Reading Unit3.docx

UNIT3 Task 1 Read the two emails and choose the best answer for each question.

QUESTION 1: Why did the customer return the toaster? It doesn’t work. It was too expensive. She wants a brand new one. She prefers a different model. QUESTION 2 When did she purchase the toaster? A month ago Last October Exactly one year ago A little over a year ago QUESTION 3 What will she get instead of the returned toaster? Nothing

A refund A brand new toaster A different, repaired toaster QUESTION 4:The word refurbished in sentence 1 of the second letter is closest in meaning to ______. repaired new defective good QUESTION 5 The word considering in sentence 3 of the second letter is closest in meaning to ______. reading about thinking about talking about worrying about

TASK 2: Read the text and choose the best answer for each question.

QUESTION 1 What is the purpose of this form?

To purchase a new car model To compare different car dealerships To determine the best car for a customer To provide feedback to a car seller QUESTION 2 Which aspect was the customer most satisfied with? The dealership’s facilities The dealership’s location The prices of the products The sales representative’s attitude QUESTION 3 Which aspect was the customer most dissatisfied with? The dealership’s facilities The salesman’s attitude The dealership’s location The prices of the new models QUESTION 4 What is said about Mr. Becker? He drives an expensive vehicle. He recommended Highway 81 Motors to his friends. He pressured the customer. He was disappointed with his colleague. QUESTION 5 What is the customer likely going to do next? Not suggest the dealership to his/her acquaintances Buy the most expensive models Recommend Highway 81 Motors Look for a car TASK 3 Read the passage and fill in each gap with NO MORE THAN 4 WORDS from the text. Effective Methods To Get Quality Customer Feedback Generating quality customer feedback is important but difficult for companies. Here are some effective ways to engage customers and seek responses. Live chat can address many issues. It can help customers who are unable to locate the items they seek, or answer questions about availability, payment, shipping, etc. Chat

support can help a company get closer to its customers by better understanding their needs and challenges. It also helps identify patterns if there are any recurring issues and helps find long-term solutions for those issues. Provide at least a dedicated feedback email - for example,[email protected]. If there are any complaints, customers can communicate their grievances through this email. This remains one of the most effective methods of generating feedback. Calling customers is a highly personalized way to seek customer feedback. This method is proactive, and generates the best responses. The advantage of this method is that you get firsthand feedback, straight from the customer. Moreover, hearing your customer’s voice and tone provides an opportunity to sense their satisfaction. When executed well, it strengthens the customer relationship and makes your customers feel valued. Social media sites such as Facebook, Twitter, LinkedIn, etc. can be an invaluable resource for customer feedback. Social listening provides a great opportunity for you to improve your customer experience and quickly respond to any issue that might arise. Creating a forum or community on your website or on a social network can generate excellent feedback. This method is easy to implement, but requires continuous monitoring and a full-time moderator. The moderator’s responsibilities include starting new discussions, moderating discussions, posting and updating regularly, responding to feedbacks, and so on. This method increases user engagement and strengthens relationships with the customer. It can also provide some excellent feedback and new ideas. Typically, it is very difficult to generate positive feedback. The customer is more likely to send feedback after an unpleasant experience. You can solve this problem can by giving out gifts to customers for sending feedback. Gifts can include free shipping, discounts on future purchases, free samples, gift cards, contests, etc. The prize should be valuable for the customer rather than a cross-sell tactic. Collecting customer feedback has to be an integralpart of your business process. Getting negative and positive feedbacks are equally important. Fortunately, there are lots of tools you can use to generate feedback. QUESTION 1: Companies cannot deny the importance of ……………………………………………

QUESTION 2: …………………………………….. can help companies understand their customers’ needs and challenges better. QUESTION 3: In order to get direct response from customers and improve relationship with them, …………………………………………. is considered an effective way. QUESTION 4:Using …………………………………………………can help improve customers’ experience and quickly respond to arising issues. QUESTION 5: Developing …………………………………………on your website or on a social network is easy to carry out, but needs continuous monitoring and moderating. QUESTION 6: Customers usually …………………………….after experiencing an unpleasant event. Task 4: Read the passage and decide if these statements are True (T) or False (F). LIMITED WARRANTY POLICY AND GUIDELINES The North Face branded products covered by this warranty are warranted to the original owner against manufacturing defects in materials and workmanship for the lifetime of the product, except for footwear, which instead is covered by a one year warranty. This warranty applies to all The North Face branded product except eyewear, bicycles, limited-edition collaboration product not made by The North Face, product marked as not covered by warranty on the product’s packaging, hangtag and/or label, or product purchased from an unauthorized dealer or seller. If your product covered by this warranty fails due to a manufacturing defect we will repair it without charge, or replace it, at our discretion. Only original, unaltered and unmodified items and workmanship are covered. This warranty does not cover damage caused by accident, improper care, negligence, normal wear and tear, or the natural breakdown of colors and materials over extended time and use. Damage not covered under warranty may be repaired for a reasonable rate and a fee will be charged for return shipping. The products eligible for the lifetime warranty are covered to the original owner, for the lifetime of the product. Unfortunately, this does not mean your lifetime. Your The North Face sleeping bag may not survive to the ripe old age of 70. (But we have heard from folks whose well-loved and cared for 1973 Superlight sleeping bags are still going strong!)

