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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  64
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.
Why are store managers often the last to hear complaints?
选项 A、Most customers won’t bother to complain even if they have had unhappy experiences.
B、Customers would rather relate their unhappy experiences to people around them.
C、Few customers believe the service will be improved.
D、Customers have no easy access to store managers.
答案B
解析 本题是问为什么商场经理总是最后才听到顾客的抱怨。根据题干信息词定位至原文第三段第一句。从其前面的一句话里我们看到：Shoppers seldom complain to the manager or owner of a retail store，hut instead will alert their friends，relatives，co-workers，strangers—and anyone who will listen．这一句给出了答案，要特别注意转折连词but instead，表示消费者很少直接投诉，他们更倾向的做法是提醒自己的亲朋好友，也就是选项[B]的同义替换。其他三个选项都属于主观臆测，文章中并没有提及。
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