THERE IS ONE QUALITY THAT BUILDS TRUST AND LOYALTY

“It’s not the kind of thing you can normally bring up in a conversation”

By: Renuka Rayasam

Published: BBC, 31 January 2017, http://www.bbc.com/capital/story/20170130-there-is-one-quality-that-builds-trust-and-loyalty

Level of difficulty:*

BEFORE YOU READ

·         Watch the video: 5 steps to improve customer satisfaction

https://www.youtube.com/watch?v=XK3cNcuvuMs

·         Learn about the company presented as an example in the text

Pink Jeep Tours https://www.youtube.com/user/pinkjeeptours

·         Now study the findings of the Deloitte’s workplace pulse survey

https://www2.deloitte.com/us/en/pages/about-deloitte/articles/well-being-survey.html

QUESTIONS

1.       We understand from the information about Pink Jeep that their main key to success is

·         The fact that they drive distinctive pink jeeps

·         The fact that they are unlike any other company

·         The fact that the guides wonderful people

·         The fact that they think customer satisfaction is vital

2.       The reason for the above is the fact that…..

3.       We learn from the text that ……………..may bring down barriers and bring people together in the business community.

4.       We deduce from the Deloitte study that CEO’s need to be: mark as many as necessary

·         More human

·         More approachable

·         More professional

·         More businesslike

·         More personal

·         More experienced

5.       What Kohut means by warmth is: mark the odd one out

·         Understanding

·         Empathy

·         Sympathy

·         Closeness

6.       We understand from the Princeton study that warmth can: Mark true or false

·         Bring people together

·         Promote business

·         Increase trust

·         Decrease snap judgments

7.       Companies cannot disregard the importance of customer loyalty in the modern world because…………………………………

8.       We understand from the text that warmth can be evaluated by: mark the odd one out

·         Conducting questionnaires involving everyone

·         Sitting down and talking to people at the firm

·         Giving brownie points for helping the company

·         Conducting questionnaires with the public

9.       Read the example of Grant &Toy. It is implied in this section that the customers didn’t trust the company because the company had never offered proof to the effect / was losing business to competitors . Circle the correct answer.

10.   Read the last four paragraphs of the text. We can draw the conclusion from this section that Grand &Toy should do what Pink Jeep is doing and………………….

WRITING TASK

Write a brief summary of the text. If you don’t know how to write summaries, check out the videos under Learning Strategies on this blog.

THERE IS ONE QUALITY THAT BUILDS TRUST AND LOYALTY; KEY AND TEACHERS’ NOTES

Most business texts are quite complicated but there are many adult learners who wish to tackle issues related to the business world at a more simple level. This text is relatively straight forward, and the accompanying task is pre intermediate in level but it is about a very serious issue: increasing customer satisfaction and loyalty

1.       The third one

2.       The company’s guides must complete 150 hours of training before giving a tour

3.       Warmth

4.       More human, more approachable (Nothing else will fit)

5.       Closeness

6.       The last one is false, the rest are true. (Making snap judgments is a fact of life)

7.       With social media, customers notice ill intent and the word travels further and faster

8.       Number two

9.       The first

10.   Upgrade its hiring and training programs