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The document is an overview of the third edition of 'The World of Customer Service' by Pattie Gibson, which focuses on contemporary customer service practices and skills necessary for success in various business environments. It outlines the structure of the textbook, which includes sections on the customer service environment, essential skills, and communication skills, while highlighting new features and updates in this edition. The book aims to provide practical insights for both students and professionals in customer service roles.

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100% found this document useful (16 votes)

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(Ebook PDF) The World of Customer Service 3rd Edition by Pattie Gibson Download

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The World of
Customer Service
Third Edition

Pattie Gibson, Ed.D.

Assistant Professor

Northern Arizona University

Flagstaff, Arizona
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1 2 3 4 5 6 7 15 14 13 12 11

TABLE OF CONTENTS

PART 1 The Customer Service PART 2 Essential Customer Service

Environment 2 Skills 70
CHAPTER 1 CHAPTER 5
What Is Customer Service? 4 Critical Workplace Skills 72
Customer Service Today 6 / Identifying the Customer 9 / Time Management 73 / Organizational Skills 77 / Stress
Needs of Customers 10 / The Social Customer 11 / Management 78 / Anger Management 82 / Teamwork 83 /
Wrapping Up 15 / Summary 16 Wrapping Up 85 / Summary 85

CHAPTER 2 CHAPTER 6
The Global Customer 21 Problem Solving 88
Impact of Globalization 22 / Cultural Diversity and the Understanding Complaints 89 / Problem Solving 94 /
Global Customer 24 / Customer Personalities 28 / Negotiating Skills 97 / An Effective Win-Back Plan 99 /
Generational Differences 30 / The Disabled Customer 33 / Wrapping Up 101 / Summary 102
Wrapping Up 36 / Summary 36
CHAPTER 7
CHAPTER 3 Extreme Customers and Customer
Exceptional Customer Service 41 Retention 106
Customer Perceptions 42 / Earning Customer Loyalty 47 / Extreme Customers 107 / Proactive Problem Solving 112 /
Who is Right for Customer Service? 49 / Wrapping Up 52 / Measuring Customer Satisfaction 113 / Customer Retention
Summary 52 118 / Wrapping Up 119 / Summary 120

CHAPTER 4 CHAPTER 8
Customer Service Strategy 56 Managing Customer Service 123
Customer Service Intelligence 57 / Customer Relationship Setting Service Standards 124 / Understanding the CSR
Management 61 / Service Infrastructure 63 / Marketing and Position 126 / Retaining Service Professionals 128 /
Sales 65 / Wrapping Up 66 / Summary 67 Managing a Customer Service Department 130 / Wrapping
Up 133 / Summary 133

iii
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
iv TABLE OF CONTENTS

PART 3 Communication Skills 136

CHAPTER 9
Communication Essentials 138
The Basics of Communication 139 / Communication
Styles 141 / Communicating with Customers 143 /
Fundamentals of Business Writing 148 / Wrapping Up 151 /
Summary 151

CHAPTER 10
Customer-Focused Listening 155
Levels of Listening 156 / Ineffective Listening 158 / Effective
Listening 158 / Roadblocks to Listening 163 / Wrapping
Up 164 / Summary 165

CHAPTER 11
Nonverbal Communication, Dress,
and Manners 169
Customer-Friendly Body Language 170 / Dressing to Make
a Good Impression 173 / Practicing Etiquette and
Manners 176 / Wrapping Up 180 / Summary 180

CHAPTER 12
Telephone and Digital Communication 184
Answering the Phone 185 / Voice Technologies 188 /
Evaluating Your Voice Delivery 191 / Telemarketing
Activities 192 / Web-Driven Service Technologies 192 /
Wrapping Up … Future Challenges for Customer
Service 194 / Summary 195

Glossary / 199
Index / 205

PREFACE

T he third edition of The World of Customer Service is written in a

practical, commonsense manner and reflects current customer
service accepted wisdom, concepts, and hints. This multidisciplinary
textbook is designed to teach exemplary, yet “down-to earth,” applied
customer service thinking in business organizations—public or private,
domestic or international.
The customer service function continues to be a critical element in
the success and future of all businesses competing in today’s economy.
With global markets more common than ever, it is a major challenge
for organizations to attract and retain customers because more companies
are competing for the same customer. The secret in getting and keeping
loyal customers today comes in creating new business and using
a customer-centric approach with technology tools to communicate on
a global scale.
Successful organizations are emerging with a common focus—
customers. Further, these thriving organizations live the mantra that
each member in an organization is involved in delivering exceptional cus-
tomer service.

v
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
vi PREFACE

AUDIENCE FOR TEXTBOOK

The World of Customer Service is designed to be used at any level of
higher education or for corporate training programs in business and
industry. For example, students may be enrolled in a customer service
course offered in community colleges or career schools. This text is also
ideal for a concentrated study of customer service in career readiness cur-
riculums at the community and career college levels.

AT A GLANCE

Part 1: The Customer Service Environment

In the opening part, Chapters 1–4, the reader is introduced to the basic
concepts of customer service. Coverage begins with describing what
customer-centric service is and how a customer is defined. Discussion pro-
ceeds to identifying the global customers served today and what exceptional
customer service is. Finally, customer service strategy and its importance in
developing a strong service culture are introduced.

Part 2: Essential Customer Service Skills

Chapters 5–8 focus on the essential personal skills that a customer service
representative must demonstrate on the job. This part first addresses time,
stress, and anger management, as well as the benefits of teamwork and orga-
nizational skills. Next, problem solving, identifying dissatisfied customers,
handling their complaints, and then winning them back is covered. Finally,
the importance of managing, training, and rewarding service professionals is
examined.

Part 3: Communication Skills

Communication skills needed for effective customer service are covered
in Chapters 9–12. These skills begin with understanding the essentials of
communicating and continue with the importance of customer-focused
listening skills, nonverbal communication, dress, and manners. With
the emergence of many Web-driven technologies, effective digital com-
munication is also discussed.

NEW TO THIS EDITION

To update and further strengthen coverage of the current research and
practice in the customer service field, topics throughout the text are cov-
ered in more depth, with an emphasis on the global customer, the impact
social media has on customer decision making, and the importance of
new digital technologies as a means of gathering and supporting a cus-
tomer base.

New Chapters
Customer Service Strategy, Chapter 4, focuses on gathering customer
intelligence and analyzing marketing and sales information in order to
maximize revenue and customer satisfaction.
Critical Workplace Skills, Chapter 5, is a fresh look at time, stress,
and anger management, teamwork, and organizational skills.
Problem Solving, Chapter 6, addresses the skills and strategies
needed for recognizing, negotiating, and resolving customer complaints.

New Features
Business in Action launches each chapter with a close look at a real-world
company and how it handles customer service issues.
Make it a Habit provides information about the qualities and skills
that will help students polish their customer service behaviors and
attitudes.
Focus on Best Practices offers short case studies of how various busi-
nesses address the topic in each chapter.
What Do You Think? asks students to reflect on the concepts they
have learned and how they relate to their own experiences and philoso-
phies in a short journal entry.

New Online Supplement

CourseMate—Cengage Learning’s CourseMate brings course concepts
to life with interactive learning, study, and exam preparation tools that
support the printed textbook. Students will have access to an interactive
eBook, videos, flashcards, quizzing, and other tools to guide and encour-
age learning. Watch student comprehension soar as they work with the
textbook and the textbook-specific website. Experience it today.

ADDITIONAL FEATURES
Many features remain from the prior edition because they have proven to
be well received and hold the reader’s attention:
• Quotations introduce each chapter with thoughts from famous people
or historians that prompt and focus interest.
• Customer Service Tips provide practical suggestions from customer ser-
vice providers.
• Ethics/Choices demonstrates ethical dilemmas and gets students think-
ing about how they would handle difficult situations.
• Remember This guides students in reviewing key points in each chapter
while serving as a reference tool for addressing on-the-job problems.
• Industry Profiles introduce each of the three parts and profile a real
person in the customer service profession. These profiles share personal

information about attitude, education, and work experience as applied

to essential elements of customer service today.

END OF CHAPTER ACTIVITIES

• Critical Thinking questions offer challenging ways for students to apply
their learning skills.
• What Do You Think NOW? requires students to revisit their journal
entries and further relate concepts to their philosophy and work
experiences.
• Online Research Activities are designed to expand on customer service
topics. Guided instructions are given to assist students in gathering
pertinent data for completing these projects.
• Communication Skills at Work presents opportunities for students to
apply their communication skills to resolve customer service problems
effectively.
• Decision Making at Work provides students with the opportunity to
apply their decision-making skills as they think through and effectively
address customer service concerns.
• A Case Study reinforces chapter content using real life scenarios to
address important issues in the workplace that include human relations
and worker attitude problems.

AVAILABLE SUPPLEMENTS
• Instructor’s Resource CD includes the Instructor’s Manual with
chapter outlines, teaching suggestions, and solutions to book activities
and projects. The IRCD also includes two variations of the course
syllabus, PowerPoint® presentations for each chapter, and ExamView®
test banks with solutions for each chapter.
• Product Website provides flashcards, crossword puzzles, links to
additional Internet resources, and more.
www.cengage.com/marketing/gibson

ACKNOWLEDGMENTS

D uring the development of this textbook, it underwent several prac-

tical and constructive revisions. I would like to recognize and
thank all those who helped make this a stronger and more cohesive
book. Special thanks to the outstanding reviewers for this edition:
Russell Brown Amanda McClellan
Navarro College Antonelli College
Corsicana, TX Hattiesburg, MS

Edward M. Dell D. Ross Thomson, Ph. D.

Cuyahoga Community College Careers by Choice
Cleveland, OH Clifton Park, NY

Kimberly Goudy R. L. Whipple

Central Ohio Technical College Carrington College
Newark, OH Boise, ID

DeAnn Hurtado
Sinclair Community College
Dayton, OH

ABOUT THE AUTHOR

For over 35 years, Dr. Pattie Gibson (Odgers) has taught a variety of courses
in computer applications and business systems to high school, community
college, and university students in Arizona and overseas in West Berlin and
Stuttgart, Germany. She received her bachelor’s and master’s degrees from
Arizona State University and her doctorate from Northern Arizona Univer-
sity. She is currently an associate professor at Northern Arizona University
where she works with graduate students and teaches graduate-level educa-
tional leadership and technology classes.

ix
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
PART 1

Chapter 1
What Is Customer Service?
Chapter 2
The Global Customer
Chapter 3
Exceptional Customer Service
Chapter 4

Siobhan Love, Massage Envy,

Flagstaff, Arizona

Recognized recently by Massage Envy as

managing one of the top-ten customer
service locations in the United States,
co-owner Siobhan Love is an example of
a contemporary customer service provider
who combines technology and the
personal approach when serving clients.

