Part I　Lead-in Activities

Directions:You will hear a passage about drivers of customer loyalty.The words or phrases listed below will be of some help to you.

contour n.a line drawn on a map connecting points of equal height；outline等高线，轮廓

adjunct n.something added to another thing but not an essential part of it；a person who is an assistant or subordinate to another附属物；助手

getaway n.a short holiday somewhere短期休假

scout n.a person employed to watch for something to happen侦探，侦查员

note pad n.a pad of paper for keeping notes记事本，便条本

cash register n.a machine in a shop，bar，or restaurant that is used to add up and record how much money people pay，and in which the money is kept收银机

skin in the game n.a term coined by renowned investor Warren Buffett referring to a situation in which high-ranking insiders use their own money to buy stock in the company they are running.The idea behind creating this situation is to ensure that corporations are managed by like-minded individuals who share a stake in the company.Executives can talk all they want，but the best vote of confidence is putting one's own money on the line just like outside investors.在自己经营的企业里投资；内部高管参与投资；有自身利益在其中

value proposition n.价值主张；价值定位；价值命题

nightmarish adj.extremely frightening and unpleasant恶梦似的；可怕的；不愉快的

food poisoning n.illness caused by poisonous or contaminated food食物中毒

titillate v.stimulate or excite（sb），esp sexually刺激（某人），使（某人）兴奋（尤指情欲）

akin adj.～（to sth）similar；related近似；有关系

trade-in n.an arrangement in which someone buys a new car at a reduced price by giving their old one，as well as money，in payment；an item of property that is given in part payment for_____a new one（将旧车）折价换新；折价物

champion v.support the cause of（sb/sth）；defend vigorously支持（某人［某事物］）的事业；维护；捍卫

formula n.method，plan，or set of principles worked out to achieve a desired result（为达到预期目的而制订的）方法，计划，原则

bottom line n.the last line in an audit；the line that shows profit or loss；the total amount of money that a company has made or lost over a particular period of time账本底线，盈亏______底线

Complete the following paragraphs according to the recording you have just heard.

Knowing about the customer takes more than simply sending out a____1__.It means____2__every customer-contact person as a_____3___listening post，a scout able to gather valuable_____4___about shoppers'ever-changing requirements as well as provide early warning about consumer issues.

Customers'loyalty_____5___when they discover they can be active_____6___in the service experience.

The value proposition includes the product or service，along with the price and the experience__7__in receiving it.These“givens”like the air we breathe are taken for granted unless____8__.Customers____9__banks will be safe，hotels comfortable and hospitals clean.

A___10___of a restaurant's gourmet meal will be totally___11___by a nightmarish instance of food poisoning because the establishment failed to pay attention to_____12___health practices.Customers are loyal to organizations known for ensuring that the basics are always done perfectly.

Today's customers want all their senses to be___13___.Product features have become far more titillating than___14___；some extras have become more valued than the___15___offering.Attracting shoppers'loyalty these days requires that customer service itself___16___an attraction.

Loyal customers act as a volunteer sales force，___17___your business to others at home，work，in their social circles—and even around the globe_____18___recommendations on social media.And because they feel_____19___to you and see emotional and business value in the relationship，they typically will pay more for what they get from you because they are___20___it is worth it.

Judge whether the following statements are true or false according to the listening material you have just heard.

1.Figuring out how to retain customers today is no simple task just because there are so many different customers.

2.Four Stew Leonard's stores in Norwalk，Danbury and Berlin，Conn.，and Yonkers，N.Y.，receive more than 500 suggestions a week respectively from customers.

3.Customers will care your company or store when given a chance to share.

4.Customers tend to take it for granted that banks will be safe，hotels comfortable and hospitals clean.

5.Customers today are more concerned about the function and quality of a product than its other features like shape，color，packaging，etc.