HangzhouDianziUniversity

TheSchoolofForeignLanguagesandLiteratures

新形態(tài)大學英語口語系列教程職場英語口語UNIT16CustomerRelationships《新形態(tài)大學英語口語系列教程

職場英語口語》

OBJECTIVESInthisunit,JeremyinvitesEmilytotheircompanytosharewiththestaffsomeexperienceonmanagingcustomerrelationships.Pleasefollowthemandlearnhowto《新形態(tài)大學英語口語系列教程

職場英語口語》

maintainastrongrelationshipwithcustomers;

makeacomplaintandhandlecustomercomplaints;

developpotentialcustomers.CONTENTS《新形態(tài)大學英語口語系列教程

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START-UPINPUT-ORIENTEDACTIVITIESSPEAKINGSKILLSINTHEWORKPLACEOUTPUT-ORIENTEDACTIVITIESCROSS-CULTURALFOCUSFUNTIMEAFTER-CLASSACTIVITIESSTART-UP01《新形態(tài)大學英語口語系列教程

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START-UP《新形態(tài)大學英語口語系列教程

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CustomerRelationshipTypesSelf-service/automatedPersonalCo-creationTransactionalSwitchingcostsSTART-UP《新形態(tài)大學英語口語系列教程

職場英語口語》

Whatothertypesofcustomerrelationshipsdoyouknow?e.g.:Long-termrelationshipDedicatedpersonalassistanceCommunitiesKEYtoSTART-UP《新形態(tài)大學英語口語系列教程

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START-UP《新形態(tài)大學英語口語系列教程

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DiscussionCustomerrelationshipisthedevelopmentofanongoingconnectionbetweenacompanyanditscustomers.Therelationshipinvolvesmarketingcommunications,salessupport,technicalassistanceandcustomerservice.START-UP《新形態(tài)大學英語口語系列教程

職場英語口語》

UnderstandingthevideoclipTypesofcustomerrelationshipsSelf-service/automatedPersonalCo-creationTransactionalSwitchingcostsFeaturesDAEBCSituationsceabdSTART-UP《新形態(tài)大學英語口語系列教程

職場英語口語》

FurtherdiscussionLong-termrelationshipwheremaybeevendeeprelationshipisestablishedbetweenthecompanyandthecustomer.Thecompanyinteractswiththecustomeronarecurringbasis.Dedicatedpersonalassistancewhichinvolvesdedicatingacustomerrepresentativespecificallytoanindividualclient.Itrepresentsthedeepestandmostintimatetypeofrelationshipandnormallydevelopsoveralongperiodoftime.

VIPcustomers.Communities.Increasingly,companiesareutilizingusercommunitiestobecomemoreinvolvedwithcustomers/prospectsandtofacilitateconnectionsbetweencommunitymembers.Manycompaniesmaintainonlinecommunitiesthatallowuserstoexchangeknowledgeandsolveeachother’sproblems.Communitiescanalsohelpcompaniesbetterunderstandtheircustomers.INPUT-ORIENTEDACTIVITIES02《新形態(tài)大學英語口語系列教程

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INPUT-ORIENTEDACTIVITIES《新形態(tài)大學英語口語系列教程

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ACTIVITY1WhatisCRM?ACTIVITY2Acustomerloyaltyrewardsprogram:shopperloyaltyrewardsKEYto

INPUT-ORIENTEDACTIVITIES《新形態(tài)大學英語口語系列教程

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INPUT-ORIENTEDACTIVITY1

《新形態(tài)大學英語口語系列教程

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Understandingthevideoclip(1)organize(2)dramatically(3)drill

down(4)track(5)advocate(6)unified(7)device(8)flexible(9)standardization(10)ecosystem(11)manual(12)spreadsheets(13)scale

《新形態(tài)大學英語口語系列教程

職場英語口語》

FurtherdiscussionINPUT-ORIENTEDACTIVITY1

Inmyopinion,aCRMsystemhelpscompaniesstayconnectedtocustomers,streamlineprocesses,andimproveprofitability.CRMorCustomerRelationshipManagementisatechnologyformanagingallyourcompany’srelationshipsandinteractionswithcustomersandpotentialcustomers.Thegoalissimple:Improvingbusinessrelationships.CRMisofvitalimportanceforbusiness.

