Recommended ways of creating customer delight include：under-promising and over-delivering (saying that a repair will be carried out within five hours，but getting it done within two ); replacing a faulty product immediately；throwing in a gift voucher(购物礼券)as an unexpected “thank you” to regular customers; and always returning calls，even when they are complaints.

　　Aiming for customer delight is all very well，but if services do not reach the high level promised，disappointment or worse will be the result.This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy (for example，“I know how you must feel”)，and possible solutions (replacement，compensation or whatever fairness suggests best meets the case)．

　　Airlines face some of the toughest challenges over customer care.Fierce competition has convinced them that delighting passengers is an important marketing tool，while there is great potential for customer anger over delays caused by weather，unclaimed luggage and technical problems.

　　For British Airways staff，a winning telephone style is considered vital in handling the large volume of calls about bookings and flight times.They are trained to answer quickly，with their name，job title and a “we are here to help” attitude.The company has invested heavily in information technology to make sure that information is available instantly on screen.

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