体验商务综合英语4unit10customerservice

商务综合英语课程教案授课时间第周星期第节课次授课方式（请打√）理论课√讨论课□实验课□习题课□其他□课时安排6授课题目（教学章、节或主题）：Unit 10 customer serviceTeaching objectives and requirements(教学目的、要求):Students arerequired to1．Master economic vocabulary in customer care and service;2．Be familiar with ways of dealing with customer complaints；3．Get to know some best techniques for dealing customer complaints;4. Learn the skills of dealing customer complaints.Teaching highlights and difficulties(教学重点及难点)：Highlights:1.grasp ways of dealing with customer complaints.2.master economic vocabulary in customer care and service.Difficulties:1.understand the various methods to solve customer complaints.2. express themselves more freely on the theme after doing a series of theme-related reading, listening, speaking and writing activities;Time allotment(教学时数)：6 PeriodsTeaching method(教学方法)：1.Group Discussion2.Exemplification and demonstration；3.Task-based teaching4.Teams-based Cooperative LearningReferences(参考书目)：1.科顿，法尔维等编，体验商务英语综合教程4，《体验商务英语》改编组改编，高等教育出版社，2.马斯库尔，海特勒著，体验商务英语教师用书4，《体验商务英语》改编组改编，高等教育出版社，3.蒋景东著，常用商务英语词典，浙江大学出版社，2012,5.4.（英）帕金森编著，牛津英汉双解商务英语词典，华夏出版社，2011教学基本内容方法及手段II Teaching procedureStep 1 Starting up:(20 minutes)1)1) Write 'CUSTOMER SERVICE' in big letters on the board. Ask Ss, in threes, to brainstorm briefly -what they understand by this term.-what their own organisation or educational institution does in this area.There is this definition of customer service quoted at the beginning of the Business brief on page 85'all the activities involved in making it easy for customers to reach the right parties within the company and receive quick and satisfactory service, answers and resolution of problems'. This relates mainly to situations where things have gone wrong.Customer service is also used in a neutral sense to talk about normal dealings when customers are buying products or services. Ss may refer to both these senses in their brainstorming sessions.Ss working in business will have something to say about customer service, whoever their customers are, whether business-to-business or business-to-consumer. It could be interesting to see how those working for government organisations view their 'customers' and what they understand by customer service. In the case of educational2) Students are asked to figure out the meaning of the quotation:Ask Ss to look at the quotation. Can they think of other queuing situations that can be annoying (such as supermarket checkouts, buying tickets) Do they have particularly bad incidents to recount 3) Please talk about what irritates you and about the place of customer care in a company's success.@ Discuss the different points in both exercises in pairs. Say that there is some overlap between the items, for example unhelpful and indifferent service personnel. The main idea is to encourage Ss to think of specific incidents they have encountered, even ones of too much customer care, eg. The waiter who asks 3 times during a meal if everything is alright. Step 2 listening: improving communications (50)Task AAbout Harrods 哈罗兹（英国著名百货公司）Harrods is a large upmarket department store on Brompton Road in Knightsbridge, London. The Harrods motto is Omni Omnibus Ubique, which means All things, for all people everywhere and refers to its claim that absolutely anything can be bought there. it is particularly famous for the range ofgoods available in the seasonal Christmas department and the food hall. The present owner is an Egyptian, Mohamed Fayed (whose son Dodi was killed in the same car crash as princess Diana). He bought the store in 1985 for ￡615 million.Task BListen and decide the statements True, False, or Not Given 1 false (it is about exceeding customer expectations)2 false (they expect a level of service that is better than other retailers)3 true4 true5 not given (the speaker says nothing about how often feedback is given)6 false (they are given a certificate from the chairman and￡5o in vouchers to spend in the store)Audiolingu al and communicative method课程教案（续）教学基本内容方法及手段Script 10. 1 (I = Interviewer SA = Sarah Andrews)I At Harrods how do you define good customer serviceSA Good customer service here at Harrods is about exceeding our customers' expectations. Erm the customer's expectations here at Harrods are generally higher than most other retailers and most other Department Stores, in that they may visit one of our competitors like erm a food retailer or another Department Store and they would expect to get a general level of customer service. In Harrods they expect to be bowled over with the service that they receive. They expect our staff to go the extra mile at every given opportunity and to receive something quite exceptional. We actually set erm a minimum level of service, a framework that all of our staffwork towards, that when they join the business we train them on these seven steps to exceptional service, then going forward we mystery shop which is basically we have erm real Harrods customers that we recruit and go and test the Departments and experience the service and report back to us what they've experienced. And if our staff get 100% they get a Certificate from the Chairman, they get ￡50 worth of vouchers to spend in the store and they get, you know, high recognition within their Departments and obviously if we have consistent poor performers that aren't meeting that minimum level of service then we, we would manage their performance.Task CListen to and complete:Example answers1 establish/build consumer loyalty2 are the same as those available in other stores/are no different from those in other outlets3 likely lose their customers/not build customer loyalty and their customers may move toother retailers10. 