Official 42 Set 6

纠错
  • Q1
  • Q2
  • Q3
  • Q4
  • Q5
  • Q6
置顶

Service Failures

纠错
  • Q1
  • Q2
  • Q3
  • Q4
  • Q5
  • Q6
What is the lecture mainly about?
  • A. The most common causes of service failures

  • B. Effective strategies for preventing service failures

  • C. The importance of having a plan to address service failures

  • D. Ways in which different industries respond to service failures

显示答案 正确答案: C

我的笔记 编辑笔记

/
  • 原文
  • 译文
  • 查看听力原文

    关闭显示原文

    NARRATOR:Listen to part of a lecture in a marketing class.

    FEMALE PROFESSOR:And that wraps up our discussion of how the retail sector... uh, ways in which retail managers deal with customer complaints.So let's shift now to the service sector, which markets not goods, but services-intangibles like transportation, food service, career counseling-oh, there're literally hundreds of examples.Service providers must, of course, constantly strive to meet customers' needs.But as in retail, there are instances of service failure in which the customer is dissatisfied, uh, perhaps to the point of not doing business with you anymore.Some service failures are beyond an organization's control, like a computer malfunction that leads to missed deadlines.Other failures stem from process problems, like inadequate training for newly hired employees.Uh, then there's human error...[fishing for example] Uh, oh, um, ok, imagine you manage a car rental agency.A customer calls in a reservation, but your employee marks down the wrong date.So your customer arrives, and guess what—the size car he reserved isn't available.But your customer is less concerned about the source of the failure than the solution—what you do about it, what sort of compensation, what service recovery you give.So, if you're in a service industry, as a marketer, you always need some kind of service recovery plan.Your plan must be in place before a failure occurs.And it must also be communicated promptly to everyone in your organization who deals with customers so they'll know what to do.Service recovery encompasses all the actions taken to get a disappointed customer back to, uh well, back to a state of satisfaction.So, if your car rental agency couldn't provide the size car your customer wanted, but your policy is to provide a roomier car for the same price, your customer would probably be happy.Might even restore his faith in your company.Research has, in fact, identified service recovery as a significant determinant of customer loyalty.

    MALE STUDENT:I see what you mean... every year my family goes on vacation together...and a few summers ago, when we were in Chicago, it was really, really hot, and uh, guess what?The hotel's air conditioning broke, and everyone was complaining.What the hotel did, they actually didn't charge anybody for that weekend.But the funny thing is that even though we had that horrible experience at that hotel, because they were so quick to appease us, we usually stay at that same hotel every time we go to Chicago.

    FEMALE PROFESSOR:Great example!So, in this case, that hotel chain might consider itself the beneficiary of the so-called service recovery paradox.

    Um, the paradox basically implies that customers who experience a service failure, well, they could potentially be made more loyal than customers who were satisfied in the first place—if an equitable recovery occurred after the failure.Yes, Ben?

    MALE STUDENT:Wait a minute, [Composing question on the fly] if a good service recovery creates more loyalty than, um, if things went smoothly from the get-go, why don't companies, like, make mistakes on purpose so...

    FEMALE PROFESSOR:[Picking up the thread] ... So you could implement a recovery plan that'll leave your customers delighted as opposed to merely satisfied? [Strongly against using this as a business plan]Look, it's always better to do things right the first time.'Cause how-how can you know that the paradox will hold true in every situation?Plus, it's hard to predict if a good service recovery will overcome the negative effect of a service failure.And what about all those failures that never come to your attention?Because, statistically, about 50 percent of customers don't complain about service failures—at least not to the service provider.But negative word of mouth-now that's got worse implications for your business.Also, you'd have to pay your employees to execute the service a second time.Typically a service recovery's gonna involve some kind of compensation, right?So it's gonna cost your company some money that you're going to have to account for in your budget.I've actually been researching some of these issues myself, 'cause what we need is a deeper understanding of customers' thought processes and their reactions to service recoveries. [Rattling off questions she hopes her research will answer]How do consumers form expectations?How do they react to different service recovery tactics?Can we predict how any given customer will react to a given service failure?People's expectations, their priorities vary.Like, uh, if I'm in a hurry, and the French fries I order at a fast-food restaurant aren't piping hot, I might not complain, 'cause I got 'em fast.But if I'm not in a hurry, I might return the fries, even if I had to wait for a fresh batch.

