Anxious customers need special attention, and this article, which we call “When the Customer Is Stressed,” uses the example of perhaps the most anxiety-provoking kind of customer care there is, which is health care treatment, specifically cancer treatment. SARAH GREEN CARMICHAEL: And what I really like about it is that it takes this very extreme, very hard situation, but says, what are other situations that may not be this extreme but would be sort of like this, where you have professional staff that deals with this kind of intense situation all the time, but you have people coming in as customers or patients who hopefully will only go through one it once?