The situation of Customer care in most industries, whether they are product or service sectors, can be likened to what Samuel Coleridge describes in the Rhyme of the Ancient Mariner: “ Water water everywhere nor a drop to drink, water water everywhere everywhere and all the boards did shrink!' . So many people in customer care, so many courses offered on the subject, yet the quality of customer care remains appalling. The explanation for this strange situation is clear. The common approach to customer care is more concerned with company rules and procedures or with technology than meeting with the real needs of people. Customer seems to be all about a call centre with a robot PABX directing you to press one telephone button or another, with endless delays. It is a manipulation of the customer to ensure that we continue to take their hard-earned money.