In The Fred Factor, Sanborn states "Indifferent people deliver impersonal service." I am not suggesting that you need to be best friends with your customers, co-workers, and bosses. I am suggesting that you get to know them on a professional level so that your interactions with them will have some foundation.
How do you feel when you are treated with indifference? No matter how good of a product or service that a company or organization provides, isn't it disappointing when the person who is your contact interacts with you with indifference? We all want to validated as people of significance.
In dealing with your customers, collegues, supervisors, look them in the eyes, get to know where they are coming from, and deal with them according to the feedback you are receiving. You can be firm but polite if you have a difference of opinion. You can respond with dignity if you feel dissed.
On the other hand, when you go the extra distance to understand these individuals, you will be able to deliver the service that they both want and need. When they know you have done so, they will appreciate you and the relationship grows. I believe that Sanborn was making exactly this point with that comment.
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