UNIT3

Task 1 Read the two emails and choose the best answer for each question.

QUESTION 1:
Why did the customer return the toaster?
It doesn’t work.
It was too expensive.
She wants a brand new one.
She prefers a different model.
QUESTION 2 When did she purchase the toaster?
A month ago
Last October
Exactly one year ago
A little over a year ago
QUESTION 3 What will she get instead of the returned toaster?
Nothing
 A refund
A brand new toaster
A different, repaired toaster
QUESTION 4:The word refurbished in sentence 1 of the second letter is closest in
meaning to ______.
repaired
new
defective
good
QUESTION 5 The word considering in sentence 3 of the second letter is closest in
meaning to ______.
reading about
thinking about
talking about
worrying about

TASK 2: Read the text and choose the best answer for each question.

QUESTION 1 What is the purpose of this form?

 To purchase a new car model
To compare different car dealerships
To determine the best car for a customer
To provide feedback to a car seller
QUESTION 2 Which aspect was the customer most satisfied with?
The dealership’s facilities
The dealership’s location
The prices of the products
The sales representative’s attitude
QUESTION 3 Which aspect was the customer most dissatisfied with?
The dealership’s facilities
The salesman’s attitude
The dealership’s location
The prices of the new models
QUESTION 4 What is said about Mr. Becker?
He drives an expensive vehicle.
He recommended Highway 81 Motors to his friends.
He pressured the customer.
He was disappointed with his colleague.
QUESTION 5 What is the customer likely going to do next?
Not suggest the dealership to his/her acquaintances
Buy the most expensive models
Recommend Highway 81 Motors
Look for a car

TASK 3 Read the passage and fill in each gap with NO MORE THAN 4 WORDS from
the text.
Effective Methods To Get Quality Customer Feedback
Generating quality customer feedback is important but difficult for companies. Here
are some effective ways to engage customers and seek responses.
Live chat can address many issues. It can help customers who are unable to locate the
items they seek, or answer questions about availability, payment, shipping, etc. Chat
support can help a company get closer to its customers by better understanding their
needs and challenges. It also helps identify patterns if there are any recurring issues
and helps find long-term solutions for those issues.
Provide at least a dedicated feedback email - for example,feedback@xyz.com. If there
are any complaints, customers can communicate their grievances through this email.
This remains one of the most effective methods of generating feedback.
Calling customers is a highly personalized way to seek customer feedback. This method
is proactive, and generates the best responses. The advantage of this method is that
you get firsthand feedback, straight from the customer. Moreover, hearing your
customer’s voice and tone provides an opportunity to sense their satisfaction. When
executed well, it strengthens the customer relationship and makes your customers feel
valued.
Social media sites such as Facebook, Twitter, LinkedIn, etc. can be an invaluable
resource for customer feedback. Social listening provides a great opportunity for you
to improve your customer experience and quickly respond to any issue that might
arise.
Creating a forum or community on your website or on a social network can generate
excellent feedback. This method is easy to implement, but requires continuous
monitoring and a full-time moderator. The moderator’s responsibilities include starting
new discussions, moderating discussions, posting and updating regularly, responding
to feedbacks, and so on. This method increases user engagement and strengthens
relationships with the customer. It can also provide some excellent feedback and new
ideas.
Typically, it is very difficult to generate positive feedback. The customer is more likely
to send feedback after an unpleasant experience. You can solve this problem can by
giving out gifts to customers for sending feedback. Gifts can include free shipping,
discounts on future purchases, free samples, gift cards, contests, etc. The prize should
be valuable for the customer rather than a cross-sell tactic.
Collecting customer feedback has to be an integralpart of your business process.
Getting negative and positive feedbacks are equally important. Fortunately, there are
lots of tools you can use to generate feedback.