2 (I = Interviewer SA = Sarah Andrews)I Do you think companies generally pay enough attention to customer serviceSA I think companies, er retail companies are recognising erm more recently the importance of good customer service. Erm, it's very important to retailers to have customer loyalty. It is difficultin these days to have a point of difference to the product that you offer because most of thethings that arc available also here in Harrods are available elsewhere er, in London or in the UK itis no longer unique to Harrods, so we have to make the difference with great customer service, which means that when the market may be tough, our customers continue to come and shopwith us because they know they are going to get a great experience. I think there are. There are some companies that have not yet recognised that and I think they pay for that with a transient customer that doesn't, stick with them and may move from one retailer to another dependenton what's on offer. I think it's hugely important.I And is new technology helping in the improvement of customerserviceSA I, I think that er there is new technology available to erm measure customer service, Marks and Spencer for example, have a, a unit at their till points that when customers pay they can, they can press different buttons and say whether they were happy with the service they received today, erm, personally, and for here at Harrods I'm not sure how effective that is. I believe the most effective thing is to get real customers' feedback on what they experience and really look at the retention of our genuine customers, so, how many of our customers here in Pair workwiith the aid of multi-media facilityAudiolingual and communicativ e methodHarrods, that, that possibly own a Harrods credit card come back and shop with us on a regular basis and for me that's the absolute best test and measure of what level of service we are delivering to our customers.Task DPlay and ask Ss to take notes on how the speaker thinks technology can contribute to improved customer service and whether she thinks this is useful for Harrods. You may need to play the recording several times.Sarah ment'ions a new device at another store, which monitors customer service by having customers press buttons to indicate their levels of satisfaction, but she isn't sure how effective thisis and she doesn't think it would be useful for Harrods. The other technology she refers to is that related to store cards. Through these they can monitor how often customers return to the storeand this, she thinks, is a good way of getting feedback on how satisfied customers are.Task E10. 310. 3 (I = Interviewer, SA = Sarah Andrews)I Can you tell us how you prepare your staff to give the best customer serviceSA We have a set of standards here in Harrods that we call 'sell the experience'. So to sell the experience of Harrods erm, we have seven steps that erm, we work through which starts fromthe customer arriving in the Department until they purchase their goods and leave. The first stepis to welcome our customers within one minute of entering the Department, so our customersare treated as guests in our home of Harrods and when they walk into the store or into the Department they are greeted in some way. So that may be a smile, that may be a more formalgood morning or good afternoon, or it may simply be eye contact.The second stage is to approach customers at an appropriate time and initiate a conversation. So we train our staff to erm, monitor customers' behaviour and look for an appropriate time to goandstart a conversation with the customer. Some customers may look like they are happy browsingand don't want to be interrupted, some customers may give signals that they have spent a longtime at a particular rail possibly looking for sizes, which is an indicator that The next stage is forus to ask questions to establish our customers' needs, which is a very important part of the service process. Erm our staff are uained on how to ask the right questions to really ascertainwhat the customer is looking for.The next stage is for them to use their product knowledge and to select items to meet those customer needs. So it's very important that they listen to the answers when they've asked the relevant questions and then to use their knowledge to match the customers' needs with the products that we offer.The next thing we ask them to do is to highlight the features and benefits to customers, so this is about talking about the product, 'this is a beautiful painting madam what a wonderful shade ofredthe dress is made in' and it's to really talk about the product and really focus on the real beautiful features and benefits of what the customer is looking at.The next thing we do is to offer related products to maximise the sale or service. So