You often hear that the key to helping an angry and upset customer is to avoid taking it personally. I couldn't disagree more! The more personally you take it, the more likely you are to help.
Imagine you encounter an angry customer. If you refuse to take it personally, you might come across as an uncaring, policy-enforcing robot.
Take it personally, however, and you start handling the situation as though the customer is a good friend in need. You see through their anger and empathize with their situation. The empathy you feel for the customer compels you to go the extra mile to find solutions. Your genuine desire to make it happen prompts you to check back with the customer until the problem is resolved and he or she is happy once again.