Test 18

　　Ⅰ.阅读理解

　　A

　　In the more and more competitive service industry，it is no longer enough to promise customer satisfaction.Today，customer “delight” is what companies are trying to achieve in order to keep and increase market share.

　　It is accepted in the marketing industry，and confirmed by a number of researches，that customers receiving good service will promote business by telling up to 12 other people：those treated badly will tell their tales of woe to up to 20 people,80 percent of people who feel their complaints are handled fairly will stay loyal.

　　New challenges for customer care have come when people can obtain goods and services through telephone call centers and the Internet.For example，many companies now have to invest a lot of money in information technology and staff training in order to cope with the “phone rage”—caused by delays in answering calls，being cut off in mid-conversation or left waiting for long periods.

　　“Many people do not like talking to machines，” says Dr.Storey Senior Lecturer in Marketing at City University Business School.“Banks，for example，encourage staff at call centers to use customer data to establish instant and good relationship with them.The aim is to make the customer feel they know you and that you can trust—the sort of comfortable feelings people have during face-to-face chats with their local branch manager.”

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