“关键时刻”的客户服务[外文翻译]

《“关键时刻”的客户服务[外文翻译]》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、毕业论文（设计）外文翻译题　　目：　　某企业客户服务现状及其完善对策的研究　　　一、外文原文标题：The‘momentoftruth’incustomerservice原文：Focusontheinteractionsthatareimportanttocustomers—andonthewayfrontlineemployeeshandlethoseinteractions.Inrecentyears,maturecompanieswithfar-flungnetworksoffrontlinesalesstaff—banks,retailers,airlines

2、,andincumbenttelecomproviders,forexample—havedevotedagreatdealofmoneyandefforttoretainingtheircurrentcustomers.Asmanyacademicstudieshavenoted,thecostsofdoingsotendtobemuchlowerthanthoseofacquiringnewones.Thesuccessofthisstrategyultimatelydependsonexpandingthebreadthanddepthofcustomerre

3、lationshipsandontranslatingtheresultingloyaltyintohighersalesofgoodsandservices,aswellasahealthierbottomline.Webelievethatmanybusinessesarefallingshort.What'sregularlymissing,inourexperience,isthesparkbetweenthecustomerandfrontlinestaffmembers—thesparkthathelpstransformwaryorskepticalp

4、eopleintostrongandcommittedbrandfollowers.Thatsparkandtheemotionallydrivenbehaviorthatcreatesitexplainhowgreatcustomerservicecompaniesearntrustandloyaltyduring"momentsoftruth":thosefewinteractions(forinstance,alostcreditcard,acanceledflight,adamagedpieceofclothing,orinvestmentadvice)wh

5、encustomersinvestahighamountofemotionalenergyintheoutcome.Superbhandlingofthesemomentsrequiresaninstinctivefrontlineresponsethatputsthecustomer'semotionalneedsaheadofthecompany'sandtheemployee'sagendas.Executivestypicallystruggletotransformthewayacompanyrespondstoitscustomers.Somewrong

6、lyassumethatthequalityofemotionalresponses—whattheauthorDanielGolemanfamouslycalled"EQ,"or"emotionalintelligence"—issodeeplyprogrammedatbirthorinchildhoodthatitisimpossibletoinfluence.Othersmistakenlytrytoscriptwhatarebydefinitionspontaneousevents,therebyremovingauthenticityandempathyf

7、romthecustomerexperience.Thesemisstepsmakeithardtofosterappropriatebehavior,toenhancetheintrinsicemotionalintelligenceofemployees,andtoextendacrossthewholefront-linenetworktheexcellenceofexemplaryindividuals,branches,andoffices.Duringourworkwithcompanies,wehavefoundanumberofpractical