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8/14/2019 Business English Guide3 Zulma
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PROFUNDIZACIÓN EN INGLÉS DE NEGOCIOS
GUIDE 3: CUSTOMER SERVICE
ZULMA YAZMÍN GARZÓN NIVIA
TUTOR:
GUY HENDERSON.
Facultad de estudios en ambientes virtuales
Lenguas modernas
Grupo 1 cuarto ciclo
Bogotá
Noviembre de 2013
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Activity 1. Business speech1.1. Watch the complete video The Business of English –Episode 8: Graphs and
trends in this website http://goo.gl/TQLD37
1.2. While watching the video, repeat the sentences of the phrases to practice
pronunciation.
1.3. Watch the video again and complete the chart you find in supporting
material section (material de apoyo). Include images when required and translate
into Spanish the new vocabulary. Send this activity in a word document by the
activities section in the virtual classroom.
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BUSINESS SPEECH Activity 1.3
Types of diagram
Bar or column graph Line Graph Pie Chart
Language
Phrases to refer to a graph
1. I´d like to refer to the first graph
2. If we have a look at this graph
3. If I could direct your attention to the graph
4. Looking at the graph on the screen
Phrases to describe what the chart shows
1.Rose steadily 2. marked increase 3 leveled off 5. Dramatic drop
4.Significan Increase 5.
Words to describe trends
Nouns
Verb
An increase To increase
A rise To rise
A climb To climb
Improvement To improve
Upturn
0
5
10
C1 C2 C3 C4
0
5
10
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A decrease To decrease
A fall To fall
A decline To decline
A worsening To worsen
A downturn
Words to describe change in figures
ADJECTIVES ADVERBS
Big change (A lot)
Significant significantly
Marked Markedly
Massive Massively
Pronounced Pronouncedly
Substantial Substantially
Small change (A bit, a little)
Slight SlightlyInsignificant Insignificantly
Fast change (Quickly)
Sharp Sharply
Dramatic Dramatically
Sudden Suddenly
Slow or medium change Slowly
Steady Steadily
Moderate Moderately
Phrases to describe…
Cause
Due to
Because of
Consequence
A consequence of
result
A result of
Vocabulary for line graphs
Bottomed out Experienced a sharp increase Pronounced drop
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Vocabulary for pie charts
Represent Washing machines represent 15% of sales
Account for more than half of sales Washing machines account for 15% of sales
More than half of sales are represented by Washing machines make up 15% of sales
1.4. In the following website you can click on each section. You will find more
vocabulary related to graphs including a picture and the word in a real context
http://goo.gl/igEDQ4
1.5. In the following websites, complete the interactive activities according to the
instructions. http://goo.gl/eOkqgo // http://goo.gl/I6v1b2
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1.6. Look at the graphs and read the sample texts explaining each one of them
in the following websites (2 different examples) and identify the structure (how
ideas are organized) in the written composition. Tourism in Egypt // US spending
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Stop and think activity1.7. Go to the following link http://goo.gl/7PbJYc Read the sample report on
page 2 and answer all the questions in the stop and think section. Include these
answers in the word document.
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The graph shows the number of travelers from various parts of the world
entering Hong Kong for the years from 2002 to 2009.
It shows in general what the information the graph is illustrating. It includes data
from both axes: a period of time; from 2002 to 2009 in the horizontal axis and the
number of travelers in the vertical one.
Simple present is used in this case to talk to describe actions that are factual.
It can clearly be seen that there has been* a large increase in the number of
Mainland Chinese visitors, while figures for visitors from Asia as well as
other areas of the world have only shown* a slight growth.
This apart outlines the general information that can be reasoned from the data
including trends.
Present perfect tense indicates either that an action was completed at some point
in the past or that the action extends to the present. Up to now some changes have
occurred and they may continue varying in the future.
The numbers of Mainland Chinese visiting Hong Kong have risen
considerably over this time period.
The figures for travelers from other parts of the world show similar trends.
These sentences point out specific information from the different trends by
describing detailed fluctuations.
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To show trends it is used present perfect. To state the specific facts that can be
deduced from the graphic, simple present is preferred.
To sum up, in recent years Hong Kong has become an increasingly popular
destination for visitors, especially people from mainland China who currentlyoutnumber those from all other parts of the world combined.
This part summarizes the main aspects described above and sets the conclusions
that can be considered from the data analysis.
1.8. Look at the graph you find in the supporting material section (material de
apoyo) and write a report describing the information. Write 220 - 240 words.
Include your report in the word document to be sent by the activities section.
The graph compares the annual sales reports of a product XX during a period of
three years comprised between 2010 and 2012 in three different scenarios:
department stores, supermarkets and small shops. Sales for this specific productduring the stated period have shown to get better outcomes in supermarkets where
they have reached an important escalation while the other two places under study
show fluctuations.
0
10
20
30
40
50
60
70
80
90
Department stores Supermarkets Small shops
T u r n o v e r £ m
Figure 1. Annual Sales of product XX
2010
2011
2012
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After a decrease in 2011, sales in department stores have leveled off.
However, they report to have the second better results against the competitors.
