Why is it that you have to write to the CEO or companies to get good customer service? If staff are empowered to make sensible decisions, and they’re given the support when they do, there’s no need for such escalation. George Saul, The Softback Preview’s (eTSP) CEO requested that the Director of Customer Management respond to my previously mentioned problems and this is their effort:

Firstly, please accept my sincere apologies for the appalling response you received to your recent correspondence and your requests to remove erroneous transactions from your account. The level of customer service you recently endured is inexcusable and has consistently fallen short of our required standards.

In addition to identifying a number of staff training issues, your observations have uncovered some internal procedural deficiencies, which we are addressing as a matter of utmost urgency. In the meantime, I confirm that all charges on your account have been removed and that your balance is zero. I would be grateful if you will donate the book in question to a deserving recipient of your choice. Alternatively, please let me know if you require arrangements to be made for its return to us.

I empathize with your instruction to cancel your membership and this has been actioned today. I do hope we may have a further opportunity to demonstrate our commitment to providing first-class customer service to you in the future.

Yours sincerely,

Tony Day

The problem with responses like this is that they are laudable and, I hope, reflect a genuine desire to provide good customer service. But the question must be asked, how did it get to the point where customer service gets to such a consistently poor standard in the first place? Management in companies must take ultimate ownership of problems and, in the end, there must be a genuine desire to provide great customer service for it to filter to the customer.

First Direct has achieved a level of service that all other companies should be striving for. Anyone who doesn’t bank with them now should definitely add them to their shortlist when deciding where to move their bank account to. Providing excellent service must mean that First Direct receives many more recommendations that other companies in the market.

It is not complicated – provide the customer whatever reasonable demands he makes.