For warranty evaluation, your product must be returned directly to The North Face Warranty Department, 2321 N Loop Road, Alameda, CA 94502 with a Warranty Return Form. All shipping to Warranty must be pre-paid and insured. The North Face will not be liable for lost in-bound packages. Our policy requires that products accepted for repair be clean. Charges will be assessed if cleaning is necessary or product may be returned to you if it cannot be adequately cleaned. QUESTION 1: The North Face footwear products have lifetime warranty. QUESTION 2: If original, unaltered and unmodified items have faults, the company will replace or repair them for free. QUESTION 3: With damage caused by accident, the company will not repair those products. QUESTION 4:The products eligible for the lifetime warranty are covered to all owners QUESTION 5: If your products need cleaning before repair, you have to pay the charge. Task 5 Read the passage and answer questions with NO MORE THAN 4 WORDS from the text.

Warranties When you make a major purchase, the manufacturer or seller makes an important promise to stand behind the product. It's called a warranty. Federal law requires that warranties be available for you to read before you buy even when you're shopping by catalog or on the Internet. Coverage varies, so you can compare the extent of warranty coverage just as you compare the style, price, and other characteristics of products. Written Warranties Although not required by law, written warranties come with most major purchases. When comparing written warranties, keep the following in mind: - How long does the warranty last?Check the warranty to see when it begins and when it expires, as well as any conditions that may void coverage. - Who do you contact to get warranty service?It may be the seller or the manufacturer who provides you with service.

- What will the company do if the product fails?Read to see whether the company will repair the item, replace it, or refund your money. - What parts and repair problems are covered?Check to see if any parts of the product or types of repair problems are excluded from coverage. For example, some warranties require you to pay for labor charges. Also, look for conditions that could prove expensive or inconvenient, such as a requirement that you ship a heavy object to a factory for service, or that you return the item in the original carton. - Does the warranty cover "consequential damages?"Many warranties do not cover damages caused by the product, or your time and expense in getting the damage repaired. For example, if your freezer breaks and the food spoils, the company will not pay for the lost food. - Are there any conditions or limitations on the warranty?Some warranties provide coverage only if you maintain or use the product as directed. For example, a warranty may cover only personal uses - as opposed to business uses - of the product. Make sure the warranty will meet your needs. Spoken Warranties If a salesperson makes a promise orally, such as that the company will provide free repairs, get it in writing. Otherwise, you may not be able to get the service that was promised. QUESTION 1: What are customers required to read and compare before buying products? …………………………………………………………………. QUESTION 2: What are the most frequent-used warranties? …………………………………………………………………. QUESTION 3 What do some warranties require you to pay for? …………………………………………………………………. QUESTION 4: What don’t many warranties cover? …………………………………………………………………. QUESTION 5: What should customers do when sellers provide oral warranties? ………………………………………………………………….

Task 6 Read the passage and fill in the gap of the summary with NO MORE THAN 4 WORDS from the text. How do the remedies work? Repair If your product has a minor failure the supplier can give you a free repair instead of a replacement or a refund. You must accept this free repair if the supplier offers it to you. If the supplier doesn't give you a free repair, or doesn't do so in a reasonable period of time, you can get the repair done elsewhere and ask the supplier to pay the cost, ask for a replacement, ask for a refund, and ask for compensation for the drop in the product's value. Refund If your product has a minor failure, the supplier can choose to offer you a refund. If you have a major failure, the sellermustoffer you a refund as one of your options. The seller can't make you accept a credit note or exchange or replacement if you prefer to take the refund. The refund should be the same amount as you paid and it should be provided in the same form as your original payment. Replacement If you are offered a replacement for a minor failure, or if you choose a replacement for a major failure, the replacement must be the same type and similar value as the product that is being replaced. If that's not possible, you might have to choose a refund or repair. The supplier can take into account how much time has passed since you bought the product, the type of product and the expected life of the product. Loss of value If a product has a major failure but you choose to keep it, you can still ask the supplier for a partial refund for the loss in value. You will need to negotiate with the supplier, taking into account issues such as what is wrong with the product, how much you originally paid for it and how much a new one would cost. Compensation When products have failed to meet a consumer guarantee, you might be able to claim compensation for damages from the supplier or manufacturer. The damages must be reasonably related to the failure to meet the consumer guarantee. This means that a business won't have to pay for damages that are not caused by their product or their

