2. 外语
  3. Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. 71

Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. 71

admin2012-06-18  44
问题     Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. 71 Indirect contact most often involves unplanned encounters with repre-sentations of a company’s products, services,or brands and takes the form of word-of-mouth recommen-dations or criticisms,advertising,news reports,reviews,and so forth. Such all encounter could occur when Google’ s whimsical holiday loges pop up on the site’ s home page at the inception of a search, or it could be the distinctive "potato, potato "sound of a Harley-Davidson motorcycle’s exhaust system. 72
    The secret to a good experience isn’t the multiplicity of features on offer. Microsoft Windows,which is rich in features,may provide what a corporate IT director considers a positive experience. 73 A customer’s experience with an Apple device such as the iPod begins well before the purchaser turns it on perhaps because of the dancing silhouettes in the TV advertisements. Furthermore, the origami-like (and recyclable) packaging enfolds the iPod as though it were a Faberge egg made for a czar. A small sticker,"Designed in California, Made in China,"communicates the message that Apple is firmly in charge but also interested in keeping costs down. Even Windows users appreciate the device’s intuitive, Mac-like feel and find that downloading tracks from iTunes is easier than buying a CD on Amazon. 74
    A successful brand shapes customers’ experiences by embedding the fundamental value proposition in all the product’s features. For BMW, "the Ultimate Driving Machine"is much more than a slogan;it informs the company’s manufacturing and design choices. 75 BMW would not consider developing such a feature unless it amplified rather than diminished the driving experience.
A. Every Apple product is designed with the overarching purpose of making the time one spends with
Apple an enjoyable experience.
B. It might just be an e-mail from one customer to another.
C. Direct contact generally occurs in the course of purchase,use,and service and is usually initiated by the customer.
D. People’s expectations are set high in part by their previous experiences with a company’s offerings.
E. In 2000. Mercedes-Benz introduced a system that automatically controls the distance between a Mercedes and the car in front.
F. However, many home users prefer Apple’s Macintosh operating system,which offers fewer features and configuration options.
选项
答案C
解析 首句概括提出直接或间接接触两个定义，第三句内容为间接接触所包含的内容，即可判断第二句是对直接接触的介绍。故选C。
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