ACRMhelpswithsales.Itallowsyoutotrackthelifetimevalueofyourcustomer.ACRMallowsyoutobuildinmarketingautomationviaemailandtextmessagemarketing.Anditopensupnewareasofimprovementandopportunityforyourbusiness.INPUT-ORIENTEDACTIVITY2

《新形態(tài)大學英語口語系列教程

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UnderstandingthevideoclipBCCDCABCD《新形態(tài)大學英語口語系列教程

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FurtherdiscussionINPUT-ORIENTEDACTIVITY2

Ifrequentlyvisitanice-creamstoreinmyneighborhood.Itoffersavarietyofice-creamflavoroptionsincludingstrawberry,vanilla,chocolate,etc.EveryTuesdayistheCustomerDaywhereyoucanbuyonegetonefree.TheshopassistantstherearequiteamiableandoffergoodserviceswhichmakemefeelIamcomingbackhome.IfIwereamanagerofasupermarket,Iwoulddothefollowing:RewardloyalcustomerswithadiscountcouponMakecustomerssatisfactionapriorityImprovecustomerexperiencebyintroducingmembershipSenddoor-to-doorpamphletsAskcustomerstogivefeedbackandactonitSPEAKINGSKILLSINTHEWORKPLACE03《新形態(tài)大學英語口語系列教程

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SPEAKINGSKILLSINTHEWORKPLACE《新形態(tài)大學英語口語系列教程

職場英語口語》

HowtomakeacomplaintandrespondtocustomercomplaintsinEnglishSPEAKINGSKILLSINTHEWORKPLACE《新形態(tài)大學英語口語系列教程

職場英語口語》

Explaintheproblem–Youneedtouse

polite,respectfullanguage.Stateyourfeelings–Itisnotnecessary.Itwilldependonhowbadtheproblemis.Askforaction–Itdependsonwhothelisteneris.SPEAKINGSKILLSINTHEWORKPLACE《新形態(tài)大學英語口語系列教程

職場英語口語》

1.Listen–Usesmallwordsandsoundstoacknowledgetheirproblemorshowweunderstand.2.Apologize–Themostimportantanddifficultstep.3.Takeaction–Dependingonthesituation,youwillneeddifferentexpressionstohelpyoutakeaction.4.Follow-up–Withaquickphonecalloremailmessagetomakesurethecustomerissatisfied.SPEAKINGSKILLSINTHEWORKPLACE《新形態(tài)大學英語口語系列教程

職場英語口語》

OUTPUT-ORIENTEDACTIVITIES04《新形態(tài)大學英語口語系列教程

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OUTPUT-ORIENTEDACTIVITY1

《新形態(tài)大學英語口語系列教程

職場英語口語》

PreparationSituationComplaintAhotelscrewedupyourreservationforyourvacation.“I’msorrybutthereappearstobeaproblemhere.Iaskedforajuniorsuite,notadoubleroom.Canthisbeamended?”Yougotanawfulhaircutatthesalon.“I’mverysorrybutIhavetosayI’mnothappywiththishaircutatall.Howcanwefixit?”Yourclientmissedamajordeadline.“IamsorrytosaythisbutIamreallydisappointedintheworkonthisproject.Iexpectedthistobedonemorequickly.Whatwentwrongandhowcanweavoidthisprobleminthefuture?”O(jiān)UTPUT-ORIENTEDACTIVITY1

《新形態(tài)大學英語口語系列教程

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Scene:Role-playthecomplaintsbetweenacustomer(roleA)andasalesman(roleB)RolecardforAYoufoundthatsomethingyouboughtfromamarketplacewaswrong.Soyougotothestoreandmakeacomplainttothesalesman.Youshould:explainyourproblem;stateyourfeelings;askforaction.RolecardforBYouareasalesmanatamarketplace.Youneedtorespondtothecustomers’complaintsandhelpthecustomertosolvetheproblem.Youshould:listenactively;apologizesincerely;takeaction;followitup.Role-playOUTPUT-ORIENTEDACTIVITY2

《新形態(tài)大學英語口語系列教程

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PreparationWhycustomersmatter?1.Thecustomersmakeyourbusiness.

