1、Unit 8Customer ServiceText AText BExerciseCulture TourWarming upWords&ExpressionsWords&Expressions staggering adj.extremely great or surprising大得惊人的，令人吃惊的 The financial impact on the town was staggering.对这个城镇造成的经济影响令人惊诧。Words&Expressions mitigate vt.to make a situation or the effects of something le
2、ss unpleasant,harmful,or serious减轻，缓解，缓和 The cost of getting there is mitigated by Sydneys offer of a subsidy.由于悉尼提供补助金，所以到那里的花费就减少了。Words&Expressions hit-or-miss(or hit-and-miss)adj.not done in a careful or planned way and therefore not likely to be successful 粗制滥造的；时好时坏 The campaign was rather a h
3、it-and-miss affair.那次运动欠缺周详的计划。Words&Expressions correlation n.a connection between two things in which one thing changes as the other does 相互关系；相关；关联 There is a direct correlation between the best-known brands and the best-selling brands.知名品牌和畅销品牌是有直接关联的。Words&Expressions home in on:to direct your
4、efforts or attention towards a particular fault or problem将注意力集中于（某一缺陷或问题）He homed in on the one weak link in the argument.他把注意力集中在论据中的一个薄弱环节。Words&Expressions crummy adj.of very bad quality 劣质的；低劣的；糟糕的 The house is so old and crummy its falling apart.那座房子太破旧，都开始坍塌了。Words&Expressions disruptive adj.
5、causing problems,noise,etc.so that sth.cannot continue normally引起混乱的；扰乱性的；破坏性的 The process of implementing these changes can be very disruptive to a small company.对于小公司来说，实行这些变革可能会带来灭顶之灾。Words&Expressions bolster vt.to improve sth.or make it stronger 改善；加强 Falling interest rates may help to bolster(
6、up)the economy.利率下降可能有助于激活经济。Words&Expressions condominium n.(or condo)an apartment building in which each flat/apartment is owned by the person living in it but the building and shared areas are owned by everyone together;a flat/apartment in such a building 公寓（套房私有，其他地方属业主共有）；一套公寓住房；公寓的单元Words&Expr
7、essionsThis is particularly true in the condominium market,where careful shoppers can pick up a real bargain.特别是在公寓市场，真正的购物者可以在那里仔细挑选一个真正的好价钱。Words&Expressions splash across/over:to put a photograph,news story,etc.in a place where it will be easily noticed 把（照片、新闻报道等）安排在显著位置；在突出位置刊载 The gunmans pict
8、ure was splashed across the front page.持枪歹徒的大幅照片刊登在头版上。Words&Expressions scramble vt.to try to do something difficult very quickly仓促完成（困难的事）They were scrambling to give the impression that the situation was in control.他们急于给人一种形势已在掌控中的印象。Words&Expressions piecetogether:to use all the information you
9、have about a situation in order to discover the truth about it把（所有事实或信息）拼凑起来 Her early life has been pieced together from several different sources.根据几个不同的资料来源，她的早期生活被拼凑整理了出来。Words&Expressions hypothesize v.to suggest a possible explanation that has not yet been proved to be true假设，假定 I have long hy
10、pothesized a connection between these factors.我一直以来就认为这些因素之间存在着某种关联。Words&Expressions hinge on/upon:(of an action,a result,etc.行动、结果等)to depend on pletely 有赖于；取决于 His success hinges on how well he does at the interview.他能否成功要看他在面试中的表现。Words&Expressions custody n.the legal right or duty to take care
11、of or keep sb./sth.;the act of taking care of sth./sb.监护；保管；监护权；保管权 The bank provides safe custody for valuables.这家银行提供对贵重物品的安全保管服务。Words&Expressions development n.a piece of land with new buildings on it 新建住宅区；新开发区 a new housing development 新建住宅区Words&Expressions differentiate v.to recognize or exp
12、ress the difference between things or people Its sometimes hard to differentiate one sample from another.区分 有时候很难把样品一个个区分开来。Words&Expressions specialize in:to become an expert in a particular area of work,study or business;to spend more time on one area of work,etc.than on others 专门研究（或从事）；专攻 The sh
13、op specializes in hand-made chocolates.这家商店专营手工制作的巧克力。Words&Expressions in-depth adj.very thorough and detailed 彻底的；深入详尽的 We will have an in-depth discussion about these three areas.我们将深入探讨这3个领域。Words&Expressions scrupulous adj.careful about paying attention to every detail 仔细的；细致的；一丝不苟的 The Board i
14、s scrupulous in its consideration of all applications for licenses.委员会对所有申请许可证的人予以审慎考虑。Words&Expressions backup n.extra help or support that you can get if necessary 增援；后援 We can use him as a backup if one of the other players drops out.如果有参赛者退出，我们可以用他作为替补。Words&Expressions telesales n.a method of s
15、elling things and taking orders for sales by telephone 电话销售；电话推销 Many people start their careers in telesales.许多人都是从干电话销售做起的。Words&Expressions route v.to send sb./sth.by a particular route 按某路线发送 Satellites route data all over the globe.卫星向全球各地传递信息。Words&Expressions seamlessly adv.with no spaces or
16、pauses between one part and the next（两部份之间）无空隙地，不停顿地 He has moved seamlessly from theory to practice.他已经顺利地实现了从理论到实践的过渡。Words&Expressions prime adj.a prime example of sth.is one that is typical of it 典型的；有代表性的 The building is a prime example of 1960s architecture.这座大楼是 20 世纪 60 年代的典型建筑。Words&Express
17、ions pickup n.an occasion when sb./sth.is collected 接人；收取物品；提货 Goods are delivered not later than noon on the day after pickup.货物递送不迟于收件后的第二天中午。Words&Expressions drop(off):to stop so that sb.can get out of a car,etc.;to deliver sth.on the way to somewhere else 中途卸客；中途卸货 Can you drop me near the bank
