Hats off to 'Education Times' for creating and dedicating this space to redefine our customer care standards! We thank all the writers and readers for your good wishes and for all your contributions.
We have chosen two stories for our maiden column.

Customer care is an intensely neglected area in our business sphere. Sadly, only a minority of our customers are obsessed with it. We are a people for whom anything goes. We are far from the conviction of purchasing 'value' or 'benefits' in exchange of price. We don't associate the need for fulfilment with the 'care' aspect of the seller or the marketer. As such, we are often exploited. When a minority demand the due service / care they are often made to look stupid. This may sound familiar to most of you.

Deepanie Perera MBA (Sri J), DPHRM (UK), CPE (Cambridge, UK) Business Consultant, HR Specialist and a Trainer and Lecturer

A t the very foundation of 'care' lies 'empathy'. Empathy is about providing a solution. Jumping into your customers' shoes, so that when you walk in them you understand what they must be going through. Simple, and yet, our businesses so miserably fail here.

We are so driven by systems and processes that inhibit us so badly. Asia, known for its wisdom and collective cultures is blessed with empathy. If so, why do we find it increasingly hard to apply in our day to day business transactions?

Give your front liners (sales, marketing, customer care personnel) the freedom to deliver 'care', freedom to go beyond, to go that extra mile. Reward and recognise them. Live it as a core value of your business - no matter how small or big you are.

Internet café that delivers customer value I couldn't stop but write about the internet café on Nawala Road in close proximity to the Open University of Sri Lanka.

It was opened not so long ago (approximately two years ago). But by now has become quite hit, and 'the place to go' mindset for, stationery, telephone and facsimile services, computer and internet services, water, drinks, tea, coffee and snacks. It is manned by an extremely pleasant young man who could be differentiated by his unassuming and genuine smile, at any given time of the day. The difference that he is, is his 'never say die' positive attitude. He goes the extra mile for the customer; while he customizes his services according to the diverse clientele he serves. He has become indispensable for the business and the owner would one day have a big problem if and when he decides to leave. My tribute to this small but very rapidly growing business!

Dr. Rani Perera Himbutana Commentary It pays to deliver superior customer service. Dr. Perera adds that the subject internet café customizes services to suit the diverse needs of its clientele. This is such a simple approach, but too simple I guess that so many businesses today go horribly wrong. Making yourself indispensable to your employer is a strong position to be in, in terms of employability. Customer service is about creating positive experiences that customers could linger. It's a psychological approach in forming customer perceptions. So easy, but so hard, all in one go.

It was no ordinary day - December 28, 2004 The date says it all. The devastating South Asian Tsunami of December 2004. Due to the disaster faced two days earlier all my contact numbers were swept to water along with any address confirmation which could have served as billing proof to obtain a mobile connection. I wanted this connection so badly because I was a lecturer and needed myself to be connected to the students and the institutions which I lectured for.

I had never used a mobile connection before, as I considered it to be a troublesome device and wanted a new connection as my fixed line was swept away too by the tidal wave, which also totally damaged my home wiping almost everything we ever had, worked or collected and changed our lives to a situation than we ever imagined.

Knowing well the requirements placed by the mobile networks to obtain new connections, I obtained a police report certified by the OIC of the station to confirm my address and that I was affected by the tidal wave to prove that I was actually not a permanently homeless person like a beggar, etc., as I looked like that for a few days due to not shaving my grown mustache and the clothing.

Fortunately my national ID was in my pocket, as it was laminated, water did not damage it. When I approached the sophisticated young lady at the counter, I was told that I did not have any billing proof to obtain a new connection and my ID copy and the police report to confirm my address was not sufficient as proof. So I told her that this is a police report issued in response to the tragedy on December 26 and that this is the only available document I had in my possession and that I would forward a credit card statement when I get one soon as the previous ones were lost to the water.

But she continuously treated me as if I was some different kind of alien species just been invading Sri Lankan air space, and refused to grant me the connection as I did not meet the requirements according to her superior. I ended up bitterly annoyed and disappointed and had no choice but to return home.
The next day I shared this story as an example to teach 'customer relationship management' to my students, and during the break a young gentleman approached me and asked whether I still need a connection under my name.

When he learnt that I still needed one he assured that he would do the needful and will ensure a post paid - connection secured under my name. After the lunch break was over here he was with a new subscription under my name and said that he would need to submit my ID copy and billing proof whenever it is available as standard procedure to which I agreed. He was just a new recruit to that mobile network and was on probation when he was able to do what the other mobile firm refused to do, regardless of my situation which was faced by many nations - the Tsunami. I still use this connection to honour this young man and how the organization he worked met my need.
Here you go …that was my story.

- Name withheld on writer's request Commentary. We do have rules, regulations and policies. They are only as good as they regulate and serve our purpose. They are not to create red tape, but to deliver green lights, as to provide pragmatic solutions to our problems. When the Tsunami hit, so called rules and regulations too washed away. The need was overwhelming. Outpour of shock, grief, sympathy and more importantly 'empathy' had to be present. Many businesses stood up to this call almost naturally and overnight. Customers, whoever they are must never be judged by outward appearance.

How many times you and I have faced remarks by sales people such as 'ah that is very expensive….' Implying 'you can't afford it, I know that…' attitude. It is not only insulting but dampens the image and brand of the organization and the product, respectively. Customers go to talk about such unwelcome moves with their circle of networks; resulting in the market framing very negative perceptions of the brand. On a positive note, an impressive customer promise delivery story comes from United Parcel Service (UPS), where one of their employees hired an aeroplane without proper approval to deliver a Christmas package to a customer. His behaviour to date serves as him upholding a great business value for UPS and in fact was rewarded by the management.