As previously discussed, Israeli companies are not generally known for ‘best practices’ in customer relations. At the heart of the matter is that they simply forget, “it is not about me” (the supplier), but the client who you are encouraging to impart with a whole load of cash.

Just take yesterday. I was checking in at the El Al desk at Ben Gurion airport near Tel Aviv. The lady behind the counter almost threw my passport back at me. She was not angry. It was just sloppy. (To be fair, another El Al official later on was most empathetic when discussing an issue I raised.)

Now, I want to refer to Pelephone mobile company. About two years ago, I felt that I was misled into purchasing some equipment. The company argued otherwise. I eventually appealed to a consumer body at one the government ministries. Months later, Pelephone agreed to reimburse me. In return, I had to return all the equipment. Up to here, an annoying story for me, as Pelephone quietly retreated.

But my point is elsewhere.

A few days later, I received an email from Pelephone, which informed me how much I would be reimbursed. No explanation was offered, but it was approximately 30% of what I felt I was owed. Naturally, I was incredibly irate. But I did not give up. More highly irritating phone calls and emails led to a triumph for my bank account.

However, more significantly, any goodwill that Pelephone may have engendered when it had originally backed down was simply flushed out of the window in a micro second. Why would I use them again?

And there ended over two years of needless distress, initiated by a over greedy sales policy from an Israeli mobile giant and then encouraged by a disastrous customer management procedure. Sad, but oh so true of many others as well.