Department stores sales have decreased after 2010 from 50£ to 35£ but the last
amount has remained constant up to 2012.
The numbers for supermarkets have climbed extensively during the period .
The sales performance for this item show a slightly increase of five points (50-55)
from 2010 to 2011. The last numbers have grown significantly reaching sales up to
85£ within just one year. After showing an acceptable behavior, supermarkets are
positioned at the top of the sales for the product.
Sales in small shops have showed a fluctuating behavior. Outcomes went
dramatically down in 2011 reducing 50% from 40£ (2010) to 20£. After this periodsales have got a steadily recovery 10 points in 2012 reaching 30£ .
In brief, throughout the recent years, the sales of the product XX have fluttered in
all the locations. Supermarkets have progressively grown and show to have the
better results while department stores with the second better sales tend to remain
stable and small shops have shown an uneven behavior.
Activity 2. Business English.
2.1 Watch the video Customer Service Techniques
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2.2 Open your book on page 84 and identify what irritates you the most when
dealing with customer service departments.
On the phone Face-to-face Repairs and refund
Being put on hold
Speaking to a
disinterested person
Choosing a series of
options during your call
Finding the Customer
Service number is
continuously engaged
Being cut off
Unhelpful customer
service personnel
Stressed of indifferent
staff
Salespeople with poor
product knowledge
Too few staff a peak
times
No company policy on
customer service or
complaints
Delays on repairs
Delays in getting
money back
No replacement
equipment while repairs
are carried out
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2.3 Complete the two vocabulary exercises in your DVD-Rom, unit 10
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2.4 Interact with the following learning object to get information about the uses
of the –ING form in English. (OVA: 1. Uses of ing form)
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2.5 Complete the two language review activities in your DVD-ROM, unit 10.
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NONE OF THE ABOVE HAVE A GRADE
2.6 In groups (4 people), choose one case study.
Customer service as a strategy (A Parcelforce Worldwide case study)
http://goo.gl/0nywb3
2.7 Send an email to your tutor and classmates telling them the case study your
group has chosen for not repeating information.
2.8 Read and listen to the case study.
Glossary2.9 Identify the new business vocabulary related to change and create a 20-
word glossary. Use the form you find the supporting material section (material de
apoyo). Send the glossary by the activities section in a word document and then,
after your tutor´s feedback share your glossary with your classmates.
Word orphrase
Definition Source Example from the textTranslation (itdepends on
the example)
Driver
Something thatcreates andfuels activity, orgives force orimpetus
http://www.thefr eedictionary.com/driver
Change managementlooks at the drivers ofchange in the businessenvironment (CMI)
Impulso
1. USP Unique SellingProposition
In the sametexthttp://businesscasestudies.co.uk/parcelforce-
worldwide/customer-service-as-a-strategy/introduction.html#axzz2jzURTLtX
Parcelforce Worldwidehas developed a uniqueselling proposition (USP) based on high-qualitycustomer service.
PropuestaÚnica deVentas
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2. B2B Business toBusuness
In the sametexthttp://businesscasestudies.co.uk/parcelforce-
worldwide/customer-service-as-a-strategy/introduction.html#axzz2jzURTLtX
Business to Business(B2B) services,delivering parcels andsupplies from companiesto other companies
Negocio anegocio
3. B2C Business tocustomer
In the sametexthttp://businesscasestudies.co.uk/parcelforce-
worldwide/customer-service-as-a-strategy/introduction.html#axzz2jzURTLtX
Business to Consumer(B2C) services,delivering parcels toindividuals in their homesaround the UK
Negocio acliente
4. CSR CorporateSocialResponsibility
In the sametexthttp://businesscasestudies.co.uk/parcelforce-
worldwide/customer-service-as-a-strategy/introduction.html#axzz2jzURTLtX
Its CSR programmefocuses on health andsafety, the environment,supporting localcommunities and
diversity.
Responsabilidad socialcorporativa
5. KPIs KeyPerformanceIndicators
In the sametexthttp://businesscasestudies.co.uk/parcelforce-
worldwide/customer-service-as-a-strategy/introduction.html#axzz2jzURTLtX
Parcelforce Worldwidemeasures customerservice by using keyperformance indicators(KPIs).
IndicadoresClave dedesempeño
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6. Parcel N. Somethingwrapped up;package
www.wordrefer ence.com/
Parcelforce Worldwideprovides express parceldelivery services forbusinesses andconsumers
Paquete
7.Revenue
N. The grossincome from abusinessenterprise,investment,property, etc
www.wordrefer ence.com/
It has a turnover of £382million. In 2006-07,revenues grew by 7.3%over the previous year.
Ingreso,entrada
8.Turnover
N. A change orreversal ofdirection or
positionBRIT. Thedifferencebetween amarket maker'sbid and offerprices,representingthe marketmaker's profit
-www.wordrefer ence.com/
-http://www.linguee.es/
It has a turnover of £382million. In 2006-07,revenues grew by 7.3%
over the previous year.
Rotación.Volúmen denegocios,
9.
