In my new book, “IT’S THE CUSTOMER, STUPID!” (to be published by John Wiley & Sons early next year), one of the premises I raise is a question about who defines what good customer service is.

Make no mistake, the client is the one who defines whether you did a good job or not, but the customer’s expectations are clearly driven by the promise you made at the outset of the relationship. People simply want what they bargained for and that’s not too much to expect.

Put yourself in your client’s shoes and ask yourself, if I were the client, what should I be expecting? I would hope that the customer service representative on the other end of the line would have a smile in their voice.

The best way to put a smile in your voice is to put a smile on your face. We train our agents in our insurance agency to keep a mirror on their desk and before dialing the phone, put a smile on your face.

Another key to acting professional is to literally look professional. My wife used to kid me when I would get up on a Saturday morning and go into my office to make phone calls to set insurance appointments for the following week. I actually put a tie on to get into the proper frame of mind.

Okay, so I’m a little obsessive compulsive, but I guarantee you if you act professionally you’ll be perceived professionally. If that means “putting on your uniform” to get into the game, then suit up! Whatever it takes to motivate one into action may be different for another. Find your comfort zone.

When you’re half dressed the perception bleeds through the telephone. The age old mantra in a Dale Carnegie Course I took years ago still rings in my ear: “Act enthusiastic and you’ll be enthusiastic!” When you show up “casually” for the gig, the perception is “easy-come-easy-go.” Aun Rule Number One: casualness leads to casualties! Take the process seriously and you’ll be treated seriously.

Your client is constantly evaluating you throughout your conversation and if you constantly interrupt them, you’ll simply be furthering their anger and frustration. Remember, the client is the one who defines good service, so let them define it. Shut up and listen.

Let them vent and while they are expressing their thoughts, use that opportunity to take good notes. If you are doing this face to face with the client, ask permission to make some notes. It’s one of the highest compliments you can pay your client. What you are in effect saying to them in effect is: “What you’re saying to me is so important that I want to write it down.”

Ask them to expand on that which you do not understand. Don’t be afraid to get clarification from a client who has an issue. Try to find out what it will take to make them whole again, but be very careful not to make promises which you are not empowered to fulfill. Remember, it is the client who defines good service and it’s not always about getting everything they want, but working toward win-win solutions.

Years ago, I was a member of the Lexington, SC Rotary Club before I found myself on an airplane more often than I was on the ground, causing me to have to withdraw. I learned a great deal in my brief tenure in the Rotary Club. My fondest memory of the time spent in Rotary was their four way promise.

1. Is it the truth?
2. Is it fair to all concerned?
3. Will it build good will and better relationships?
4. Will it be beneficial to all concerned?

Those are great principles to apply to any relationship with any client because they are solution-driven. Still, even the best of intent is sometimes sidetracked by unavoidable delays that frustrate and anger a customer.

They are further frustrated when you make promises you can’t possibly keep. Be honest about what you can deliver and when you can’t deliver it, but don’t hide behind those limitations. The client deserves clarification. Give it to them.

You should try to get our clients to understand that you are not the enemy. You are truly here to help them find a solution to their problem. In order to provide the best solution, you have to take on the role of being a customer service doctor. Good remedy can only be rendered with proper diagnosis. Improper remedy, by any reasonable definition, is malpractice.