A、The relationship the company establishes with its customers. B、Legal responsibilities shared by the company and its customers.

W: I know your company was one of the biggest American corporations to take the idea of customer services seriously...
M: Yes, urn, I think you can say we were among the pioneers.
W: So, with the experience of many years of trying to get it right, what would you define as the most important elements in providing successful customer services?
M: Mm... well, that’s quite a difficult question, because so many factors are absolutely vital if you want to succeed, and success with the customer services, I might add, means doing everything you possibly can to please and keep customers.
W: Does that include the old idea that, for a company, the customer is always right?
M: Not exactly. The slogan that the customer is always right is rather simple, and unrealistic. I would say that, instead, the most important aim of a customer services unit is to encourage communication with customers, to actively seek feedback, including complaints, and to acknowledge all comments, good and bad, from customers because people like to be treated with respect.
W: Then what do you think are the most important factors for a company’s success?
M: It seems to me that a company’s success, in terms of good reputation and high profits, depends more on the relationship the company establishes with the customers. That relationship involves the company in consistently providing high-quality products and top-quality services.
W: So what you’re saying is, in fact, very simply--basically, keeping customers happy depends on providing quality and encouraging communication.
M: Yes, but the essential factor is communication. A successful customer dervices unit is one that acts as a link between the company and the customer to ensure that the company can respond to the needs of the customer. After all, a company’s success can only come from a satisfied customer.