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Who can calm irate customers in a friendly, non-patronizing way, distinguish atrocious demands and outright lies from perfectly reasonable requests, and quickly solve customer problems without compromising your company's profit margins? A personable, even-tempered, well-trained and knowledgeable customer service representative can quickly address misunderstandings, investigate possible mistakes, offer appropriate compensation for service failures, answer questions, explain company policies, and more. Right now, you may be taking care of problems as you become aware of them, transferring inquiries to a sales associate or an operations manager, or hoping that your website gives customers all the information that they'll ever need.
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