unit 10 customer service lead-in reading: what is customer service? session1

Unit 10 Customer Unit 10 Customer ServiceService

Lead-in

Reading: What Is Customer Service?

Session1

Lead-in

Task 1

Task 2

Task 3

Section I

(1)Telephone service:

it will help the customer

know more information

about the product as well

as receive customer’s

complaints and help to

solve them as soon as

possible.

(2)Selling service: it is the

process of selling products

to customer, in which the

representatives should

know the needs and special

functions of the products so

that they can help

customers make the best

choice.

Task 1

(3)Customer service

questionnaire: it is be used

to survey customers’

satisfaction about the

products after purchasing.

Task 2Customer Service

Pre-sale Service In-sale Service Post-sale Service

introduction of commodities; providing information of the commodities; reception of customers; installation; packing up commodities; delivering commodities; displaying commodities

Pre-sale ServicePre-sale Service

In-sale ServiceIn-sale Service

Post-sale ServicePost-sale Service

Task 2

pre-sale services: providing information of the commodities; installation; displaying commodities;

in-sale services: reception of customers; packing up commodities;

post-sale services: delivering commodities

pre-sale services: providing information of the commodities; installation; displaying commodities;

in-sale services: reception of customers; packing up commodities;

post-sale services: delivering commodities

Task 3

Customer survey

It is a kind of customer polling to identify their level of satisfaction with an existing product, and to discover their express and hidden needs and expectations for new or proposed products.

It is a kind of customer polling to identify their level of satisfaction with an existing product, and to discover their express and hidden needs and expectations for new or proposed products.

Reading

Introductory Remarks

Warm up Discussion

Intensive Reading

Section Ⅱ

Practice

Customer service is an organization’s ability to satisfy their customers’ wants and needs. Excellent customer service is the ability of an organization to constantly and consistently exceed the customers’ expectations. Businesses are dependent on customers to survive in such a competitive world. Customers are the foundation of any business, without which a business simply wouldn’t exist.

Introductory Remarks

1 Before you read, work in pairs and discuss the following questions.

(1)What is your understanding of customer services?

(2) What role do you think customer services play in our lives?

Warm up Discussion

Customer service is a series of activities designed to exceed the level of customer’s satisfaction— that is, the feeling that a commodity or service has met the customer’s expectations.

Customer service is normally a vital part of an organization’s customer value proposition (1), since a company’s most important property is its customers, without whom a company would not and could not exist in business. When a company is trying to satisfy its customers, it not only wins more business chances, but inspires its customers to recommend it to their friends and associates (2). Furthermore, increasing competition is forcing businesses to pay much more attention to satisfying customers by providing excellent customer service. From that perspective, a customer, the lifeblood of every business, deserves the most courteous* attention we can give him (3) .

What Is Customer Service?

Accepting this idea means expanding our thinking about customer service. If we are going to constantly and consistently exceed customers’ expectations, we have to identify that an excellent customer service is 60 percent attitude, 40 percent skills and knowledge (4).

Actually, how the percentages are proportioned* is a matter of opinion (5), but the point is that your interest and enthusiasm* in serving customers is a very important part of excellent customer service (6). Without the right attitude, you cannot succeed in customer service. It shows in how you treat each customer as though he or she is your best and only customer. And it shows in the way you take your work seriously. You cannot simply go though the motions of good customer service, pretending to care about customer and their expectations. You have to feel it. You have to have a desire to be genuinely helpful to customers.

And these are the very same qualities your customers look for in effective service representatives ， who are approachable* and friendly as well as show kindness and consideration for customers (7). How effectively and skillfully do you meet customer needs and satisfaction? Like any other profession, successful customer service involves a certain degree of training and book knowledge as well as how you put them to work each day to improve the relationship between your company and its customers. Customer satisfaction can be substantially* enhanced if you ponder the double-meaning of the word “satisfaction” (8): pleasure and pleasant fulfillment. Here are a few tips that can help you strike a balance (9): Listen between the lines. In order to satisfy customer needs most effectively, you have to keep your service radar turned constantly. Engage customers in conversation (10). Be observant. Pick up nuances*.

Pinpoint service opportunities. Ordinary service is easily available. Unique and special service is rare, long appreciated, and never forgotten.

Ask and learn. It’s been said that a thoughtful question is the beginning of wisdom. This applies to service needs as well as knowledge in general.

Be refreshingly different. Where customer service is involved one-upmanship* can make all the difference (11). Offer treatment not likely to be copied elsewhere.

As far as customers are concerned, there is no distinction between you, as the person who is providing the service, and your company (12). Customers always fill out a mental comment card. Every time the customer deals with your business, a new impression is left, and each new impression is more important than the impressions that came before.

Just as parents of young children tend to their young breeds every need, businesses should focus on the needs of their customers (13). It makes no difference if your business offers a unique service, or multiple products. The bottom line is that the quality of customer service can ultimately decide whether a business will flourish or fail (14) .

TranslationTranslationTranslationTranslation

Text analysis

1) Customer service is normally a vital part of an organization’s customer value proposition .

