54. Customer delight is important for airlines because ________.
(A) their telephone style remains unchanged
(B) they are more likely to meet with complaints
(C) the services cost them a lot of money
(D) the policies can be applied to their staff

50.In the more and more competitive service industry, it is no longer enough to promise customer satisfaction. Today, customer “delight” is what companies are trying to achieve in order to keep and increase market share. It is accepted in the marketing industry, and confirmed by a number of researchers, that customers receiving good service will promote business by telling up to 12 other people; those treated badly tell tales of woe to up to 20 people. Interestingly, 80 percent of people who feel their complaints are handled fairly will stay loyal. New challenges for customer care have come when people can obtain goods and services through telephone call centers and the Internet. For example, many companies now have to invest (投资) a lot of money in information technology and staff training in order to cope with the “phone rage”---- caused by delays in answering calls, being cut off in mid-conversation or left waiting for long periods. “Many people do not like talking to machines,” says Dr, Storey, Senior Lecturer in Marketing at City University Business School. “Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with then. The aim is to make the customer feel they know you and that you can trust them – the sort of comfortable feelings people have during face-to-face chats with their local branch manager.” Recommended ways of creating customer delight include: under-promising and over-delivering (saying that a repair will be carried out within five hours, but getting it done within two) replacing a faulty product immediately; throwing in a gift voucher (购物礼券)as an unexpected “thank you” to regular customers; and always returning calls, even when they are complaints. Aiming for customer delight is all very well, but if services do not reach the high level promised, disappointment or worse will be the result. This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy (for example, “I know how you must feel”), and possible solutions (replacement, compensation or whatever fairness suggests best meets the case). Airlines face some of the toughest challenges over customer care. Fierce competition has convinced them at that delighting passengers is an important marketing tool, while there is great potential for customer anger over delays caused by weather, unclaimed luggage and technical problems. For British Airways staff, a winning telephone style is considered vital in handling the large volume of calls about bookings and flight times. They are trained to answer quickly, with their names, job title and a “we are here to help” attitude. The company has invested heavily in information technology to make sure that information is available instantly on screen. British Airways also says its customer care policies are applied within the company and staff are taught to regard each other as customers requiring the highest standards of service. Customer care is obviously here to stay and it would be a foolish company that used slogans such as “we do as we please”. On the other hand, the more customers are promised, the greater the risk of disappointment. We can learn from Paragraph 2 that _______. (A) complaining customers are hard to satisfy (B) unsatisfied customers receive better service (C)satisfied customers catch more attention (D) well-treated customers promote business

51. The writer mentions “phone rage”(Paragraph 3)to show that ________. (A) customers often use phones to express their anger (B) people still prefer to buy goods online (C) customer care becomes more demanding (D) customers rely on their phones to obtain services

52. What does the writer recommend to create customer delight? (A) Calling customers regular. (B) Gibing a “thank you “note.. (C) Delivering a quicker service. (D) Promising more gifts.

53. If a manager should show his empathy (Paragraph 6), what would be probably say? (A) “I know how upset you must be.” (B) “I appreciate your understanding.” (C) “I’m sorry for the delay.” (D) “I know it’s our fault.”

55. Which of the following is conveyed in this article? (A) Face-to –face service creates comfortable feelings among customers. (B) Companies that promise more will naturally attract more customers. (C) A company should promise less but do more in a competitive market. (D) Customer delight is more important for air lines then for banks.

56.It was Saturday. As always, it was a busy one, for “Six days shall you labor and all your work” was taken seriously back then. Outside, Father and Mr. Patrick next door were busy chopping firewood. Inside their own houses, Mother and Mrs. Patrick were engaged in spring cleaning. Somehow the boys had slipped away to the back lot with their kites. Now, even at the risk of having Brother caught to beat carpets, they had sent him to the kitchen for more string(线). It seemed there was no limit to the heights to which kites would fly today. My mother looked at the sitting room, its furniture disordered for a thorough sweeping. Again she cast a look toward the window. “Come on, girls! Let’s take string to the boys and watch them fly the kites a minute.” On the way we met Mrs. Patric, laughing guiltily as if she were doing something wrong, together with her girls. There never was such a day for flying kites! We played all our fresh string into the boys’ kites and they went up higher and higher. We could hardly distinguish the orange-colored spots of the kites. Now and then we slowly pulled one kite back, watching it dancing up and down in the wind, and finally bringing it down to earth, just for the joy of sending it up again. Even our fathers dropped their tools and joined us. Our mothers took their turn, laughing like schoolgirls. I think we were all beside ourselves. Parents forgot their duty and their dignity; children forgot their everyday fights and little jealousies. “Perhaps it’s like this in the kingdom of heaven,” I thought confusedly. It was growing dark before we all walked sleepily back to the housed. I suppose we had some sort of supper. I suppose there must have been surface tidying-up, for the house on Sunday looked clean and orderly enough. The strange thing was, we didn’t mention that day afterward. I felt a little embarrassed. Surely none of the others had been as excited as I. I locked the memory up in that deepest part of me where we keep “the things that cannot be and yet they are.” The years went on, then one day I was hurrying about my kitchen in a city apartment, trying to get some work out of the way while my three-year-old insistently cried her desire to “go park, see duck.” “I can’t go!” I said. “I have this and this to do, and when I’m through I’ll be too tired to walk that far.” My mother, who was visiting us, looked up from the peas she was shelling. “It’s a wonderful day,” she offered, “really warm, yet there’s a fine breeze. Do you remember that day we flew kites?” I stopped in my dash between stove and sink. The locked door flew open and with it a rush of memories. “Come on,” I told my little girl. “You’re right, it’s too good a day to miss.” Another decade passed. We were in the aftermath(余波) of a great war. All evening we had been asking our returned soldier, the youngest Patrick Boy, about his experiences as a prisoner of war. He had talked freely, but now for a long time he had been silent. What was he thinking of --- what dark and horrible things? “Say!” A smile sipped out from his lips. “Do you remember --- no, of course you wouldn’t. It probably didn’t make the impression on you as it did on me.” I hardly dared speak. “Remember what?” “I used to think of that day a lot in POW camp (战俘营), when things weren’t too good. Do you remember the day we flew the kites?” Mrs. Patrick was laughing guiltily because she thought________. (A) she was too old to fly kites (B) her husband would make fun of her (C) she should have been doing her how (D) supposed to the don’t game

57. By “we were all beside ourselves writer means that they all ________. (A) felt confused (B) went wild with joy (C) looked on (D) forgot their fights

58. What did the think after the kite-flying? (A) The boys must have had more fun than the girls. (B) They should have finished their work before playing. (C) Her parents should spend more time with them. (D) All the others must have forgotten that day.

59. Why did the writer finally agree to take her little girl for an outing? (A) She suddenly remembered her duty as a mother. (B) She was reminded of the day they flew kites. (C) She had finished her work in the kitchen. (D) She thought it was a great day to play outside.

60. The youngest Patrick boy is mentioned to show that ______. (A) the writer was not alone in treasuring her fond memories (B) his experience in POW camp threw a shadow over his life (C) childhood friendship means so much to the writer (D) people like him really changed a lot after the war