“Many people do not like talking to machines，”says Dr. Storey Senior Lecturer in Marketng 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 customers feel they know you and that you can trust—the sort of comfortable feelings people have during face­to­face chats with their local branch manager.”

　　Recommended ways of creating customer delight include: under­promising and over­delivering

　　(saying that a repair will be camed 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 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.

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