Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds simple and achievable. But,1, words of wisdom are soon forgotten. Once companies have attracted customers they often2the second half of the story. In the excitement of beating off the competition, negotiating prices, securing orders, and delivering the product, managers tend to become carried away. They forget what they regard as the boring side of business-3that the customer remains a customer.
4to concentrate on retaining as well as attracting customers costs business huge amounts of money annually. It has been estimated that the average company loses between 10 and 30 per cent of its customers every years. In constantly changing5, this is not surprising. What is surprising is the fact that few companies have any idea how many customers they have lost.
Only now are organizations beginning to wake up to those lost opportunities and calculate the6implications. Cutting down the number of customers a company loses can make a big7in its performance. Research in the US found that a five per cent decrease in the number of defecting (流失的) customers led to8increases of between 25 and 85 per cent.
In the US, Domino's Pizza estimates that a regular customer is worth more than $5,000 over ten years. A customer who receives a poor quality product or service on their first visit and9never returns, is losing the company thousands of dollars in10profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer11is impossible to deny. "In practice most companies' marketing effort is focused on getting customers, with little attention paid to12them", says Adrian Payne of Cornfield University' School of Management. "Research suggests that there is a close relationship between retaining customers and making profits.13customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price14, and may provide free word-of-mouth advertising. Retaining customers also makes it15for competitors to enter a market or increase their share of a market.
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Michel is a young girl who works for the police 36 a handwriting expert. She has helped 37 many criminals (罪犯) by using her special talents.
When she was fourteen, Michel was already 38 interested in the differences in her friends' 39 that she would spend hours 40 them. After 41 college she went to France for a 42 two-year class in handwriting at the School of Police Science.
Michel says that it is 43 for people to hide their handwriting. She can discover _44 of what she needs to know simply 45 looking at the writing with her own eyes, 46 she also has machines 47 help her make 48 different kinds of paper and ink. This knowledge is often 49 great help to the police.
Michel believes that handwriting is a good 50 of what kind of person the 51 is. "I wouldn't go out with a fellow 52 I didn't like his handwriting." She says. But she 53 she fell in love with her future husband, a young policeman 54 she studied his handwriting. It is later proved to be 55 , however.
A．with B．by C．like D．as
A．look B．follow C．catch D．judge
A．so B．too C．quite D．extra
A．books B．letter C．tongues D．handwriting
A．writing B．studying C．settling D．uncovering
A．attending B．finishing C．starting D．stepping into
A．powerful B．natural C．special D．common
A．main B．safe C．easy D．impossible
A．most B．nothing C．little D．sight
A．with B．by C．of D．about
A．so B．for C．thus D．but
A．where B．in which C．that D．it
A．up B．out C．for D．into
A．of B．to C．with D．for
A．test B．sign C．means D．habit
A．listener B．speaker C．writer D．policeman
A．whether B．unless C．if D．after
A．adds B．hears C．repeats D．cries
A．before B．after C．so D．and
A．necessary B．all right C．bad D．quite easy
One family, which had emigrated from Japan and settled at the turn of the century near San Francisco, had established a business in which they grew roses and trucked them into San Francisco three mornings a week.
The other family was a naturalized(加入国籍的)family from Switzerland who also marketed roses, and 21 families became modestly successful, 22 their roses were known in the markets of San Francisco for their 23 vase-life.
For four decades the two families were neighbors, and the sons 24 the farms, but then on December 7, 1941, Japan 25 Pearl Harbor. Although the rest of the family members were American, the 26 of the Japanese family had never been naturalized. In the turmoil(动乱) and the questions about internment camps（拘留营）, his neighbor made it clear that, if 27 , he would look after his friend’s nursery（花圃）. It was 28 each family had learned in church—Love the neighbor as thyself. “You would do 29 for us, ” he told his Japanese friend.
It was not long before the Japanese 30 was transported to a poor landscape in Granada, Colorado. The relocation center consisted of tar-paper-roofed barracks (兵营) 31 by barbed wire and armed guards.
