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首页 > 新编剑桥商务英语(高级)第三版3.1

新编剑桥商务英语(高级)第三版3.1

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MODULE3BUSINESSTOPIC3.1Communicationatwork
VOCABULARYMeanofcommunication1Whatdoesthisquotationmeantoyou?
‘Thinklikeawisemanbutcommunicationinthelanguageofthepeople.’W.B.Yeats,poet(1865-1939
2DeletetheverbthatdoesNOTgowitheachtypeofbusinesscommunication.0anemailsend/draft/post1aphonecalldo/make/receive2apressreleaseputup/issue/putout3anadvertisingcampaignlaunch/run/make4apresentationgive/make/tell5ameetingorseminarhold/attend/carryout6areportproduce/run/publish7anoticeputout/putup/display8amemotoallconcernedpublish/sendout/circulate9informationontheInternetpost/make/put
3ForwhichofthefollowingwouldyoufeelmostconfidentusingyourEnglish?Andleastconfident?Discusswithyourpartner.apresentationameetingaphonecallareportanemail4Discussthesequotationswithyourpartner.
Haveyouhadgoodexperiencesofdealingwithcompaniesthroughcallcentres?DoyoushopontheInternet?WHY?/WHYNOT?
Withwhichproductsorservicesisface-to-facecontacthelpful?Withwhichisit
unnecessary?
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5ReadthefiveextractsfromthemagazineManagementNowonpage27andthen
matcheachoftheeightstatements(1-8withoneoftheextracts.Youwillneedtousesomeofthetextsmorethanone.0Youcangatheralotofcustomerdatawithmoderncomputersystems.A
1Onefuturetrendwillbemoredirectcontactbetweencompaniesandtheircustomers._____
2Businesshasn’treallychanged,onlythemediaofcommunication._____
3Companiesneedtothinkaboutwhichchannelismostappropriatetotheircustomers’needs._______4Customersarefrequentlyfrustratedbynotbeingputthoughquicklytothepersontheyneedtospeakto._____5Thereislesshumaninteractionnowadays,butthisisn’tnecessarilybadforthecustomer.________MANAGEMENTNOW.APRILISSUEBettercommunication?
‘THEMOREELABORATEOURMEANSofcommunication,thelesswecommunication.ˊThesewerethewordsofJosephPriestlyover200yearsago.Butifthatwastruethen,whatwouldhemakeofcommunicationstechnologytoday?NatalieFitzgeraldaskedfivepeopleworkinginthefieldwhattheythought.ABillOsmond,dataanalyst
Ithinkhe’sgotagoodpoint.PowerfulITsystemsgivecompaniesenormousamountsofinformationoncustomerbehavior,butit’swhattheycandothisdatathatmatters.AgoodexampleinrecentyearswasCentrica,theBritishutilitycompany.ItacquiredabigportfolioofdifferentcompaniesandthenspenthugeamountsofmoneyonanITsystemdesignedtocross-sellitsvariousproductsandservices-financialservices,telephonecontracts,energysupplyandsoon_tothecustomersinitsdifferentbusinesses.Buttheynevermanagedtodoit,becausetheirITpeoplewereunabletomergeallthecustomerdatabasesortomakethemtalktoeachotherBSARAHBRIDGESTONE,formercallcentremanager
Absolutely.Callcentrescanmoreoftenactasabarrierthanahelp.Talktheexampleofawell-knownmobilephoneoperator.Whenacustomercalls,he’sgivenalistofoptions
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tochoosefrom:dialIforbillenquiries,2toupgradehishandset,3ifhehasatechnicalproblem,4ifhe’sthinkingofleavingthecompany.Fromeachofthesehe’stakenthroughanotherlistofoptions.Ifhestillcan’tfindwhatheislookingfor,he’sinvitedto‘stayonthelineuntilanoperatorbecomesavailable’.Thiscantakeuptotenminutes,bywhichtimeheisnowserio
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uslythinkingofgoingbacktooption4andcancellinghiscontract.Itreallyseemscounter-productive.
CDOUGCOOK,bankmanager
Thereisnodoubtthatmoderncommunicationchannelshavedepersonalizedalotofcustomercontact.Bankshavebeendoingthisforyears,tryingtocommoditisetheservicethattheyoffersothattheycanrationalizeitandmakeitcheapertodeliverMosttransactions-bankdeposits,cashwithdrawals,issuingofstatements-havebeenautomatedwhetheratacashmachine,overthephoneoronline.Thishassavedcompaniesandthecustomermoney.Butcost-cuttingisbynomeanstheonlydriver-it’satrendalsodriverbycustomerdemandforaquickandflexibleservice.DFARHANAPATEL,onlineretailer
It’sjustaboutconvenience.WhetherItextyouamessageortellyouthesamemessageface-to-face,it’sstillamessage.ThegrowthofInternetshoppingcomparedtothatofhighstreetshoppingshowsveryclearlythatcustomerswantcheaperandmoreaccessibleservices.Sellersliketheconveniencetooofcourse.eBaystartedoutasamarketplaceforindividualsbut,increasingly,companieshaveusedittosellproductsdirecttoconsumers.Infaceit’snotverydifferentfromatraditionalmarketplace.Thereisstillacommunityofbuyersandsellerswhotalktoeachotheranddobusinessjustthesameasiftheyweredealingface-to-face.
