Customer service for me means much more than a friendly tone or a quick resolve. Upholding constant empathy towards the customer is my number one priority. Whether I'm setting up a service call or corresponding via email/live chat with help over the web, I want the customer to know that I have experienced the, if not exact, similar situation. I understand the disruption the situation may cause, and the frustration that follows, thus validating the customer's emotions. But greater than the stress of a malfunctioning unit or the inability to navigate completely through a site, I emphasize the relief the customer should feel with having access to your companies support/services to assist and resolve the situation. My ability to empathize with the customer while efficiently resolving the solution builds rapport with the customer. That in turn implements confidence and trust in your company.