A full year went by. Then two. Then three. While the 32 neighbors were in internment, their friends worked in the greenhouses, the 33 before school and on Saturdays, and the father's work often stretched to 16 and 17 hours. And then 34 , when the war in Europe had
35 , the Japanese family packed up and 36 a train. They were going home.
What would they find? The family was 37 at the train station by their neighbors, and when they got to their home, the whole Japanese family stared.. There was the nursery, complete, clean and shining in the sunlight, neat, prosperous and healthy.
So was the balance of the bank passbook 38 to the Japanese father. And the house was 39 as clean and welcoming as the nursery.
And there on the dining room 40 was one perfect red rosebud, just waiting to unfold- the gift of one neighbor to another.
A．each B．both C．all D．two
A．as B．if C．unless D．though
A．short B．perfect C．long D．important
A．took over B．dealt with C．watched out D．handed over
A．achieved B．battled C．controlled D．attacked
A．children B．members C．father D．girls
A．possibility B．necessary C．likely D．possible
A．everything B．anything C．nothing D．something
A．the same B．similarly C．familiar D．the similar
A．father B．family C．neighbors D．mother
A．surrounded B．covered C．watched D．guarded
A．Swiss B．Swede C．naturalized D．Japanese
A．members B．girls C．children D．boys
A．sometime B．some day C．one time D．one day
A．completed B．ended C．started D．died
A．entered B．got C．boarded D．reached
A．met B．seen C．received D．accepted
A．referred B．devoted C．prepared D．handed
A．right B．quite C．just D．rather
A．chair B．table C．floor D．ground
It was a bitter, 36 evening in northern Virginia. The old man’s beard was 37 by winter’s frost (霜)while he waited for a ride across the river. The wait seemed endless. Then he heard the weak sound of hooves(马蹄) advancing along the frozen path. 38 , he watched as several horsemen rounded the bend. He let the first one pass by, then another. As 39 rider drew near where the old man sat, the old man 40 the rider’s eye and said, “Sir, would you mind giving an old man a ride to the other side of the river?”
Reining(勒住) his horse, the rider replied, “Sure thing.” Seeing the old man unable to 41 his half-frozen body from the ground, the horseman helped the old man onto the horse and took him to his 42 . On the way, the horseman said: “Sir, I notice that you let several other riders pass by. I'm 43 why, on such a bitter winter night, you would wait and ask the last rider.”
The old man looked at the rider and replied, “I know people pretty good. When I 44 the eyes of the other riders, I immediately saw there was no 45 for my situation. But when I looked into yours, kindness and compassion(同情) were obvious. I knew that your gentle spirit would give me help in my time of 46 .”
Those heart-warming comments 47 the horseman deeply. “I'm most grateful for what you have said,” he told the old man. “May I never get too busy in my own affairs that I fail to respond to the needs of others with kindness and compassion.”
A．warm B．cool C．cold D．windy
A．marked B．covered C．equipped D．filled
A．Happily B．Anxiously C．Appreciatively D．Confidently
A．the second B．the third C．the fourth D．the last
A．stared B．looked C．caught D．attracted
A．lift B．carry C．rise D．jump
A．home B．company C．destination D．office
A．afraid B．excited C．delighted D．curious
A．got into B．ran into C．looked into D．broke into
A．concern B．worry C．envy D．doubt
A．trouble B．need C．danger D．difficulty
A．amazed B．promoted C．touched D．benefited
We all have storms through our lives. But we have no right to make everyone else suffer with our own 31 .
The carpenter I 32 to help me restore an old farmhouse had just finished a(n) 33 first day on the job. A flat tire made him lose an hour of work, his electric saw quit, and now his truck 34 to start.
While I drove him home, he sat in stony 35 .
On arriving, he invited me in to meet his family. As we walked toward the front door, he paused 36 at a small tree, 37 tips of the branches with both hands.
When opening the door, he underwent a(n) 38 transformation. His tanned face was wreathed in smiles, and he 39 his two small children and gave his wife a kiss.
