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Poor customer service can hurt a company in many ways, including loss of current and future customers, loss of employees, declining revenue, and ultimately complete business failure. Since improving customer experience is one of the most important objectives a company can work toward to becoming a recognized brand and realizing increased profits and sustainability, customer service management must be implemented by recognizing then addressing the causes of poor customer service before a bad reputation quickly spirals out of control. Customer service excellence training can offer proven ways for employees to manage various types of challenges. Specifically, it can show them how to handle conflict, stay calm and learn to defuse angry customers, improve communication, use emotional intelligence to enhance relationships, and use their natural abilities and talents to serve customers. These skills can help eliminate the biggest customer service complaint, which is rudeness and discourteous behavior (tied with being unable to get a human on the phone).