Obtaining customer feedback

　　获取顾客的反馈意见

　　At a first step in boosting customer satisfaction, a company must compile feedback regarding its present performance.

　　加强顾客满意度的第一步，是公司必须收集顾客对公司现行运作的反馈意见。

　　By understanding the differences between satisfied and dissatisfied customers, a company can learn how to retain customers, how to get more business from existing customers, and how to attract new customers.

　　公司必须学会区分满意的顾客和不满意的顾客，这样公司才能学会如何留住顾客，如何扩大对现有顾客的业务，如何吸引新的顾客。

　　This is often a challenging task, as it can be difficult to determine the best way to obtain and measure clients’ feedback.

　　这是一项富有挑战性的任务，因为很难决定什么是获得和评定顾客反馈意见的最好方法。

　　Most firms use reactive methods such as toll-free customer service telephone lines to monitor customer feedback.

　　许多公司使用反应性的方法，如免费电话热线服务，来监控顾客的反馈意见。

　　Far fewer companies use proactive approaches—visiting clients, calling them, or sending out written surveys—to find out how satisfied their customers really are.

　　而很少公司使用积极主动的方法，如通过拜访顾客、打电话给顾客或者发给顾客书面调查问卷，来发现顾客真正的满意度。

　　A few companies may even go to the length of hiring mystery shoppers, professional who visit or call business posing as routine customers and evaluate services rendered.

　　有些公司甚至雇佣“神秘购物者”对公司所提供的服务进行评估，有些神秘购物者是佯装成日常顾客的专业人士。

　　These appraisals are carried out to monitor employees, diagnose problems areas in customer service, and measure the impact of employee training.

　　进行这些评估的目的是对员工进行监督，发现顾客服务领域存在的问题并对员工培训的效果进行评估。

　　Any method that makes it easier for customers to complain benefits a firm.

　　任何一种能让顾客方便投诉的方法都会使公司收益。

　　Customer complaint offer organizations the opportunity to overcome problems and prove commitments to service.

　　顾客的投诉给公司提供了改进和提高服务的机会。

　　Customers often have stronger commitments to a company after a conflict has been resolved than they would have if they had never complained at all.

　　顾客与公司的争议一旦解决，他们会比未向公司投诉之前更加忠于该公司。

　　Businesses benefit from trating complaints as welcome resource and opportunities to gain innovative ideas for improvement.

　　顾客的抱怨给公司提供了进行改进的创意来源和机会，公司因此而从中受益。

　　After all, studies show that, while 95 percent of customers don’t complain to the company, each dissatisfied customer ends up telling 11 friends and/or business acquaintances about the negative experience.

　　总之，研究结果表明，尽管95%的顾客未向公司投诉，但每一位心怀不满的顾客最终都会把他(她)不愉快的经理告诉11位朋友或者是有业务往来的熟人。

　　PART ONE: INTERVIEW

　　(1) Which do you frefer when you do shopping, large department stores or small shops?(Why?)

　　你更喜欢在大商场还是小商店购物?(为什么?)

　　I prefer large stores because quality of goods is better than that in small shops, generally speaking, there are no fake goods there. What’s more, the after-sales service is much better.

　　(2) What do you think a company can do to find out the needs and wants of customers?

　　你认为公司应如何去了解顾客需要什么和想要什么?

　　The company can conduct a market research to find out what customers want and need.

　　(3) Do you complain about the poor service to the management?(Why?/Why not?)

　　服务不好时，你是否会向公司管理层人员抱怨?(为什么?)

　　Yes, whenever I’m not satisfied with the service, I’ll complain to the management to let them know that there are some problems with their customer services, then they will take measures to improve their services. Otherwise, I’ll still get poor services.

　　(4) Why do businesses invest so much money in the product or service development?

　　企业为什么要投资那么多钱在产品或服务的开发上?

　　Because customers’ tastes and preferences may change, so businesses have to invest in developing new products or service in order to meet the new needs and wants of customers.

　　PART TWO: MINI-PRESENTATION

　　What is important when…?

　　Dealing with customer complaints 处理顾客投诉应注意哪些要点

　　l Remaining calm 保持冷静

　　l Suggesting a solution to the problem 提出解决问题的方法

　　l

　　When customers complain, it’s important that staff should apologize first, because customers must be very upset when they are dissatisfied with the product or service, some may even go to the length to be aggressive. At this time, employees should remain calm and collected, listen to the complaints and apologize for the problem, then the customers may feel that they are taken good care of .

　　Suggesting a solution to the problem is also important. An apology is not enough, employees should also try to deal with the existing problems, if they suggest a solution to the problem, customers may not be so dissatisfied, and they may not take their business elsewhere.

　　It’s also important that employees should not make any promises that they cannot keep. If employees can not keep promises, customers may get disappointed, then, they may switch to other producers.

　　在解决顾客投诉的时候，先道歉很重要，因为当顾客对产品或者服务不满的时候，他们会很苦恼。有些人甚至咄咄逼人。这时候，雇员应该保持冷静并且要收集i、倾听投诉内容对其问题道歉，那么顾客会感觉他们受到良好的对待。

　　提出解决的方法也很重要，只是道歉是不够的，雇员也应该试着去解决存在的问题，如果他们提出解决问题的建议，客户可能不会太不满意，可能也不会转而投向其他公司。

　　雇员不应该做出无法达成的承诺，这点也很重要。如果雇员不守信用，客户可能会感到失望，转而投向其他生产商。

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