18、?你可以让我在银行附近下车吗？Words&Expressions peak adj.used to describe the highest level of sth.,or a time when the greatest number of people are doing sth.or using sth.最高度的；高峰时期的；巅峰状态的 It was a time of peak demand for the product.那是对该产品需求最旺的时期。Questions for discussion:1.What is customer service?2.What are good
19、 customer services?3.There are many different customer service methods in the business world.Can you think of any that a business can use to please its customers?4.What is important when dealing with customer complaints?Warming upPara.Main IdeaPara.1-9Focusing on correlation takes companies in the w
20、rong direction,and jobs-to-be-done theory tells how to create products and services that customers want to buy.Para.10-18With understanding of the job to be done,changes can be made to the offering.Hence business grows.StructureNotes McKinsey&Company:A worldwide management consulting firm.It conduct
21、s qualitative and quantitative analysis in order to evaluate management decisions across the public and private sectors.Widely considered the most prestigious management consultancy,McKinseys clientele includes 80%of the worlds largest corporations,and an extensive list of governments and non-profit
22、 organizations.麦肯锡咨询公司Notes March Madness(NCAA March Madness):The branding used for coverage of the NCAA Division I Mens Basketball Tournament that is jointly produced by CBS Sports,the sports division of the CBS television network,and Turner Sports,the sports division of the Turner Broadcasting Sys
23、tem in the United States.疯狂三月Notes disruptive innovation:An innovation that creates a new market and value network and eventually disrupts an existing market and value network,displacing established market leading firms,products and alliances.颠覆性创新Notes Cost-benefit analysis(CBA):Sometimes called be
24、nefit cost analysis(BCA),is a systematic approach to estimating the strengths and weaknesses of alternatives(for example in transactions,activities,functional business requirements);it is used to determine options that provide the best approach to achieve benefits while preserving savings.The CBA is
25、 also defined as a systematic process for calculating and comparing benefits and costs of a decision,policy or project.成本效益分析Notes Broadly,CBA has two main purposes:1)To determine if an investment/decision is sound(justification/feasibility)verifying whether its benefits outweigh the costs,and by ho
26、w much;2)To provide a basis for comparing projects which involves comparing the total expected cost of each option against its total expected benefits.Notes focus group:A small group of people,specially chosen to represent different social classes,etc.,who are asked to discuss and give their opinion
27、s about a particular subject.The information obtained is used by people doing market research,for example about new products or for a political party.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）ExerciseI.Reading Comprehension1.What can we learn from the case of Clayton Christensen?A.His demographic or psyc
28、hographic characteristics motivated him to buy the New York Times.B.He bought the paper for no particular purpose,and he just wanted to read it.C.There is no link between his demographic or psychographic characteristics and his purchase of the paper.D.When people travel by plane,they like reading a
29、newspaper.Exercise 2.Which of the following jobs is the one appearing unpredictably?A.Passing the time while waiting in line.B.Finding a more fulfilling career.C.Packing a healthful lunch for children to take to school.D.Dressing for an out-of-town business meeting after the suitcase was lost.Exerci
30、se 3.Which of the following is NOT true about the condos of the Detroit-area building company?A.Downsizers were their target customers.B.The company launched a good advertising campaign for the condos.C.The condos were visited by many customers,but didnt sell well.D.The lack of bay windows resulted
31、in the disappointing sales.Exercise 4.What does the underlined part in Para.12 mean?A.Someone who is very interested in buying something,asks lots of questions and buys it at last.B.Some who appears to be interested in buying and asks lots of questions but does not buy anything.C.Someone who is not
32、interested in buying anything at all.D.Someone who is hesitant about buying something.Exercise5.What can be inferred about“jobs to be done”?A.Understanding“jobs to be done”can help one company distinguish its products and services from the others.B.“Jobs to be done”is mainly about competitive respon
33、ses to innovation.C.Being intimately familiar with“jobs to be done”can help companies predict the danger they face.D.Like a large amount of information about the customers,insight of“jobs to be done”can help us understand the customer choice.ExerciseII.A.1-5:BDBCB6-10:CDBCA Exercise II.B 1.piece tog
