【3月18日阅读作业】

belinda_cao

【长难句一】
1）Nor did they analyze their service improvement to determine whether it would attract new customers by producing a new standard of service that would excite customers or by proving difficult for competitors to copy

2）The bank managers did not recognize the level of customer inertia in the consumer banking industry that arises from the inconvenience of switching
banks


The fact that superior service can generate a competitive  advantage for a company does not mean that every attempt at improving service will create such an advantage. Investments in service, like those in production and distribution, must be balanced against other types of investments on the basis of direct, tangible benefits such as cost reduction and increased revenues. If a company is already effectively on a par with its competitors because it provides service that avoids a damaging reputation and keeps customers from leaving at an unacceptable rate, then investment in higher service levels may be wasted, since service is a deciding factor for customers only in extreme situations.

卓越的服务可以成为一个公司的竞争优势，但这并不意味着每一次的努力都会产生这样的优势。在服务行业的投资，和在生产和分配行业的一样，必须在一些直接的有形的利益之间，比如节约成本或者增加利润的基础上进行平衡。如果一家公司因为它提供的服务，有了很好的声誉，而且客户的流动率很低，和他的竞争对手相比，他也获得了很好的效率。在这样的情况下。投资于更高的服务水平可能被浪费，因为服务的投资只有在极端情恶劣的情况下对客户来说是一个决定性的因素只有在极端情恶劣的情况下

This truth was not apparent to managers of one regional bank, which failed to improve its competitive position despite its investment in reducing the time a customer had
to wait for a teller. The bank managers did not recognize the level of customer inertia in the consumer banking industry that arises from the inconvenience of switching
banks. Nor did they analyze their service improvement to determine whether it would attract new customers by producing a new standard of service that would excite customers or by proving difficult for competitors to copy. The only merit of the improvement was that it could easily be described to customers.

对地区性银行的经理，这个道理并不明显，尽管他降低了客户在银行排队的时间，但是没有带来竞争力的提升 。该银行的经理没有意识到顾客的惯性的水平在消费者银行业务的领域。消费者的业务领域则产生于换银行的不便利性。他们也没有分析其改善服务，以确定它也没有通过产生新的服务标准，将激发客户或证明竞争对手难以复制的服务标准去吸引新客户。改善的唯一好处是，它可以很容易地描述给客户。