High-quality customer service is preached(宣扬) by many, but actually keeping customers happy is easier said than done.
Shoppers seldom complain to the manager or owner of retail store, but instead will alert their friends, relatives, co-workers, strangers and anyone who will listen.
Store managers are often the last to hear complaints, and often find out only when their regular customers decide to frequent their competitors, according to a study jointly conducted by Verde group and Wharton school.
“Storytelling hurts retailers and entertains consumers.” Said Paula Courtney, president of the Verde group. “The store loses the customer, but the shopper must also find a replacement.”
On average, every unhappy customer will complain to at least four other, and will no longer visit the specific store for every dissatisfied customer, a store will lose up to three more due to negative reviews. The resulting “snowball effect” can be disastrous to retailers.
According to the research, shoppers who purchased clothing encountered the most problems. Ranked second and third were grocery and electronics customers.
The most common complaints include filled parking lots, cluttered(塞满了的) shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople.
During peak shopping hours, some retailers solved the parking problems by getting moonlighting local police to work as parking attendants. Some hired flag wavers to direct customers to empty peaking spaces. This guidance got rid of the need for customers to circle the parking lot endlessly, and avoided confrontation between those eyeing the same parking space.
Retailers can relieve the headaches by redesigning store layouts, pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions. Most importantly, salespeople should be diplomatic and polite with angry customers.
“Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly.” Said professor Stephen Hoch. “Maybe something as simple as a greeter at the store entrance would help.”
Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. Retailers are hard-pressed to improve when they have no idea what is wrong.
8. Why are store managers often the last to hear complaints?
A. Few customers believe the service will be improved.
B. Customers would rather relate their unhappy experiences to people around them.
C. Customers have no easy access to store managers.
D. Most customers won’t bother to complain even if they have had unhappy experiences.
9. Shop owners often hire moonlighting police as parking attendants so that shoppers .
A. can find their cars easily after shopping B. won’t have trouble parking their cars
C. can stay longer browsing in the store D. won’t have any worries about security
10. What contributes most to smoothing over issues with customers?
A. Design of the store layout. B. Hiring of efficient employees.
C. Manners of the salespeople. D. Huge supply of goods for sale.
11. To achieve better shopping experiences, customers are advised to .
A. voice their dissatisfaction to store managers directly
B. shop around and make comparisons between stores
C. settle their disputes with stores in a diplomatic way
D. put pressure on stores to improve their service
BBCA
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社会现象类阅读解题技巧:
这类文章通过写人记事来揭示文章的主题,显示其社会意义,一般采用顺序或倒叙来叙述。题目经常是一些细节问题。考查的方面可以是原因和其中引发的思考。阅读这类文章要理清思路。
1、浏览试题,明确要求。
在阅读文章前,最好先浏览一下文章后面的题干和选项。知道了问题后再去看文章,可使思路更敏捷,而且也便于阅读时留意文中出现的与选项有关的信息。
2、通读全文,抓住主要内容。
在不影响理解的前提下,尽可能地阅读以便在尽可能短的时间内理解文章或段落的内容。阅读时,如遇到不熟悉的单词、词组或一时看不懂的句子,不要停下来苦思冥想,继续读下去,通过上下文的词语和句子可能就理解了。
3、抓住中心思想和段落大意。
通读全文时,要特别注意主题句。每篇文章或每个段落都有与文章有关的句子,尤其是科技、政论性文章的主题句一般都在文章的开头或结尾,插在中间的很少。所以,文章的第一段或开头的第一、二个句子往往包含着文章的中心思想、作者的意图或全文的概述,因此要特别注意,彻底理解。
4、有针对性地仔细阅读,找寻所需信息。
在前面的基础上,可进行有针对性地阅读了。把与问题无关的内容一扫而过,而对于和问题有关的内容认真阅读,还可以用笔在下面做出记号。再把这些信息与问题的要求结合起来,逐条分析,综合判断,找出正确答案。
5、进行合理的推理判断。
对文章有了全面的了解之后,可以按照文章要求以及上下文之间的关系,做出推理判断。在进行推理判断的时候,需要综合考虑句型、语法、句子之间的逻辑关系、文化背景等方面的因素。
6、认真复读,验证答案。
要用全文的中心思想统帅各个题目,研究其内在联系和逻辑关系,并依次审核那些还未打上的题目,确保理解无误。
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