2018年5月24日 星期四

英語聆聽練習 03:Are you being served

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講解 (英語):連結

Social media is changing everything in trade. Even reserved Britons are losing their traditional aversion to making a scene, and using social media to complain about bad service provided by businesses.

That's what a survey by the Institute of Customer Service suggests. They analysed data from 200 organisations, including banks, utility companies and retailers and have concluded that customers now expect 'dialogue, not monologue' from companies.

If a shop assistant was rude and the price a rip-off, the unhappy customer - especially the young one - will take to microblog sites to slag off that company.

The trend has increased over the last few years. Thomas Brown, of the Chartered Institute of Marketing, observed in an interview that big companies had previously enjoyed a "controlled" conversation with customers via advertising - and for a long time, unhappy customers could only express themselves through letters or calling a customer relations team. But with the internet, it's a whole new ballgame: which company can control online chat?

Brown continues: "Now there's a risk that you could have a groundswell of customers talking to each other and, from the brand's perspective, it can get out of hand very quickly."

Brown warns that there's a concern by businesses about the time and resources it takes them to properly manage social media. Big organisations which aren't monitoring it 24 hours a day could log off at the end of the trade day, only to log in the next morning to find that momentum has gathered behind a certain issue.

But it's not all doom and gloom for businesses in this new era of intense connectivity. The old word of mouth recommendation has a new platform too. Perhaps it's more true today than ever before: a satisfied customer is a company's best advert.

詞彙表:
reserved 矜持的,內斂的
to make a scene (當眾)吵鬧,出洋相
utility companies 公共事業公司(水、電、煤氣公司等)
retailers 零售商
shop assistant 店員,售貨員
rip-off 宰人的價格
to slag off 強烈地批評,詆毀
advertising 做廣告
customer relations 客戶關係
a whole new ballgame 完全不同以往的局面
groundswell (群情)高漲
brand 品牌
to get out of hand 失控,難以控制
to gather momentum 聚集勁頭、力量
doom and gloom 前景暗淡
word of mouth 口碑
advert (口語)廣告

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