Read the following passage and mark the letter A, B, C, or D on your answer sheer to indicate the correct answer to each of the questions from 35 to 39.
As customers choose brands based on how they make them feel, rather than their actual products or services, there is an intrinsic advantage to those organizations who use designed experiences as a weapon to cut through the most competitive of markets. Those that don't, operate in what we call the “experience gap”, the space between them and their customer's expectation of them. Make no mistake, in our high paced and digitally connected economies, the experience gap is driving markets, fast.
For example, take Instagram and Twitter. These brands filled the demand for a whole new human experience that did not exist before the evolution of digital technologies enabled that. They were pioneers, and there were no established players to unseat. But we are also seeing a similar dynamic in existing industries. New entrants are coming in and taking the space, also using whole new experiences, purely because the incumbents left the door open.
Closer to home, this can be seen with Australian neobanks who are giving customers a better experience than the incumbents. Robert Bell is the CEO at neobank 86400. He says banking has already become quite complicated and he wanted to make a change. His neobank is working to solve customers’ problems more holistically. Bell said, “It's significantly harder work and takes more time to become a bank, but having done that we can have a much better relationship with our customers and we can offer them a lot more products and services.”
Think about that for a moment. Do you notice how better experiences, leads to better relationships, which is then the stepping stone for more offerings? Many brands still jump straight to modified offerings, without gaining that customer connection and the necessary foundation of trust first.
According to paragraph 3, what is the attitude of Robert Bell towards the customers?
Hãy suy nghĩ và trả lời câu hỏi trước khi xem đáp án
Lời giải:
Báo saiĐáp án D
Phương pháp giải:
Kiến thức: Đọc hiểu – chi tiết
Giải chi tiết:
Theo đoạn 3, thái độ của Robert Bell đối với khách hàng là gì?
A. Ông ấy xem họ như con ngỗng vàng cho công việc kinh doanh của mình.
B. Ông ta thể hiện sự thờ phượng ở dạng thuần khiết nhất đối với họ.
C. Ông ta coi họ như nô lệ hiện đại cho chủ nghĩa tiêu dùng.
D. Ông ấy duy trì một mối quan hệ cho và nhận lành mạnh.
Thông tin: Bell said, “It's significantly harder work and takes more time to become a bank, but having done that we can have a much better relationship with our customers and we can offer them a lot more products and services.”
Tạm dịch: Bell nói, "Công việc khó hơn đáng kể và mất nhiều thời gian hơn để trở thành ngân hàng, nhưng làm được điều đó, chúng tôi có thể có mối quan hệ tốt hơn với khách hàng và chúng tôi có thể cung cấp cho họ nhiều sản phẩm và dịch vụ hơn."