2
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Delivering a welcoming customer service environ-
ment is essential to our success. A high percentage
n
3 To what extent do you use social media
and online technologies?
of the population has had no, or minimal, exposure We use social media, such as Facebook and Twitter,
to massage, and may be intimidated by such a per- because of its ability to reach a vast audience.
sonal experience. From the time we advertise, to It provides a free and easily accessible avenue to dis-
booking an appointment, to confirming, to standing perse information. We use social media to promote
and greeting customers, to providing services, and specials, announce events, and to touch base with
finally to thanking them when they leave, the entire subscribers on a regular basis. Though its reach is
experience should be welcoming. By doing so, we somewhat interactive and superficial, it does create
help customers change their view of massage as a reminder of our business and a memory prompt of
something that is simply a luxury to a view that the feeling they had the last time they experienced
recognizes it as a necessity for health maintenance. our services.
Online forums, opinion sites, and blogs are
n
1 What are the biggest challenges in
customer service today?
trickier because they are independent reviews not
endorsed by the company. Everyone knows that
The biggest challenge in customer service is having personal views are subjective and can vary greatly.
your employees subscribe with enthusiasm to your These, however, create a challenge (and an oppor-
service approach. When this goal is achieved, busi- tunity) to most businesses to ensure their quality of
ness soars. So, knowing how to encourage service care is consistently high, because they never know
providers, build morale, and maintain excitement when a negative online review will impact them
takes ongoing and creative efforts. We are highly harshly!
selective of the people who want to join our environ-
ment. We look for applicants who are personable,
genuine, wholesome, open, and honest with a desire
n
4 What technologies do you use to collect
customer feedback?
to listen and learn. In our clinic, every client who chooses to have an
email address on file automatically receives an elec-
n
2 What advice would you offer customer
service representatives?
tronic comment card from us. This ensures that we
receive feedback; and if necessary, we address any
With the vast use of technology at our fingertips, it’s customer service concerns immediately one-on-one.
incredibly powerful that we can get our name out This action prevents a negative review that may be
there, advertise, promote, and entice customers posted in cyberspace and cannot be easily addressed.
globally. Still, one-on-one personal interactions can- It’s worth restating that personalized interaction
not be replaced. Communications with people make with customers is extremely important. In my opin-
the difference because connections are cultivated, ion, it’s far easier for a disgruntled client to type
not automated. vitriol into their computer about a poor experience,
People want to be treated well. They don’t just when they don’t have a distinctive relationship
want to be acknowledged—they need to be appre- established with the business.
ciated. They are paying for a service and deserve per-
sonal recognition. So, our front-desk service reps stand
up and greet customers, remember their names, thank
them, ask them how their day is; and as they get to
FIRST IMPRESSIONS
know them, inquire how their family is doing, where How does Siobhan Love combine technology
they’re going on vacation, and so forth. You can make
and the personal approach in her business
someone’s day better just by showing sincere interest
in them and you can also make huge steps toward
practice? Record your impressions in your
developing a loyal customer as well. journal.

3
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
CHAPTER 1
What Is Customer Service?

There is only one boss—the customer.

And he can fire everybody in the company,
from the chairman on down, simply by
spending his money somewhere else.
SAM WALTON, FOUNDER OF WALMART

OBJECTIVES
1. Define customer service and list its goals and challenges.
2. Defend the organizational benefits of serving both the external
and internal customer well.
3. List customer needs.
4. Describe the concept of social customers relative to their
purchasing habits and impact on organizations.

4
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
CHAPTER 1 What Is Customer Service? 5

BUSINESS IN ACTION
Zappos

The shoe and clothing website Zappos.com styles and brands rather than shipping
defines customer service in its own effec- orders from specific shoe manufacturers. In
tive way. It has built its brand and success that way, Zappos can assure customers of
by placing customer support as a core immediate delivery with a product return
strategy. For example, customer service policy good for up to a year from purchase.
representatives are encouraged to take Coupled with a free shipping and return
whatever time is needed, using chats and policy, Zappos cultivates loyal and repeat
e-mail messaging for example, to help customers.
customers find the specific shoes they are The company is being sold to Amazon
looking for. To the firm’s owner, Tony Hsieh, for almost a billion dollars. This selling
employees don’t have to be passionate price is a clear indication that companies
about shoes, but they do have to be like Zappos, who emphasize excellence
passionate about service. in service, can become valuable com-
Zappos operates 24/7/365 from a modities. Amazon and Zappos are two
77,000 square-foot Las Vegas warehouse. companies that use a customer service
It is unique among wholesale/retailers channel as an integral part of selling its
because it physically stocks vast numbers of products.

SOURCE: Barry Moltz, “The 10 Customer Service Trends for 2010,” Small Business Trends, December 15, 2009, http://smallbiztrends.com/2009/12/customer-service-
trends-2010.html accessed November 2, 2010.

What is customer service? It is not about fancy 4.1 million, or 14 percent, which is the second-largest
products or intricate corporate culture; it is about growth rate among the major occupational groups.1
dedicated, trustworthy employees and loyal, satisfied
To help you imagine yourself in the role of a
customers. Today, with more competitors vying
customer service provider, this book provides a vari-
for customers’ attention, exceptional customer ser-
ety of interactive exercises to connect your under-
vice is essential to staying profitable in business.
standing of the role of customer service provider
Businesses—large or small, industrial or retail, new
with your experience as a consumer. The develop-
or established—cannot survive without customers.
ment of quality customer service skills is emphasized
To attract and retain them, companies listen to
in nearly every exercise and feature in this edition of
customers and strive hard to serve them well.
The World of Customer Service. These activities are
The approach in this book is to place you in intentionally designed so that you can reflect upon
the role of a service provider. In your career as issues and refine the service skills you need based
a customer service representative chances are much largely on how you would like to be treated as a
of your on-the-job success may depend upon your customer. For example, in responding to the What
ability, knowledge, and willingness to provide excep- Do You Think? feature, you are asked to react to a
tional customer service. According to the Bureau
of Labor Statistics, there is a demand for service-
related jobs. Between 2008 and 2018, employment 1
Occupational Outlook Handbook, 2010-11 Edition, Bureau of Labor Statistics
in service occupations is projected to increase by http://www.bls.gov/oco/oco2003.htm accessed November 12, 2010.

chapter topic and prepare short and simple journal • For a college student entering a new school,
reflections drawn from your experiences. Respond to competent and caring advice from an advisor on
these exercises thoughtfully and use this interactive the best course of study.
text as practical preparation for the interactive world
Though there have been changes in the customer
of customer service.
service industry, the definition of customer service
hasn’t changed. Comprehensively stated, customer
CUSTOMER SERVICE TODAY service is the process of satisfying the customer, rela-
tive to a product or service, in whatever way the
Successful customer service involves distinct, critical customer defines his or her need, and having that
components that, when merged together, produce a service delivered with efficiency, compassion, and
cohesive, efficient whole. These critical components sensitivity. That definition still stands even though
include global considerations, the use of diverse social applications such as Facebook, Twitter, and
forms of online communication media and technol- blogs, engage customers in a new way.
ogy, and the delivery of service that is sensitive to the
needs of customers. There is a new worldview of customers at work
that product or service organizations must either
It is an inescapable fact of the contemporary embrace or ignore at their peril. The customer-
business world that customers today demand excep- centric service worldview means that business revolves
tional customer service. To that end, a successful around the customer. What was once a company-
company, like Zappos in our opening feature, recog- controlled marketplace has become an uncontrolled,
nizes that its competitors may easily be able to copy customer-directed, and transparent global environ-
its products, its prices, and even its promotions; but ment. Whether online or offline, savvy customers
competitors cannot copy an organization’s employ- have unparalleled power to research and transact with
ees and the distinctive and exceptional service each companies when, where, and how they choose.
employee provides.
A customer-centric customer service represen-
Customer Service Defined tative is respectful to the customer’s point of view
and lets the customer know that his or her point
Even though every customer is unique, they all expect
of view is heard and valued. A customer-centric
three things—a quality product, reliable timely ser- organization puts customers first, is service oriented,
vice, and reasonable prices. In other words, customers and thoughtfully listens to, develops, and satisfies a
want to receive what they feel they have paid for. loyal, repeat customer base.
Customer service means different things to
Developing a loyal customer base isn’t easy.
different people. In reality, however, the only perspec-
Each time customers come in contact with an orga-
tive that matters is the customer’s concept and per-
nization, they get an impression of the service and
ception of good service at the time it is needed and
the products. Everyone in an organization touches
delivered. Some examples of good customer service are
customers. The employee’s behavior and attitude
• For a busy traveling executive, an international affect how the customer feels about the company.
flight that leaves and arrives on time. As the customer service representative (CSR), or
frontline service provider who deals with customers
• For a harried executive administrative assistant,
on a day-to-day basis, you come to signify all that
working with a dependable office supply store that
your company stands for—both good and bad.
keeps a good inventory of products on hand and
To the customer, you are the voice and personality
delivers dependably.
of your organization. Customers who experience
• For a lonely retiree, conversation and kindness exceptional customer service will come back for
from a waitress when frequenting a neighborhood more. They will be less likely to shop around as a
restaurant. result of how well you listen to and treat them.

Customer service is shaped by the needs and receive by switching organizations, or communi-
behaviors of both consumers and businesses. As cating it through social channels. Tools like Face-
the demands and characteristics of customers and book, Twitter, and YouTube allow customers
businesses change, customer service continues its to tell or show potentially thousands of people
fascinating evolution. Thriving companies view a about pleasure or dissatisfaction with a company
customer across all communication channels. For immediately following a service interaction. Every
example, the following diverse forms of communica- satisfied customer can be a booster for a company
tion have greatly influenced this evolution. and every dissatisfied customer can be harmful.
• 24/7/365 Service Delivery Because BlackBerry
smartphones, iPhones, and other Smartphones Goals
now support a generation of consumers in this Organizations, like people, require direction and focus
always-on mode, customers demand quicker re- to achieve stated goals. The quality of service that a
sponse times. These new forms of communication customer receives is greatly influenced by an organiza-
allow customers to chat directly to service repre- tion’s goals—often identified by its mission statement
sentatives, either through written or video chats, and its vision of doing business. As simple as the state-
any hour of the day or night. ments “Good service is good business” or “Our custo-
• Self-Serve Approach Customers are increasingly mers are #1” can be, either one may say all that is
online. They want self-service options and demand necessary to represent a company’s overall customer
responses in real time. In addition, social media, goal. Another example of a purpose statement is the
such as Twitter and Facebook, have grown to be an Ritz-Carlton Hotel’s motto: “We are ladies and gen-
important new channel for interacting with custo- tlemen serving ladies and gentlemen.” If employees
mers and engaging customer-to-customer interac- at this hotel follow the motto to the letter, they pro-
tions in innovative, helpful ways. In addition to vide the finest personal service and facilities for their
checking a company’s website and its brochures, guests who will always enjoy a warm, relaxed, yet
many customers research information on products refined hotel experience. Skills, resources, competi-
and services from social networking sources, such tors, partners, and customers all need to be consulted
as blogs and online user rating websites. in assessing the starting point.
• Customized Service Technology allows compa- Planned goals ensure that daily business deci-
nies to personalize customer website visits. For sions, actions, and behaviors are customer-focused
example, they welcome customers back by name and and designed to adapt as needed to changes in
suggest items based on previous purchases. With the customers’ needs, desires, and expectations. For
immediacy and personalization of this fast-paced instance, Nordstrom, an upscale department store,
Internet world, great customer service is only what consistently strives to deliver superior customer ser-
the customer says it is at a particular point in time. vice. When helping customers, top management has
Service difficulty is amplified because this standard empowered employees with a basic core value: use
varies from person to person. More companies are good judgment in all situations. Employees are told
customizing shopping or service experiences either that, beyond this basic mandate, there will be no
online or in person because consumers want it. additional rules. Nordstrom’s staff proves the com-
pany philosophy works, as it is usually ranked by
• Growth of Communication Channels
Fortune magazine as one of the best companies for
Customers can now compliment or complain in
which to work.2
different ways—video, audio, blog, forum, etc.
With the growth of these communication channels,
poor customer service experiences can be shared
with the world in seconds. Customers increasingly
2
Mike Patel, “Customer Service—Nordstrom way” http://maheshmikepatel
.wordpress.com/2010/01/21/customer-service-nordstrom-way/ accessed November
control the kind of service they would like to 12, 2010.