Supplier
N. A supplier is
a person,company, ororganizationthat sells orsuppliessomething suchas goods orequipment tocustomers.
http://diccionari
o.reverso.net/ingles-espanol/supplier
Any company can
choose to operate in themarket and customerscan choose any supplier they wish
proveedor
10. SWOT ANALYSI
S
A SWOTanalysis is an
acronym for abusinessassessment of"Strengths,Weaknesses,Opportunitiesand Threats".
www.wordrefer ence.com/
These objectives help toinform business
strategies. By carryingout a SWOT analysis, abusiness can identify thebest strategies to pursue.
DOFA(debilidades,
oportunidades,fortalezas,amenazas)
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11. Core N. The central,innermost, ormost essentialpart ofsomething
www.wordrefer ence.com/
Growth strategies toexpand its businessoutside its core nationalmarkets
Centro, núcleo
12. Pence N. A plural ofpenny.(in Britain) abronze coinhaving a valueequal to onehundredth of apound.
www.wordrefer ence.com/
The customer pays a fewpence more to offset thecarbon impact ofdelivering the parcel.
Peniques
13. Offset Vb. Tocounterbalance
or compensatefor
www.wordrefer ence.com/
The customer pays a fewpence more to offset the
carbon impact ofdelivering the parcel.
Compensar
14.Benchmar k
Vtr. to measureor test againsta benchmark:the firmbenchmarkedits pay againstthat in industry.N. A criterionby which to
measuresomething;standard;reference point
www.wordrefer ence.com/
Parcelforce Worldwidehas identified bestpractice in the industry. Itcompares itsperformance bybenchmarking itselfagainst competitors.
Evaluar.Evaluar porcomparación.Punto dereferencia,estándar decomparación.
15.Collections
A sum ofmoneycollected orsolicited
http://es.bab.la/diccionario/ingles-espanol/collections www.wordrefer ence.com/
Process includes on-timedeliveries andcollections, attempteddeliveries
Recaudaciones, cobros.
16. Asset N. Anythingvaluable oruseful
www.wordrefer ence.com/
Parcelforce Worldwideregards its people as itsmost important asset.
Posesión,activo.
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17.Tracking
Vb. The act orprocess offollowingsomething orsomeone
www.wordrefer ence.com/
Visibility letting thecustomer follow a parcelthrough online tracking
Seguimiento,rastreo
18.CarbonFootprint N. A measureof the amountof carbondioxidereleased intothe atmosphereby a singleendeavour orby a company,household, orindividual
through day-to-day activitiesover a givenperiod
www.wordrefer ence.com/ Reducing the carbon footprint of the business Impactoecológico
19.Undertaken
Vb. To contractto or commitoneself to(something) or(to dosomething
www.wordrefer ence.com/
Parcelforce Worldwidehas undertaken a “gapanalysis”. This is adetailed exercise thatassesses:
Asumido
20. Gap N. Adivergence ordifference;disparity
www.wordrefer ence.com/
Parcelforce Worldwidehas undertaken a “gap analysis”. This is adetailed exercise thatassesses:
Grieta, espacio,interval,interrupción.
Link to the power point presentation2.10 Create an interactive power point presentation, which will be used for
delivering an oral presentation. It must summarize the information you read. Sendthe link in a word document by the activities section.
http://www.youtube.com/watch?v=VmEoaWbaT8c
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2.11 Deliver an oral presentation during the seventh tutorial. Apply all what you
have learned about this topic in the business speech section.
Activity 3. Project (Third stage)
3.1 Find out about the profits the company has had in the foreign country. If
necessary create graphs according to the information found
3.2 Use any infographics collaborative tool for presenting the graphs and
figures.
3.3 Send the link to your tutor in a word document with the other activities
developed in the third learning guide.
https://docs.google.com/file/d/0B01Klmok5PrXQWNkQ1lfa1NKT1E/edit?usp=shari
ng
Activity 4. Bec vantage listening practice
4.1 Go to the following link http://goo.gl/qQLXPi Read the general information
about the speaking strategies on page 11
4.2 Go to the following link and listen to the explanation about the BEC speaking
test. http://goo.gl/K4fk1o
4.3 Go to the following link and listen to an example about the second part in the
BEC speaking tests http://goo.gl/nV0wHu
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4.4 Interact with the following learning object to learn about the speaking section
in the BEC exam (OVA 2. Bec speaking test)
LINK TO THE VOCAROO SPEECH ACTIVITY
4.5 By using vocaroo voice recording system http://vocaroo.com/ talk for two
minutes about the following topic
What is important when…?
Trying to improve customer service
Training employees in customer care
Dealing quickly with complaints
4.6 Copy the link of your recording and paste it in the word document with the other
activities.
http://vocaroo.com/i/s1XzJz4NUVda
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Conclusions
4.7 Self assessment
Write a paragraph describing the strengths as well as the weaknesses you
identified when completing the individual and group activities during this guide.
Refer to the specific competencies you developed in the learning guide.
During the completion of this learning guide we learnt how to properly understand
and describe graphs and we also applied this knowledge in the third stage of our
research project for which we collected information about the financial situation of acompany. We also read about the importance of customer service and learnt about
gerunds in the cases when they are used as nouns. We keep practicing and
improving business related vocabulary and skills such as speaking which is my
personal weakness.
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