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  3. High-quality customer service is preached by many, but actually keeping customers happy is easier said than done Shoppers sel

High-quality customer service is preached by many, but actually keeping customers happy is easier said than done Shoppers sel

admin2019-05-04  77
问题    High-quality customer service is preached by many, but actually keeping customers happy is easier said than done
   Shoppers seldom complain to the manager or owner of a retail store, but instead will alert their friends, relatives, co-workers, strangers and anyone who will listen.
   Store managers are often the last to hear complaints, and often find out only when their regular customers decide to frequent their competitors, according to a study jointly conducted by Verde group and Wharton school. "Storytelling hurts retailers and entertains consumers," said Paula Courtney, President of the Verde group." the store loses the customer, but the shopper must also find a replacement."
   On average, every unhappy customer will complain to at least four other, and will no longer visit the specific store for every dissatisfied customer, a store will lose up to three more due to negative reviews. The resulting "snowball effect" can be disastrous to retailers. According to the research, shoppers who purchased clothing encountered the most problems, ranked second and third were grocery and electronics customers.
   The most common complaints include filled parking lots, cluttered (塞满了的)
   shelves, overloaded racks, out-of-stock items, long check-out lines, and rude salespeople. During peak shopping hours, some retailers solved the parking problems by getting moonlighting local police to work as parking attendants. Some hired flag wavers to direct customers to empty parking spaces. This guidance eliminated the need for customers to circle the parking lot endlessly, and avoided confrontation between those eyeing the same parking space.
   Retailers can relieve the headaches by redesigning store layouts, pre-stocking sales items, hiring speedy and experienced cashiers, and having sales representatives on hand to answer questions. Most importantly, salespeople should be diplomatic and polite with angry customers. "Retailers who’re responsive and friendly are more likely to smooth over issues than those who aren’t so friendly." said Professor Stephen Hoch. "Maybe something as simple as a greeter at the store entrance would help."
   Customers can also improve future shopping experiences by filing complaints to the retailer, instead of complaining to the rest of the world. Retailers are hard-pressed to improve when they have no idea what is wrong.
What contributes most to smoothing over issues with customers?
选项 A、Manners of the salespeople.
B、Hiring of efficient employees.
C、Huge supply of goods for sale.
D、Design of the store layout.
答案A
解析 本题的解题要点在于发现题干中的明确要求What contributes most，即要找出最奏效的方案，虽然文章中提到了很多问题和很多的解决途径，但是原文中传递的最高级信息才是考生需要关注的地方。当我们看到原文倒数第二段第二句出现Most importantly的表达时，就应该知道其后的内容才是答案所在，根据后面的内容不难看出，be diplomatic and polite是解决问题的关键，这一信息与选项[A]最为对应。故答案为[A]。
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