The next day my 40 drove me to ask him about what I had seen. “Oh, that’s my trouble tree,” he replied. “I know I can’t 41 having troubles on the job, but the troubles don’t 42 to the house with my family. So I just 43 them up on the tree. Then in the morning I pick them up again.”
“ 44 thing is,” he smiled, “when I come out in the morning to pick them up, there aren’t nearly as 45 as I remember the night before.”
Putting 46 around our problems is a really good idea --- it prevents our difficulties from spilling over onto loved people, who can’t do anything about our problems. Why 47 them if they can’t help us?
So, plant yourself a trouble tree outside and use it 48 you come home. Be grateful that you have loved ones to go home to 49 your loved one is simply your beloved dog. And when you picked up your troubles on the way each morning, be 50 that they’re not as heavy as they were the night before.
A．unhappiness B．mistakes C．helplessness D．carelessness
A．informed B．hired C．trusted D．recommended
A．enjoyable B．smooth C．rough D．dull
A．intended B．desired C．hesitated D．refused
A．amazement B．astonishment C．embarrassment D．silence
A．regularly B．unusually C．briefly D．directly
A．cutting B．damaging C．watching D．touching
A．exciting B．amazing C．confusing D．annoying
A．hugged B．greeted C．thanked D．waved
A．preference B．sufferings C．curiosity D．doubt
A．avoid B．consider C．continue D．stand
A．lack B．belong C．exist D．stay
A．set B．throw C．give D．hang
A．Sad B．Terrible C．Funny D．Ridiculous
A．many B．few C．good D．light
A．defence B．boundaries C．sympathy D．secret
A．burden B．equip C．expose D．entertain
A．however B．whenever C．wherever D．whatever
A．so long as B．now that C．even if D．in case
A．shameful B．proud C．astonished D．grateful
Eye See You
Vision is the art of seeing what is invisible to others. -- Jonathan Swift
I walked into a wild third-grade classroom. Music was playing _36_, children were under tables applying make-up, kids were throwing a football indoors, and students were _37_ wherever they could find _38_. I was a mid-year _39_. The previous _40_ said he could no longer manage these children and _41_ without notice during the holiday break.
As soon as I walked in the room, I realized why he _42_. I sat down _43_ in my chair and began reading their _44_ softly. After each name, I _45_, asking God to help me understand that child. I then nailed a _46_ to the wall next to the chalkboard and began _47_ my name and a reading assignment on the board. I then asked each child to come to me, and tell me their names and what they wanted to learn. It was a _48_ task, because only two children there wanted to learn something! Rules were _49_, boundaries established, parents contacted. But the mirror saved the day -- no, the year! Unbeknownst(不知的) to the children, the mirror allowed me to see their every _50_ while I was writing on the board. They soon became _51_ as to how I knew who was misbehaving while I was writing on the board. When one student finally asked me, I told him I had a special teacher’s eye in the back of my head that my hair _52_. At first they did not believe me. _53_ they did begin to exhibit better behavior, especially while I wrote on the board, thinking I had magical _54_. I never told them differently. Why _55_ a good thing?
A．softly B．clearly C．loudly D．peacefully
A．speaking B．laughing C．standing D．dancing
A．space B．music C．partner D．joke
A．representative B．replacement C．reference D．reward
A．teacher B．headmaster C．director D．leader
A．retired B．remained C．resigned D．returned
A．went B．came C．left D．disappeared
A．angrily B．restlessly C．indifferently D．quietly
A．names B．faces C．figures D．minds
A．prepared B．prayed C．protected D．preferred
A．board B．mirror C．cross D．picture
A．noting B．copying C．writing D．drawing
A．difficult B．different C．distant D．direct
A．dated B．written C．worked D．set
A．make B．move C．matter D．mind
A．pleased B．puzzled C．known D．worried
A．covered B．hooked C．hung D．displayed
A．So B．However C．And D．But
A．view B．scene C．eyes D．vision
A．mix up B．bring up C．mess up D．burn up
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