商務(wù)英語(yǔ)閱讀（第3冊(cè)）（第二版）課件 Unit 8 Customer service

商務(wù)英語(yǔ)閱讀3UNIT8CUSTOMERSERVICELearningObjectivesLearnwhatcompaniesshouldfocusonwhentheytrytogetthereasonswhycustomersbuyacertainproduct.

Understandtherelationshipbetweenthetheoryofjobstobedoneandthetheoryofdisruptiveinnovation.

Explorewhatplaysacrucialroleinimprovingcustomerserviceandcustomerloyalty.CONTENTS01.TextA02.

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

adj.extremelygreatorsurprising大得驚人的，令人吃驚的(CET6;IELTS;GRE)

Thefinancialimpactonthetownwasstaggering.WordsandExpressionshit-or-miss(orhit-and-miss)adj.notdoneinacarefulorplannedwayandthereforenotlikelytobesuccessful粗制濫造的；時(shí)好時(shí)壞Thecampaignwasratherahit-and-missaffair.WordsandExpressionscorrelationn.

aconnectionbetweentwothingsinwhichonethingchangesastheotherdoes相互關(guān)系；相關(guān)；關(guān)聯(lián)(CET6;IELTS;GRE)

Thereisadirectcorrelationbetweenthebest-knownbrandsandthebest-sellingbrands.WordsandExpressionshomeinon:

todirectyoureffortsorattentiontowardsaparticularfaultorproblem將注意力集中于（某一缺陷或問題）Hehomedinontheoneweaklinkintheargument.WordsandExpressionscrummyadj.

ofverybadquality劣質(zhì)的；低劣的；糟糕的Mostofhissongsareprettycrummy.WordsandExpressionsdisruptiveadj.

causingproblems,noise,etc.sothatsth.cannotcontinuenormally引起混亂的；擾亂性的；破壞性的(CET4;CET6;IELTS;GRE)

Theprocessofimplementingthesechangescanbeverydisruptivetoasmallcompany.WordsandExpressionscondominiumn.

(orcondo)anapartmentbuildinginwhicheachflat/apartmentisownedbythepersonlivinginitbutthebuildingandsharedareasareownedbyeveryonetogether;aflat/apartmentinsuchabuilding公寓（套房私有，其他地方屬業(yè)主共有）；一套公寓住房

(GMAT)

Thisisparticularlytrueinthecondominiummarket,wherecarefulshopperscanpickuparealbargain.WordsandExpressionssplash…across/over…:toputaphotograph,newsstory,etc.inaplacewhereitwillbeeasilynoticed把（照片、新聞報(bào)道等）安排在顯著位置；在突出位置刊載Thegunman’spicturewassplashedacrossthefrontpage.WordsandExpressionsscramble

vt.

totrytodosomethingdifficultveryquickly倉(cāng)促完成（困難的事）(CET6;TEM4;GRE)

Theywerescramblingtogivetheimpressionthatthesituationwasincontrol.WordsandExpressionspiece…together:tousealltheinformationyouhaveaboutasituationinordertodiscoverthetruthaboutit把（所有事實(shí)或信息）拼湊起來(lái)Herearlylifehasbeenpiecedtogetherfromseveraldifferentsources.WordsandExpressionshypothesize

v.

tosuggestapossibleexplanationthathasnotyetbeenprovedtobetrue假設(shè)，假定(GRE;GMAT)

Ihavelonghypothesizedaconnectionbetweenthesefactors.WordsandExpressionshingeon/upon…:

(ofanaction,aresult,etc.行動(dòng)、結(jié)果等)todependonsth.completely有賴于；取決于Hissuccesshingesonhowwellhedoesattheinterview.WordsandExpressionscustodyn.

thelegalrightordutytotakecareoforkeepsb./sth.;theactoftakingcareofsth./sb.監(jiān)護(hù)；保管；監(jiān)護(hù)權(quán)；保管權(quán)(CET6;TEM4)

Thebankprovidessafecustodyforvaluables.WordsandExpressionsdevelopmentn.

apieceoflandwithnewbuildingsonit新建住宅區(qū)；新開發(fā)區(qū)(CET4;TEM4)

Theformercroplandhasbeenturnedintohousingdevelopmentsandshoppingmalls.

WordsandExpressionsdifferentiatev.

