Ask almost anyone what makes his or her company better and the most common answer is service.

Obviously, that couldn't be true because, first of all, everyone can't be best in service and, in most cases, I don't think organizations even realize what their employees actually do outside of their view.

I was recently asked to do a shopper survey for a medical organization. In the medical field, as in most others, there are several choices of products and services. This organization wanted to know how their frontline phone answerers do.

Not too well. But there is hope for them - and for each of you - to really create the best service environment.

• When answering the phone, there is an order in which you should give your response. Good morning/afternoon should be first. Why? Because most people don't hear the first couple of words you say. They have their mind on what they are calling for, so the first 2 to 4 seconds is typically lost. Make this time the least important. The second should be the name of the company, and the third should always be the name of the person answering the phone. Last is often "Can I help you?" I learned from a client I worked with years ago that a better term is "Let me help you" - with the emphasis on let. So try: "Good morning, ABC Corp. This is Jane. Let me help you."

• Nothing is more annoying than being transferred improperly. Have you ever called a company, told your whole situation to the person answering the phone just to hear "Hold a minute," then be transferred to someone who says: "How can I help you?" What does that mean? It means you have to tell your story yet again. So here are some hard-and-fast rules in transferring a call properly.

After listening to callers' concerns, say something like "I understand" - or, even better, repeat the situation back to them to make sure you heard it right. Then tell them what you are going to do. No one likes to be in the dark in what you are going to do with your call, and they can't read your mind. "I am going to connect you to Jane. She is in charge of our accounting department and should be able to help you from here. I will call Jane, make sure she is available and tell her your situation before I transfer you. How does that sound?" What a great way to keep the communication clear and keep them up on what is going on.

After speaking to Jane, come back to the caller and then let them know you will put them through. Always give them Jane's direct line in case they get disconnected. If in calling Jane or someone internally you reach a voice mail, do not transfer without first asking if that is the option they would like. Then transfer.

• Remember: Your caller can always tell if you are happy they called or not. Be enthusiastic when answering. You need to make them feel that you are happy that they called. After all, without our customers, what are we, anyway?

In running a company or a department, there is nothing more important to portray the feeling that you are there to help the person on the other end of the line solve their problem. "You never get a second chance to make a first impression" is a cliché, but it holds true. We work hard to gain new customers and they are truly so important. Don't let your organization blow it by not making them feel that way.

Greta Schulz is owner of Schulz Training, a West Palm Beach-based consulting firm. To receive her free e-newsletter, e-mail greta@schulztraining.com.