When you think of the times you've had great experiences as a customer, you automatically think of the people who make those experiences happen for you. We all instantly know it when we encounter a remarkable customer service professional, so why is it that some customer service reps just stand out?

The simple answer is that great customer service professionals make a choice: Every day, with every customer, on every call, they choose to do all they can to make their customer's experience as positive as it can be. In other words, they care. And it isn't just that they want to care, it's that they know how to care.

From being an active listener and gracefully guiding phone calls, to handling dissatisfied customers and keeping a fresh outlook call after call, It's Your Call emphasizes personal accountability as it teaches your employees to actively improve their telephone customer service skills.

• Make a personal connection with each caller.

• Ask callers questions that will give you valid information about their needs.

• Keep calls on track.

• Communicate clearly with customers about what you are doing for them.

• Avoid taking tough calls personally.

• Identify ways to maintain your enthusiasm.