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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.
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 phrase "stepping stone" in paragraph 4 mean?
A. An asset or possession prized as being the best of a group of similar things.
B. A person who travels without settling down for any significant period of time
C. An important clue to understanding something that is challenging or puzzling.
D. An action or event that helps one to make progress towards a specified goal.
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 phrase "stepping stone" in paragraph 4 mean?
A. An asset or possession prized as being the best of a group of similar things.
B. A person who travels without settling down for any significant period of time
C. An important clue to understanding something that is challenging or puzzling.
D. An action or event that helps one to make progress towards a specified goal.
Cụm từ "stepping stone" trong đoạn 4 có nghĩa là gì?
A. Một tài sản được đánh giá là tốt nhất trong một nhóm những thứ tương tự
B. Một người đi du lịch mà không ổn định trong một khoảng thời gian đáng kể
C. Một manh mối quan trọng để hiểu một cái gì đó là thách thức hoặc câu đố
D. Một hành động hoặc sự kiện giúp một người tiến tới một mục tiêu được chỉ định
Ta có: stepping stone: bước đệm
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? (Hãy suy nghĩ về điều đó một lúc. Bạn có nhận thấy rằng những trải nghiệm tốt hơn, dẫn đến những mối quan hệ tốt hơn, đó là bước đệm cho nhiều dịch vụ hơn?)
A. Một tài sản được đánh giá là tốt nhất trong một nhóm những thứ tương tự
B. Một người đi du lịch mà không ổn định trong một khoảng thời gian đáng kể
C. Một manh mối quan trọng để hiểu một cái gì đó là thách thức hoặc câu đố
D. Một hành động hoặc sự kiện giúp một người tiến tới một mục tiêu được chỉ định
Ta có: stepping stone: bước đệm
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? (Hãy suy nghĩ về điều đó một lúc. Bạn có nhận thấy rằng những trải nghiệm tốt hơn, dẫn đến những mối quan hệ tốt hơn, đó là bước đệm cho nhiều dịch vụ hơn?)
Đáp án D.