When companies ask employees to put them-

selves in the place of their customers, they are asking CUSTOMER SERVICE TIP
that the employees’ efforts provide the same treat-
ment and service that they would expect to receive if
One way to exceed customer expectations is
they were the customers. This is a variation of the
to promise good but deliver great! Always
Golden Rule, “Do unto others as you would have
them do unto you.” For lack of a stated mission strive to go above and beyond what is
and values statement, many companies use this as expected.
a guiding principle when serving customers.
Customer service is not new, but there appears to
be much confusion as to its importance and degree of Challenges
practice in today’s marketplace. When organizations The Internet, mobile/wireless technologies, and
commit to a way of treating customers by writing social networks have created challenges for service
down their mission statement, values, and goals, they providers because they have influenced an unparal-
create a corporate culture that is better understood and leled shift in the balance of power from companies
lived by all who work there. Figure 1.1 lists five com- to their customers. Diverse global consumers, armed
mon customer service myths and corresponding facts with instant 24-hour access to information, are not
that speak to an organization’s corporate values. only reshaping the products that a company offers

REMEMBER THIS
Figure 1.1 Common Customer Service Misconceptions
MYTH FACT
We are providing good service, but there is You may, in fact, already be providing good customer ser-
a perception outside the organization that we vice, but you can improve it. Moreover, if the customer’s
are not. perception is that you are not providing quality service,
then you need to determine why that perception exists.

You can’t improve service without more people It is far more costly to provide poor service than it is to
and a larger budget. provide high-quality service. Eliminating long, repetitive
customer interactions and responding to customer com-
plaints more efficiently saves time and money.

Why all the concern over customer service? If Before they go elsewhere, customers could circulate nega-
customers don’t like the service we provide, tive commentary interpersonally or to the online commu-
they can go elsewhere. nity in a way that can be unfavorable for you and/or your
organization.

I don’t need to worry about customer service You cannot provide high-quality service to your external
because I don’t deal with the public. customers until you provide high-quality service to your
internal customers.

You can’t provide high-quality customer service Quality customer service is not saying “yes” to every cus-
when the requirements you must implement tomer request. People can accept “no” if it is presented in
force you to tell customers “no.” the right way, but they cannot accept loss of dignity and
loss of control.

and the distribution channels it uses, but are also

demanding a higher level and quality of service than
ever before. WHAT DO YOU THINK
1.1
The power shift from companies to their custo-
mers underlies the new customer economy where con- Which two myths and facts do you think
sumers can use social media applications to make are most significant for customer service reps
complaints, praise companies, and open a dialogue to understand? Write a brief statement in
around a particular service issue or product. Businesses your journal explaining why.
must realize how the depth of their online community
relationships with customers and the perceptions of
those customers are linked directly to maintaining
their reputations, credibility, and profit margins.
IDENTIFYING THE CUSTOMER
For example, in April 2010, Echo Research con- Richard Branson, British entrepreneur of Virgin
ducted an online survey of a random sample of 1,000 brand, said, “If you look after your internal custo-
American Express consumers aged 18 and older. The mers you don’t have to worry about the external
survey explored specific attitudes and preferences customers.”4 Branson means that while companies
toward customer service and revealed overall that focus thousands of dollars on external customer
nine in ten consumers believe that the level of cus- service in hopes of wooing and retaining customers,
tomer service is important when deciding to do busi- little attention is being paid to the effect poor internal
ness with a company. Of those surveyed, the three customer service has on overall customer satisfaction.
most high-ranking factors consumers use to decide Sooner or later the ripple effect reaches external
which companies they choose to do business with customers. A company’s commitment to internal
are: personal experience (98 percent), a company’s customer service must match its company’s external
reputation or brand (92 percent), and recommenda- focus on customer care.
tions from friends and family (88 percent). Other
survey findings said that nearly half (48 percent) of External Customers
consumers always or often use an online posting or External customers, the persons or organizations
blog to get others’ opinions about a company’s cus- that purchase and use a company’s products and
tomer service reputation and that 58 percent will services, are the customers whose needs we tradi-
spend more with companies they believe provide excel- tionally think of serving. To be successful, an orga-
lent service with the average spending 9 percent more.3 nization must first identify its customers and learn
as much about them as possible—including their
Because online social communications and age, gender, income level, lifestyle, and occupation.
digital technologies have changed the way people This collection of demographic information creates
seek out services and products and choose to shop, a customer profile, which explains who the custo-
companies must carefully craft who they are and mers are and what they want in terms of service.
how they want to conduct business to maintain Companies identify their main customers for a very
their reputations. As a result, many businesses good reason—so that they can develop and market
will have to reshape their corporate cultures and the goods and services their customers want. External
customer service initiatives to take these new forms customers are critically important because they sustain
of communication channels, opinion sharing, and a company’s existence.
shopping into account.

4
Stephanie Edwards, “12 Ways to Ensure Your Internal Customers Look after
3
“Global Customer Service Barometer: Findings in the United States” A research Your Internal Customers,” MYCUSTOMER.com, March 15, 2010, http://www
report prepared for American Express by Echo, 2010, http://about.americanexpress .mycustomer.com/topic/customer-experience/12-ways-ensure-your-internal-
.com/news/pr/2010/barometer.aspx accessed November 2, 2010. customers-look-after-your-external-customers-0 accessed November 2, 2010.

When colleagues support other departments

with service, products, or information to help them
do their jobs, everyone wins. Excellent internal cus-
tomer service starts with good morale. Happy
employees are productive, and customers take note.
Corporate values that emphasize treating internal
customers well translate to good external customer

Digital Vision/Getty Images

care. In companies where internal customers are
often ignored or taken for granted, productivity is
compromised and workflow will suffer.
A similar characteristic of external and internal
What is the importance of understanding the customer profile? customers is that they both have their own set of
needs that they expect the company to meet. When
Internal Customers service professionals take the approach—“How can
I help you?” rather than “I’m here to do a job,” it
Internal customers, vendors, consultants, or depart-
changes the nature of customer service. Both internal
ments within a company that rely on colleagues
and external customers are best served when service
to provide the support they need to serve their
revolves around satisfying the needs of any customer,
own internal and external customers are as impor-
rather than simply going through the motions that
tant as external customers. These customers directly
most jobs require.
impact revenue and customer retention. For exam-
ple, if you work at an organization’s computer help
desk, your internal customer is anyone who requests
your assistance in using a company-provided soft-
ware application. Or if you work for a multinational WHAT DO YOU THINK
corporation, you want to fully support your overseas
1.2
colleagues with helpful troubleshooting service and
other customer support issues. Typically, the way How closely do you identify with the idea
internal customers are treated translates into how a that an internal customer is important? Write
company is perceived by its external customers. a journal entry explaining your response.
There is a clear link between job satisfaction
and productivity. However, job satisfaction also
depends on the service culture of an organization.
This culture comprises the things that make a busi-
ness distinctive and make the people who work NEEDS OF CUSTOMERS
there proud to do so. When employees of the “Top
One of the foundations of a flourishing business is an
10 Best Companies to Work For” were asked by
understanding of customer needs. However, under-
Fortune magazine why they loved working for these
standing customer needs is not as easy as it sounds.
companies, it was notable that they didn’t mention
Customers often confuse needs with wants and
pay, reward schemes, or advancing to a more senior
expectations. By asking key questions and probing
position. Instead, these employees spoke first of the
for additional information, you can help them define
sincerity of the relationships at work, that their work
their needs. As emphasized by Ms. Love of Massage
culture felt like an extension of home, and that their
Envy in the Part Opener, one reason for her busi-
colleagues were supportive.5
ness’s success is because after each service, customers
receive a comment card that allows concerns to be
5
Ibid. addressed immediately, in a one-on-one basis.

The reasons consumers buy vary considerably,

but they typically stem from basic needs that each of
us has.
1. The need to feel welcome. We all want to be
acknowledged and welcomed warmly by
someone who sincerely is glad to see us. A
customer should never feel she or he is an

Photodisc/Getty Images
intrusion on the service provider’s workday.
Little things mean a lot. Acknowledgment,
name recognition, and eye contact make a
person feel more important and appreciated.
That first impression a customer gets from a How would you prioritize your needs in a customer-provider
service professional is critical. Anyone doing exchange?
business with a company and is made to feel
like an outsider will probably not return for
future products and services.
2. The need to be understood. Customers need to WHAT DO YOU THINK
feel that the service person understands and 1.3
appreciates their circumstances and feelings Think about your needs as a consumer. In
without criticism or judgment. Even though a brief journal entry, rank the four needs listed
emotions, customs, and language barriers above in the order of their importance to you.
can complicate communication between the How might your feelings influence the service
customer and the service person, every effort you provide to others?
should be made to work with these
challenges.
3. The need for fair treatment. Customers need the
assurance and confidence that they will be
taken care of promptly and fairly—whether THE SOCIAL CUSTOMER
online or face-to-face. Customers want their Businesses must go where their customers are and
needs addressed as quickly as possible, and not right now, customers are turning to social media as
deferred because of class distinction or other a customer service channel. According to Forrester
discriminatory judgment. The more people or Research, three in four American adults in 2010
time it takes to address a customer’s needs, the used social tools to connect with each other compared
greater chance of customer dissatisfaction. with just 56 percent in 2007.6
4. The need for control and options. Control, in this
case, represents customers’ need to feel that Websites such as Facebook, Twitter, Yelp,
they have an impact on the way the service and YouTube give customers unparalleled power
experience turns out. Customers have little to influence the way others view products and ser-
patience for policies and procedures; they vices. When consumers use social media channels
want to deal with a reasonable service provider to make complaints, praise companies, and open a
who can interpret the policies for them. In dialogue around a particular issue, it can be a good
addition, customers need to feel that other thing. It puts the power into the hands of the
options are available for getting what they want
accomplished. They become upset when they
feel they have wasted their time and thus, 6
Dan Power, “Interface: Confessions of an Active Social Networker,” March/April
2010, http://www.information-management.com/issues/20_2/confessions-of-an-
accomplished nothing. active-social-networker-10017314-1.html accessed November 12, 2010.

