2 . In the more and more competitive service industry, it is no longer enough to promise customer satisfaction. Today, customer “delight” is what companies are trying to achieve in order to keep and increase market share.

It is accepted in the marketing industry, and confirmed by a number of researches, that customers receiving good service will promote business by telling up to 12 other people; those treated badly will tell their tales of woe to up to 20 people. Interestingly, 80 percent of people who feel their complaints are handled fairly will stay loyal.

New lineages for customer care have come when people can obtain goods and services through telephone call centers and the Internet. For example, many companies now have to invest (投资) a lot of money in information technology and staff training in order to cope with the “phone rage (愤怒)” — caused by delays in answering calls ,being cut off in mid-conversation or left waiting for long periods.

“Many people do not like talking to machines,” says Dr. Storey Senior Lecturer in Marketing at City University Business School, “Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them. The aim is to make the customer feel they know you and that you can trust — the sort of comfortable feelings people have during face-to-face chats with their local branch manager.”

Recommended ways of creating customer delight include: under-promising and over-delivering (saying that a repair will be come out within five hours, but getting it done within two ); replacing a faulty product immediately: throwing in a gift voucher (购物礼券) as an unexpected “thank you” to regular customers; and always returning calls, even when they are complaints.

Aiming for customer delight is all very well, but if services do not reach the high level promised, disappointment or worse will be the result. This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy (for example, “I know how you must feel”), and possible solutions (replacement, compensation or whatever suggests best meets the case).

Airlines face some of the toughest challenges over customer care. Fierce competition has convinced them that delighting passengers is an important marketing tool, while there is great potential for customer anger over delays caused by weather, unclaimed luggage and technical problems.

For British Airways staff, a winning telephone style is considered vital in handling the large volume of calls about bookings and flight times. They are trained to answer quickly, with their name, job title and a “we are here to help” attitude. The company has invested heavily in information technology to make sure that information is available instantly on screen.

British Airways also says its customer care policies are applied within the company and staff are taught to regard each other as customers requiring the highest standards of service.

Customer care is obviously here to stay and it would be a foolish company that used slogans such as “we do as we please”. On the other hand, the more customers are promised, the greater the risk of disappointment.

4 . Virtual reality is quickly becoming the new technological frontier. Tech companies everywhere seem to be racing to get their foot in the VR door. However, virtual reality has a set of challenges and hurdles that it must overcome in order to work well. It should be noted that VR is heavily dependent on being very fast, very accurate and very good-looking. If it isn’t, the viewer will feel motion sick or disconnected from the world that VR is trying to create.

Now that we can actually build VR headsets that begin to meet these requirements, we are seeing a rising interest in VR. As it rises, so does the interest in creating new media to be experienced in using virtual reality. Journalism is a medium built on relevance. Journalists should always be finding new ways to tell stories and deliver content. It is a goldmine for storytelling. What better ways to tell a story to someone than to put them right in the center of it?

Virtual reality is a powerful tool for journalists. The consumer isn’t just reading or watching something play out; they’re experiencing it. The immersive nature of VR allows for people to connect with the subject matter on a much deeper level than just reading about it. The experience is emotional, speaking more to our instinct than our intellect. The possibilities for storytelling here are legion, and any storyteller wanting to do something more interesting than their peers should surely be considering the sheer power of VR.

The question of virtual reality, though, is not how powerful it is. That is immediately apparent. The question of VR is one of viability and availability. Telling stories must be easy to do, and access to those stories must be readily available. This is the biggest challenge that VR faces. If the tools to tell a story with VR aren’t easy to pick up and learn, VR will fail. If VR technology isn’t both top-of-the-line and affordable, VR will fail.

Accessibility was one concern for Thomas Hallaq, assistant professor of journalism and mass communications, who said that current VR technology, is pretty exclusive right now. Despite that, he said he doesn’t think the exclusivity of this technology will be a problem in the long run.

“I think it’s very promising,” Hallaq said. “We’re seeing more technology become accessible, and more people having access to that technology. Just look at smartphones.” Like radio, TV and the Internet before it, virtual reality will change the way we tell stories.

7 . Kindness is seen as a true strength, and the success of civilizations relies on kindness. As parents and teachers, we also teach children from a young age to “be kind to one another” and “treat others the way you want to be treated.”