torecognizeorexpressthedifferencebetweenthingsorpeople區(qū)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麥肯錫公司，世界級(jí)領(lǐng)先的全球管理咨詢公司，由美國(guó)芝加哥大學(xué)商學(xué)院教授詹姆斯·麥肯錫于1926年在美國(guó)創(chuàng)建。自1926年成立以來(lái)，公司的使命就是幫助領(lǐng)先的企業(yè)機(jī)構(gòu)實(shí)現(xiàn)顯著、持久的經(jīng)營(yíng)業(yè)績(jī)改善，打造能夠吸引、培育和激勵(lì)杰出人才的優(yōu)秀組織機(jī)構(gòu)。NotesonTextA2.MarchMadness(NCAAMarchMadness):ThebrandingusedforcoverageoftheNCAADivisionIMen’sBasketballTournamentthatisjointlyproducedbyCBSSports,thesportsdivisionoftheCBStelevisionnetwork,andTurnerSports,thesportsdivisionoftheTurnerBroadcastingSystemintheUnitedStates.通稱的NCAA錦標(biāo)賽，即美國(guó)大學(xué)體育總會(huì)（NCAA）一級(jí)聯(lián)賽（DivisionI）男籃錦標(biāo)賽，成立于1939年，是美國(guó)最大的全國(guó)性體育賽事之一。因?yàn)镹CAA錦標(biāo)賽的大部分比賽都在3月進(jìn)行，俗稱瘋狂三月。NotesonTextA3.disruptiveinnovation:Aninnovationthatcreatesanewmarketandvaluenetworkandeventuallydisruptsanexistingmarketandvaluenetwork,displacingestablishedmarketleadingfirms,productsandalliances.顛覆性創(chuàng)新，由哈佛大學(xué)教授克萊頓·克里斯坦森（ClaytonChristensen）于1997年的著作《創(chuàng)新的兩難》（Innovator’sDilemma）提出。NotesonTextA4.Cost-benefitanalysis(CBA):Sometimescalledbenefitcostanalysis(BCA),isasystematicapproachtoestimatingthestrengthsandweaknessesofalternatives(forexampleintransactions,activities,functionalbusinessrequirements);itisusedtodetermineoptionsthatprovidethebestapproachtoachievebenefitswhilepreservingsavings.NotesonTextATheCBAisalsodefinedasasystematicprocessforcalculatingandcomparingbenefitsandcostsofadecision,policyorproject.成本效益分析，是通過比較項(xiàng)目的全部成本和效益來(lái)評(píng)估項(xiàng)目?jī)r(jià)值的一種方法。成本效益分析作為一種經(jīng)濟(jì)決策方法，將成本費(fèi)用分析法運(yùn)用于政府部門的計(jì)劃決策之中，以尋求在投資決策上如何以最小的成本獲得最大的收益。NotesonTextABroadly,CBAhastwomainpurposes:1)Todetermineifaninvestment/decisionissound(justification/feasibility)—verifyingwhetheritsbenefitsoutweighthecosts,andbyhowmuch;2)Toprovideabasisforcomparingprojects—whichinvolvescomparingthetotalexpectedcostofeachoptionagainstitstotalexpectedbenefits.NotesonTextA5.focusgroup:Asmallgroupofpeople,speciallychosentorepresentdifferentsocialclasses,etc.,whoareaskedtodiscussandgivetheiropinionsaboutaparticularsubject.Theinformationobtainedisusedbypeopledoingmarketresearch,forexampleaboutnewproductsorforapoliticalparty.焦點(diǎn)小組（選自各階層，討論某專項(xiàng)問題；所得信息常為市場(chǎng)研究者或某政黨所用）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.近來(lái)，在麥肯錫公司進(jìn)行的一次民意調(diào)查中，84%的全球高管報(bào)告稱，創(chuàng)新對(duì)其發(fā)展戰(zhàn)略至關(guān)重要。但令人震驚的是，有94%的全球高管對(duì)其公司的創(chuàng)新表現(xiàn)感到不滿。Exercises2.Andthoughit’snosurprisethatcorrelationisn’tcausality,wesuspectthatmostmanagershavegrowncomfortablebasingdecisionsoncorrelations.相關(guān)性不是因果關(guān)系，這并不奇怪，但我們懷疑大多數(shù)管理者會(huì)因?yàn)榛谙嚓P(guān)性作出決策而感到放心。Exercises3.Afterdecadesofwatchinggreatcompaniesfail,we’vecometotheconclusionthatthefocusoncorrelation—andonknowingmoreandmoreaboutcustomers—istakingfirmsinthewrongdirection.經(jīng)過幾十年觀察大公司的失敗，我們得出的結(jié)論是，關(guān)注相關(guān)性——對(duì)客戶了解的越來(lái)越多——正使公司誤入歧途。Exercises4.Althoughthecompanyhaddoneacost-benefitanalysisofallthedetailsineachunit,itactuallyhadverylittleideawhatmadethedifferencebetweenatirekickerandaseriousbuyer.盡管公司已對(duì)每套住房的所有細(xì)節(jié)進(jìn)行了成本效益分析，但實(shí)際上對(duì)只問不買的人及有誠(chéng)意的買家之間的區(qū)別知之甚少。Exercises5.Whatwasstoppingbuyersfrommakingthedecisiontomove,hehypothesized,wasnotafeaturethattheconstructioncompanyhadfailedtoofferbutrathertheanxietythatcamewithgivingupsomethingthathadprofoundmeaning.他猜測(cè)，阻止買家作出搬家決定的原因并不是建筑公司沒有提供的特征，而是放棄具有深刻意義的東西所帶來(lái)的焦慮。ReinventingCustomerService—HowT-MobileachievedrecordlevelsofqualityandproductivityTextBWordsandExpressionsescalate

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

（使）逐步擴(kuò)大，不斷惡化，加劇(CET6;TEM8)

Thefightingescalatedintoafull-scalewar.WordsandExpressionsturnoverrate:theratioofthenumberofworkersthathadtobereplacedinagiventimeperiodtotheaveragenumberofworkers人員流動(dòng)率Theturnoverrateamongstpermanentemployeesisquitelow.

