体验商务综合英语4unit10customerservice.docx

体验商务综合英语4unit10customerservice.docx

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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）：

Unit10customerservice

Teachingobjectivesandrequirements（教学目的、要求）:

Studentsarerequiredto

1．Mastereconomicvocabularyincustomercareandservice;

2．Befamiliarwithwaysofdealingwithcustomercomplaints；

3．Gettoknowsomebesttechniquesfordealingcustomercomplaints;

4.Learntheskillsofdealingcustomercomplaints.

Teachinghighlightsanddifficulties（教学重点及难点）：

Highlights:

1.graspwaysofdealingwithcustomercomplaints.

2.mastereconomicvocabularyincustomercareandservice.

Difficulties:

1.understandthevariousmethodstosolvecustomercomplaints.

2.expressthemselvesmorefreelyonthethemeafterdoingaseriesoftheme-relatedreading,listening,speakingandwritingactivities;

Timeallotment（教学时数）：

6Periods

Teachingmethod（教学方法）：

1.GroupDiscussion

2.Exemplificationanddemonstration；

3.Task-basedteaching

4.Teams-basedCooperativeLearning

References（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

IITeachingprocedure

Step1Startingup:

（20minutes）1）

1）Write'CUSTOMERSERVICE'inbiglettersontheboard.AskSs,inthrees,tobrainstormbriefly-whattheyunderstandbythisterm.

-whattheirownorganisationoreducationalinstitutiondoesinthisarea.

ThereisthisdefinitionofcustomerservicequotedatthebeginningoftheBusinessbriefonpage85'alltheactivitiesinvolvedinmakingiteasyforcustomerstoreachtherightpartieswithinthecompanyandreceivequickandsatisfactoryservice,answersandresolutionofproblems'.Thisrelatesmainlytosituationswherethingshavegonewrong.

Customerserviceisalsousedinaneutralsensetotalkaboutnormaldealingswhencustomersarebuyingproductsorservices.Ssmayrefertoboththesesensesintheirbrainstormingsessions.

Ssworkinginbusinesswillhavesomethingtosayaboutcustomerservice,whoevertheircustomersare,whetherbusiness-to-businessorbusiness-to-consumer.Itcouldbeinterestingtoseehowthoseworkingforgovernmentorganisationsviewtheir'customers'andwhattheyunderstandbycustomerservice.Inthecaseofeducational

2）Studentsareaskedtofigureoutthemeaningofthequotation:

AskSstolookatthequotation.Cantheythinkofotherqueuingsituationsthatcanbeannoying（suchassupermarketcheckouts,buyingtickets）Dotheyhaveparticularlybadincidentstorecount

3）Pleasetalkaboutwhatirritatesyouandabouttheplaceofcustomercareinacompany'ssuccess.

@Discussthedifferentpointsinbothexercisesinpairs.Saythatthereissomeoverlapbetweentheitems,forexampleunhelpfulandindifferentservicepersonnel.ThemainideaistoencourageSstothinkofspecificincidentstheyhaveencountered,evenonesoftoomuchcustomercare,eg.Thewaiterwhoasks3timesduringamealifeverythingisalright.

Step2listening:

improvingcommunications（50）

TaskA

AboutHarrods哈罗兹（英国著名百货公司）

HarrodsisalargeupmarketdepartmentstoreonBromptonRoadinKnightsbridge,London.TheHarrodsmottoisOmniOmnibusUbique,whichmeansAllthings,forallpeopleeverywhereandreferstoitsclaimthatabsolutelyanythingcanbeboughtthere.itisparticularlyfamousfortherangeofgoodsavailableintheseasonalChristmasdepartmentandthefoodhall.ThepresentownerisanEgyptian,MohamedFayed（whosesonDodiwaskilledinthesamecarcrashasprincessDiana）.Heboughtthestorein1985for£615million.

TaskB

ListenanddecidethestatementsTrue,False,orNotGiven

1false（itisaboutexceedingcustomerexpectations）

2false（theyexpectalevelofservicethatisbetterthanotherretailers）

3true

4true

5notgiven（thespeakersaysnothingabouthowoftenfeedbackisgiven）

6false（theyaregivenacertificatefromthechairmanand£5oinvoucherstospendinthestore）

Audiolingualandcommunicativemethod

课程教案（续）

教学基本内容

方法及手段

Script10.1（I=InterviewerSA=SarahAndrews）

IAtHarrodshowdoyoudefinegoodcustomerservice

SAGoodcustomerservicehereatHarrodsisaboutexceedingourcustomers'expectations.Ermthecustomer'sexpectationshereatHarrodsaregenerallyhigherthanmostotherretailersandmostotherDepartmentStores,inthattheymayvisitoneofourcompetitorslikeermafoodretaileroranotherDepartmentStoreandtheywouldexpecttogetagenerallevelofcustomerservice.InHarrodstheyexpecttobebowledoverwiththeservicethattheyreceive.Theyexpectourstafftogotheextramileateverygivenopportunityandtoreceivesomethingquiteexceptional.Weactuallysetermaminimumlevelofservice,aframeworkthatallofourstaffworktowards,thatwhentheyjointhebusinesswetrainthemonthesesevenstepstoexceptionalservice,thengoingforwardwemysteryshopwhichisbasicallywehaveermrealHarrodscustomersthatwerecruitandgoandtesttheDepartmentsandexperiencetheserviceandreportbacktouswhatthey'veexperienced.Andifourstaffget100%theygetaCertificatefromtheChairman,theyget£50worthofvoucherstospendinthestoreandtheyget,youknow,highrecognitionwithintheirDepartmentsandobviouslyifwehaveconsistentpoorperformersthataren'tmeetingthatminimumlevelofservicethenwe,wewouldmanagetheirperformance.

