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As a call center manager in charge of the customer experience, I have explored both sides of this question. I have heard customers ask " what every happened to customer service, and I have heard customer service agents ask " what is wrong with these customers?"

It is my belief that both questions are a result of the changing attitudes in our society over the past 20 years. It used to be that there was honor in one's chosen occupation. An individual would take pride in what they did for a living. In today's society, only those jobs that garner six figure salaries or more are deemed worthwhile. Sitting in a cubicle answering phone calls in the service of others is not viewed as "sexy" in our society. Over the ten years that I managed a call center I witnessed many young people with sour attitudes and aspirations for higher things "phone it in" on a daily basis. There was no investment in their current occupation unless they viewed it as a stepping stone to better things. Often, once they realized they wouldn't be the boss after six months, it was hard for them to approach their jobs with renewed enthusiasm everyday. And, once they were confronted with the "difficult" customer they were unwilling to project a "customer is king" attitude. The customer to them was a nuisance to be tolerated.

On the other hand. America is perhaps the only society in which people are constantly being told they are "special" and "unique." We are the only society that parades our 5 year olds in front of the class for Show and Tell. In most other societies, children are seen and not heard. By the time we reach adult hood we have been conditioned to believe that it's all about "me." Couple that built-in narcissism with the no-fault attitude that is prevalent in our society today,(fast food making you fat? Sue someone!)and you get what is often an unreasonable customer making unreasonable demands. I often encountered customers who wanted to be released from contracts they signed because they failed to read them. They were genuinely baffled that we would require them to honor a contract they willingly entered into. Policies and procedures were pointless to the modern day customer, and if they were inconvenient for them they should simply be set aside.

Given these circumstances, I always instructed by representatives to follow some simple guidelines to manage the customer experience.

1) Clearly establish expectations. Don't say "one minute" when you know it will take longer. Tell the customer,"this may take a few minutes, would you like to hold or should I call you back with an answer?"

2) Don't punish Peter because of Paul. Give every customer the benefit of a clean slate. Don't carry negative emotions from one call to the next. Clear your mind smile before you answer the next call.

3) It is never OK to be rude. No matter what the customer says to you, it is never permissible to engage in a war of words. If a customer is being abusive simply pass the call to another representative by saying " It appears that you and I are at an impasse, perhaps one of my colleagues can better assist you."

As a manager, it was my job to let my representatives know what was acceptable behavior and what would not be tolerated. Customer service is one of the most difficult jobs to execute effectively. It is true that customer service is not what is used to be, but then neither are the customers.

Learn more about this author, Machelle Williams.
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