EBRIANMACWHINNEY,managementconsultant
Businessesareoftentooquicktoembracenewtechnologyinordertosavemoneyorgainacompetitiveadvantage.Butapplyingthesamesolutiontoalltypesofbusinessisneveragoodidea.Thereareculturalfactorstoconsider.UsingacallcentreinIndiatohandleenquiriesabouttraintimesonrailwaysinEuropeisabadideabecauseitisn’tsuitedtocustomers’expectations.Ontheotherhand,aEuropeancustomerofacomputercompanydoesn’treallymindifhistechnicalproblemissolvedbyacallcentreoperatorinIndiaorIrelandorAlaska,becauseitdoesn’trequireanyculturalknowledge.Goodcommunicationisaboutfindingtherightchannel.Intime,Iexpectwe’llseeareturntomoreface-to-facecontactwithcustomersandmorelocalservices.SPEAKING1Whichofthefollowingdoyoufinduseful?Whendoyouuseit?Why?
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mobilephoneemailSMSMSNBlackberry
2Decidethebestwaystocommunicationthefollowingmessages.What?
Towhom?
How?
Sendaformalletter
0AnapologyforforgettingAcustomertosendsomeinformation
1Thecompany’sAnemployeewhoisaboutgratitudeandappreciationtoretire
2AchangeofbrandThegeneralpublicidentity
3TheappointmentofaAlltheemployeesnewmanagingdirector
4AnewwebsitetheYourcustomerscompanyhascreated



5Thecompany’sworkThemediaandthegeneraltohelptheenvironmentpublic6VacantpostsfortraineeYoungrecruitssalesmenandwomen
7Adiscount(foralimitedYourcustomersperiodonaproductline
8AnapologyforAcolleagueforgettingtosendsomeinformation
9Thecompany’shalf-Theshareholdersyearlyfinancialresultsfinancialinstitutions



and
VOCABULARY3Completeeachdefinitionwiththecorrectword(thefirstletterhasbeenwrittenforyou.
0Toanswersomebody,yougiveareply.1Toaskforsomething,youmakear_____.2
To
help
someone
remember,
you
give
them
a
r_____.
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3Tosuggestorrecommendsomething,youmakeap_____.4Tosaysomethingpublicly,youmakeana______.5Tosaysorryyoumakeana______.
6Toinsistthatsomeonedoessomething,youmakead_____.GRAMMARGrammarTip
Oftenverbsthatexpressasimilarnotionwilltakethesameform,egdissuadediscourage,deterareallfollowedbysomeonefromdoing.
Thiscanalsobethecasewithoppositenotions,egagreeandrefuse+todo.Idiscouragedhimfromapplyingforthejob.Idissuadedhimfromapplyingforthejob.Verbpatterns
Intheemailbelow,alltheformsfollowingthecommunicationverbs(discuss,apologiseetcareunderlined.Someareincorrect.Correctthem.DearJimforgivingforgiving
Firstofall,Iwouldliketothankyou(0aboutgivingupyourtimetohelpus.It’sverykindofyoutoagree(1workingwithusonthisproject-Iknowyouareverybusy.Whenwelastmet,wediscussed(2aboutcreatingaspecialteamtodealwithcomplaintsfromcustomers.IhavesincehadameetingwithSarah,theheadoftheCustomerServicesteam,andIhavepersuadedher(3tojoinus.Shesuggested(4tomeetnextweektoputaplaninplace.Inthemeantime,sheisgoingtoencourageherteam(5forgivingtheirideas.
Imustjusttell(6toyousomethingwhichhappenedlastweekthatshowshowmuchweneedabettersystemfordealingwithcomplaints.
Lastweek,acustomerrangtocomplain(7abouthavingtowaitonemonthfordeliveryofaDVDplayer.Heaccusedus(8tokeephismoneysothatwecouldearnintereston
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itbeforedeliveringtheproduct.Thesalespersonwhoansweredthecalloffered(9giving
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himadiscount,withoutevencheckingthehistoryoftheorder.WhenIchecked,Idiscoveredanemailfromusinformingthecustomerwhenhethoughttheproduct(10thattherewillbeaone-monthdelayindelivery.Thesalesmanwasverydefensiveandsaidthathecouldn’tbecriticized(11oftryingtokeepthecustomerhappy!Soyousee,we’vegotalotofworktodo.Lookingforwardtohearingfromyou.BestwishesKaren
PSRemindme(12topayforlunchnexttime!
