When a person calls to ask a question, they will speak with a representative for the needs of customers.  If the person is not treated with respect, dignity and friendliness, they may not become a customer with the company.  Likewise, if a person calls with a complaint, it is very important that the representative do everything they can in order to ease the hostility of the individual in order to keep them on as a customer.  Many times, people who are treated in a pleasant manner, even when they are upset, will come to respect the company more.

Customer service representatives should be trained well if they are working for a company.  They should possess the necessary skills to defuse situations and to generally improve the quality of communication between the customer and the company.  This will lead to productive and effective marketing of the company itself since word of mouth can spread very quickly.  If a customer is happy with the price, the service they receive, and the overall experience of working with your business, they will likely tell people about their positive experience.  The same is true of a negative experience, and this is why it is so important to maintain proper lines of customer service.