consumer and reminds companies that customers Below is an overview of customer service social
are talking to each other. What is increasingly media “listening tools” in use today on the Internet:
challenging for companies, however, is to know
• Facebook is a social networking website
how to handle their customer service relations
launched in February 2004 with more than
through this new medium because currently there
500 million active users as of July 2010. Users
are no rules.
can add people as friends, send messages, and
Today’s customer profile is unlike any the busi- update their personal profiles to notify friends
ness world has seen before. Customers not only about themselves. Facebook allows anyone who
know what they want, but they can tell you when declares their age as 13 or older to become a
and how they want it. What customers do not want member of the website.
is to be “managed” because the social customer con- • Twitter is a popular instant messaging system
sumes information in a different way. They learn that lets a person send brief text messages up
about new products and brands through social chan- to 140 characters in length to a list of followers.
nels. Figure 1.2 lists some additional characteristics Launched in 2006, it was initially designed as
of today’s social customer. a social network to keep friends and colleagues
informed throughout the day; however, now it is
The Impact of Social Media widely used for commercial and political purposes
As social media continue to grow, the ability to to keep customers, constituents, fans, and others
reach more consumers globally has also increased up-to-date. Twitter messages, or tweets, can
enabling a potentially massive community of parti- be made public and sent to anyone requesting
cipants to productively collaborate. When it comes the feed, or they can be sent only to approved
to social media for business, there is no one-size- followers.
fits-all strategy. But to ensure results, a business
• A blog is a type or part of a website and is
must align this movement with its overall business
usually maintained by an individual with regular
objectives.
entries of commentary. Most blogs are interac-
tive, allowing visitors to leave comments and
messages to each other. Many blogs provide
REMEMBER THIS commentary or news on a particular subject;
Figure 1.2 others function as personal online diaries. A
typical blog combines text, images, and links to
Characteristics of the Social Customer other blogs, Web pages, and other media related
• Turns to friends and online networks for advice to its topic.
and recommendations
• An Internet forum, or message board, is an
• Is open and vocal about online and face-to-face
buying experiences
online discussion site that can contain a wide
range of content, including news, gossip, and
• Is savvy, confident, and fast when using the
Internet to research products to purchase research. It reflects the expansion of media
• Expects organizations to have an online presence,
production through new technologies that
and wants to make contact with brands through are accessible and affordable to the general
online channels such as email, chats, or an easy- public.
to-complete contact form
• Wants confirmation that a complaint or comment
• Social data consists of information about an
was heard, acknowledged, and taken into individual’s relationship to other people, groups,
consideration events, things, and concepts. This human-
• Connects good and bad customer service directly generated data is usually expressed in the form
to future purchasing decisions of very simple facts. Individually, these facts have

little value but collectively, and in sufficient chooses to can set up a free account to post offers,
quantity, they can represent a richer view of cus- photos, and message their customers.
tomers and their purchasing environment. The
In summary, the social customer may go to
value of social data is that it can be harvested from
Twitter with a question, an Internet forum with a
retail systems and user-generated social media
customer service query, Facebook with a compli-
activities into meaningful customer processed data
ment, or Yelp.com with a complaint.
using specialized software tools.
Customers challenge companies to be aware of
• YouTube is a very popular video-sharing site that
what is being said about them. Businesses need to
lets anyone store short videos for private or public
learn a new way of listening to customers, and this
viewing. Founded in 2005, it was acquired by
can benefit everyone. A common thread linking all
Google in 2006 for $1.65 billion. Within a couple
definitions of social media is a blending of technol-
years, more than 25 quadrillion bytes of videos
ogy and social interaction that creates a new level of
were being streamed from the site each month.
value for both an organization and the customer it
Videos are streamed to users on the YouTube site
serves. Which social media process a business
or via blogs and other websites.
chooses to use depends on its ability to respond to
• MeasuredUp is an example of a leading customer consumers quickly and with the most accurate and
service resolution website where millions of relevant information.
connected, loyal, and involved consumers share
service experiences with each other and directly A yet to-be-solved organizational problem is
with companies. The power of the collected that the functions of a customer service department
consumer voice combines with the reach of the don’t quite fit with how social media works because
Internet to answer questions and encourage com- most customer service departments are not available
panies to listen to and resolve a variety of customer 24/7/365 as social media applications are. Some
problems. MeasuredUp is not a place for ranting, credible brands, like McDonalds and IBM, are uti-
profanity, or slander. It is a place for caring and lizing social media to reach customers and to build
thoughtful consumers to post reviews about great or maintain their reputations.
and inferior customer service. An added advantage of social communication
• Angie’s List is a review service of companies channels is being able to unite all of these contact
designed to take the angst out of hiring contractors. interactions within one customer record using social
The service has grown to more than one million customer relationship management (CRM). Even
members in some 200 cities and serves up reviews though social CRM is mostly about people and
in 500 categories, primarily home and healthcare processes, companies need the right tools to achieve
services. No anonymous reviews are accepted and the ability for everyone to engage and be in align-
the website provides live call center support and ment. For example, there must be a process in place
help if a project goes bad.
• Yelp was founded in 2004 to help people find
great local businesses such as doctors, repair shops, CUSTOMER SERVICE TIP
and restaurants. More than 33 million people
visited Yelp’s website in one month alone (June,
2010). Yelpers, as they are called, have written Always strive to improve your overall
over 12 million local reviews, with more than service by focusing on the small details
85 percent of them rating a business three stars or of each transaction. It will mean a lot
higher out of five. In addition to reviews, consu- to the customer and make a difference in
mers can use Yelp to find events, special offers, or total customer satisfaction.
to talk with other Yelpers. Any business that

by which each message is automatically routed to the

right person, classified by type (question, complaint, Ethics / Choices
or compliment), and studied. In addition, a CSR
What best reflects your views, in general, of deal-
must take action to satisfy the customer. Finally,
ing with customer service issues: “I tell the whole
the company must determine the extent of the influ-
truth, all the time” or “I play by the rules, but
ence each concern will have on future customer
exchanges. I bend them to my company’s advantage when-
ever I can.” Which view best reflects the prefer-
Multichannel Customer ence of social customers? Explain.
Contact Points
Customers expect to contact a business at their
convenience using their preferred method. As a office, a store, or a restaurant—say, “We pay atten-
customer service representative, you will serve tion to details because we value them as important
customers through various contact points. A contact to our success.” Accurate invoices, prompt ship-
point is the method that a customer uses to commu- ments, and returned phone calls help convey a pos-
nicate with a company. For example, customer con- itive impression to customers. Easy-to-navigate
tact occurs in person, on the phone, through written websites with on-demand 24/7 access to customer
communications, and online. To the customer, service representatives via chats, phone contact, or
it doesn’t matter where the interaction takes place responsive e-mail communications are others. For
as long as the frontline employee, the CSR, takes example, at Massage Envy, Ms. Love emphasizes
ownership of the problem. the importance of delivering a welcoming customer
service environment. For them, it begins with stand-
A caring, friendly atmosphere and quick reso-
ing and greeting customers at the time of service
lutions to problems create positive points of con-
and concludes with a sincere thank you for their
tact. Clean, neat surroundings—whether in an
patronage.
Examples of negative points of contact include
letting a business line ring five or six times before
MAKE IT A HABIT answering it, leaving the customer on hold for two
or more minutes, and not replying promptly to an
Basic Service Reminders e-mail request for information. This translates to the
Don’t miss a chance to make a good customer as “We don’t value your time.” Long lines,
impression. Practice the following guidelines out-of-stock items, and difficult-to-complete online
to help make all customer service exchanges order forms are other ways to leave an unfavorable
positive.
impression about the company and its product or
services.
• Conduct all service interactions with
Though the aforementioned positive and nega-
consideration and friendliness.
tive points of contact seem obvious, when the obvious
• Demonstrate to the customer that you are
isn’t stated for the record, these important reminders
doing everything in your power to satisfy
have a tendency to be taken casually or not at all. Any
him or her. successful company strives to make sure that all its
• Don’t assume you know what a customer points of contact with customers are positive ones.
needs; take time to listen with interest and In the final analysis, all customers deserve exceptional
ask the right questions. service at each point of contact, regardless of the
means they use to seek customer service.

Although tiered service exists, customers should

Tiered Service never feel that they are getting a certain level of
In years past, most thriving companies gave all service because they are buying a certain level of
their customers special attention, regardless of the business. All customers should feel that they are
size of their purchase. The thinking then was that a receiving the same level of customer service when
customer who makes a small purchase today might it comes to assistance with problems or the handling
make a large purchase tomorrow. Many companies of complaints.
are asking themselves, “Why invest the same
amount of customer service effort and expense in a
one-time customer as we would in a customer
who has a multimillion-dollar history with our
business?” This approach to serving customers is WHAT DO YOU THINK
referred to as a tiered service system, a concept 1.4
that understands customer service to be fundamen- Do you use social media tools on a regular
tally inter-related with a customer’s actual or poten- basis? If so, what tools do you use most
tial value as a consumer. Many companies use a frequently when sharing a positive or
database of customer transaction records, which negative customer service interaction?
have been stored and analyzed with the help of Write a brief journal entry describing your
computers and customer relationship management experiences.
software. The concept and use of CRM software
will be discussed in depth in Chapter 4; however,
the underlying principle of CRM is that every inter-
action with a customer is part of a larger relationship.
With CRM, the company should be able to capture,
maximize, and use organized meaningful reports to
WRAPPING UP
help analyze customer loyalty and potentially increase It is clear that Zappos and Edward Jones (see page
sales. 16) define customer service each in a unique way.
Chapter 1 presented an all-inclusive response and
What does tiered service look like? Whether we
argument to what customer service is. With intention,
realize it or not, we are already being served by this
a successful organization like Zappos or Edward
concept each time we choose to fly. Airlines typically
Jones bases its service standards with the following
place their customers into three tiers of service:
awareness in mind: its mission and business goals,
basic, or coach-class; enhanced, or business-class;
who its internal and external customers are, and how
and premium, or first-class. For the customer, the
the challenges of social media and global competition
good news with a tiered service system is that there
might impact its existence and future growth plans.
are a lot more choices on price, convenience, and
With this information, the study of the Global
comfort. Also, consumers have the option to
Customer chapter that follows will seem all the more
upgrade seats and request additional legroom. On
relevant.
the other hand, companies can invisibly identify
individuals who do not generate profits for them
and may provide them with inferior service.

Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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place, but in passing through the court-yard, the sky appeared to be
on fire; a frightful clap of thunder was heard, and we found it was
impossible for us to move. The Fairy appeared in the air, riding on a
great serpent, and addressing us in a tone of voice which betrayed
her rage,—'Inconstant princes,' said she, 'I am about to punish you,
by a torture which will never end, for the crime you have committed
in breaking my chains, which were too great an honour for you to
bear; and as for you, ungrateful Oriza, I triumph after all in the love
you have felt for me. Content with this victory, I shall visit you with
the same misfortune as your rivals; and I command,' added she, 'in
memory of this adventure, that when the use of mirrors shall be
known to all the world, the breaking of these fatal glasses shall
always be a certain sign of the infidelity of a lover.' The Fairy
disappeared in the air after having pronounced these words. We
were changed into trees; but the cruel Ceora, no doubt with the idea
of increasing our suffering, left us our reason. Time has destroyed
the superb castle, which was the victim of our misfortune; and you
are the only visitor we have seen during the two thousand years that
we have been in this frightful forest."
Philax was about to reply to this speech of the cypress tree, when he
was suddenly transported into a beautiful garden; he there found a
lovely nymph, who approached him with a gracious air, saying, "If
you wish it, Philax, I will allow you in three days to see the Princess
Imis."
The Prince, transported with joy at so unexpected a proposition,
threw himself at her feet to express his gratitude. At that same
moment Pagan was in the air, concealed in a cloud with the Princess
Imis: he had told her a thousand times that Philax was unfaithful,
but she had always refused, on the word of a jealous lover, to
believe it. He now conducted her to this spot, he said, to convince
her of the fickleness of the Prince she so unjustly preferred to him.
The Princess saw Philax throw himself, with an air of extreme
delight, at the feet of the nymph; and was in despair that she could
no longer deceive herself on a point which she feared to believe
more than anything in the world. Pagan had placed her at a distance
from the earth, which prevented her hearing what Philax and the
nymph said; and it was by his orders that the latter had presented
herself to him.
Pagan led Imis back to his island, where after having convinced her
of the infidelity of Philax, he found he had only redoubled the grief
of that beautiful Princess without rendering her at all more
favourable to himself.
In despair at finding this pretended infidelity, from which he had
expected so much success, was useless to him, he resolved to be
revenged on the constancy of the lovers: he was not cruel, like the
Fairy Ceora, his ancestress, so he bethought him of a different
punishment to that with which she had visited her unfortunate
lovers. He did not wish to destroy either the Princess, whom he had
so tenderly loved, nor even Philax, whom he had already made
suffer so much; so, confining his revenge to the destruction of a
passion which had so opposed his own, he erected in his island a
Crystal Palace, and took care to put into it everything that would
render life agreeable but the means of leaving it; he shut up in it
nymphs and dwarfs to wait on Imis and her lover; and, when
everything was prepared for their reception, he transported them
both there. They at first thought themselves on the summit of
happiness, and blessed Pagan a thousand times for the mildness of
his anger. As for Pagan, although at first he could not bear to see
them together, he expected that this spectacle would one day be
less painful to him. But in the meanwhile, he departed from the
Crystal Palace, after having, with a stroke of his wand, engraved on
it this inscription:—

Absence, danger, pleasure, pain,

Were all employ'd, and all in vain,
Imis' and Philax' hearts to sever.
Pagan, whose power they dared defy,
Condemned them, for their constancy,
To dwell together here for ever!
They say that at the end of some years, Pagan was as much
avenged as he desired to be; and that the beautiful Imis and Philax
fulfilled the prediction of the Fairy of the Mountain, by wishing as
fervently to recover the aigrette of lilies in order to destroy the
agreeable enchantment, as they had formerly desired to preserve it
as a safeguard against the evils which had been foretold would befal
them.