conduct, or for something that has happened independently of their business or after goods left their control. To make a claim for compensation you should work out an amount which would put you in the same financial position you were in before the breach of guarantee. You should have as much information available as possible to support your claim. For example, if your brand new refrigerator stops working and all frozen and refrigerated goods are spoiled and water has damaged the kitchen floor, you would be able to put together a claim for compensation from either the supplier or the manufacturer. This would include the cost of the food (might be difficult to prove without receipts but an estimate would be reasonable), and the cost of fixing the floor. When product faults happen, there may be five main solutions. First, for small defects, a (1) ………………………………….. given to you instead of a replacement or a refund. But when the problems are big, the salespeople have to give you a (2) ……………………………….………………….. or other suggestions. Also, the replaced item should have the same style and (3) ………………………….………….. as the original one. If your product has big defect but you want to keep it, you can ask the manufacturer for a partial refund for (4) ………………………………….. Lastly, if the goods don’t meet the guarantee regulatios, you may require (5) ………………………………………….. … from the sellers.

Task 7 Read the passage and answer questions with NO MORE THAN 4 WORDS from the text. A step-by-step guide to managing negative online reviews Numerous surveys have found that a high proportion of customers regard online reviews as credible. Many review sites point out that very negative (e.g. 1 or 2 star) reviews make up a relatively small proportion of all reviews posted. Still, negative reviews can have a big impact, so it's important to manage them effectively. Decide if it's worth responding Some negative reviews aren't worth thinking about. If they're posted by somebody whose language and opinions are clearly irrational, or who's a 'frequent complainer', you may be better off ignoring them. Likewise, if a review is on somebody's obscure personal blog, and it's clearly unfair, you may decide not to respond. On the other hand, you should respond to legitimate concerns, negative reviews by genuine customers, concerns raised by high-profile customers (e.g. those who post reviews frequently), or negative reviews on popular sites.

Research the incident If necessary, speak to your staff to get their side of the story, and communicate privately with the reviewer to find out more details. If you've joined a review site, you should be able to message reviewers privately. If you haven't joined, you can post a public message asking the reviewer to contact you offline (e.g. by phone or email) to discuss their concern. If the negative comment is on a blog, Facebook page or Twitter, you may have to respond publicly and ask the writer to contact you privately. Understand the customer's point of view Even if you don't agree with a negative review, try to understand why the customer has posted it and what they are feeling. For example, if somebody has tried to call your hairdressing salon all week but your phones have been malfunctioning, and then there's a small mix-up with their booking time, they're likely to be far more negative about the mix-up. You need to understand the customer's feelings, not just the facts, if you want a successful outcome. Respond privately to resolve the issue Many businesses prefer to respond privately to negative reviews in the first instance. If you have joined a review site, your business 'dashboard' will allow you to send a private response. Send a short message to the reviewer in which you introduce yourself, thank them for using your business, thank them for their feedback, apologise for the fact that their experience didn't satisfy them and outline what you understand to be their concerns. It's possible to do this without admitting that your business has done anything wrong, if you feel that's the case. Then ask for more details if need be, or make an offer to resolve the customer's concern. Sometimes you just need to improve a procedure (e.g. 'I've asked all my electricians to phone ahead from now on if they're going to be late'). In other situations, you might offer some kind of compensation (e.g. 'We'd love to offer you and your wife a free cocktail next time you visit to make up for the mistake on the bill'). Most marketing experts recommend that you invite customers to return to your business. However, if a customer has raised very serious concerns, you will need to think carefully about how they might respond to such an invitation. Respond publicly Once you've communicated privately with the customer, it's generally a good idea to post a public message acknowledging the concern and outlining what you've done to resolve it. This will actually boost your reputation with many readers, who can see that you are responsive to feedback. If it's taking a long time for the complainant to

respond to you, you might still like to post a public comment so that other readers know you've tried to take positive action. Be polite and constructive at all times A negative review is not good for your business, but a rude, aggressive or flippant response from you will probably damage your reputation even more. When responding publicly, be polite and professional at all times. Deal with the issue that's been raised, and never resort to personal insults or comments. The same applies to private responses. Remember, a customer can easily take your private response and post it online as well. Learn and move on Successful business people learn from negative reviews, improve their business if need be, and then move on. Try to use each negative review as a chance to learn something new. If you feel a review is really unfair, remember that your response can actually improve your standing with customers, most consumers read more than one review of a business and encouraging positive reviews is the best way to give readers a balanced view. QUESTION 1: What do companies need to do when they receive lots of negative reviews from customers? ………………………………………………………….. QUESTION 2:What should you do if you get negative feedback posted by high-profile customers? ……………………………….……………………………….. QUESTION 3: What can you post to ask the reviewer to contact you offline if you are not a member of the review site? ………………………………………………………………….. QUESTION 4: What do you need to do if you want a successful outcome? ………………………………….……………………………….. QUESTION 5: What do most marketing experts recommend you do to have customersreturn to your business? …………………………………….……………………………….. QUESTION 6: What should you be like at all times when responding publicly?

…………………………………..………………………………..