CUSTOMER SATISFACTION BUSINESS VOCABULARY IN USE (ADVANCED)

 

BUSINESS VOCABULARY IN USE (ADVANCED) 23. CUSTOMER SATISFACTION

 

A The customer From the point of view of sellers ….. B Customer delight When you get what you hoped for as a customer, your expectations are met and there is customer satisfaction. Products, sadly, often fall below expectations. C Customer dissatisfaction Research shows that 95 per cent of dissatisfied customers don’t complain, but just change suppliers. Satisfied customers create new business by telling up to 12 other people. Dissatisfied ones will tell up to 20 people1. Word-of-mouth is a powerful form of advertising. Some say that encouraging customer loyalty is important for profitability. They say that customer retention, keeping existing customers, is key. Getting repeat business is five times cheaper than finding new customers. (For another view, see the article opposite.) EXERCISES 23.1 Match the two parts of these sentences containing expressions from A opposite. 1 There is overwhelming evidence that customer satisfaction is correlated a any existing borrower who moves home and continues to borrow with us entitled to a one per cent discount. 2 With our customer loyalty scheme, b with employee satisfaction 23.2 DISPENSING WITH LOYALTY The assumption that loyal customers are made profitable is debatable – companies need to focus on mutual benefit. Will we ever really get to grips with the concept loyalty, or would it be better to dispense with it altogether? (1)_______________ It costs less money to serve loyal customers. This article contains words from B and C opposite. Complete it by choosing the best sentence (a-d) to go in each of the gaps (1-4). a. Don’t go for loyalty per se, go for the 20% of customers who really count, no matter how ‘loyal’ they might be. b. One of the earliest doubters was Professor Andrew Ehrenburg of South Bank University, whose long experience with purchasing data led him to argue that often the most ‘loyal’ customers are the least profitable.

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