34、ether 2.splashed across 3.end up 4.hinge on 5.fell short of 6.goes wrong 7.appeals to 8.bring in e up 10.spread outExerciseIII.1-5:BCCDB6-10:DABCAExercise IV.Translation 1.In a recent McKinsey poll,84%of global executives reported that innovation was extremely important to their growth strategies,bu
35、t a staggering 94%were dissatisfied with their organizations innovation performance.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。Exercise 2.And though its no surprise that correlation isnt causality,we suspect that most managers have grown comfortable basing decisions
36、on correlations.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。Exercise 3.After decades of watching great companies fail,weve come to the conclusion that the focus on correlation and on knowing more and more about customers is taking firms in the wrong direction.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
37、使公司误入歧途。Exercise 4.Although the company had done a cost-benefit analysis of all the details in each unit,it actually had very little idea what made the difference between a tire kicker and a serious buyer.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。Exercise 5.What was stopping buyers from m
38、aking the decision to move,he hypothesized,was not a feature that the construction company had failed to offer but rather the anxiety that came with giving up something that had profound meaning.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。Exercise V.Essay Questions 1.Why is innovation still
39、painfully hit-or-miss for most of the companies?Because most of the masses of customer data companies create is structured to show correlations,and focusing on correlation is taking the companies in the wrong direction.Exercise 2.What should companies focus on when they try to get the reasons why cu
40、stomers buy a certain product?What the customer hopes to accomplish,also called the job to be done.Exercise 3.What is the relationship between the theory of jobs to be done and the theory of disruptive innovation?The theory of jobs to be done was developed in part as a complement to the theory of di
41、sruptive innovation.Exercise 4.According to Moestas interviews,what stopped the customers from deciding to buy the new condos?The anxiety that came with giving up something that had profound meaning.Exercise 5.What made the sales of the company where Moesta worked increase while the market was plung
42、ing?The insight into the job the customers needed done.Para.Main IdeaPara.1-3Air China has now focused its call centers on sales and services.Para.4-10The reasons why Air China has adopted the advanced intelligent communications solutions of Avaya and the benefits of the new system.StructurePara.Mai
43、n IdeaPara.11-17Measures Air China has taken to enhance its service level and their effects.Para.18-19The goals that Air China has set for the development of telephone sales and service centers.Notes Air China:Air China Limited is the flag carrier and one of the major airlines of the Peoples Republi
44、c of China,with its headquarters in Shunyi District,Beijing.Air Chinas flight operations are based at Beijing Capital International Airport.In 2015,the airline carried 90 million domestic and international passengers with an average load factor of 80%.中国国际航空公司Notes Avaya:An American multinational te
45、chnology company headquartered in Santa Clara,California that specializes in Internet telephony,wireless data communications,and Customer Relationship Management(CRM)software.The company also provides business communication solutions for customers.Notes Avaya currently provides services to organizat
46、ions at over 1 million customer locations worldwide with operations divided globally in 5 regions and is ranked at#101 on Forbes Americas Largest Private Companies.亚美亚公司Notes IP communications:An easy,cost-effective way to give remote users to the intercom without investment of new cabling or hardwa
47、re.IP 通讯Exercise I.Essay questions 1.What are the advantages of eticket over ordinary ticket?With eticket,we can pay online or by bankcard instead of paying in person at a ticket office.Exercise 2.What are the benefits brought by the uniform,nationwide hot line?It will enhance the service of call ce
48、nters and improve customer satisfaction.3.Why did Air China choose Avayas customer contact center solution?The reasons are as follows:Firstly,Avaya provides total solutions that meet the requirements of Air China.Secondly,according to the business needs of Air China,Avaya has strengthened the safety
49、 and disaster recovery backup with multilevel disaster recovery solutions.Exercise Thirdly,as many users of Avaya are airline companies,Avaya has accumulated rich experiences in this field and possesses strong consulting capacity in planning and establishing telephone sales and service centers for A
50、ir China.Exercise 4.How does Avayas new system benefit the customers and Air China?With the new system,customers can get timely and personalized services,and Air China is able to save agent fee,and build up customer profile data,therefore laying a solid foundation for subsequent marketing and servic