Until that moment a fond pair, so blest,

Had cherished in their hearts Love's constant
fire:
But Pagan taught them by that fatal test,
That e'en of bliss the human heart could tire.
THE PRINCE OF LEAVES.
In one of those parts of the world, commonly called Fairyland, on
which poets alone have the right to bestow names, there formerly
reigned a King so renowned for his rare qualities, that he attracted
the esteem and admiration of all the Princes of his time. He had,
many years past, lost his wife, the Queen, who had never brought
him a son; but he had ceased to desire one since the birth of a
daughter of such marvellous beauty, that from the moment she was
born he lavished all his affection and tenderness upon her. She was
named Ravissante, by a Fairy, a near relative of the Queen, who
predicted that the wit and the charms of the young Princess would
surpass all that had ever before been known or even could be
expected from her present beauty; but she added to this agreeable
prediction, that the perfect felicity of the Princess would depend
entirely on her heart remaining faithful to its first love. In such a
case, who can feel assured of a happy destiny? The King, who
desired nothing so much as the happiness of Ravissante, heartily
wished that it had been attached to any other condition,—but we
cannot command our own fates. He begged the Fairy, a thousand
times, to bestow on the young Ravissante the gift of constancy, as
he had seen her give to others the gifts of intelligence and of
beauty. But the Fairy, who was sufficiently wise not to deceive him
respecting the extent of her power, frankly informed the King that it
did not extend to the qualities of the heart. She, however, promised
to use her utmost endeavour to impress the young Princess with the
sentiments that would be likely to ensure her happiness. Upon the
faith of this promise, the King confided Ravissante to her care from
the time she attained her fifth year, preferring to deprive himself of
the pleasure of seeing her rather than run any risk of marring her
fortune. The Fairy therefore carried off the little Princess, who was
very soon consoled for leaving the Court of her father, by the delight
and novelty of passing through the air in a brilliant little car.
On the fourth day after her departure the flying car stopped in the
middle of the sea, upon a rock of a prodigious size—it was one
entire shining stone, the colour of which was exactly that of the sky.
The Fairy remarked with pleasure that the young Ravissante was
enchanted with this colour, and she drew from it a happy omen for
the future, as it was the colour which signifies fidelity. Shortly after
they had landed on it, the Fairy touched the rock with a golden
wand which she held in her hand. The rock immediately opened, and
Ravissante found herself with the Fairy, in the most beautiful palace
in the world; the walls were of the same material as the rock, and
the same colour prevailed in all the paintings and furniture, but it
was so ingeniously mixed with gold and precious stones, that far
from wearying the eye, it equally pleased in all. The young
Ravissante dwelt in this agreeable palace, with several beautiful
maidens, whom the Fairy had transported from various countries to
attend on and amuse the Princess, and she passed her infancy in the
enjoyment of every pleasure suited to her age. When she had
attained her fourteenth year the Fairy again consulted the stars, in
order to learn precisely when the heart of Ravissante would be
touched with a passion which pleases even more than it alarms,
however formidable it may appear to some; and she read distinctly
in the stars that the fatal time approached when the destiny of the
young Princess would be fulfilled. The Fairy had a nephew who was
indescribably dear to her: he was of the same age as Ravissante,
born on the same day and at the same hour. She had found, in
consulting the stars also for him, that they promised him the same
fate as the Princess—that is to say, perfect happiness, provided he
possessed fidelity which nothing could vanquish. In order to make
him both loving and faithful she had only to let him behold
Ravissante. No one could resist her eyes, and the Fairy hoped that
the attentions of the young Prince would one day touch her heart.
He was the son of a King, brother of the Fairy; he was amiable; and
the young Princess not only had never had a lover, she had not even
seen a man since she had lived on the rock. The Fairy consequently
flattered herself that the novelty of the pleasure of being tenderly
beloved would perhaps inspire the Princess with a feeling of love in
return. She therefore transported the Prince, who was named
Ariston, to the same rock which served both as palace and prison for
the beautiful Ravissante. He there found her amusing herself with
the young maidens of her Court, by weaving garlands of flowers in a
forest of blue hyacinths, where they were then walking, for the Fairy,
in bestowing on the rock the power of producing plants and trees,
had limited the colour of them to that of the rock itself. She had
already, some time since, apprised the Princess that Prince Ariston
would soon visit the island, and she had added, in speaking of the
Prince, everything that she thought likely to prejudice her in his
favour; but she deceived herself this time; and on the arrival of
Ariston, she observed nothing of that emotion or surprise which is
the usual presage of a tender passion. As for the Prince, his
sentiments were in perfect accordance with the wishes of the Fairy:
he became passionately in love from the moment he first set eyes on
Ravissante; and it was not possible to see her without adoring her,
for never were grace and beauty so perfectly united as in the person
of this amiable princess. She had the most exquisite complexion, and
her dark brown hair added to its dazzling whiteness; her mouth had
infinite charms, her teeth were more purely white than pearls; her
eyes, the most beautiful in the world, were deep blue, and they
were so brilliant, and at the same time so touching in their
expression, that it was hardly possible to sustain their glances
without yielding the heart at once to the fatal power which love had
bestowed on them. She was not very tall, but perfectly beautiful,
and all her movements were peculiarly graceful. Everything she did
and said pleased invariably, and often a smile or a single word
sufficed to prove that the charms of her mind equalled those of her
person.
Such, and a thousand times more amiable than I can paint her, it
had indeed been difficult for Ariston not to have become distractedly
in love; but the Princess received his attentions with indifference,
and did not appear in the least touched by them. The Fairy remarked
it, and felt a grief which was only surpassed by that of the Prince.
She had remarked in the stars that he who was destined to possess
Ravissante would extend his power not only over the earth, but even
over the sea. Therefore her ambition made her wish that her
nephew should touch the heart of the Princess as much as he
desired the same effect from his love. She thought, however, that if
the Prince were as learned as she was in the magic art, he might
perhaps find some mode of rendering himself more attractive in the
eyes of Ravissante; but the Fairy, who had never loved, was ignorant
that the art of pleasing is not always to be discovered, although
sought for with the utmost ardour and eagerness. She taught the
Prince, therefore, in a short time, all those sciences which are known
only to the fairies. He had no pleasure in learning them, nor had he
any idea of employing them but with regard to his passion for
Ravissante. He began to make use of them by giving every day a
new fête to the Princess. She admired the wonders produced, she
deigned even sometimes to praise what appeared the most gallant
in these efforts of the Prince to please her; but after all, she received
his devotion and his attentions as the just homage due to her
beauty, and she considered them amply repaid by her
condescending to receive them without anger.
Ariston began to despair of the success of his passion, but he was
too speedily obliged to confess that this very time, which he
complained of so justly, and in which he felt so keenly the
hopelessness of his love, had, notwithstanding, been the most happy
period of his life. A year after his arrival on the island he celebrated
the return of that memorable day on which he had first beheld
Ravissante. In the evening he gave her a fête in the forest of
hyacinths. Marvellous music was heard in every part of the forest
without any one being able to discover from whence the sounds
proceeded. All that was sung by these invisible musicians tenderly
expressed the love of Ariston for the Princess; they concluded their
admirable concert by these words, which were repeated several
times:—

Nor reason nor relentless Fate

My sufferings can terminate!
Without one ray of hope to cheer,
I feel my heart consuming here.
How great his power Love never knew
Till from those eyes his arrows flew.

After the music, there appeared suddenly an elegant collation under

a tent of silver gauze, elegantly looped up with ropes of pearls; it
was open on the side towards the sea, which bounded the forest in
that direction; and was illuminated by a great number of chandeliers
formed of brilliants, which emitted an effulgence nearly equal to that
of the sun. It was by this light that the nymphs of the court of
Ravissante pointed out to her an inscription at the entrance of the
pavilion, written in letters of gold upon a ruby of immense
magnitude, supported by twelve little cupids, who flew away as soon
as the Princess had heard this inscription read, which consisted of
these lines:—

Where'er throughout the world those lovely

eyes
May the devoted hearts of men enchain,
For one as true as in this desert sighs
Those lovely eyes may search, sweet maid, in
vain.
But through that world your glory to proclaim,
And every mortal to your altar bring,
Princess, we haste to bid the trump of Fame
With praise of beauty so divine to ring.

