Sinh viên được yêu cầu thực hiện các bước sau:

a. làm toàn bộ các bài sau của Unit 2 (bản thân viết tay đáp án lên bản in đề bài),
b. dịch sang tiếng Việt bài bài đọc 2.1 và 2.2 của Unit 2 (sau khi đã điền từ vào chỗ trống, và bản dịch
phải do chính bản thân viết tay)
c. dịch sang tiếng Việt bài bài đọc 3.1 và 3.2 của Unit 2 (bản dịch phải do chính bản thân viết tay),
d. nộp bài trên giấy vào đầu giờ buổi học thứ 3 cho giảng viên tại lớp,
e. đánh số trang và viết đầy đủ tên sinh viên trên từng trang bài nộp.

UNIT 2 - CUSTOMER SATISFACTION

I. VOCABULARY

1.1. Read the definitions and choose the most suitable words.
1. the way that an organization deals with customers before, during, and after a sale,
and the activities involved in dealing with customers
A. customer service B. customer management C. responsibilities
2. the fact that a customer returns to buy more products or services from the same
company
A. business plan B. loyalty C. repeat business
3. to tell someone that something is wrong or not satisfactory, and that you are
annoyed about it
A. complain B. accomplish C. gain
4. a written promise from a company or a person to repair or replace a product that
you buy from them if it develops a fault within a fixed period of time
A. refund B. warranty C. return
5. to behave in a particular way as a direct result of something else
A. response B. react C. Recall

1.2. Match the words/phrases in the box with their definitions. There are THREE extra
words.
consumer lead satisfaction prospect

referral customer recommendation referral

1. This person is a possible future customer. The chances of this are low, but the
company still contacts them.
__ __
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2. This person is a possible future customer. The chances of this are high, and the
company may already be in contact with them.
__ __
3. This person goes into a store and buys something. They are the end user.
__ __
4. This person buys something at any point in the chain. They may be a manufacturer
buying from a supplier, a distributor buying from a manufacturer or the end user
buying from a store.
__ __
5. This person becomes a new customer because an existing customer recommends
them.
__ __

II. TEXT COMPLETION

2.1. Fill in the numbered blanks with the correct words/ phrases given in the box. There
are FOUR extra words.
refund solution sympathetic communicate
dissatisfied temper control apologize
deal agree delivery make
MAKING A COMPLAINT
Before you (1) a complaint it’s important that you are absolutely clear
about why you are unhappy. Perhaps you are (2) with the way you
were treated, you’ve bought a product which was faulty, or a (3) was
late. You also need to be clear in your mind about what you want to achieve by
complaining. Is it enough for someone to (4) for the problem, or are
you expecting a full (5) of the money you spent? When you do
complain, make sure you are speaking to the right person in the organization to deal
with the problem. Make an effort to communicate clearly and calmly. Try not to lose
your (6) _ , as this may result in the other person being unhelpful. If you
are not successful the first time, keep trying. You may need to speak to several
different people before you can agree on a (7) . Finally, if the listener
has been (8) _______________ and you feel that they have resolved the complaint in a way
that is acceptable to you, remember to thank them for their help.
2.2. Choose the best word to fill in each gap.
FROM SATISFACTION TO LOYALTY
Simco identified two factors that decide whether (1) customers will
become loyal ones: the outcome that customers experience and the process by
which they receive it. “We’ve all bought cars, and the car might be the most
wonderful car, so the outcome was (2) _________________ ,” Simco said. “But we might

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decide not to go back to the car dealership because they were (3) to
work with. In this case, the process was negative.”
People, in the form of employees, are part of that process, she explained, and people
are your key (4) _ advantage. It’s your people who developed those
relationships with your customers, and you really need to (5) on
them.”
Furthermonre, when it comes to convincing people in your organisation of the
impact that customer loyalty can have on your bottom line, the business case for
building loyalty is quite simple. “ None of us is surpirsed that loyal customers are
going to (6) _ at two to four times the rate of just purely satisfied
customers,” she said. “And they’re going to enthusisatically (7) _______________ your
company to others. So they can serve as your best marketer. (8) _____
customers are also willing to pay more for your services.”
1. A. dissatisfied B. annoying C. negative D. satisfied
2. A. negative B. happy C. positive D. dissatisfying

3. A. glad B. annoying C. interested D. fun

4. A. competitive B. advantage C. beneficial D. enjoyable

5. A. depend B. work C. focus D. rely

6. A. sell B. acquire C. regain D. repurchase
7. A. retain B. reuse C. recommend D. improve
8. A. Potential B. Loyal C. Satisfying D. Annoying
III. READING COMPREHENSION
3.1. Read the passage and decide whether the statements are True or False.
HOW TO DEAL WITH DIFFICULT PEOPLE ON THE PHONE
One if the skills required of today’s successful business people is the ability to deal
with difficult people on the phone. The Reed Employment agency has come up with
some advice to help business people get the best from the caller.
First of all, accept that people can be rude when they are under pressure. Try to find
out why they are angry –even if you have to guess. And, importantly never get angry
back. Many problems are caused by a smile misunderstanding. Therefore, it is
essential to remain calm so that you can get to the root of the problem and thus have
a better chance of resolving it. Understand that maintaining your calm is much
easier than it sounds – but you can prepare by designing a strategy. Most call
centers train staff in these techniques; other office workers need to train
themselves. The trick is to be really nice back so that they end up thanking you for
your help, understanding and assistance.
Secondly, listen carefully and empathize with the person making the complaint. You
don’t need to compromise your company or your colleagues just because you show

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understanding. Agree to a course of action and stick to it and finally, always try to be
courteous. Sometimes you are the one who will have to apologize and you just have
to accept that.
 True/False statements
True False
1 Successful business people are able to handle difficult people __ _ __ _
on the phone.
2. Business people can sometimes get angry with customers __ _ __ _
making complaints on the phone.
3. Maintaining calm helps business people get to the root of the __ _ __ _
problem.
4 Business people don’t have to show empathy with people
__ _ __ _
making complaints.
5. Business people never have to apologize customers.
__ _ __ _
3.2. Read the text and answer the questions below.
Whenever a customer hands you a complaint, he’s also offering you an opportunity to
create a stronger and more profitable relationship with him. That’s because
complaints that are handled properly can be converted into increased loyalty, extra
business and recommendations. Although several of my customers have had
complaints, initially my organization wasn’t ready to hear the feedback. But over the
years, listening to customers has helped me to shape our services so they’re easier,
better and faster. Here’s how to encourage them to communicate their comments,
feedback and complaints directly to you: firstly, at the point of purchase, provide
comment forms and an email link or phone number to you personally. Secondly,
answer each and every complaint or suggestion. Also, put your personal signature on
each response. Finally, create a customer-user group and pay attention to what they
tell you. The golden rule is this: when customers give you valuable feedback, make
sure they’re rewarded in some special way. You should send them a handwritten
thank-you note, a free gift or a unique discount. Be sure to tell them that their input
is available.
 Questions
1.What are the results of handling customers’ complaints properly?
__ _ _ _ _ _
2.How has listening to customers helped the writer’s business?
__ _ _ _ _ ___
3.How did the writer’s organization react to customers’ complaints initially?

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__ _ _ _ _ _
4.What does the writer advise you to do on each response?
__ _ _ _ _ _
5. What should you send to customers if they give you valuable feedback?
__ _ _ _ _ __ _