reetings, you have reached XYZ Company. To connect to a particular department, press 1. .... Greetings, you've reached XYZ directory. To connect to support, press 2. ... Greetings, you've reached XYZ support. To actually speak to a customer rep, press 3. ... Greetings, you've reached XYZ customer reps, please hold . and hold . and hold.

Does this sound familiar? Is this any way to treat customers? We think not!

As field professionals, ISOs must be committed to customer service. But our economy is customer-centric. In a world entangled with Web sites, e-mails, cell phones and Palm Pilots, customer service is in chaos - not only in receiving but in delivering.

Service needs to be better, quicker and more efficient while wrapped in professional courtesy. Sadly, bad service seems universal, and good service is the exception to the rule. Consider the following to change that exception:

Act as if you live in a service economy. Remember when you were a kid about to cross the street for the first time? Your mother said, "Stop, look and listen." Customer service is a crowded thoroughfare that demands the same deference.

Adjust the attitude. View customer service as a lecture hall where learning is ongoing. It's not just a complaint department; it's a classroom where improving quality of service is contingent upon gathering information. Memorize what matters to your customers.

Show respect. Customers are not only more demanding, they're savvier than ever before. They know what they want and they want it now. The savvy ISO can utilize that knowledge to empower positive customer experiences. Technology may be at everyone's fingertips today, but the human touch can only be found in you.

Go face to face. There's nothing more flattering than personal attention. Smiles and warm handshakes can smooth over sticky customer service situations. Be sure to talk to happy customers as well as unhappy customers and compare notes.

Set a date. Regularly schedule time to devote to customer service strategy and execution. Make it a standing item on your weekly business agenda. Review what's working and what's not. Monitor customer service goals.

Share the facts. Let your customers know all about you and your company, not just about your products and services. Knowledge builds confidence . and trust. Customer service is about keeping the faith - your customers' faith in you.

Anticipate the worst. Customer service scenarios are repetitive and commonplace to any competent and competitive ISO. Design a detailed deployment for those instances when emergencies quickly become crises. Have it ready to roll on a moment's notice.

Follow through. Customer service doesn't end with listening and outlining a course of action; it ends with the elimination of the problem. Elimination encourages customer relationships and referrals.

And, finally, the golden rule: Customer service is all about treating others the way you'd like others to treat you. The new economy is evolving into a customer economy. Rather than waiting on hold, they're waiting to be serviced by you.