In addition to being helpful to our interpersonal relationships, research has shown that kindness can even contribute to our well-being. According to the Mayo Clinic, when we perform acts of kindness, the pleasure center in our brain is activated, releasing the stress-reducing hormone (激素). Individuals who volunteer on a regular basis report greater life satisfaction. And what is even greater is that kindness rarely stops with just one person. There can be a positive contagion (扩散) effect, where other people are motivated to be nice if they receive a random act of kindness. The question then arises: Could kindness be harmful to us when it has such clear benefits? Let’s think about this in the workplace or in an organization.

You are the new person on the team and you want to be well-liked and respected by your colleagues. You are a kind person and tell your team, “Let me know how I can help you; I’m always available to help.” Though you may truly mean this, there are unfortunately people in this world who can see your kindness as a weakness. This can lead to you being taken advantage of by others.

Let’s fast forward a year. You have been in your position now for one year, and you are working with the same team. You are noticing that your colleagues continue asking for your help over and over again. In fact, the only time they communicate with you is when they need something. You have been so helpful to your colleagues and there has rarely been any return from them.

In a very broad sense, it is advantageous to be kind to others, and your kind acts will be appreciated and, perhaps, paid forward. However, you need to be willing to say “no”. Recognize when your plate is already too full. When people ask you a favor, assess if you have the time, energy, and attention to give to them. To truly be kind, sometimes you need to be more comfortable saying “no” to others and saying “yes” to yourself.

8 . The expression, “Everybody’s doing it,” is very much at the center of the concept of peer pressure. It is a social influence applied on an individual in order to get that person to act or believe in a(n) ______ way as a larger group. This influence can be negative or positive, and can exist in both large and small groups.

People are social creatures by nature, and so it is hardly ______ that some part of their self-respect comes from the approval of others. This instinct explains why the approval of peers, and the fear of ______, is such a powerful force in many people’s lives. This instinct drives people to dress one way at home and another way at work, or to answer a simple “fine” when a stranger asks “How are you?” even if it is not necessarily true. There is a(n) ______ aspect to this: It helps society to function efficiently, and encourages a general level of self-discipline that ______ day-to-day interaction between people.

For certain individuals, seeking social acceptance is so important that it becomes a(n) ______: in order to satisfy the desire, they may go so far as to ______ their sense of right and wrong. Teens and young adults may feel forced to use drugs, or join gangs that _______criminal behavior. Mature adults may sometimes feel ______ to cover up illegal activity at the company where they work, or end up in debt because they are unable to hold back the desire to buy a house or car that they can’t afford in an effort to ______ the peers.

However, peer pressure is not always negative. A student whose friends are good at contests may be ________ to work harder and get good grades. Players on a sports team may feel driven to play harder in order to help the team win. This type of ______ can also get a friend off drugs, or to help an adult take up a good habit or drop a bad one.

Although peer pressure is sometimes quite obvious, it can also be so ______ that a person may not even notice that it is affecting his or her behavior. For this reason, when making important decisions, simply going with a(n) ______ is risky. Instead, people should seriously consider why they feel drawn to taking a particular action, and whether the real ______ is simply that everyone else is doing the same thing.

10 . Many cities around the world today are heavily polluted. Careless methods of production and ________ of consumer demands for environment friendly products have ________ the pollution problem. One ________ is that millions of tons of glass, paper, plastic, and metal containers are produced, and these are difficult to get rid of.

________, today, more and more consumers are choosing “green” and demanding that the products they buy should be safe for the environment. ________ they buy a product, they ask questions like these: “Will this shampoo damage the environment?” “Can this metal container be ________ or can it only be used once?”

A recent study showed that two ________ five adults now consider the environmental safety of a product before they buy it. This means that companies must now change the ________ they make and sell their products to make sure that they are “green,” that is, friendly to the environment.

Only a few years ago, it was impossible to find green products in supermarkets, but now there are hundreds. Some supermarket products ________ labels to show that the product is green. Some companies emphasize that their products are clean and safe in their advertising and have made it their main selling ________.

The ________ for a safer and cleaner environment is making companies rethink ________ they do business. No longer will the public accept the old ________ of “Buy it, use it, throw it away and forget it.” The public ________ is still here, and companies are ________ their act gradually.