商务英语 案例篇_西南财经大学_8 Unit8CustomerService_(8.4.1) 8.4Pow

Unit 8 Customer ServiceEmpathy Engine潘紫萌Emma西南财经大学· 经贸外语学院School of Foreign Languages for Business, Southwestern University of Finance and Economics 中国大学MOOCLearning Objectives•Case study: Southwest Airlines standards of customer service •Business metaphor: Empathy engine•Language learning: Words and phrasesWhat is customer service?What is customer service?What is customer service?What is customer service?Services provided for customers before, during and after their purchase of the products or servicesAim of ensuring enjoyable customer experiencesWhat “travel nightmare” did Emig experience when flying with Southwest Airlines?•Five-hour delay with Emig waiting on the plane all the time •Aircraft de-icing•Change of the pilot•Aircraft de-icing againWhat actions did Southwest Airlines take?On that day•Pilot: Walking the aisles, answering questions, and offering constant updates•Flight attendants: Updating newsA few days later•A gift mailed to Emig: An apology letter with two free round-trip ticket vouchersWhat comments did Emig make on Southwest Airlines?•Flight attendants “really seemed like they cared”•“I could not believe they acknowledged the situation andapologized”•“...they make up for the time spent sitting on the runway”Southwest Airlines Standards of Customer Service•The corporation has specifically created a high-levelposition overseeing all proactive customer communications. •“It's just something we feel our customers deserve.”Sichuan Airlines•Two charter planes picking up trapped Chinese tourists in Saipan•The first international flights reaching Saipan after the Super Typhoon YutuSichuan AirlinesWhy is customer service strongly emphasized?Importance of Good Customer ServiceService-profit Chain•To keep existing customers•To acquire new customers•To grow the business through word of mouth •To survive competitionsHow is good customer service achieved?Ways of Providing Customer Service•Automated customer service •Customer service representativesSatisfied Employees and Contented Customers“Companies...are recognizing they need to invest more...to give reps more tools and training.”-Bruce Temkinprincipal analyst of Forrester ResearchHomeshoring•Lower turnover•Happier employees•Better customer service results• A home-based outsourcing model, which attracts moreexperienced employees and allows them to work at home•Helping employees understand what it feels like to be a customer•Taking coordination from the top, bringing together people, management, technology, and processes to put customers' needs firstCabela's:•Employees are encouraged to borrow products for free.• A perk for employees•An opportunity for employees to better empathize with the product issues customers might haveEmpathy EngineFour Seasons Hotels:•At orientation, employees are given a free night's stay for themselves and a guest, and asked to grade the Hotel.•After six months of service, employees are given three free stays a year.• A perk for employees•An opportunity for employees to experience receiving service at the Hotel like customersWorld-class Customer Service•Thinking in customers’ shoes•Helping employees better understand how customers may feel.LanguageStudyReading: Customer Service Champs•voucher•coordinate •frontline reps •in the event ofLanguage Study•inextricable •empathy•turnover•orientationvoucher 凭证、代金券n.•And within a couple of days of arriving home, Emig, who travels frequently, received a letter from Southwest that included two free round-trip ticket vouchers. (para.2)•round-trip ticket 往返票•one-way ticket or single-way ticket 单程票•e.g. The winners will each receive a voucher for a pair of cinema tickets.•Fred Taylor, who was plucked from the field by President Colleen C. Barrett to fill the role, coordinates information that's sent to all frontline reps in the event of major flight disruptions. (para.3)•coordination n. 协调、综合管理•e.g. There is a need for greater coordination between departments.•coordinator n. 协调员•e.g. He was appointed as the coordinator between government officials and foreign reps.•sales coordinator销售协调员•HR coordinator人力资源协调员•marketing coordinator营销协调员•frontline representatives•Fred Taylor, who was plucked from the field by President Colleen C. Barrett to fill the role, coordinates information that's sent to all frontline reps in the event of major flight disruptions. (para.3)•The home-based outsourcing model, with its more experienced agents working at home in jeans and slippers, fits well with the idea that happier frontline folks will make for happier customers. (para.6)•Any business-school student can recite by heart the concept of the “service-profit chain,” which draws the inextricable link between the front line and satisfied customers. (para.7)•For instance, all frontline workers at Cabela's, the outfitter famous for its massive retail shrines to hunting, fishing, and camping, partake in a free product-loaner program. (para.8)in the event of 如果...发生、倘若•Fred Taylor, who was plucked from the field by President Colleen C. Barrett to fill the role, coordinates information that's sent to all frontline reps in the event of major flight disruptions. (para.3)•e.g. In the event of heavy losses of the joint venture, failure of a party to perform its obligations under the contract and the articles of association, or force majeure, the contract may be terminated through consultation and agreement by the parties hereto.•如合营企业发生严重亏损、合同一方不履行合同和公司章程规定的义务、或遭遇不可抗力等因素，经合同各方协商同意，可终止合同。