  • 旁白:请听市场营销课上的部分内容。

    教授:到此我们关于零售业是如何......零售经理处理顾客投诉的方法就讲完了。那么现在让我们转向服务业吧,服务业营销的不是商品而是服务,也可以说是无形的商品比如交通、餐饮服务、职业咨询......真要讲起来有数百个例子。服务提供者当然必须不断努力满足顾客的需求。但是和零售业一样,服务业会出现服务失败的情况,在这种情况下顾客会产生不满,可能会严重到再也不和你做生意的程度。一些服务失败不在一个团队的控制范围内,比如电脑故障导致错过了最后期限。其他失败源于过程方面的问题,比如对新雇佣员工的培训不足。然后就是人为错误。想象一下你管理着一家汽车租赁公司。一位顾客打电话来做了一个预定,但是你的员工记错了日期。等你的顾客光临时,你猜怎么着?他预定的那款车型没有了。但是比起错误的来源,你的顾客更关心解决方案:你会如何处理这件事?你会提供怎样的补偿,怎样的服务补救措施?所以如果你在服务行业,作为一个市场营销人员,你一直都需要某种服务补救方案。你的方案必须在失败发生之前就位。而且你必须迅速跟团队中每一个与顾客打交道的人沟通这个方案,这样他们就知道该怎么做了。服务补救要包含为了令一位失望的顾客重新回到满意状态而采取的所有行动。所以如果你的汽车租赁公司无法提供顾客想要的车型,但是你们的政策是可以用相同的价格提供一辆更宽敞的车,你的顾客可能会很满意。甚至也许会重塑他对你公司的信任。实际上,研究将服务补救确定为带来顾客忠诚度的一个重要的决定因素。

    学生:我知道你什么意思。每年我的家人都会一起去度假。几年前的夏天,我们去了芝加哥,那里非常非常热,而且你猜怎么的?旅馆的空调坏了,每个人都在投诉。旅馆做的是......他们真的那个周末一分钱都没收。但是搞笑的是,即使我们在那个旅馆有了那么糟糕的体验,但是因为他们很迅速地对我们做出了安抚,我们每次去芝加哥的时候通常还是会住在那家旅馆。

    教授:非常棒的例子!所以在这个案例中,这个连锁旅馆也许把它自己看做了所谓的服务补救反论的受益方。

    这个反论主要是指体验了服务失败的顾客......如果在失败发生后接受到了公正的补救的话,他们可能会比那些一开始就很满意的顾客更加忠诚。怎么了,Ben?

    学生:等一下,如果一个好的服务补救比事情从一开始就顺利进行更能带来忠诚度,那企业为什么不故意犯一些错误,这样......?

    教授:这样你就能实施一个补救方案让你的顾客更加高兴,而不只是满意而已?听我说,第一次就把事情做对总是更好的。因为你怎么知道这个反论在每种状况下都是正确的?另外,要预测出一个好的服务补救是否会消除服务失败带来的负面效应很难。而且那些你从没注意到的失败怎么办?因为就统计到的情况而言,大约50%的顾客不会对服务失败进行投诉,至少不会对服务提供者投诉。但是坏口碑对你的生意影响更坏。还有,你得付钱让你的员工进行第二次服务。通常服务补救会包括某种补偿,对吧?所以这会让你的公司损失一些钱,而你必须得在你的预算中为这笔费用负责。事实上,我本人调查了这些问题中的一些,因为我们需要对顾客的思维过程和他们对服务补救的反应有更深层次的理解。顾客是如何形成期待的?他们对不同的服务补救策略作何反应?我们能预计任何特定的顾客对特定的服务失败的反应吗?人们的期待,他们优先考虑的事各不相同。比如说,假如我很赶时间,那如果我在一家快餐店点的薯条不是很热,我可能也不会不满,因为我很快拿到了它们。但是如果我不赶时间,我也会把薯条退回去,即使我在下一批薯条新鲜出锅之前要等一会儿。

  • 官方解析
  • 网友贡献解析
  • 本题对应音频:
    1 感谢 不懂
    音频1
    解析

    题型分类:主旨题 

    原文定位:So, if you're in a service industry, as a marketer, you always need some kind of service recovery plan. 

    选项分析:文章首先列举了几种失败案例,So之后是重点,教授讲服务应对方案对服务业非常重要,接下来展开来讲,选C

    标签

题目讨论

如果对题目有疑问,欢迎来提出你的问题,热心的小伙伴会帮你解答。

如何吃透这篇文章?

Service Failures

0人精听过

预计练习时间:16min27s

马上精听本文

最新提问