Obtaining customer feedback

　　獲取顧客的反饋意見

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

　　加強顧客滿意度的第一步，是公司必須收集顧客對公司現行運作的反饋意見。

　　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.

　　公司必須學會區(qū)分滿意的顧客和不滿意的顧客，這樣公司才能學會如何留住顧客，如何擴大對現有顧客的業(yè)務，如何吸引新的顧客。

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

　　這是一項富有挑戰(zhàn)性的任務，因為很難決定什么是獲得和評定顧客反饋意見的最好方法。

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

　　許多公司使用反應性的方法，如免費電話熱線服務，來監(jiān)控顧客的反饋意見。

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

　　而很少公司使用積極主動的方法，如通過拜訪顧客、打電話給顧客或者發(fā)給顧客書面調查問卷，來發(fā)現顧客真正的滿意度。

　　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.

　　有些公司甚至雇傭“神秘購物者”對公司所提供的服務進行評估，有些神秘購物者是佯裝成日常顧客的專業(yè)人士。

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

　　進行這些評估的目的是對員工進行監(jiān)督，發(fā)現顧客服務領域存在的問題并對員工培訓的效果進行評估。

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

　　任何一種能讓顧客方便投訴的方法都會使公司收益。

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

　　顧客的投訴給公司提供了改進和提高服務的機會。

　　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.

　　顧客與公司的爭議一旦解決，他們會比未向公司投訴之前更加忠于該公司。

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

　　顧客的抱怨給公司提供了進行改進的創(chuàng)意來源和機會，公司因此而從中受益。

　　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.

　　總之，研究結果表明，盡管95%的顧客未向公司投訴，但每一位心懷不滿的顧客最終都會把他(她)不愉快的經理告訴11位朋友或者是有業(yè)務往來的熟人。

　　PART ONE: INTERVIEW

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

　　你更喜歡在大商場還是小商店購物?(為什么?)

　　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?

　　你認為公司應如何去了解顧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?)

　　服務不好時，你是否會向公司管理層人員抱怨?(為什么?)

　　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?

　　企業(yè)為什么要投資那么多錢在產品或服務的開發(fā)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 處理顧客投訴應注意哪些要點

　　l Remaining calm 保持冷靜

　　l Suggesting a solution to the problem 提出解決問題的方法

　　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.

　　在解決顧客投訴的時候，先道歉很重要，因為當顧客對產品或者服務不滿的時候，他們會很苦惱。有些人甚至咄咄逼人。這時候，雇員應該保持冷靜并且要收集i、傾聽投訴內容對其問題道歉，那么顧客會感覺他們受到良好的對待。

　　提出解決的方法也很重要，只是道歉是不夠的，雇員也應該試著去解決存在的問題，如果他們提出解決問題的建議，客戶可能不會太不滿意，可能也不會轉而投向其他公司。

　　雇員不應該做出無法達成的承諾，這點也很重要。如果雇員不守信用，客戶可能會感到失望，轉而投向其他生產商。

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