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Câu hỏi: 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 thequestions 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.
(Source: https://which-50.com/)
What does the passage mainly discuss?
A. The importance of experience to competitive advantage.
B. Businesses are unwilling to disrupt themselves.
C. A far-reaching cultural transformation.
D. Knowledge drives behavior, loyalty, satisfaction.
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/)
What does the passage mainly discuss?
A. The importance of experience to competitive advantage.
B. Businesses are unwilling to disrupt themselves.
C. A far-reaching cultural transformation.
D. Knowledge drives behavior, loyalty, satisfaction.
Phương pháp giải:
Kiến thức: Đọc hiểu – ý chính
Giải chi tiết:
Đoạn văn chủ yếu thảo luận cái gì?
A. Tầm quan trọng của trải nghiệm đối với lợi thế cạnh tranh.
B. Các doanh nghiệp không sẵn sàng phá vỡ chính mình.
C. Một sự tiếp biến văn hóa sâu rộng.
D. Tri thức thúc đẩy hành vi, lòng trung thành, sự hài lòng.
Thông tin:
- 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.
- 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.
Tạm dịch:
- Khi khách hàng lựa chọn thương hiệu dựa trên cảm giác của họ thay vì sản phẩm hoặc dịch vụ thực tế của họ, sẽ có một lợi thế nội tại đối với những tổ chức sử dụng trải nghiệm được thiết kế như một vũ khí để vượt qua sự cạnh tranh nhất của thị trường.
- Hãy suy nghĩ về điều đó một chút. Bạn có nhận thấy trải nghiệm tốt hơn, dẫn đến các mối quan hệ tốt hơn, đó là bước đệm cho nhiều dịch vụ hơn như thế nào không? Nhiều thương hiệu vẫn nhảy thẳng vào các sản phẩm đã được sửa đổi mà không đạt được sự kết nối của khách hàng và nền tảng tin cậy cần thiết đầu tiên.
(từ khóa "experiences", "experience" được nhắc lại rất nhiều lần trong bài)
Kiến thức: Đọc hiểu – ý chính
Giải chi tiết:
Đoạn văn chủ yếu thảo luận cái gì?
A. Tầm quan trọng của trải nghiệm đối với lợi thế cạnh tranh.
B. Các doanh nghiệp không sẵn sàng phá vỡ chính mình.
C. Một sự tiếp biến văn hóa sâu rộng.
D. Tri thức thúc đẩy hành vi, lòng trung thành, sự hài lòng.
Thông tin:
- 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.
- 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.
Tạm dịch:
- Khi khách hàng lựa chọn thương hiệu dựa trên cảm giác của họ thay vì sản phẩm hoặc dịch vụ thực tế của họ, sẽ có một lợi thế nội tại đối với những tổ chức sử dụng trải nghiệm được thiết kế như một vũ khí để vượt qua sự cạnh tranh nhất của thị trường.
- Hãy suy nghĩ về điều đó một chút. Bạn có nhận thấy trải nghiệm tốt hơn, dẫn đến các mối quan hệ tốt hơn, đó là bước đệm cho nhiều dịch vụ hơn như thế nào không? Nhiều thương hiệu vẫn nhảy thẳng vào các sản phẩm đã được sửa đổi mà không đạt được sự kết nối của khách hàng và nền tảng tin cậy cần thiết đầu tiên.
(từ khóa "experiences", "experience" được nhắc lại rất nhiều lần trong bài)
Đáp án A.