In the more and more competitive service industry, it is no longer enough to promise customer satisfaction. Today, customer “delight” is what companies are trying to achieve in order to keep and increase market share.
在竞争越来越激烈的服务业中，仅仅承诺客户满意已经不够了。如今，为了保持和增加市场份额，公司正努力让客户感觉“舒适”。
It is accepted in the marketing industry, and confirmed by a number of researchers, that customers receiving good service will promote business by telling up to 12 other people; those treated badly tell tales of woe to up to 20 people. Interestingly, 80 percent of people who feel their complaints are handled fairly will stay loyal.
营销行业已经接受，并得到了一些研究人员的证实，接受良好服务的客户会告诉多至12个人来促进业务；那些受到恶劣对待的人会向多至20人讲述其悲惨的经历。有趣的是，80%认为自己的投诉得到了公平处理的人会保持忠诚。
New challenges 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 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.
当人们可以通过电话呼叫中心和互联网获得商品和服务时，客户服务面临着新的挑战。例如，许多公司现在必须进行在信息技术和员工培训方面投入大量资金，以应对“电话怒火”——这是由于接听电话延迟、通话中途被挂或长时间等待造成的。
“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 then. The aim is to make the customer feel they know you and that you can trust them – the sort of comfortable feelings people have during face-to-face chats with their local branch manager.”
“很多人不喜欢和机器对话，”城市大学商学院市场营销高级讲师Storey博士说，“例如，银行鼓励呼叫中心的员工使用客户数据与客户建立即时、良好的关系，目的是让客户觉得他们了解你，你可以信任他们——这种舒适得感觉如同与当地分行经理面对面交谈。”
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 as an unexpected “thank you” to regular customers; and always returning calls, even when they are complaints.
创造客户舒适感的建议方法包括：承诺不足和超值交付（说维修将在五小时内完成，但实际在两小时内完成），立即替换有故障的产品；赠送礼券作为对老客户的意外“感谢”；并且总是回电话，即使是投诉。
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).
以客户满意为目标总不会错，但如果服务没有达到承诺的高水平，结果将是失望或更糟。可以通过道歉和解释为什么这项服务没有达到通常的共情标准（例如，“我知道你的感受”），以及可能的解决方案（更换、补偿或任何最合适的公平建议）来缓解这种情况。
Airlines face some of the toughest challenges over customer care. Fierce competition has convinced them at 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.
航空公司在客户服务方面面临着一些最严峻的挑战。激烈的竞争使他们相信，取悦乘客是一种重要的营销工具，同时，由于天气、行李无人认领和技术问题造成的延误，客户很可能会感到愤怒。
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 names, 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.
对于英国航空公司的员工来说，成功的电话风格被认为是处理大量关于预订和航班时间的电话的关键。他们接受了快速回答的训练，包括他们的姓名、职称和“我们是来帮忙的”的态度。该公司在信息技术方面投入了大量资金，以确保信息在屏幕上即时可用。
British Airways also says its customer care policies are applied within the company and staff are taught to regard each other as customers requiring the highest standards of service.
英国航空公司还表示，其客户关怀政策在公司内部实施，员工被教导将彼此视为需要最高标准服务的客户。
Customer care is obviously here to stay and it would be a foolish company that used slogans such as “we do as we please”. On the other hand, the more customers are promised, the greater the risk of disappointment.
客户关怀显然会一直存在，如果这家公司使用“我们为所欲为”这样的口号，那将是一家愚蠢的公司。另一方面，对客户承诺越多，失望的风险就越大。
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