TaskC

Listentoandcomplete:

Exampleanswers

1establish/buildconsumerloyalty

2arethesameasthoseavailableinotherstores/arenodifferentfromthoseinotheroutlets

3likelylosetheircustomers/notbuildcustomerloyaltyandtheircustomersmaymovetootherretailers

10.2（I=InterviewerSA=SarahAndrews）

IDoyouthinkcompaniesgenerallypayenoughattentiontocustomerservice

SAIthinkcompanies,erretailcompaniesarerecognisingermmorerecentlytheimportanceofgoodcustomerservice.Erm,it'sveryimportanttoretailerstohavecustomerloyalty.ItisdifficultinthesedaystohaveapointofdifferencetotheproductthatyouofferbecausemostofthethingsthatarcavailablealsohereinHarrodsareavailableelsewhereer,inLondonorintheUKitisnolongeruniquetoHarrods,sowehavetomakethedifferencewithgreatcustomerservice,whichmeansthatwhenthemarketmaybetough,ourcustomerscontinuetocomeandshopwithusbecausetheyknowtheyaregoingtogetagreatexperience.Ithinkthereare.TherearesomecompaniesthathavenotyetrecognisedthatandIthinktheypayforthatwithatransientcustomerthatdoesn't,stickwiththemandmaymovefromoneretailertoanotherdependentonwhat'sonoffer.Ithinkit'shugelyimportant.

IAndisnewtechnologyhelpingintheimprovementofcustomer

service

SAI,Ithinkthaterthereisnewtechnologyavailabletoermmeasurecustomerservice,MarksandSpencerforexample,havea,aunitattheirtillpointsthatwhencustomerspaytheycan,theycanpressdifferentbuttonsandsaywhethertheywerehappywiththeservicetheyreceivedtoday,erm,personally,andforhereatHarrodsI'mnotsurehoweffectivethatis.Ibelievethemosteffectivethingistogetrealcustomers'feedbackonwhattheyexperienceandreallylookattheretentionofourgenuinecustomers,so,howmanyofourcustomershereinHarrods,that,thatpossiblyownaHarrodscreditcardcomebackandshopwithusonaregularbasisandformethat'stheabsolutebesttestandmeasureofwhatlevelofservicewearedeliveringtoourcustomers.

TaskD

PlayandaskSstotakenotesonhowthespeakerthinkstechnologycancontributetoimprovedcustomerserviceandwhethershethinksthisisusefulforHarrods.Youmayneedtoplaytherecordingseveraltimes.

Sarahment'ionsanewdeviceatanotherstore,whichmonitorscustomerservicebyhavingcustomerspressbuttonstoindicatetheirlevelsofsatisfaction,butsheisn'tsurehoweffectivethisisandshedoesn'tthinkitwouldbeusefulforHarrods.Theothertechnologyshereferstoisthatrelatedtostorecards.Throughthesetheycanmonitorhowoftencustomersreturntothestoreandthis,shethinks,isagoodwayofgettingfeedbackonhowsatisfiedcustomersare.

TaskE

10.3

10.3（I=Interviewer,SA=SarahAndrews）

ICanyoutellushowyouprepareyourstafftogivethebestcustomerservice

SAWehaveasetofstandardshereinHarrodsthatwecall'selltheexperience'.SotoselltheexperienceofHarrodserm,wehavesevenstepsthaterm,weworkthroughwhichstartsfromthecustomerarrivingintheDepartmentuntiltheypurchasetheirgoodsandleave.ThefirststepistowelcomeourcustomerswithinoneminuteofenteringtheDepartment,soourcustomersaretreatedasguestsinourhomeofHarrodsandwhentheywalkintothestoreorintotheDepartmenttheyaregreetedinsomeway.Sothatmaybeasmile,thatmaybeamoreformalgoodmorningorgoodafternoon,oritmaysimplybeeyecontact.

Thesecondstageistoapproachcustomersatanappropriatetimeandinitiateaconversation.Sowetrainourstafftoerm,monitorcustomers'behaviourandlookforanappropriatetimetogoand

startaconversationwiththecustomer.Somecustomersmaylookliketheyarehappybrowsinganddon'twanttobeinterrupted,somecustomersmaygivesignalsthattheyhavespentalongtimeataparticularrailpossiblylookingforsizes,whichisanindicatorthatThenextstageisforustoaskquestionstoestablishourcustomers'needs,whichisaveryimportantpartoftheserviceprocess.Ermourstaffareuainedonhowtoasktherightquestionstoreallyascertainwhatthecusto