The fête continued, and Prince Ariston had at least the pleasure of
engrossing the leisure of the Princess, if he could not occupy her
heart. But he was deprived even of this gratification by a surprising
spectacle which appeared far out at sea, and attracted the curiosity
and attention of Ravissante and of all the court. The object
approached, and they distinguished that it was an arbour formed of
interlaced myrtle and laurel branches, closed on all sides, and
propelled with great rapidity by an infinite number of winged fish.
This sight was the more novel to Ravissante as she had never before
seen anything of the colour of this arbour. The Fairy having foreseen
that it would cause some misfortune to her nephew, had absolutely
banished it from her island. The Princess watched for the approach
of the strange object with an impatience which appeared to Ariston
a bad omen for his love. She had not long to wait, for the winged
fish brought the arbour in a few moments to the foot of the rock,
and the attention of the young Princess and of all the Court was
redoubled.
The arbour opened, and out of it came a young man of marvellous
beauty, who appeared about sixteen or seventeen years of age. He
was clothed in branches of myrtle, curiously interlaced, with a scarf
composed of various-coloured roses. This handsome stranger
experienced as much astonishment as he occasioned. The beauty of
Ravissante did not leave him at liberty to amuse himself by
observing the rest of the splendid scene, the brilliancy of which had
attracted him from a distance. He approached the Princess with a
grace which she had never observed but in herself. "I am so
surprised," said he to her, "at all I find on these shores, that I have
lost the power of expressing my astonishment. Is it possible,"
continued he, "that such a goddess (for a goddess you surely must
be) has not temples throughout the universe?" "I am not a
goddess," said Ravissante, colouring; "I am an unfortunate princess
banished from the states of the King, my father, to avoid I know not
what misfortune, which they assure me has been predicted from the
moment of my birth." "You appear to me much more formidable,"
replied the handsome stranger, "than those stars which may have
some evil influence on your fate, and over what misfortune could not
such perfect beauty triumph! I feel that it can vanquish everything,"
he added, sighing, "since it has conquered in a moment a heart
which I had always flattered myself should remain insensible; but,
Madam," continued he, without giving her time to reply, "I must,
against my will, withdraw from this charming place, where I see you
only, and where I have lost my peace of mind; I will return soon, if
Cupid prove favourable to me." After these words, he re-entered the
arbour, and in a few moments he was lost to sight.
Prince Ariston was so astounded and distressed by this adventure,
that he had not at first the strength to speak; a rival had appeared
in a manner as wonderful as unexpected; this rival had seemed to
him only too charming, and he thought he had observed in the
beautiful eyes of the Princess, whilst the stranger addressed her, a
languor which he had often desired to see, but which till then he had
never detected. Agonized by a despair which he dared not betray, he
conducted Ravissante to the Palace, where she passed part of the
night, occupied by the recollection of her agreeable adventure, and
made her nymphs relate each circumstance over and over again, as
though she had not been herself present. As for Prince Ariston, he
went to consult the Fairy, who, he hoped, might possess some
charm to allay the violent grief under which he laboured; but she
had no antidote for jealousy, and they do say none has ever been
discovered to this day. The Prince and the Fairy, however, redoubled
their enchantments to defend the entrance to the rock from this
formidable stranger, whom they took for a magician. They
surrounded the island with frightful monsters, who occupied a great
space on the sea, and who, excited by their own natural ferocity, and
by the power of the spell, seemed to assure Ariston and the Fairy
that it would be an impossibility to take from them the beautiful
Princess whom they so jealously guarded. Ravissante seemed to feel
more vividly the power of the charms of the handsome stranger by
the grief which she experienced at the obstacles opposed to his
return to the island; and she resolved, at all events, to be revenged
on Prince Ariston. She began to hate him, and that alone was ample
vengeance. Ariston was inconsolable at finding he had provoked the
hatred of Ravissante by a passion which it appeared to him should
have produced just the contrary effect. The Princess mourned in
secret the forgetfulness of the stranger: it appeared to her that love
should have ere this made him keep his promise to return.
Sometimes, also, she ceased to desire it, when she remembered the
dangers with which Ariston and the Fairy had surrounded the
approach to the island. One day that she was occupied in these
various reflections whilst walking alone on the sea-shore—for Ariston
dared not, as formerly, follow her, and the Princess refused even to
attend the fêtes with which he was accustomed to entertain her,—
she arrived at the same spot which the adventure with the unknown
visitor had rendered so remarkable, and was struck by the
appearance of a tree of extraordinary beauty floating towards the
rock. The colour, which was the same as that of the myrtle arbour of
the stranger, gave her a sensation of joy. The tree approached the
rock, and the monsters attempted to defend the entrance, but a little
breeze agitated the leaves of the tree, and having blown off a few,
and driven them against the monsters, they yielded to these light
and harmless weapons, and even ranged themselves with a show of
respect in a circle around the tree, which approached the rock
without further impediment, and opened, disclosing to view the
stranger seated on a throne of verdure; he rose precipitately at the
sight of Ravissante, and spoke to her with so much eloquence and
so much love, that after she had in a few words acquainted him with
her history, she could not conceal from him that she was touched by
his devotion, and rejoiced at his return. "But," said she, "is it fair
that you should know the sentiments with which you have inspired
me before I am informed of the name even of him who has called
them forth?"
"I had no intention of concealing it from you," replied the charming
unknown; "but when near you, one can speak of nothing but you;
however, as you wish to know, I obey you, and beg to acquaint you
that I am called the Prince of Leaves: I am the son of Spring and of
a sea nymph, a relation of Amphitrite, which is the cause of my
power extending over the sea: my empire comprises all parts of the
earth which recognise the influence of Spring; but I chiefly inhabit a
happy island where the gentle season which my father bestows
reigns perpetually. There the air is always pure, the fields ever
covered with flowers; the sun never scorches, but only approaches
sufficiently near to illuminate it; night is banished, and it is therefore
called the Island of Day. It is inhabited by a people as amiable as the
climate is agreeable. It is in this place that I offer you an empire,
sweet and calm, and where my heart above all things will
acknowledge your sovereignty. You must, however, beautiful
Princess, consent to be carried off from this rock, where you are
retained in veritable bondage: notwithstanding the honours they pay
you with a view to disguise the real state of the case." Ravissante
could not, however, make up her mind to follow the Prince of Leaves
into his empire, in spite of the fear which she had of the power of
the Fairy, and the suggestions of her love; she hoped that her
perseverance in rejecting the vows of Ariston, would at length cause
him to resolve to conquer his passion, and that the Fairy would then
restore her to her father, from whom the Prince of Leaves might
demand her hand.
The Prince of Leaves.—P. 152.

