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Narrator: Listen to a conversation between a student and a business professor.
听一段学生和商务课教授之间的对话。
Student: Thanks for seeing me, Professor Jackson.
学生：Jackson教授，谢谢你愿意见我。
Professor: Sure, Tom. What can I do for you?
教授：别客气，Tom。我能帮你做什么吗？
Student: I'm gonna do my term project on service design.
学生：我要做关于服务设计的学期课题。
Oh, what you see as a customer, the physical layout of the building, the parking lot.
也就是从顾客的角度看待问题，比如大楼的实体布局、停车场。
And I thought I'd focus on various kinds of eateries: restaurants, coffee shops, cafeterias.
我想以各种不同的饮食店为重点，比如餐馆、咖啡店、自助餐厅。
So I'd also analyze where you order your food, where you eat, and so on.
所以我也会分析点餐的地方、用餐的地方等等。
Professor: Wait. I thought you were gonna come up with a hypothetical business plan for an amusement park.
教授：等一下。我还以为你要给游乐园提出一个虚拟的商业计划呢。
Isn't that what you e-mailed me last week?
你上个星期给我发的邮件不是这么写的吗？
I could've sworn...Oh, I'm thinking of a Tom from another class. Tom Benson. Sorry. Sorry.
我可以发誓……啊，我想到的另一个班的Tom，Tom Benson，不好意思，不好意思。
Student: No problem. I did e-mail you my idea too, though.
学生：没关系。不过我确实也把我的想法写在邮件里发给你了。
Professor: That's right. I remember now. Restaurants, yeah.
教授：没错，我现在想起来了，餐馆，是的。
Student: So here's my question, I read something about service standard that kind of confused me.
学生：我的问题是这样的：我读到了一些关于服务标准的内容，这让我有点困惑。
What's the difference between service design and service standard?
服务设计和服务标准的区别是什么？
Professor: Service standard refers to what a company...employees are ideally supposed to do in order for everything to operate smoothly, the protocols to be followed.
教授：服务标准指的是为了让一切都能顺利运行，一个公司……员工理想中应该做的事情，也就是要遵循的规程。
Student: Oh, okay.
学生：哦，这样啊。
Professor: So backing up, service design is... uh, think of the cafeteria here on campus.
教授：那么再回过来，服务设计是……嗯，你可以想想学校这里的自助餐厅。
There are several food counters, right?
那里有好几个食品柜台，对吗？
All with big, clear signs to help you find what you're looking for: soups, salads, desserts.
所有的柜台上都有很大很清晰的标志帮助你找到你在找的东西：汤、沙拉、甜点。
So you know exactly where to go to get what you need.
所以你明确知道应该去哪里找到你需要的东西。
And when you finish picking up your food, where do you go?
当你拿完了食物，你要去哪儿呢？
Student: To the cash registers.
学生：去收银台。
Professor: And where are they?
教授：那又在哪里呢？
Student: Right before you get to the seating area.
学生：在到达座位区之前就能看到。
Professor: Exactly. A place that you would logically move to next.
教授：没错，在你逻辑上会去的下一个地方。
Student: You know, not every place is like that, this past weekend was my friend's birthday, and I went to a bakery in town to pick up a cake for her party.
学生：但是你知道吗？不是所有地方都是这样的，上周末是我朋友的生日，我去了城里一家面包店取她生日派对上要用的蛋糕。
And the layout of the place was weird, people were all in each other's way, standing in the wrong lines to pay, to place orders.
那个地方的布局太奇怪了，每个人都挡着了别的路，站错了队伍付款和下单。
Oh, and another thing, I heard this bakery makes really good apple pie, so I wanted to buy a slice of it too.
还有一件事，我听说这家面包店做的苹果派很不错，所以我也想买一块。
Professor: OK?
教授：然后呢？
Student: There was a little label that said apple pie where it's supposed to be but there wasn't any left.
学生：在本该摆放苹果派的地方有一个小标签写着苹果派，但是那里什么也没有了。
Professor: That's what's called a service gap, maybe there wasn't enough training for the employees or maybe they just ran out pie that day.
教授：而这就被称为服务缺口，也许那里的员工没有受到足够的培训，或者也许那一天就是卖完了派。
But something is wrong with the process, and the service standard wasn't being met.
但是这个程序有问题，而且没有达到服务标准。
Student: OK.I think I get it. Anyway, since part of the requirements for the term project is to visit an actual place of business.
学生：好的，我想我懂了。反正既然学期课题的部分要求是要参观一个真正的商业场所。
Do you think I could use our cafeteria? They seem to have a lot of the things I'm looking for.
你觉得我能不能用我们学校的餐厅？他们那儿似乎有很多我在找的东西。
Professor: Well, campus businesses like the cafeteria or bookstore don't quite follow the kinds of service models we're studying in class.
教授：像自助餐厅或书店这样的校园商业，不太符合我们在课上学的那种服务模式。
You should go to some other local establishment I'd say.
要我说你应该去一些其他的当地商店。
Student: I see.
学生：我知道了。
Professor: But just call the manager ahead of time so they aren't surprised.
教授：不过要提前给经理打电话，以免他们不知道怎么回事。