QUESTION 1:
Companies cannot deny the importance of ……………………………………………
QUESTION 2: …………………………………….. can help companies understand their
customers’ needs and challenges better.
QUESTION 3: In order to get direct response from customers and improve relationship
with them, …………………………………………. is considered an effective way.
QUESTION 4:Using …………………………………………………can help improve customers’
experience and quickly respond to arising issues.
QUESTION 5:
Developing …………………………………………on your website or on a social network is easy
to carry out, but needs continuous monitoring and moderating.
QUESTION 6:
Customers usually …………………………….after experiencing an unpleasant event.

Task 4: Read the passage and decide if these statements are True (T) or False (F).
LIMITED WARRANTY POLICY AND GUIDELINES
The North Face branded products covered by this warranty are warranted to the
original owner against manufacturing defects in materials and workmanship for the
lifetime of the product, except for footwear, which instead is covered by a one year
warranty. This warranty applies to all The North Face branded product except
eyewear, bicycles, limited-edition collaboration product not made by The North Face,
product marked as not covered by warranty on the product’s packaging, hangtag
and/or label, or product purchased from an unauthorized dealer or seller.
If your product covered by this warranty fails due to a manufacturing defect we will
repair it without charge, or replace it, at our discretion. Only original, unaltered and
unmodified items and workmanship are covered. This warranty does not cover
damage caused by accident, improper care, negligence, normal wear and tear, or the
natural breakdown of colors and materials over extended time and use. Damage not
covered under warranty may be repaired for a reasonable rate and a fee will be
charged for return shipping.
The products eligible for the lifetime warranty are covered to the original owner, for
the lifetime of the product. Unfortunately, this does not mean your lifetime. Your The
North Face sleeping bag may not survive to the ripe old age of 70. (But we have heard
from folks whose well-loved and cared for 1973 Superlight sleeping bags are still going
strong!)
For warranty evaluation, your product must be returned directly to The North Face
Warranty Department, 2321 N Loop Road, Alameda, CA 94502 with a Warranty Return
Form. All shipping to Warranty must be pre-paid and insured. The North Face will not
be liable for lost in-bound packages.
Our policy requires that products accepted for repair be clean. Charges will be
assessed if cleaning is necessary or product may be returned to you if it cannot be
adequately cleaned.
QUESTION 1: The North Face footwear products have lifetime warranty.
QUESTION 2: If original, unaltered and unmodified items have faults, the company
will replace or repair them for free.
QUESTION 3: With damage caused by accident, the company will not repair those
products.
QUESTION 4:The products eligible for the lifetime warranty are covered to all owners
QUESTION 5: If your products need cleaning before repair, you have to pay the
charge.
Task 5 Read the passage and answer questions with NO MORE THAN 4 WORDS from
the text.
Warranties
When you make a major purchase, the manufacturer or seller makes an important
promise to stand behind the product. It's called a warranty. Federal law requires that
warranties be available for you to read before you buy even when you're shopping by
catalog or on the Internet. Coverage varies, so you can compare the extent of warranty
coverage just as you compare the style, price, and other characteristics of products.
Written Warranties
Although not required by law, written warranties come with most major purchases.
When comparing written warranties, keep the following in mind:

- How long does the warranty last?Check the warranty to see when it begins and
when it expires, as well as any conditions that may void coverage.

- Who do you contact to get warranty service?It may be the seller or the
manufacturer who provides you with service.
- What will the company do if the product fails?Read to see whether the company will
repair the item, replace it, or refund your money.

- What parts and repair problems are covered?Check to see if any parts of the product
or types of repair problems are excluded from coverage. For example, some warranties
require you to pay for labor charges. Also, look for conditions that could prove
expensive or inconvenient, such as a requirement that you ship a heavy object to a
factory for service, or that you return the item in the original carton.

- Does the warranty cover "consequential damages?"Many warranties do not cover

damages caused by the product, or your time and expense in getting the damage
repaired. For example, if your freezer breaks and the food spoils, the company will not
pay for the lost food.

