Businesses exist for their customers. This obvious principle is one of the most difficult for modern organizations to truly get. Customers are confronted with a myriad of complicated procedures and processes for receiving a service. At the end, you wonder whether the business is a process laboratory rather than an entity designed to serve people.
It is essential that customers get the service they need without having to go through so much hassles of process and procedure. True, modern challenges like terrorism, money laundering, internet fraud, etc, might necessitate that companies adhere to certain regulations. And by implication, customers would also have to comply with certain requirements. However, a service oriented company would make these as minimal as possible. And it would also ensure that customers understand why certain requirements are made.
Above all, the service representatives should recognize and treat the customers as humans who should be loved and respected in every service encounter. For, without them, I repeat again, there would be no business.