor

calculate

somethingbyusingaparticularinstrumentor

method

〔用某种仪器或方法〕测量，测出(CET6;TEM8)

Thethermostatwillgaugethetemperatureandcontroltheheat.WordsandExpressionsportal

n.awebsitethatisusedasapointofentrytotheInternet,whereinformationhasbeencollectedthatwillbeusefultoapersoninterestedinparticularkindsofthings

门户网站；入口站点Theweb

portal

hasundergoneremarkablechangessinceitwassetup.WordsandExpressionsassuredly

adv.certainly;definitely

肯定地；一定地(TEM4)Iammostassuredlyinfavour.WordsandExpressionsgeneralist

n.apersonwhohasknowledgeofseveraldifferentsubjectsoractivities

多面手；全才；通才(GRE)

Childrenofthisageneedspecialistratherthangeneralistteachers.

WordsandExpressionsoutage

n.

aperiodoftimewhenthesupplyofelectricity,etc.isnotworking

（电等的）停供，断供期AwindstorminWashingtoniscausingpower

outagesthroughouttheregion.WordsandExpressionssolicitv.

toasksbforsth.,suchassupport,moneyorinformation;totrytogetsth.orpersuadesbtodosth.

索求，请求……给予（援助、钱或信息）；征求；筹集(CET6；TEM4)

He’salready

solicitedtheirsupportonhealthcarereform.StructuralAnalysisPara.MainIdeaPara.1Problemsinthecustomerserviceinbigcompanies.Para.2-12ReinventionofT-Mobile’sserviceorganization.NotesonTextB1.T-Mobile:

T-Mobileisamultinationalcellphoneoperator.ItisasubsidiaryofDeutscheTelekomandispartoftheFreemovealliance.T-MobileoperatesGSMnetworksinWesternEuropeandtheUnitedStatesandisfinanciallyinvolvedinEasternEuropeandSoutheastAsia.With109millionsubscribers,thecompanyisoneofthelargestcellphonecompaniesintheworld.

NotesonTextBT-Mobile是一家跨国移动电话运营商，是德国电信的子公司，属于Freemove联盟。T-Mobile在西欧和美国运营GSM网络，并通过金融手段参与东欧和东南亚的网络运营。该公司拥有1.09亿用户，是世界上最大的移动电话公司之一。NotesonTextB2.Mercer:Mercerisaglobalconsultingleaderintalent,health,retirement,andinvestments.Mercerhelpsclientsaroundtheworldadvancethehealth,wealth,andperformanceoftheirmostvitalasset–theirpeople.Mercer’smorethan20,500employeesarebasedinmorethan40countries,andweoperateinmorethan130countries.NotesonTextBMercerisawhollyownedsubsidiaryof

Marsh&McLennanCompanies

(NYSE:MMC),aglobalteamofprofessionalservicescompaniesofferingclientsadviceandsolutionsintheareasofrisk,strategy,andhumancapital.美世咨询公司，总部位于美国纽约，是世界最大的人力资源管理咨询机构，同时是世界最大的机构金融投资顾问，服务全球超过130个国家，是一家精算领域的全球领先者。NotesonTextB3.NPS(NetPromoterScore):Ameasureusedtogaugecustomerloyalty,satisfaction,andenthusiasmwithacompany.净推荐值，又称净促进者得分，亦可称口碑，是一种计量某个客户将会向其他人推荐某个企业或服务可能性的指数。它是最流行的顾客忠诚度分析指标，专注于顾客口碑如何影响企业成长。通过密切跟踪净推荐值，企业可以让自己更加成功。NotesonTextB4.Chattanooga:

An

industrial

cityin

southeast

TennesseeintheUS.Itwasthe

scene

of

fierce

fighting

duringthe

American

Civil

War.查塔努加（美国田纳西州东南部城市）DiscussionWhatisimportantwhendealingwithcustomercomplaints?ExercisesII.ReadingComprehension1.Whichofthefollowingisnotthereasonwhycustomerserviceworkersquitthejob?

A.Theworkisnotchallenging.B.Thecareerpathsareverylimited.C.Theworkistooflexible.D.Theycannotgetmuchrecognition.Exercises2.WhichofthefollowingisnottrueaboutT-Mobilereps?

A.Theymanagespecificaccountsinagivenlocale.B.Theyaretrainedandencouragedtominimizetheha