2．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 12other people； those treated badly tell tales of woe to up to 20people．Interestingly，80percent 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 （投资） 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 then．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 voucher （购物礼券）as an unexpected"thank you"to regular customers； and always returning calls，even when they are complaints．
Aiming for customer delight is all very well，but if services do not reach the high level promised，disappointment or worse will be the result．This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy （for example，"I know how you must feel"），and possible solutions （replacement，compensation or whatever fairness suggests best meets the case）．
Airlines face some of the toughest challenges over customer care．Fierce competition has convinced them at 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．They are trained to answer quickly，with their names，job title and a"we are here to help"attitude．The company has invested heavily in information technology to make sure that information is available instantly on screen．
British 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．
50．We can learn from Paragraph 2 thatD．
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
51．The writer mentions"phone rage"（Paragraph 3）to show thatC．
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
52．What does the writer recommend to create customer delight？C
A．Calling customers regular
B．Gibing a"thank you"note．．
C．Delivering a quicker service
D．Promising more gifts．
53．If a manager should show his empathy （Paragraph 6），what would be probably say？A
A．"I know how upset you must be．"
B．"I appreciate your understanding．"
C．"I'm sorry for the delay．"
D．"I know it's our fault．"
54．Customer delight is important for airlines becauseB．
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
55．Which of the following is conveyed in this article？C
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 then for banks．
分析 随着竞争的越来越激烈，对于消费者的争夺很多时候将会决定着一个企业的兴衰荣辱，那么如何搞好与消费者的关系呢？面对口味各异的顾客，作为企业又应该如何对待呢？文章是围绕这一话题展开．分析了各行如何提高顾客的满意程度的各种方法和措施．
解答 50．D 细节理解题．根据第二段第二行customers receiving good service will promote business by telling up to 12 other people；可知，受到优待的顾客会促进生意的发展．故选D．
51．C 推理判断题．根据第三段可知，随着人们从电话或网络中买到商品、得到服务，很多公司在信息技术和员工培训上投入大量资金，来应对消费者的投诉，由此可知，现在对商家而言如何处理消费者日益增多的投诉是非常必要和紧急的．故选C．52．C 细节理解题．根据第五段第2行under-promising and over-delivering （saying that a repair will be carried out within five hours，but getting it done within two．可知，提供更快的服务可以让顾客更满意．故选C．
53．A 细节理解题．根据第六段第3，4行（for example，"I know how you must feel"）可知，"我知道你有多难过"符合语境，故选A．
54．B 细节理解题．根据第七段Airlines face some of the toughest…while there is great potential for customers…可知，航空业由于各种原因面临的消费者投诉更多，所以对航空业而言，让消费者满意有着无可替代的重要性，故选B．
55．C 推理判断题．根据文章最后一段的…and it would be a foolish company that used slogans such as…可推断出，聪明的企业往往不会喊空口号，而是注重实际行动．所以要想获得顾客的满意应该少说多做．故选C．
点评 本文是政治经济类阅读，考查学生对细节的理解把握和推理判断能力，做题时一定要找到文章中的原句，和题干进行比较，再做出正确选择．在做推理判断题时不要以个人的主观想象代替文章的事实，要根据文章事实进行合乎逻辑的推理判断．