"But I should at least wish," said she to him, "to be able to send you
word of what happens in this island, and I know not how that is
possible, as everything I do is suspected and watched." "I will leave
with you here," said the Prince, "the subjects of a friend of mine,
who is also a prince. They will constantly attend on you, and by
them you can often send me intelligence; but remember, beautiful
Princess, with what impatience I shall wait for it!" After these words,
he approached the tree which had conveyed him, and having
touched some of the leaves, two butterflies appeared, the one white
and flame-colour, the other yellow and light-grey—the most beautiful
in the world. As Ravissante gazed on them, the Prince of Leaves
said, smiling, "I see you are surprised at the appearance of the
confidants I give you; but these butterflies are not merely what they
appear to be; it is a mystery which they will explain if you will permit
them to talk to you." As he spoke, Ravissante perceived in the
distance some of her nymphs, who came to seek her in her solitude,
and she begged the Prince of Leaves to re-embark; he obeyed,
notwithstanding the infinite regret he felt at quitting her, but he did
not depart quickly enough to avoid observation; they informed
Ariston and the Fairy of his return to the island, and from that
moment, in order to take away from the beautiful Ravissante the
means, and even the hope of seeing him again, they erected a tower
on the summit of the rock formed of the same stone; and in order to
render it more entirely secure, as the guard of living monsters had
proved insufficient, they caused the tower and rock to be invisible to
all those who should come to seek her, not daring again to trust to
ordinary enchantments. Ravissante was in despair at being immured
in so cruel and impregnable a prison. Prince Ariston had not
concealed from her that he had rendered it invisible; he had even
attempted to make her accept this care for her safety as a proof of
his tender devotion; but Ravissante felt her hatred and contempt for
him increase daily, and he dared no longer enter her presence. The
butterflies, however, had not quitted her, and she often regarded
them with pleasure as having come from the Prince of Leaves. One
day that she was still more sad than usual, and musing, on a terrace
at the top of the tower, the flame-coloured butterfly flew on to one
of the vases filled with flowers, which ornamented the balustrade.
"Why," said he, all of a sudden to the Princess, "do you not send me
to the Prince of Leaves, he will undoubtedly come to your relief?"
Ravissante was at first so astonished at hearing the butterfly speak,
although her lover had prepared her for the novelty, that she was for
some minutes unable to answer; however, the name of the Prince of
Leaves assisting to dissipate her surprise, "I was so astonished," said
she at length, "to hear a butterfly speak like ourselves, that I could
not sooner reply to you. I can well believe that you could go to
apprise the Prince of Leaves of my misfortune, but what can he do?
—only distress himself uselessly. He cannot find me in a place which
the cruelty of my enemies has taken care to render invisible."
"It is less so than you think," replied the yellow butterfly, flying
round the Princess in order to join in the conversation: "a little while
ago, I surveyed your prison, I flew and even swam round it; it
disappears when one is on the water, but when one is elevated in
the air it ceases to be invisible. No doubt the Fairy did not consider
that road so easy as to require the same defence as that by the sea.
I was about to give you this hint," continued the butterfly, "when my
brother broke the silence which we have hitherto preserved." This
agreeable piece of news restored hope to the Princess. "Is it
possible," said she, "that Ariston can have neglected any precaution
which could gratify his cruelty and his love? No doubt his power, like
that of the Fairy, which is unbounded over earth and sea, does not
extend to the air." This was precisely the reason which had
prevented the Prince and the Fairy from rendering the tower and the
rock invisible from the sky. "But," added Ravissante, after some
minutes' reflection, "can the Prince of Leaves have any power in the
air?" "No, Madam," replied the flame-coloured butterfly, "he can do
nothing, and your prison would be invisible to him though he be a
demi-god, as it would be to a mortal; but—" "The Prince will then be
as miserable as myself," interrupted the sorrowful Ravissante,
bursting into a flood of tears, which added to her beauty, and which
affected extremely the two butterflies; "and I feel I shall be more
distressed at his sorrows than at my own! What ought I, then, to
do?" continued she, sighing. "Send me off at once," replied the
flame-coloured butterfly, briskly; "I will go and apprise the Prince of
Leaves of your misfortunes, and he will come to the rescue:
although his power does not extend to the air, he has a prince
amongst his friends who can do anything in it, and of whom he can
dispose as of himself—but my brother can inform you of all this
during my absence. Adieu, beautiful Princess," continued the
butterfly, flying over the balustrade; "cease to weep, and count on
my diligence, I will fly as rapidly as your wishes." After these words,
the butterfly was lost in the air; and the Princess felt that charming
and lively sensation of joy which the hope of soon beholding a
beloved one inspires. She returned to her apartment, and the yellow
butterfly followed her; she was extremely impatient to know from
what prince her lover hoped for assistance; to end her doubts, she
begged the yellow butterfly to tell her all that could contribute to
augment or flatter her hopes. She placed him on a little basket of
flowers, which she carried to a table near her, and the butterfly, who
considered it an honour to please her, commenced his recital.
"Near the Island of Day, where the Prince of Leaves reigns, there is
another, smaller but equally agreeable; the ground there is always
covered with flowers, and they affirm that it is a boon granted to our
country by Flora, to immortalize the memory of the happy days
when she came there to find Zephyr: for they contend that it was on
our island that they used to meet, when their love was still new and
secret. It is called the "Island of Butterflies." The inhabitants are not
of the form that you see me under. They are little winged men, very
pretty, very gallant, very amorous, and so volatile that they hardly
love the same thing for even one day. Whilst the golden age reigned
on the earth, Cupid, who at that time flattered himself that the
hearts of all mankind would be ever fond and faithful, feared that by
the facility with which we flew about the world, we might teach
mortals the agreeable art of changing in love, which this god called
an error capable of utterly destroying the happiness of his empire. In
order to interdict all communication between us and the rest of the
universe, he came to our island, touched the ground with one of his
arrows, and rising again upon a brilliant cloud which had borne him
thither, 'If again,' said he, to the inhabitants of the island, 'you wish
to traverse the air, like the gods, I have taken sure means of
vengeance; you can no longer, by your dangerous society, trouble
the happiness of my empire.' After these words he disappeared. The
threats of Cupid did not, however, take from the Butterflies the
desire for change, nor even for flying, if it was only for the pleasure
of occasionally quitting the earth. Some of them mounted into the
air, and found that they had the same facility as they possessed
before Cupid had forbidden them to do so; but as soon as they
passed the limits of the Island they were changed into little insects,
such as you now behold me, all of different colours, avenging Cupid
having intended to mark by this variety how much they were given
to inconstancy. Surprised at their metamorphosis, they returned to
our island, and as soon as they touched the ground they were
restored to their original form. Since that fatal time the vengeance of
Cupid has always continued amongst us; when we quit the earth,
nothing of our nature, as men, remains, except our mind and the
liberty of speaking like them; but we have never made use of it out
of our island, not choosing to make this act of vengeance celebrated
by publishing it ourselves to the universe, or to alarm those who, like
us, are inclined to inconstancy. We have, however, the pleasure of
seeing, in our travels through the world, that fate has revenged us
on Cupid without our assistance; for Inconstancy reigns with equal
power to his own in the whole extent of his empire. Some centuries
after this change took place in the realm of the butterflies, the Sun,
that seemed to take pleasure in making it bring forth flowers, was so
enchanted with his handiwork, that he fell in love with a rose of
extraordinary beauty; he was tenderly beloved by her, and she
sacrificed to him all the care bestowed on her by the zephyrs. At the
end of some time the rose became of a different form to the rest;
the Sun immediately caused others to blow, resembling her, in order
that she might be less remarked in this quantity of flowers, which
then appeared a new kind of plant. It has since been called 'the rose
of a hundred leaves.' At length, from the Sun and this rose sprung a
demi-god, whom the Sun destined to reign for ever in our island.
Until then we had had no sovereign, but the son of a god who
favoured so constantly our earth was received as our ruler with
extreme joy; they called him the Prince of the Butterflies. It is this
Prince, beautiful Princess, who can assist you in the air, and whom
the adventure I am about to relate has rendered such a fast friend
of the Prince of Leaves.
"In a country far removed from that of the butterflies there reigns a
Fairy, who dwells in a very dark cavern: they call her the Fairy of the
Grotto. She is of an immense size; her complexion is a mixture of
blue, green, and yellow. Her face is almost as formidable as her
power, and she is so dreaded by mortals that there is not one bold
enough to approach the country which she inhabits. One day the
Prince of the Butterflies, travelling for his pleasure in the
neighbourhood of his empire, perceived the Fairy, and surprised at
this rencontre he followed her for some time to see what would
become of so fearful a monster. She did not remark that she was
observed, for the Prince, although the offspring of the Sun, had not
been able to obtain from fate the liberty of travelling under any
other form than that which we all took on leaving the kingdom,
because he was born since the time when Cupid had made us feel
his vengeance. However, he was not inconstant, like all his subjects,
and Cupid, by way of showing him a little favour on that account,
had permitted him, when he changed his form, to be of one colour
only, and that colour should be the one which signifies Fidelity.
Under this form he followed the Fairy as far as he pleased, and he
saw her enter her dismal abode. Impelled by curiosity, he flew in
after her; but what a sight awaited him at the bottom of this cavern!
He there saw a young lady, more beautiful and more brilliant than
the day, reclining on a bed of turf, and who appeared in extreme
grief. From time to time she dried the tears which fell from her lovely
eyes; her distress and the languor of her appearance added to her
charms. The Prince of the Butterflies remained so entranced by this
spectacle, that he forgot the form under which he appeared, and
only remembered that he was desperately in love, and that he was
burning to say so. He was roused from this sweet reverie by the
awful voice of the Fairy, who spoke to the young lady with frightful
severity. This filled his heart with sorrow and anger, as well as with
despair, at not daring to express either one or the other. The Fairy,
who by a natural restlessness could not remain long in the same
place, went out of the cavern; the Prince then approached the young
person with whom he was so charmed; he flew round her, and
wishing to enjoy the only liberty which his form permitted, he
alighted on her hair, which was the fairest in the world, and at length
upon her cheek. He was dying to tell her how much he was touched
with her beauty and her grief, but by what means could he convince
her that he was son of the Sun, without being able to appear before
her in his own form; and how could he inform her of the vengeance
of Cupid, and the inconstancy so natural to the inhabitants of the
island, at the very time that he wished to persuade her that he
would never cease to love her? He remained several days in the
cavern, or in the forest with which it was surrounded; he could not
resolve to quit this beauty that he so adored, and although he dared
not speak to her, he saw her, and that was enough to make him
prefer this hideous abode to the agreeable scenes where he had the
pleasure of reigning, and of being acknowledged the most beautiful
Prince in the world.
"During the time he remained with this young creature he always
saw the Fairy treat her with incredible inhumanity, and he learnt
from their conversation that this beautiful person was the Princess of
the Linnets, whom the Fairy, being a relative, had carried off at a
tender age, in order more easily to usurp her kingdom, which was a
little island situated near to that of the Butterflies. He had heard of
the Princess having been carried away, and that no one knew what
had become of her. This country was called the Land of the Linnets,
on account of the great quantity of those little birds that was found
there. The Prince of the Butterflies pitied sincerely this unfortunate
Princess, and, in the hope of being able to deliver her, he
determined at length to tear himself away from her. He flew to the
Island of Day without resting for a moment; he there found the
Prince of Leaves, with whom he was united in the most tender bond
of friendship, and who was about to pass a part of the year in the
Island of Butterflies. He related his adventure to the Prince, and
after discussing every means by which it would be possible to set
the young Princess at liberty, the Prince of Leaves resolved to go
himself into the forest of the Fairy, to inform the Princess of the
Linnets of the violent love which the Prince of the Butterflies felt for
her, and the reason which would always prevent that unfortunate
sovereign from appearing before her under his proper form, unless
she consented to be transported to the Island of Butterflies. But the
Prince of Leaves appeared to his friend too formidable a rival to be
entrusted with the commission; for he feared, with reason, that the
Princess might be more touched by the charms of so perfect a prince
than by the recital of the love entertained for her by another prince
whom she had never seen nor even heard speak. He deplored the
cruelty of his destiny, and sought some other mode of declaring his
love to the Princess, but without success.
"None but a demi-god could approach the dwelling of the Fairy
without feeling immediately the direful effect of her fury. He
embarked, therefore, with the Prince of Leaves, agitated by a
jealous fear. It appeared to him that this Prince could not preserve
for a single moment, on beholding the beautiful Princess, the
insensibility on which he had always piqued himself.
"Cupid, touched at the sad state to which he was reduced, wished at
least to re-assure him on this point, and at the same time triumph
over the insensible heart of the Prince of Leaves. It was by you,
beautiful Princess," continued the Butterfly, "that the God expected
to gain this victory, and you alone are worthy of it.
"It was on the same day that the two princes embarked that they
saw from afar, upon this rock, an illumination so brilliant, that the
Prince of Leaves, impelled by his destiny more than by curiosity,
ordered the winged fish which conducted the arbour of myrtle in
which he travelled, to approach the spot from which the bright light
emanated. You know the remainder of this adventure. The Prince of
Leaves found you in the forest of hyacinths, and left at your feet the
liberty which he had held so dear, and which, till that moment, he
had always preserved. Hurried away by the impatience of the Prince
of the Butterflies, who had suffered nothing but regret at the delay,
he tore himself, with infinite pain, from a spot where his heart and
his wishes would have made him desire to remain for ever. They
continued their voyage, and the Prince of the Butterflies was so
delighted to see that the Prince of Leaves was so deeply in love, and
so far from being likely to become his rival, that he did not doubt of
its being a happy omen, and that he might count on a successful
issue to his enterprise.
"They arrived in the forest of the Fairy of the Grotto; they entered
her dreary abode, and Cupid, who had resolved to favour them,
caused them to find the Princess of the Linnets alone and asleep.
There was no time to be lost—the Prince of Leaves carried her off in
the myrtle arbour, whilst the Prince of the Butterflies followed.
"The Fairy returned at this moment; she uttered the most horrible
shrieks at the sight of this abduction; she thought she could prevent
it by her art, and revenge herself on those who had thus dared to
rescue the Princess of the Linnets. But her enchantments were
powerless over the Prince of Leaves, who soon was far away from
the dismal shore. In the meanwhile the Princess awoke, and was
agreeably surprised at finding herself where she was, and at the
presence of the Prince of Leaves. But it was an agreeable surprise,
which increased when that Prince conversed with her, and informed
her of the effect of her beauty, and that she would henceforth, being
delivered from the tyranny of the Fairy, reign in her own empire, and
in one also even finer than her own. The Prince of the Butterflies
then spoke of his love with so much vivacity and tenderness, that
the Princess felt excessive curiosity to see him in his true form, of
which she confessed to have formed a very exalted idea from the
time she heard his voice. They continued to float on, and after some
days arrived at the Island of Butterflies, when the Prince hastened to
land, in order to appear at length in his own person to the Princess.
The Princess of Linnets then sent to inform her subjects in her own
island of her adventures: they flocked to see her, and it was in their
presence that she accepted the heart and empire of the happy
Prince of the Butterflies. The Prince of Leaves, however, left her
immediately that he had safely conducted her to that island, in order
to return hither, beautiful Princess, where his anxiety and his ardent
love made him impatient to be."
Ravissante listened with extreme attention to the Butterfly, when she
saw Prince Ariston enter her chamber with such fury in his
countenance, that she dreaded its effects. "Fate threatens me," he
cried, on entering; "and as it is with some great misfortune, it must,
no doubt, be that of losing you; none other would affect my heart,
or be worthy of being so predicted. See, Madam," he continued,
addressing Ravissante, "the colour which the walls of this tower are
assuming—it is a certain sign of approaching misfortune!"
As the misfortunes of Ariston were a happiness to Ravissante, she
looked without distress at that which he pointed out to her notice,
and perceived, indeed, that the blue stones were losing their original
colour, and beginning to turn green. She was delighted to see this,
as she augured from it the certain approach of the Prince of Leaves.
The joy which the unhappy Ariston remarked in her eyes redoubled
his despair. What did he not then say to Ravissante? And rendered
sincere by the excess of his grief, he told her that his love was so
great as not to allow of his ceasing to adore her, although he was
sure of being miserable all his life. "I cannot doubt it," said he to the
Princess, "for the Fates foretold to me as to you—that I should
always be miserable if I were not always faithful to the first
impressions love made on my heart. And by what means could I
ever obey this cruel mandate? After one has seen you, however he
may have loved before, he must forget everything—even the
preservation of his own happiness in loving and seeking to please
you. A young princess of the Court of the King, my father, once
appeared to me worthy of my regard. I thought fully that I should be
sighing to return to her after remaining here for a short time; but
the first sight of you subverted all my previous plans. My reason and
my heart were equally inclined for the change, and I thought
nothing impossible to the tender love with which you inspired me. I
flattered myself even that it might overcome fate; but your austerity,
which never relaxed, has taught me that I was deceived, and that
there remains for me no other hope but that of dying speedily for
your sake."
The Prince Ariston finished speaking these words, which made
Ravissante even think him worthy of some pity, when they saw in
the air a throne of foliage, supported by an immense number of
butterflies. One amongst them, which was entirely blue, and by
whose colour Ravissante recognised the son of the Sun, flew to her,
and said, "Come, beautiful Princess, to-day you shall resume your
liberty, and make the most amiable Prince in the world happy."
The butterflies placed the throne near Ravissante; she seated herself
on it, and they bore her away. Ariston, distracted at the loss of the
Princess, in a paroxysm of despair, flung himself into the sea. The
Fairy immediately abandoned the rock which this suicide had
rendered so fatal and melancholy; and to mark her fury, she
shivered both it and the tower into a thousand pieces by a clap of
thunder, and the fragments were carried by the wind and waves to
different sea-coasts. It is of this species of stone that they now make
rings, which they call turquoise. Those which are still called "de la
Vieille Roche" are made of the remains of this shattered rock, and
the others are only stones which resemble them. The remembrance
of the misfortune predicted to Prince Ariston by the change of colour
in the walls of the tower has descended to our time. They say still
that these rings become green when any misfortune is about to
happen to the wearers, and that these misfortunes are generally
connected with love affairs.
Whilst the Fairy gave vent to her grief by the destruction of the
island, the Prince of the Butterflies, satisfied at having rendered to
the Prince of Leaves a similar service to that he had received from
him, conducted the beautiful Ravissante, flying before her, to a boat
of rushes, ornamented with garlands of flowers, in which the Prince
of Leaves awaited her with all the impatience which the violence of
his love inspired. It is impossible to convey an idea of the pleasure
he felt at the arrival of the Princess; never were joy and love so
apparent as in the heart and language of this Prince. He sailed
immediately to the Island of Day. The Prince of the Butterflies flew
off to rejoin the amiable Princess of Linnets as speedily as possible.
Ravissante sent two butterflies to the King, her father, to inform him
of her good fortune; the good King thanked the Fates, and set out
as soon as he could for the Island of Day, where the Prince of
Leaves and Ravissante reigned with all imaginable felicity, and were
always happy, because they never ceased to be fond and faithful.