5Putthewordsbelowintotheircorrectplaceinthetable.
urgethreatenproposeundertakepraiseblamerecommenddenyconvincepersuadepromise+todo+someone+todo
Admit+doing
Criticize+someonefordoing
Suggest
+doing/suggestthatsomeoneshoulddo
_________________________________________________________
_________________________________________________________
___________
_______________________________________________
6Completethesesentences.
0Theythreatentotakeustocourtifwedidn’tpaythemimmediately.1It’saverysensitiveissue.Isuggest__________ananonymousemail.
2Once,inarestaurant,Icomplained___________andthemanagertoldustoleave.3Whatawasteoftime!Wespentthreehoursdiscussing___________.4Thecompanyoffered__________,butamazinglysherefused.5I’vepromised___________bytomorrowmorning.
6Ican’tbelieveyouhadtoremindhim____________.That’shisjob.
7Theregulatoraccusedthecompany______________initsadvertisements.
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GRAMMER1Talkaboutoneofthesituations1-4,answeringthefollowingquestions.Remembertousethecorrectverbpatterns.●Whendidittakeplace?●Whathappened?●Whowasthere?●Whatwassaid
1anunusualpresentationortalkthatyouattended2amemorablejobinterviewyouhad
3ameetingwheretwopeopledisagreedstrongly4aninterestingbusinesspropositionthatwasmadetoyou
WhenIwasinmyfinalyearofuniversity,afriendaskedmeifIwantedtojoinhiminanewbusinessventure.BeforeIcouldagreetodoit,Ihadtobesurethatitwas…LISTENIINGDealingwithproblems
2LookatthiscustomercharterpublishedonthewebsiteofPenco
Telecommunications.Howisitintendedtomakeyoufeelaboutthecompany?Doyoubelievetheirpromises?
PencoTelecommunications…serviceisourpassionCustomercharterOurpromise.Wewill:
respectyourprivacyandkeepyourdetailconfidential.
offeryouthebestratesfornationalandlocalcalls:ifyoufindbetter,we’llrefundthedifference.
answeryourcallstoourcustomerservicecentrewithinthreerings.bepunctualforservicevisitappointments(nevermorethanonehourlate.giveyouimpartialadviceonthebesttelephoneandtechnologypackageforyou.answeranyemailwithinfourhoursandanyletterwithinfivedays.
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carryoutsatisfactionsurveyseachthreemonthstoensureyouarehappywithourservice.33.1ListentothisphoneconversationbetweenanangrycustomerandacallcentreoperatorforPencoTelecommunications.
1Whatisthecustomer’sproblem?2Whatsolutionsdoestheoperatorsuggest?3Whichonedoesthecustomeraccept?
43.1Listenagainandcompletethephrasesthattheoperatorusestodealsensitivelyandefficientlywiththeproblem.Use1-3wordsforeachspace.1I____________thewait,sir.
2CanIhaveyournumberandI__________itstraightaway?3Don’tworry,I’ll________toyou.
4Hecanbethereby6pm._______________convenient?
5I__________understand.In____________,I’mgoingtohavetoreschedulehimforanotherday.
6I____________whatIcando.Pleasejust___________foramoment.7Wouldthatbe___________________?
8Ifyou____________tellmeyourmobilenumber,Icangetthatactivatedimmediately.SPEAKINGHandlingcallssensitively
5Workwithapartner.Takeitinturnstomakethecallorreceivethecall.Studyeachsituationandthenactoutthetelephoneconversation.Dealsensitivelywitheachproblem.Lookatthenotesbelowandprepareyourtelephonecalls.StudentA
1Youworkforaparceldeliverycompany.Yourcomputershavebeenbehavingstrangelytoday.Receivethecallfromacustomer.
2Youorderedafishtankfromamailordercompany.Thepictureinthecatalogueshowedacompletefishtankwithheater,airpumpandfish.Butwhenitarriveditwasjustaglassbox.Telephonetocomplain.
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3Itis6:30inthemorning.Youreceiveacallfromsomeonethatyoudon’tknow.Youdon’tlikereceivingunsolicitedcallsathome.
4Youworkintheservicedepartmentofanelectricitycompany.Youreceivearequestwhichisnotreallypossibletosatisfy.StudentsB
1Youhaveordereddeliveryofanewlaptopcomputer.Whenyoutracktheorderontheinternet,youfindthatithasgonefromIrelandtoHongKong.YouliveinLondon.Telephonetofindoutwhat’shappening.
2Youworkforamailordercompanythatsuppliesaquariumsandaccessories.Youreceiveacallfromanunhappyandconfusedcustomer.
3Youworkforapromotionscompanyforafitnessclub.Youcallpotentialcustomersintheeveningstoofferthemafreemonth’strialoftheirlocalgym.Makethecall.4Whileatworkyousuddenlyrealisethatyouhaveleftyourirononathome–inasmallvillageonehour’sdriveaway.Telephonetheelectricitycompanytoseeiftheycancutoftheelectricitysupplytoyourhouse.
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