this is wherea customer a gentlemen is buying a shirt, maybe we will introduce a matching tie, or a matching suit, so that the customer can get the whole experience of Harrods. Then we ask our staff to introduce the Harrods card. We believe the Harrods card is a big benefit, both to the store and toour customers, so it's important that our staff introduce those benefits to each and everycustomer that shops in the store.And finally to make sure that we finish the whole process very well, the staff are encouraged to thank customers and invite them to return.Go through the seven steps with ss and ask them to try to predict what the missing verbs might be. Play recording 1o. 3 and ask Ss to complete the seven steps.1. Welcome2. Approach, initiate3. Ask, establish4. Use, select, meet5. High light6. Offer, maximise7. Thank, inviteTask FPut Ss in pairs and give them time to prepare their dialogues. Circulate, monitor and assist.Ask Ss to practise their role plays in their pairs before asking some of the pairs to perform their role plays for the rest of the class.Step 3 Discussion & Vocabulary: handling customer complaint (30 minutes)Discussion:Ss look at suggestions for ways of dealing with customer complaints and draw up a list of the best techniques for doing this.Get Ss to work in threes. Half the threes in the class are As, and the other half are Bs. The As discuss the list of ways of dealing with customer complaints for Group A and the Bs those for Group B. Say that each group has to decide on the five most useful suggestions in its particular list.Ask the student to look at and discuss each list separately, choosing five points from each list. Ask the student to explain the reasons for their choice. Then ask the student to choose the six most important ones from the ten he / the has selected and, again, to explain the reasons.Ss took at words related to customer service and some common idioms, using them in context. @ Tell Ss to look through the sentence parts. Ask them to match them as a quick-fire activity. Point out the pronunciation of rapport with its silent t.Vocabulary:task A1 complaints-e)2 rapport-d)3 reassure-a)4 standards-b)5 products-c)Task BAsk Ss to work on matching the idioms in pairs. Circulate, monitor and assist.With the whole class, do a round-up of the answers and explain any difficulties.1c 2d 3f 4e 5a 6b 7gTask C.Do this as a quick-fire activity with the whole class. Explain any difficulties.1 get to the bottom of the problem2 pass the buck3 ripped off4 slipped my mind5 talking at cross purposes6 it was the last straw7 got straight to thepointStep 4 Reading: Customers first (50 minutes)The message for this or any other yearThis passage is about the decline in standards of customer service in the UK and whycustomers should be a company’s first priority.In the passageA. Read the article and answer:Q 1. What customer service problems did the author have2. What examples are given of poor customer service by British utilities3. what answer does the author give to the question: ‘why is customer service important’4. Why is customer service difficult to implement1. It took weeks to sort out the problems with his new printer-scanner-copier. He couldn't getthrough to the Powergen 24-hour helpline and had to call them from work.2. Not turning up at the appointed time. Falsely claiming to have rung the doorbell and foundno one in.3. Customers are the most vital part of any business, they are its reason for existing and theyare the people upon whom all success depends. Keeping them satisfied is the most importantthing a company can do.4. Competition may force a company to move jobs to low-wage countries (thus having fewerpeople on hand to give good customer service). The bigger a business is, the more widespreadits suppliers and customers become and delivering good service to them becomes moredifficult. You may have to invest in IT systems to keep track of orders.B1 He says the opposite of this in lines 4o to 5o.2 He makes this pointin lines 5i to 57 by lamenting the fact that some companies have cut backon their customer service training.3 He makes this point in lines 79 to 84 By saying that outsourcing is not on its own responsiblefor deteriorating customer service, he suggests that it is one cause.4 He doesn't make this point. He says in lines 84 to 90 that the fact that some companies seemto believe this is a problem.5 He makes this point in lines 73 to 76.C Ask Ss to discuss in pairs any examples of good and bad customer service they have experienced and then to report back to the class.Language review: Gerunds_Ss study gerund formation and the way that gerunds are used. Ss then use them in drawing up guidelines about customer service.A Go through the gerunds in the Language review box with the whole class. Refer back to Exercise A in the Starting up Section where this is mentioned, even if Ss haven't done this.? Get Ss to look at the article on page 87 in pairs and find gerunds. Circulate and assist.a) But making a profit... (line 96) ; Carrying this out... (line 129)b) including not turning up at the appointed time and then claiming to have rung the doorbell (line 46 to 49) ; I am not attacking outsourcing as such... (lines 79 to 81)c) without jamming (lines 15 to 