WordsandExpressionsrepertoiren.allthethingsthatapersonisabletodo

（某人的）全部才能，全部本領(lǐng)(CET6;TEM8)

Thishasbeenoneofthemostsuccessfuldessertsinmy

repertoire.WordsandExpressionsshacklev.topreventsbfrombehavingorspeakingastheywant

束縛；阻撓；羈絆(CET6+)

Industrialprogressisbeingshackledbyamassofregulations.

WordsandExpressionschurnrate:thenumberofpeoplewhostopusingaproductandchangetoanotherorwholeavethecompanytheyworkforandgotoanother

客戶流失率；員工流失率

Internetandcabletelevisioncompaniessufferfromahighchurnrate.

WordsandExpressionsattrition

n.whenpeopleleaveacompanyorcourseof

study

andarenot

replaced

自然減員，（人員的）自然流失(TEM8)

Staffreductionscouldbeachievedthroughattritionandearlyretirements.WordsandExpressions

(go)backtothedrawingboard:

tostartthinkingaboutanewwayofdoingsth.afterapreviousplanorideahasfailed

（失敗后）另起爐灶，從頭開始Thecurrentsystemjustisn’tworking—weneedtogobacktothedrawingboardandstartafresh.WordsandExpressionsgauge

v.

tomeasureor

calculate

somethingbyusingaparticularinstrumentor

method

〔用某種儀器或方法〕測(cè)量，測(cè)出(CET6;TEM8)

Thethermostatwillgaugethetemperatureandcontroltheheat.WordsandExpressionsportal

n.awebsitethatisusedasapointofentrytotheInternet,whereinformationhasbeencollectedthatwillbeusefultoapersoninterestedinparticularkindsofthings

門戶網(wǎng)站；入口站點(diǎn)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

（電等的）停供，斷供期AwindstorminWashingtoniscausingpower

outagesthroughouttheregion.WordsandExpressionssolicitv.

toasksbforsth.,suchassupport,moneyorinformation;totrytogetsth.orpersuadesbtodosth.

索求，請(qǐng)求……給予（援助、錢或信息）；征求；籌集(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是一家跨國(guó)移動(dòng)電話運(yùn)營(yíng)商，是德國(guó)電信的子公司，屬于Freemove聯(lián)盟。T-Mobile在西歐和美國(guó)運(yùn)營(yíng)GSM網(wǎng)絡(luò)，并通過金融手段參與東歐和東南亞的網(wǎng)絡(luò)運(yùn)營(yíng)。該公司擁有1.09億用戶，是世界上最大的移動(dòng)電話公司之一。NotesonTextB2.Mercer:Mercerisaglobalconsultingleaderintalent,health,retirement,andinvestments.Mercerhelpsclientsaroundtheworldadvancethehealth,wealth,andperformanceoftheirmostvitalasset–theirpeople.Mercer’smorethan20,500employeesarebasedinmorethan40countries,andweoperateinmorethan130countries.NotesonTextBMercerisawhollyownedsubsidiaryof

Marsh&McLennanCompanies

(NYSE:MMC),aglobalteamofprofessionalservicescompaniesofferingclientsadviceandsolutionsintheareasofrisk,strategy,andhumancapital.美世咨詢公司，總部位于美國(guó)紐約，是世界最大的人力資源管理咨詢機(jī)構(gòu)，同時(shí)是世界最大的機(jī)構(gòu)金融投資顧問，服務(wù)全球超過130個(gè)國(guó)家，是一家精算領(lǐng)域的全球領(lǐng)先者。NotesonTextB3.NPS(NetPromoterScore):Ameasureusedtogaugecustomerloyalty,satisfaction,andenthusiasmwithacompany.凈推薦值，又稱凈促進(jìn)者得分，亦可稱口碑，是一種計(jì)量某個(gè)客戶將會(huì)向其他人推薦某個(gè)企業(yè)或服務(wù)可能性的指數(shù)。它是最流行的顧客忠誠(chéng)度分析指標(biāo)，專注于顧客口碑如何影響企業(yè)成長(zhǎng)。通過密切跟蹤凈推薦值，企業(yè)可以讓自己更加成功。NotesonTextB4.Chattanooga:

An

industrial

cityin

southeast

TennesseeintheUS.Itwasthe

scene

of

fierce

fighting

duringthe

American

Civil

War.查塔努加（美國(guó)田納西州東南部城市）DiscussionWhatisimportantwhendealingwithcustomercomplaints?ExercisesII.ReadingComprehension1.Whichofthefollowingisnotthereasonwhycustomerserviceworkersquitthejob?

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

A.Theymanagespecificaccountsinagivenlocale.B.Theyaretrainedandencouragedtominimizetheha