A

businesswithout

customers

isjust

a

groupofpeople"flinging"（拋售）

a

productto

the

peoplearoundthem.2.Thecustomer

satisfactionandretentionare

the

keycomponentsof

a

successfulandhealthybusiness.3.Thecustomersmakeitpossibletoachievebusinessaims,theyarethefoundationsofanybusiness’success.Withoutcustomersthebusinesswillnotexist.4.Customers

helpcompaniesgenerateprofits.Theeconomicfuelneededtorunathrivingbusiness.5.New

customers

willhelpyougrowyourbusiness,expand,andmakemoremoney.6.Marketingexiststohelporganizationsunderstand,reach,anddeliver

valueto

theircustomers.Forthisreason,thecustomerisconsideredthecornerstoneofmarketing.OUTPUT-ORIENTEDACTIVITY2

《新形態(tài)大學英語口語系列教程

職場英語口語》

BrainstormingCheapcustomersTheyshopbasedonprice;Theyalwaysbargain;Theydon'tappreciatetheclerk'sservice.DifficultcustomersTheyaredemanding;Theyarenotpleasant.Theyarenegative;Theydon'tknowwhattheywanttobuy.SophisticatedcustomersTheyknowwhattheywanttobuy;Theyareeducatedandknowledgeable;Theyasklotsofintelligentquestions.AffluentcustomersTheyshopbasedonfeelings;Theydon'twantadeal;Theyaremakinganinvestment.OUTPUT-ORIENTEDACTIVITY2

《新形態(tài)大學英語口語系列教程

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Discussion

waystotargetandconnectwithpotentialcustomersStrategiesSpecificmeasuresSurveycustomersSurveyyourcurrentandtargetcustomerstoknowhowtobestpresentyourproductandservice.Shapeawaytoresonateyourtargetcustomers.ResearchyourcompetitorsIt’saninexpensivewaytofindouttargetcustomers,service,productsforyourbusiness.Anditisalsohelpyoutorevealdarkspotsofyourcompetitorsandhelpyoutoavoidinyourbusiness.TargetAdsFacebookandGoogletargetedadscanlocatethepeoplebasedonthegeographicallocation,demographics(includingage,gender,educationandrelationshipstatus),interests(basedonwhatthey’vesharedor“l(fā)iked”)andbrowsingactivity.SocialmediaTrytodeveloprelationshipswithpotentialcustomers.Retweetorcommentontheirposts.NewspapersShowyourcompanynameandsloganplsanyappreciateproductinformation.VisibleaddressBesureyourwebsiteandsocialmediapagesmakeiteasyforvisitorstoknowhowtoreachyou.CouponsCoupons,specialoffersordiscountscanbeusedtoattractnewcustomerstoshoprepeatedly.SponsorEventsAninexpensivewaytogathermanypotentialcustomerstogether.FeedbackAskthecustomerstogivefeedback,andmakeadjustmentaccordingly.CROSS-CULTURALFOCUS05《新形態(tài)大學英語口語系列教程

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CROSS-CULTURALFOCUS《新形態(tài)大學英語口語系列教程

職場英語口語》

DifferentreactionstoshoppingbetweenChineseandAmericans

Shoppingmakesthem

really

happy.Theyarenaturalomnichannelshoppers（多渠道購物者）.Theyloveabargain,butpriceisnolongerparamount（最重要的）.Theyaremoredemanding.Theyrelyonsocialmediaandwhattheirfriendssayaboutproducts.Theyprefermarketplacestostand-alone（獨立運行的）shoppingwebsites.Theyareintobrands,buttheyaren’tveryloyal(yet).FUNTIME06《新形態(tài)大學英