- Are there any conditions or limitations on the warranty?Some warranties provide

coverage only if you maintain or use the product as directed. For example, a warranty
may cover only personal uses - as opposed to business uses - of the product. Make
sure the warranty will meet your needs.

Spoken Warranties
If a salesperson makes a promise orally, such as that the company will provide free
repairs, get it in writing. Otherwise, you may not be able to get the service that was
promised.
QUESTION 1: What are customers required to read and compare before buying
products?
………………………………………………………………….
QUESTION 2: What are the most frequent-used warranties?
………………………………………………………………….
QUESTION 3 What do some warranties require you to pay for?
………………………………………………………………….
QUESTION 4: What don’t many warranties cover?
………………………………………………………………….
QUESTION 5: What should customers do when sellers provide oral warranties?
………………………………………………………………….
Task 6 Read the passage and fill in the gap of the summary with NO MORE THAN 4
WORDS from the text.
How do the remedies work?
Repair
If your product has a minor failure the supplier can give you a free repair instead of a
replacement or a refund. You must accept this free repair if the supplier offers it to
you. If the supplier doesn't give you a free repair, or doesn't do so in a reasonable
period of time, you can get the repair done elsewhere and ask the supplier to pay the
cost, ask for a replacement, ask for a refund, and ask for compensation for the drop in
the product's value.
Refund
If your product has a minor failure, the supplier can choose to offer you a refund. If
you have a major failure, the sellermustoffer you a refund as one of your options. The
seller can't make you accept a credit note or exchange or replacement if you prefer to
take the refund. The refund should be the same amount as you paid and it should be
provided in the same form as your original payment.
Replacement
If you are offered a replacement for a minor failure, or if you choose a replacement for
a major failure, the replacement must be the same type and similar value as the
product that is being replaced. If that's not possible, you might have to choose a
refund or repair. The supplier can take into account how much time has passed since
you bought the product, the type of product and the expected life of the product.
Loss of value
If a product has a major failure but you choose to keep it, you can still ask the supplier
for a partial refund for the loss in value. You will need to negotiate with the supplier,
taking into account issues such as what is wrong with the product, how much you
originally paid for it and how much a new one would cost.
Compensation
When products have failed to meet a consumer guarantee, you might be able to claim
compensation for damages from the supplier or manufacturer. The damages must be
reasonably related to the failure to meet the consumer guarantee. This means that a
business won't have to pay for damages that are not caused by their product or their
conduct, or for something that has happened independently of their business or after
goods left their control. To make a claim for compensation you should work out an
amount which would put you in the same financial position you were in before the
breach of guarantee. You should have as much information available as possible to
support your claim. For example, if your brand new refrigerator stops working and all
frozen and refrigerated goods are spoiled and water has damaged the kitchen floor,
you would be able to put together a claim for compensation from either the supplier
or the manufacturer. This would include the cost of the food (might be difficult to
prove without receipts but an estimate would be reasonable), and the cost of fixing
the floor.
When product faults happen, there may be five main solutions. First, for small defects,
a (1) ………………………………….. given to you instead of a replacement or a refund. But
when the problems are big, the salespeople have to give you a
(2) ……………………………….………………….. or other suggestions. Also, the replaced item
should have the same style and (3) ………………………….………….. as the original one. If
your product has big defect but you want to keep it, you can ask the manufacturer for
a partial refund for (4) ………………………………….. Lastly, if the goods don’t meet the
guarantee regulatios, you may require (5) ………………………………………….. … from the
sellers.

