In an email missive sent to its customers, the Chief Commercial Officer of Dubai-based telecom operator du has promised to look into their concerns personally if they are unsatisfied with the pace or effectiveness of the way their grievances are handled by its customer care centre. “I’m very happy to inform you of a new initiative whereby any of your concerns that aren’t attended to quickly and effectively by our customer care centre will be looked after by me, personally,” Farid Faraidooni, du’s CCO, said in the message that lists his official email ID at the end of the email for unsatisfied customers to escalate their grievances. “I want to make sure you’re happy with our services and I’m always on the lookout for new ways to ensure we provide you with quality service and support,” Faraidooni said in the message. The email goes on to state that customers will still need to go through the telecom operator’s customer care centre as their first stop for enquiries and issues, and have a Trouble Ticket issued for the follow-up. But, it adds that “if they [customer care personnel] aren’t able to assist you within two days (for non-billing enquiries) or seven days (for billing enquiries), please contact me directly.” Faraidooni has asked unsatisfied customers to email him at FaridF@du.ae or send him an SMS on 1515 from their du mobile number. “Either way, please make sure you mention your Trouble Ticket number. Rest assured I will help address your concerns right away,” he said in the message. While this is not the first time that a high-ranking official of a company has promised to look into customer concerns personally – Virgin Atlantic’s Richard Branson and Kingfisher Airline’s Vijay Mallya spring to mind – it is perhaps the first time a UAE-based company’s senior official has offered to do so. But is it just a marketing stunt or a genuine effort to address client concerns? You tell us in comments below.