Customer Care as Key Element of Business and Career Triumph
Where Success Begins
Atton Institute unique and highly useful book

What we learn:

Do’s

Don’ts

  • Surprise customers with extras
  • Use technology to reach more people
  • Invite clients to tell you what they want
  • Give them EXACTLY what they want
  • Be afraid to come up with new ideas
  • Limit your communication channels
  • Tell customers what they ought to want
  • Give clients something else (that they don’t want)

Third Case Study: An exchange of poems

Tesco, one of the famous British companies, specialized in online shopping from groceries to electrical devices received one day an email from an upset client. The client wrote a poem complaining in it that she wanted to buy the special popcorn edition with salted caramel flavor but couldn’t find it anymore. The Tesco employee in charge with customer service answered to the email apologizing for the late reply; then the Tesco employee wrote a poem in reply in which he stated that the special popcorn is available in a nearby store. He also offered the client a Tesco gift card to apologize for the inconvenience.”

What we learn:

Do’s

Don’ts

  • Be polite and considerate
  • Be informed about what the client wants
  • Show care
  • Go that extra mile to please the customer
  • Answer with common and cliché content
  • Offer uninformed assistance
  • Provide superficial attention
  • Limit the services

Fourth Case Study: Public institutions being closer to their citizens

Marketing strategies are also used in the government sector. The managers of public institutions often encourage government employees to treat citizens as customers of security, health and financial services. This new trend has inspired employees of the public sector to be friendlier.

A local council in the United Kingdom has made a Twitter profile in order to keep in touch with the citizens. One of the citizens complained on Twitter that the local council has constructed an expensive entertainment park which cannot be accessed during bad weather and that creates disappointment. The local council has immediately replied on Twitter informing the citizen that the park was constructed by a private company and that they weren’t able to predict correctly the weather.