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1、畢業(yè)論文(設(shè)計(jì))外文翻譯題目:某企業(yè)客戶服務(wù)現(xiàn)狀及其完善對(duì)策的研究一、外文原文標(biāo)題:The‘momentoftruth’incustomerservice原文:Focusontheinteractionsthatareimptanttocustomers—onthewayfrontlineemployeeshlethoseinteractions.Inrecentyearsmaturecompanieswithfarflungwksof
2、frontlinesalesstaff—banksretailersairlinesincumbenttelecomprovidersfexample—havedevotedagreatdealofmoneyeffttoretainingtheircurrentcustomers.Asmanyacademicstudieshavenotedthecostsofdoingsotendtobemuchlowerthanthoseofacqu
3、iringnewones.Thesuccessofthisstrategyultimatelydependsonexpingthebreadthdepthofcustomerrelationshipsontranslatingtheresultingloyaltyintohighersalesofgoodsservicesaswellasahealthierbottomline.Webelievethatmanybusinessesar
4、efallingsht.Whatsregularlymissinginourexperienceisthesparkbetweenthecustomerfrontlinestaffmembers—thesparkthathelpstransfmwaryskepticalpeopleintostrongcommittedbrfollowers.Thatsparktheemotionallydrivenbehavithatcreatesit
5、explainhowgreatcustomerservicecompaniesearntrustloyaltyduring“momentsoftruth“:thosefewinteractions(finstancealostcreditcardacanceledflightadamagedpieceofclothinginvestmentadvice)whencustomersinvestahighamountofemotionale
6、nergyintheoutcome.Superbhlingofthesemomentsrequiresaninstinctivefrontlineresponsethatputsthecustomersemotionalneedsaheadofthecompanystheemployeesagendas.Executivestypicallystruggletotransfmthewayacompanyrespondstoitscust
7、omers.Somewronglyassumethatthequalityofemotionalresponses—whattheauthDanielGolemanfamouslycalled“EQ““emotionalintelligence“—issodeeplyprogrammedatbirthinchildhoodthatitisimpossibletoinfluence.Othersopptunitiestointensify
8、thecustomersloyaltytoacarrier.WhybehaviisthekeyStardresponsestoeliminatehumanerr(ITsystemsmechanisticCRMapproachescomplexprotocolsfexample)maysmoothsimplecustomerinteractionssuchasthoseinfastfoodrestaurantsremotebankingt
9、ransactions.Butpuretechnologicalsolutionscanneverstoketheemotionalconnectionbetweenemployeecustomer—thekindofconnectionthatacterizespositivemomentsincomplexfrontlinesituations.SomeGermanbanksfexamplefindthatcustomerswhor
10、elyonremotebankingservicesareconspicuouslydisloyaldespitethehighqualityoftheoffering.Thesebanksattributethisdisloyaltytotheabsenceofanyopptunitytofmanemotionalbond.Butwhentechnologyfallsshtfrontlineemployeescansucceedwit
11、htherightskillscompetenciesaswellasanappropriaterangeofdeepseatedemotionalpsychologicalassumptions.Whilemostcompaniesfullyundersttheimptanceofbuildingcapabilities(throughtrainingfexample)mostignethemindsetsoftheirfrontli
12、neemployees.Mindsetsaswedefinethemhavethreeelementsthatlargelygovernhumanbehavi:thoughtsfeelingsvaluesbeliefspersonalemotionalneeds(bothmetunmet).Bycontrastexemplaryadvisersconsiderthemselvesguardiansofthecustomerswellbe
13、ingtherefehavefullconfidenceinwhattheysellintheirabilitytocommunicate.Thismindsetmakesiteasytohavesuccessfulconversationswithclientstoundersttheiremotionalfinancialneedstoperfmwellduringmomentsoftruth.Suchadvisershavethe
14、positivefeelingsvaluesindividualneeds—inshttheemotionalintelligence—requiredtoconnectwithhelpcustomersatkeymoments.Seizingthemoment:Howmanagerscanhelp?Astrongsenseofselfempowermentselfregulationwhichtogetherhelpsemployee
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