BEC剑桥英语高级真题4 Test 2-Part 4-Cust

In today's fast-moving market, it is a simple fact that products are constantly being replaced by something new. For companies large and small, the most important real asset with measurable, long-term value is loyal, one-to-one customer relationships. However, despite their importance, they do not show up on any company's balance sheet. If a company lost 10% of its inventory to thelf, it would react swiftly, but if the company loses 10% of its customers, this may not be detected.

在当今瞬息万变的市场中，一个简单的事实是产品总是被新的东西所取代。对于大公司和小公司来说，最重要的，具有可以衡量的，长期的的资产是忠诚的，一对一的客户关系。然后，尽管他们非常重要，但他们不会出现在公司的资产负债表上。如果公司损失了10%的库存，公司会迅速做出反应，但是如果公司损失了10%的客户，他可能不会立刻被发现。

In the age of product similarity , in which the market fails to perceive any profound difference between products or companies, effective management of customer relationships is critical in achieving a competitive advantage . Delivering quality service and achieving high customer satisfaction have been closely linked to profit, and consequently the shift all companies are trying to make is to provide more internal and external customer relationship focus. By exploiting available information technology, leasing companies have already shortened process and response times, increasing customer satisfaction.

在商品相似性的时代，市场无法感知产品和公司之间的任何深刻差异，有效地管理客户关系是获得竞争优势的关系。提供高质量的服务和实现高的客户满意度与利润密切相关，因此，所有的公司都在努力改变，以提供内部和外部的客户关系为重点。利用现有的信息技术，租赁公司已经缩短程序和响应时间，以增加客户满意度。

But companies must make a profit to survive, so telling a chief to focus more on customers, through the use of expensive information technology, may fall on deaf ears unless it can be demonstrated that such investments will be recouped in terms of revenue, market share and profits. Certain companies are responding to this new customer focus by completely overhauling their traditional financial-only measurements of corporate performance, and seeking new ways of measuring customers' perceptions and expectations.

但是公司必须靠创造利润才能存活，因此告诉首席执行官要更多的关注客户，通过使用昂贵的信息技术，可能会充耳不闻，除非能证明这样的投资将在收入，市场份额和利润中能得到补偿。某些公司正在改变通过彻底改变传统的以财务为基础的绩效衡量标准，并寻找新的方式来衡量客户的认知和期待。