PART THREE: DISCUSSION

　　Customer service

　　Your company is deciding to monitor the quality of service provided. You have been asked to help with this. Discuss the situation together, and decide:

　　l what are the ways to monitor the quality of service

　　l what measures the company can take to improve the quality of service

　　客户服务

　　你们公司决定对顾客服务的质量进行监督。请你们协助此事。讨论并决定：

　　l 可以采取哪些方法对服务质量进行监督

　　l 公司可以采用哪些措施来提高服务质量

　　A： It’s very important for a company to monitor the quality of service. If customers are not satisfied with the company’s service, then the company will lose customers. I think one way of monitoring the quality of service is to obtain feedback from customers to see how the business has met customer expectations.

　　B: You are right. We should know where our company has fallen short in providing value for customers. We can visit our customers, call them, send out written questionnaires and set up a hot line for customers to air their opinions about our service.

　　A: Good ideas. In addition to getting feedback from customers, we can also check sales figures regularly. Sales figures can indicate the degree of customer satisfaction, if sales figures go down, then there may be some problem with our service, because we are losing customers.

　　B:What can we do if we want to improve the quality of our service? I think one effective way is to train our staff. We must invite some experts to train our staff to improve staff friendliness, the speed of service and learn to deal with customer complaints.

　　A: We can also hire experts to pose as routine customers to evaluate the quality of service. Another way to improve the quality of service is to offer timely service. We must provide the product precisely when it is promised and in the minimum amount of time.

　　B: We must also make sure that customers get the product in the place where they want.

　　A: Right. And the product we provide must be the right product our customers want, in other words, the design, size, or the model of the product must meet customers’ needs and expectations, therefore, customers will be happy.

　　B: Customers will remain loyal and our company will keep high sales figures.

　　A: 监督对顾客服务的质量对一个公司来说非常重要。如果过户对公司的服务不满意。那么公司将会失去客户。我认为监督服务质量的一个方法是获得顾客的反馈来了解公司怎样能达到客户的期望。

　　B: 是说的很对。我们应该了解公司为客户提供价值的不足之处，我们可以拜访、打电话、发送问卷给客户，并且为客户建立一个热线来收集关于顾客对我们服务的意见。

　　A：好主意。除了从顾客那里得到反馈意见，我们也可以定期检查销售数字。销售数字表明顾客的满意程度，如果销售数字下降，那么我们的服务可能出现问题，因为我们损失了客户。

　　B：我们怎样才能改善服务质量呢?我认为一个有效的方法是对员工进行培训。我们需要邀请一些专家来对员工惊醒培训，来改善员工的亲和度、服务的速度以及学会怎样去处理客户投诉。

　　A：我们也可以雇佣专家来佯装成日常顾客来评估服务的质量。另一个改善服务质量的方法是提供及时的服务。当我们承诺在最短的时间内提供产品，那我们必须准时提供。

　　B：我们也必须确保客户在他期望的地点得到产品。

　　A：是的，而且我们提供的产品必须是顾客所需要的产品，换句话说，设计、尺寸、产品模型都必须满足顾客的需求和期望，因此，顾客将会感到满意。

　　(1) How can a company provide value to its customers?

　　公司如何向顾客提供价值?

　　It can provide value by making its products more durable, more reliable, easier to use or easier to maintain; by offering disounts;by training employees to provide satisfactory service; and by delivering the products more timely, etc.

　　(2) What do you think a company can do to solicit feedback from customers?

　　你认为公司应如何征集顾客的反馈意见?

　　It may visit customers, call them, or send out written surveys---to find out how satisfied their customers really are. It may even hire mystery shoppers to evaluate services.

　　(3) Do you think customers’ complaints will benefit businesses?(Why?/Why not?)

　　你认为顾客的抱怨对企业有益吗?(为什么?)

　　I think they benefit businesses. Customer complaints offer organizations the opportunity to overcome problems and prove commitments to service, and businesses can gain innovative ideas for improvement.

　　(4) What do you think a company can do to communicate value to customers?

　　你认为公司应该如何做才能将产品的价值告知给顾客?

　　It can use promotional efforts such as advertising and value-based pricing or image pricing, etc, to communicate value to customers.

　　(5) What do you think is an effective way to learn about customers?

　　你认为什么是了解顾客的有效方法?

　　It’s market research, which is a commonly used way of learning about customers.

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