We've all been there. Fed up with a service or product that we paid good money for. You call the customer service phone number and play Customer Service Representative Roulette, hoping your call lands on someone who is understanding and can help you resolve your issue. If you are unlucky and get a representative who is not either of those things, your feelings towards this particular company will sour.
That's why customer service representatives are so important to a company's image. For some companies, the only interactions with the clients are through these individuals. Customer serivce representatives need to be confident, calm, patient and knowedgeable of their company's products and services.