Task 7 Read the passage and answer questions with NO MORE THAN 4 WORDS from
the text.
A step-by-step guide to managing negative online reviews
Numerous surveys have found that a high proportion of customers regard online
reviews as credible. Many review sites point out that very negative (e.g. 1 or 2 star)
reviews make up a relatively small proportion of all reviews posted. Still, negative
reviews can have a big impact, so it's important to manage them effectively.
Decide if it's worth responding
Some negative reviews aren't worth thinking about. If they're posted by somebody
whose language and opinions are clearly irrational, or who's a 'frequent complainer',
you may be better off ignoring them. Likewise, if a review is on somebody's obscure
personal blog, and it's clearly unfair, you may decide not to respond. On the other
hand, you should respond to legitimate concerns, negative reviews by genuine
customers, concerns raised by high-profile customers (e.g. those who post reviews
frequently), or negative reviews on popular sites.
Research the incident
If necessary, speak to your staff to get their side of the story, and communicate
privately with the reviewer to find out more details. If you've joined a review site, you
should be able to message reviewers privately. If you haven't joined, you can post a
public message asking the reviewer to contact you offline (e.g. by phone or email) to
discuss their concern. If the negative comment is on a blog, Facebook page or Twitter,
you may have to respond publicly and ask the writer to contact you privately.
Understand the customer's point of view
Even if you don't agree with a negative review, try to understand why the customer
has posted it and what they are feeling. For example, if somebody has tried to call your
hairdressing salon all week but your phones have been malfunctioning, and then
there's a small mix-up with their booking time, they're likely to be far more negative
about the mix-up. You need to understand the customer's feelings, not just the facts, if
you want a successful outcome.
Respond privately to resolve the issue
Many businesses prefer to respond privately to negative reviews in the first instance. If
you have joined a review site, your business 'dashboard' will allow you to send a
private response. Send a short message to the reviewer in which you introduce
yourself, thank them for using your business, thank them for their feedback, apologise
for the fact that their experience didn't satisfy them and outline what you understand
to be their concerns. It's possible to do this without admitting that your business has
done anything wrong, if you feel that's the case. Then ask for more details if need be,
or make an offer to resolve the customer's concern. Sometimes you just need to
improve a procedure (e.g. 'I've asked all my electricians to phone ahead from now on if
they're going to be late'). In other situations, you might offer some kind of
compensation (e.g. 'We'd love to offer you and your wife a free cocktail next time you
visit to make up for the mistake on the bill'). Most marketing experts recommend that
you invite customers to return to your business. However, if a customer has raised
very serious concerns, you will need to think carefully about how they might respond
to such an invitation.
Respond publicly
Once you've communicated privately with the customer, it's generally a good idea to
post a public message acknowledging the concern and outlining what you've done to
resolve it. This will actually boost your reputation with many readers, who can see that
you are responsive to feedback. If it's taking a long time for the complainant to
respond to you, you might still like to post a public comment so that other readers
know you've tried to take positive action.
Be polite and constructive at all times
A negative review is not good for your business, but a rude, aggressive or flippant
response from you will probably damage your reputation even more. When
responding publicly, be polite and professional at all times. Deal with the issue that's
been raised, and never resort to personal insults or comments. The same applies to
private responses. Remember, a customer can easily take your private response and
post it online as well.
Learn and move on
Successful business people learn from negative reviews, improve their business if need
be, and then move on. Try to use each negative review as a chance to learn something
new. If you feel a review is really unfair, remember that your response can actually
improve your standing with customers, most consumers read more than one review of
a business and encouraging positive reviews is the best way to give readers a balanced
view.
QUESTION 1: What do companies need to do when they receive lots of negative
reviews from customers?
…………………………………………………………..
QUESTION 2:What should you do if you get negative feedback posted by high-profile
customers?
……………………………….………………………………..
QUESTION 3: What can you post to ask the reviewer to contact you offline if you are
not a member of the review site?
…………………………………………………………………..
QUESTION 4: What do you need to do if you want a successful outcome?
………………………………….………………………………..
QUESTION 5: What do most marketing experts recommend you do to have
customersreturn to your business?
…………………………………….………………………………..
QUESTION 6: What should you be like at all times when responding publicly?
…………………………………..………………………………..