The lot of Ravissante with envy view—

Born to be blest could she prove only true.
How many hapless lovers had succeeded,
Had constancy been all their idols needed!
THE FORTUNATE PUNISHMENT.
There was once upon a time a King, who fell desperately in love with
a Princess of his Court. As soon as he loved her he told her so. Kings
are more privileged than common lovers. The Princess was not
offended at a love which might place her on the throne, and the
King found her as virtuous as she was charming. He married her:
the wedding was incredibly magnificent; and what was even more
remarkable, he became a husband without ceasing to be a lover. The
felicity of this love-match was only disturbed by the fact of their
having no children to succeed to their happiness and to their
kingdom. The King, in order to obtain at least the comfort of hope
on this point, resolved to consult a fairy, whom he believed to be
particularly friendly. She was called Formidable, although she had
not always been so to the King. It is said even that in the old
collections of the time in that country are to be found ballads which
tell a great deal about them. So bold have poets been in all ages!
For the Fairy was very much respected, and appeared so stern that it
was almost impossible to imagine she could ever have felt the power
of love; but where are the hearts that escape? The King, who had
always been very gallant, and who had a great deal of discernment,
was well aware that appearances are often very deceptive. He had
first met with Formidable in a wood where he had been hunting; she
appeared to his eyes under a form so graceful, and with so charming
an air, that the King did not doubt for a moment her desire to
please: it is seldom such charms are displayed without that
intention. The King fell in love with her; the Fairy felt more pleasure
in being loved than in always inspiring terror. This affection lasted
several years; but one day when she reckoned on the heart of her
lover as on a property it was impossible for her to lose, she let the
King see her in her real form: she was no longer young or
handsome. She repented immediately when she perceived by the
altered expression of the King's face that she had been too confident
of her power, and discovered that, however tender hearts may be,
they cannot excite or retain love if they are not united with an
agreeable person. The King was ashamed at finding he had been in
love with only an imaginary beauty; he ceased to love the Fairy, and
thenceforth only treated her with attention and respect. Formidable,
with a pride that was natural to her, assumed so well the appearance
of being contented with the esteem of the King, that she persuaded
him she was one of his best friends. She even went to his wedding,
in company with all the other fairies of the country, who were
invited, in order not to give any one reason to fancy from her refusal
that she had any dislike to the marriage.
The King, therefore, counting on the friendship of his old mistress,
went to visit her in her residence, which was a palace of flame-
coloured marble in the midst of a vast forest. The approach to it was
by an avenue of immense length, bordered on both sides by a
hundred flame-coloured lions. Formidable liked only this colour, and
she had therefore by her magic art caused all the animals born in
the forest to be of the same hue. At the end of the avenue was a
large square, wherein a troop of Moors, clothed in flame-colour and
gold, magnificently armed, kept perpetual guard.
The King traversed the forest alone; he knew the way perfectly well;
he even passed through the avenue of lions without danger, for he
threw them, as he entered, some ranunculuses, which the Fairy had
formerly given him to use when passing those terrible beasts. As
soon as the King had thrown them those beautiful flowers, they
became gentle and quiet. He at length reached the Moorish guard,
who at first bent their bows at him, but the King threw them some
pomegranate blossoms, which he had received from the Fairy with
the ranunculuses, and the Moors shot their arrows into the air, and
drew themselves up in line to allow him to pass. He entered the
palace of Formidable: she was in a saloon, seated on a throne of
rubies, in the midst of twelve Moorish women, clothed in flame-
coloured gauze and gold. The Fairy's dress was of the same fashion
and colour, but so covered with precious stones that it shone like the
sun; yet it did not make her appear any the more beautiful. The King
looked and listened for a few minutes before he entered the saloon.
Near the Fairy was a quantity of books on a table of red marble: he
saw that she took one and began to instruct the slaves in those
secrets which render fairies so powerful; but Formidable taught
them none but such as would be inimical to the happiness and
comfort of mankind; she took good care to prevent their learning
anything that would contribute to human felicity. The King felt he
hated the Fairy; and entering the apartment, interrupted the fatal
lesson, and surprised Formidable by his appearance; but recovering
herself immediately, she dismissed her Moors, and regarding the
King with an air of pride and anger,—"What seek you here,
inconstant Prince?" she exclaimed. "Wherefore do you come to
disturb by your odious presence the repose I endeavour to obtain in
this seclusion?" The King was quite surprised by so unexpected a
mode of address; and the Fairy, opening one of the books,
continued: "I see clearly what you want. Yes, you shall have a
daughter by this Princess whom you have so unjustly preferred to
me, but do not hope to be happy: it is time for me to be avenged.
The daughter that shall be born to you ere long shall be as much
hated by all the world as I formerly loved you!" The King did
everything in his power to soften the anger of the Fairy; but it was
useless; hatred had succeeded to love, and nothing but love could
soften the Fairy's heart; for pity and generosity were sentiments
quite unknown to her. She haughtily commanded the King to leave
the palace, and opening a cage, a flame-coloured parrot flew out.
"Follow this bird," said she to the King, "and bless my clemency for
not delivering you to the fury of my lions and guards."
The bird flew off, and the King followed, and was conducted by a
road hitherto unknown to him, and much shorter than the one he
had come by, into his own kingdom. The Queen, who on his return
remarked his extreme sadness, begged to know the reason so
importunately, that the King at length told her of the cruel prediction
of the Fairy, but without informing her of all that had occurred
between them in former times, in order not to add to the troubles of
his beautiful wife. This young Princess knew that one fairy could not
positively prevent anything predicted by another of her own class,
but that she might mitigate the punishment which that other had
inflicted.
"I shall go," said the Queen, "in search of Lumineuse, Sovereign of
the Happy Empire; she is a celebrated fairy who delights in
protecting the unfortunate. She is a relation of mine; she has ever
favoured me, and she even predicted the good fortune to which love
would lead me." The King quite approved of the expedition of the
Queen, and hoped much from it. Her equipage being ready, she set
off to seek Lumineuse. The Fairy bore this name because her beauty
was so dazzling that it was hardly possible to endure the brilliancy of
it, and the grandeur of her soul quite equalled her extreme
loveliness. The Queen arrived in a vast plain, and perceived, at a
great distance, a large tower; but although it was in sight, it was
very long before she could approach it, owing to the many windings
in the road. It was built of white marble, and had no doors, but
arched windows of crystal; a beautiful river, of which the waves
appeared of liquid silver, bathed the foot of the tower, and wound
nine times around it. The Queen, with all her Court, arrived on the
bank of the river, at the point where it began its first circle round the
dwelling of the Fairy. The Queen crossed it on a bridge of white
poppies, which the power of Lumineuse had rendered as safe and as
durable as if it had been built of brass. But although it was only
made of flowers, it was nevertheless to be feared, for it had the
power of putting people to sleep for seven years who attempted to
pass it contrary to the wish of the Fairy. The Queen perceived on the
other side of the bridge, six young men, magnificently attired,
sleeping on beds of moss, under tents of foliage. These were princes
enamoured of the Fairy: and as she never would hear love spoken
of, she had not allowed them to pass any farther. The Queen, after
having crossed the bridge, found herself in the first spot which the
river left free; it was occupied by a charming labyrinth of laurestinus
and jasmine; there were none but white, for that was the colour
Lumineuse preferred. After having admired this lovely maze, and
easily threaded its paths, which were only difficult for those the Fairy
did not wish should enter her agreeable dwelling, the Queen again
crossed the river by a bridge of white anemones; it took at this place
its second turn, and the space which it left before it made its third
circle was occupied by a forest of acacias always in full bloom; the
roads through it were charming, and so overshadowed that the rays
of the sun never penetrated; a number of white doves whose
plumage might have put the snow to shame were seen in all
directions, and the trees were covered with countless white canary-
birds, that made a delicious concert. Lumineuse, with a touch of her
wand, had taught them the most beautiful and charming songs in
the world. They left this lovely forest by a bridge of tube-roses, and
they then entered a fair plain, wooded with trees laden with such
fine and delicious fruit, that the least of them would have put to
shame the famous gardens of the Hesperides. Every evening the
Queen found the most beautiful tents in the world prepared for her,
and a magnificent repast was served as soon as she arrived, without
her seeing any of the skilful and active officers who prepared it. The
Fairy, who had learnt by her books of the arrival of the Queen, took
care that her journey should not be in the least degree fatiguing to
her. The Queen, leaving this marvellous spot, passed the river again,
by a bridge of white pinks, and entered the park of the Fairy. It was
as beautiful as all the rest. The Fairy sometimes came to hunt there;
it was filled with an infinite number of white stags and does, with
other animals of the same colour; a pack of white greyhounds were
scattered over the park, and lying on the turf with the deer and
white rabbits, and other animals usually wild, but they were not so
in this place, the art of the Fairy had tamed them; and when the
dogs chased some beast for the amusement of Lumineuse, it
appeared as if they understood it was only in play, for while they
hunted it in the best style, they never did the animal any harm. In
this place, the river made its fifth circuit round the dwelling of the
Fairy. The Queen, in quitting the park, crossed the water on a bridge
of white jasmine, and found herself in a charming hamlet. All the
little cottages were built of alabaster. The inhabitants of this pleasant
place were subjects of the Fairy, and tended her flocks; their
garments were of silver gauze; they were crowned with chaplets of
flowers; and their crooks were brilliantly studded with precious
stones. All the sheep were of surprising whiteness; all the
shepherdesses were young and handsome; and Lumineuse loved the
colour of white too well to have forgotten to bestow on them a
complexion so beautiful that even the sun itself seemed to have only
helped to render it more dazzling. All the shepherds were amiable,
and the sole fault that could be found with this agreeable country
was that there was not a single brunette to be seen there. The
shepherdesses came to receive the Queen, and presented her with
porcelain vases, filled with the most beautiful flowers in the world.
The Queen and all her Court were charmed with their agreeable
journey, and drew from it a happy presage of obtaining what she
desired of the Fairy.
As she was about to leave the hamlet, a young shepherdess
advanced towards the Queen, and presented her with a little white
greyhound on a cushion of white velvet, embroidered with silver and
pearls: it was hardly possible to distinguish the dog from the
cushion, the colour was so exactly the same. "The Fairy Lumineuse,
Sovereign of the Happy Empire," said the young shepherdess to the
Queen, "has commanded me to present you, in her name, with
'Blanc-blanc,' which is the name of this little greyhound; she has the
honour of being beloved by Lumineuse, whose art has made a
marvel of her, and who has commanded her to conduct you to the
tower. You will have nothing to do, Princess, but to let her go, and
follow."
The Queen received the little dog with much pleasure, and was
charmed at the attentions shown her by the Fairy. She caressed
Blanc-blanc, who, after having returned her endearments with much
intelligence and grace, jumped lightly to the ground, and began to
frisk before the Queen, who followed her with all her Court. They
arrived at the bank of the river, which there made its sixth turn, and