客服是公司的客户价值理念的重要组成部分。

Word studyWord studyWord studyWord study

proposition: an offer or idea, usually in businesse.g.: He wrote to me last week regarding a business proposition he thought might interest me.

proposition: an offer or idea, usually in businesse.g.: He wrote to me last week regarding a business proposition he thought might interest me.

Text analysis

2) but recommend you to friends and associates.

而是将公司产品推荐给朋友和熟人。

recommend sb. / sth. to …: praise sth. as suitable for a purpose

e.g. I wouldn’t recommend you to go there alone.




Text analysis 3) a customer, the lifeblood of every business, deserves the most courteous attention we can give him.

作为每一个商业的生命之源，顾客值得拥有我们所能提供的最周到细致的服务。

courteous: polite and respectful;

e.g. Although she often disagreed with me, she was always courteous.


Text analysis

4) we have to identify that an excellent customer service is 60 percent attitude, 40 percent skills and knowledge.

我们必须意识到，优质的客服取决于 60%的态度加上40%的技巧和知识。

identify: to recognize a problem, need, fact, etc. and to show that it exists e.g.: The research will be used to identify training needs.



Text analysis

5) how the percentages are proportioned is a matter of opinion

比例如何分配取决于想法。


6) but the point is that your interest and enthusiasm in serving customers is a very important part of excellent customer service.

关键是你对客服的兴趣和热情是优质客服的重要因素。

enthusiasm: strong feeling of admiration or interest; great eagerness.

e.g.: His enthusiasm made everyone else interested.


Text analysis


Text analysis

7) …who are approachable and friendly as well as show kindness and consideration for customers: …who are easy-going, friendly and kindly think about customer’s feeling.

show consideration for sth./sb.: express or show kindness and thinking of sth./sb.’s situation

e.g.: Could you turn your music down and show a little consideration for the neighbours!



Text analysis8) Customer satisfaction can be substantially enhanced if you ponder the double-meaning of the word “satisfaction”

Customer satisfaction can be greatly increased if you think carefully about the double-meaning of the word “satisfaction”.

substantially: considerably; greatly; to a large degree.e.g.: The new rules will substantially change how we do things.

AnalysisAnalysisAnalysisAnalysis

Text analysis

9) Here are a few tips that can help you strike a balance.

这里有些建议帮你找到两全其美的办法。

strike a balance: find a sensible middle point between two demands, extremese.g.: It was difficult to strike the right balance between

justice and expediency.



Text analysis

10) Engage customers in conversation.

与顾客进行对话。

engage sb. in sth.: cause sb. to take part in or be occupied in sth.e.g.: I engaged him in conversation.




Text analysis

11) Where customer service is involved one-upmanship can make all the difference.

一流的客户服务能够产生与众不同的效果。

one-upmanship: art of getting and keeping the advantage over other people.e.g.: If goods are not well made the company could not be one-upmanship in a long term.



Text analysis

12) As far as customers are concerned, there is no distinction between you, as the person who is providing the service, and your company.

对于顾客而言，提供服务的员工代表了企业，二者没有区别。

as far as … be concerned: in the way, or to the extent, that sb./ sth. is involved or affected.e.g.: The rise in interest rates will be disastrous as far as small firms are concerned.


13) Just as parents of young children tend to their young breeds every need, businesses should focus on the needs of their customers.

正如幼儿的父母细致满足孩子的每一个需求一样，商业也应该着重考虑顾客的需求。

tend to: to deal with the problems or needs of a person or thinge.g.: Would you mind waiting? I'm tending to another customer at the moment.


Text analysis



Text analysis

14) The bottom line is that the quality of customer service can ultimately decide whether a business will flourish or fail.

归根结底，客服的质量最终将决定一个企业的兴衰成败。

the bottom line: the most important fact in a situatione.g.: The bottom line is that we need another ten thousand dollars to complete the project.


2 Read the text and finish the following comprehensive tasks.

1) What is customer service?2) How do we define excellent customer service?3) What is the relationship between the service representative and the company? 4) Explain how to perform excellent customer services according to the text.5) In what sense are customer services regarded as crucial to the businesses?

Practice

(1) Customer service is a series of activities designed to exceed the level of customer’s satisfaction — that is, the feeling that a commodity or service has met the customer’s expectations.

(2) An excellent customer service is 60 percent attitude, 40 percent skills and knowledge.

(3) There is no distinction between them, since they stand for each other.

(4) Successful customer service involves a certain degree of training and book knowledge as well as how you put them to work each day to improve the relationship between your company and its customers.

(5) The quality of customer service can ultimately decide whether a business will flourish or fail.

Keys for comprehensive tasksKeys for comprehensive tasks

(1) Customer services include pre-sale services and post-sale services.

(2) Customer service plays an important role in business. (3) Employee’s performance in customer service doesn’t stand for

the company. (4) Customers always fill out a mental comment card, which is not

important for the business. (5) The quality of customer service can ultimately decide whether a

business will flourish or fail.

3 Read the text again and decide if the following statements are true (T) or false (F).

F

T

T

F

F

unit 10 customer service lead-in reading: what is customer service? session1

Documents

excellent customer service

customer service questionnaire

customer survey

customers expectations

productsto customer

discussioncustomer service

kind of customer polling

commodities task