Full marks go to this particular operator, who rang the caller back shortly afterwards with the number of her granny's local Meals on Wheels service. And then there was the customer care operative for one of the leading brands of soap powder who answered a call from a person asking how to wash blood out of a shirt. But when the operator enquired how big and old the bloodstain was, she was informed that the bloodstain was still fresh, as the body was still bleeding. "Yes," says the caller, "he's lying on the kitchen floor with the knife still in him. Should I attempt to remove the knife before mopping up the blood?" You have to have sympathy as well as admiration for the operative, whose next question was: "Can you give me your name and address for our files?"
ACHIEVING CUSTOMERS' LOYALTY
The most loyal customers are those who have been unhappy and complained - and had their complaint dealt with to their satisfaction - they have received customer care beyond the routine standard processes that any company can offer. Customer care helps companies to build relationships with customers. Customer service is commonly perceived as being about solving problems, apologising where necessary and responding quickly to the customer's needs - but to be really outstanding a more proactive approach is required, along with a move towards building relationships with customers. Customer care has become a major means of differentiation between companies, especially in sectors where products are fundamentally the same. Airlines and supermarkets, for example, focus their advertising and brand management around delivering superior customer service.