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50 PCB007 MAGAZINE I MAY 2023 geometry and position in the plating cell, as well as on the absence of properly formulated organic addition agents or low concentration of the addition agents. Fortunately, the func- tion of the organic addition agents, when at the optimum concentration in the electrolyte, mitigates primary current distribution and shis the plating to secondary current distri- bution. ese addition agents suppress plating on the high-current density areas, which then shis more of the copper deposition to low- current density areas, such as through-hole and blind vias. As the defects in Figure 2 show, the plat- ing is primarily being attracted to high spots on the surface, which then adversely affects uniform plating distribution. In summary, organic addition agents are complex and per- form critical functions related to the plating process. It is very critical for the process engi- neer to understand the role of organic addi- tion agents and how they affect plating quality and reliability. PCB007 Michael Carano brings over 40 years of electronics industry experience with special exper- tise in manufacturing, perfor- mance chemicals, metals, semi- conductors, medical devices, and advanced packaging. To read past columns, click here. Barry Matties talks to Marge Laney, founder and CEO of Alert Tech SMT, about the importance of this one simple tool in effective customer service. In your 40 years in business, what do find most important about customer service? Communicating with your customers is most impor- tant. The reason why we've been so successful in our short time in contract manufacturing is that we're very customer-oriented and transparent. Before I was in contract manufacturing, I sat on the other side of the table as an OEM, and I noticed that people didn't communicate. When you sent files or a message, you weren't sure whether you'd hear back. As an OEM, we were very involved in dealing directly with very large retailers and understood the importance of good customer service. We brought that culture into our contract manufacturing busi- ness, surprising everybody. "Wow, you people are great," customers said. "You communicate with us, and you care about our products." Culture is impor- tant. When we bring in a customer, there's mutual respect and a good partnership. I don't want it to come down to looking for the cheapest deal. No, it has to be a good fit. As hard as we try to provide good customer service, there are always bumps in the road. How do you overcome those? For me, customer service means talking about those challenges up front. It's easy to have a good relationship when things are going well. But when things don't go so well, that's when you find out who you really are and what your relationships are really about. The Most Important Thing About Customer Service Marge Laney

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