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Câu hỏi: Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions from 39 to 43.
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.
A. He sees them as modern slaves to consumerism.
B. He maintains a healthy relationship of give and take.
C. He displays worship in its purest form towards them.
D. He views them as the golden goose for his business.
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.
(source: https://which-50.com/)
According to paragraph 3, what is the attitude of Robert Bell towards the customers?A. He sees them as modern slaves to consumerism.
B. He maintains a healthy relationship of give and take.
C. He displays worship in its purest form towards them.
D. He views them as the golden goose for his business.
Theo đoạn 3, đâu là thái độ của Robert Bell đối với các khách hàng?
A. Ông ấy xem họ là những nô lệ hiện đại của chủ nghĩa tiêu dùng.
B. Ông ấy duy trì mối quan hệ lành mạnh của việc cho đi và nhận lại.
C. Ông ấy tôn thờ họ.
D. Ông ấy xem họ như con ngỗng vàng cho việc kinh doanh của mình.
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.” (Bell nói, “Nó là một công việc khó khăn hơn đáng kể và mất nhiều thời gian hơn để trở thành một ngân hàng, nhưng làm được điều đó thì chúng tôi có thể có một mối quan hệ tốt hơn với khách hàng và chúng tôi có thể cung cấp cho họ nhiều sản phẩm và dịch vụ hơn.”)
A. Ông ấy xem họ là những nô lệ hiện đại của chủ nghĩa tiêu dùng.
B. Ông ấy duy trì mối quan hệ lành mạnh của việc cho đi và nhận lại.
C. Ông ấy tôn thờ họ.
D. Ông ấy xem họ như con ngỗng vàng cho việc kinh doanh của mình.
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.” (Bell nói, “Nó là một công việc khó khăn hơn đáng kể và mất nhiều thời gian hơn để trở thành một ngân hàng, nhưng làm được điều đó thì chúng tôi có thể có một mối quan hệ tốt hơn với khách hàng và chúng tôi có thể cung cấp cho họ nhiều sản phẩm và dịch vụ hơn.”)
Đáp án B.