New lunges for customer care have come when people can obtain goods and services through telephone call centers and the Internet. For example , many companies now have to invest(投资)a lot of money in information technology and staff training in order to cope with the “phone rage”—caused by delays in answering calls ,being cut off in mid-conversation or left waiting for long periods.

　　“Many people do not like talking to machines,” says Dr . Storey Senior Lecturer in Marketing at City University Business School. “Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them .The aim is to make the customer feel they know you and that you can trust— the sort of comfortable feelings people have during face-to-face chats with their local branch manager.”

　　Recommended ways of creating customer delight include: under-promising and over-delivering

　　(saying that a repair will be calmed out within five hours ,but getting it done within two );replacing a faulty product immediately : throwing in a gift voucher(购物礼卷)as an unexpected “thank you” to rental 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 fames suggests best meets the case).

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