16) ; about cutting costs... (lines 77 to 78) ; a way of providingthe same goods... (line 131 to 133)B 1 b 2 a 3 d 4 c 5 e 6 fPossible answers. Ss may suggest others.C Check your Ss'own ideas for improving customer service.1 returning2 giving3 doing/undertaking/commissioning4 organising/running5 drawing up/establishing/setting up6 drawing up/establishing/setting7 checking/examining/monitoring8 dealing9 ensuring/making sure10 learningStep 5 Skills: Active listeningSs look at listening skills in the context of customer service. They listen to interviews withsatisfied and angry customers and learn some key expressions.A With the whole class, ask about the points here. Invite comments and encourage discussion.Divide the class into pairs or threes. Circulate, monitor and assist. Note language points forpraise and correction, especially in relation to this topic.B With the whole class, praise good language points from the discussion and work on three orfour points that need improvement, getting individual Ss to say the correct forms.C Ask Ss for their suggestions. Invite comments and encourage discussion. Some interestingcultural issues should emerge here.Conversation 1A It was just before Christmas...B OK.A I went into this wine store and bought two bottles of red wine. I bought them because theywere promoted as wine of the month, so I thought they must be good. When l tried one of them,l found the wine was much too sweet, like fruiit juice almost.B Fruit juiceA Yes, Really! I offered a glass to my neighbour, who was our guest. She took one sip and askedme if 1 had anything else!B So, what did you doA Well, I took the bottles back to the store and complained about the wine. The salesmandidn't argue. He took the bottles back and told me to choose another two bottles. I’ll look for some at the same price,' I said. 'Don't do that, 'he said ‘choose any two bottles you like.' I chosetwo which were quite a bit more expensive and thanked him. I always go to that store for mywine now because I like the way they treat their customers.Conversation 2A I flew to Spain recently with my family and I was really impressed with the level of customerservice we received. We were flying with a relatively cheap, no frills airline and they didn'tpromise much-no meals for example, but what they did promise, they delivered.B ReallyA Yes. The service was excellent and friendly-it was service with a smile. They were particularlyfriendly and helpful to people with small children. We took off on time and arrived on time. We'lldefinitely be using them again.Convention 3A Something so irritating happened recently with a delivery that I’d ordered. I certainly won'tbe using the supplier again..B What happenedA Well, I work from home as a translator for a leading bank. My printer had broken and Ineeded a new one urgently. The person who took my order was extremely friendly and promisedit would be there the next day.B OKA It didn't arrive and I had waited in all day to receive it! When I Phoned the supplier I got the same friendly helpful treatment again- they were very sorry-it would definitely be there the following day. But they lct me down again. This went on for the rest of the week.B How awful!A I was very put out indeed. It was all talk and no action.Step 6 Case study (80 minutes)1) There are problems when a new manager takes over a sales team. Ss role play the directors10. 5 (C = Customer E = Employee)C I'm calling because I went into one of your shops this morning to look at some phones. Ireally have to complain about one of your sales staff.E Oh dear, what happenedC They were on me as soon as I got into the shop. I don't know if they're on commission ornot but they really pounced on me.E Oh"C And didn't listen to me at all. They seemed to be pushing a particular package which wasfar too expensive and not suitable at all. I'm a pensioner.E I quite understand. Sorry you felt you were being hassled. Which branch was itC Your main branch.E So, do you remember who served youC Yes, but I don't want to say.E Well, if you want me to take this seriously, we need to know who was at fault.C It wasn't just one person. They were all bothering me. In my opinion. you ought to lookinto your training methods. its just not good enough.2) fill in the missing informationActivity: Selling fax machines, data projectors and slim plasma screensSales Mana8er until 18 months ago: Vanessa BryantPresent Sales Manager:Nigel FraserSales targets: Increase turnover by 1o%; create dynamic sales teamSales performance: 2o% below target ; low morale since NF arrivedProblems: NF wants more meetings, but most of the staff don't ;present meetings are dominated by one or two people some don't turn upStaff blame each other or other departments for problemsStaff don't help each other rivalry and dislike between some membersUnable to accept criticism and become aggressiveNF happier in his previous job ; staff talk about the 'good old days' under VanessaBryant3) Role playStep 7 writing (20minutes)Writing file page小结：作业和思考题：Theme-related Language Learning Tasks and business communication skills.Essay Writing: S s write an email from the management consultants dealing with their recommunications.教学后记：填表说明： 1. 每项页面大小可自行添减；2. 课次为授课次序，填1～n等；3. 授课形式填理论课、实验课、讲评课、习题课等。