All of the best infrastructure in the world can go to pieces if a customer service setup, such as a live answering service or call center, is improperly staffed. This sort of effort takes more than just people who know how to use a phone. It comes down to the basic qualities of social skills, things like making callers feel like they're really being valued rather than simply being fed through a machine (or worse yet, being ignored and condescended to). This can be another reason why seeking the outside help of professionals in this field who have years of experience to support themselves can be a more effective option than taxing a company's existing employees, especially if the company in question is on the small side.
It can be a tough thing to enforce, seeing as the customer service call often feels artificial by nature and a caller can be quick to pick up on any notes of insincerity or hurriedness in an operator's voice. Calmness and patience can be key here. No matter how urgent the situation is on the customer's side, they will most likely want a soothing and professional tone to come from the support specialist to help them through their particular problem. And it should go without saying that the more information the operator can get (without sounding like an interrogator) the better and more specific the solution will be.
Unhelpful customer service can be a huge stone around the neck of a company, even a successful one. It's a much better plan to take the time to make sure the voices callers hear when they pick up the phone are both cheerful and ready with answers. Courtesy is one of the major qualities that distinguish live services over automated systems, so it can be a good idea to make that a priority.