Unit 10 Customer Service

1. Lead-in Reading: What Is Customer Service? Unit 10 Customer Service Session1

2. Task 1 Task 2 Task 3 Lead-in Section I

3. Task 1 (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. (3)Customer service questionnaire: it is be used to survey customers’ satisfaction about the products after purchasing.

4. Task 2 Pre-sale Service In-sale Service Post-sale Service

5. 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

6. 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.

7. Introductory Remarks Practice Warm up Discussion Intensive Reading Reading Section Ⅱ

8. Introductory Remarks 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.

9. Warm up Discussion • 1 Before you read, work in pairs and discuss the following questions. • What is your understanding of customer services? • (2) What role do you think customer services play in our lives?

10. What Is Customer Service? 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).

11. 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.

12. And these are thevery same qualities your customers look for in effective service representatives，who are approachable* and friendly as well as show kindnessand 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*.

13. 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.

14. 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) .

15. 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。 Translation Word study proposition: an offer or idea, usually in business e.g.:He wrote to me last week regarding a business proposition he thought might interest me.

16. 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. Translation Word study

17. 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. Translation Word study

18. 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. Translation Word study

19. Text analysis 5) how the percentages are proportioned is a matter ofopinion 比例如何分配取决于想法。 Translation

20. Text analysis 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. Translation Word study

21. 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! Word study

22. Text analysis 8) 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. Analysis Word study

23. 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, extremes e.g.: It was difficult to strike the right balance betweenjustice and expediency. Translation Word study

24. 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. Translation Word study

25. 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. Translation Word study

26. Text analysis 12) As far as customers areconcerned, there is no distinction between you, as the person who is providing the service, and yourcompany. 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. Translation Word study

27. Text analysis 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 thing e.g.: Would you mind waiting? I'm tending to another customer at the moment. Translation Word study

28. 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 situation e.g.: The bottom line is that we need another ten thousand dollars to complete the project. Translation Word study

29. Practice 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 ascrucial to the businesses?

30. Keys for comprehensive tasks (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.

31. 3 Read the text again and decide if the following statements are true (T) or false (F). • (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. F T F F T