If you've ever had anything custom-made, you know how satisfying the experience can be. Whether it's a new house, a bespoke shirt or even a special sandwich, getting exactly what you ordered is gratifying.

That's why I think we should rename customer service to "custom service." Every customer contact should involve custom care and accommodations. Each interaction needs to be "custom built" to meet the customer's specs.

I have long preached the concept of humanizing your selling strategy. In addition to building a strictly business relationship, you need to get to know your customers as people. Find out what their interests are, learn about their families and discover what you might have in common.

I have shared my formula for learning about customers in the Mackay 66, a customer profile that we use at MackayMitchell Envelope Co. religiously. It's available free on my website, harveymackay.com.

But as I so often say, knowledge does not become power until it is used. This information is a starting point to help you customize every meeting, phone call or email. You need to be creative to make your encounters memorable. Let me give you some examples, shared by readers of this column.

One woman wrote about a practice she used in her years as a customer service rep. Whenever a customer -- particularly a new customer -- left her a voicemail, she would save the message and listen to it until she could recognize the voice. That would let the customers know that their business mattered to the company.

Establishing that kind of relationship is critical to customizing the sale: It eliminates the formalities and lets the players get down to business. The customer feels more comfortable with the salesperson, so the conversation can begin on a high note.

Another reader told about two different encounters she had with people she had hired to work in her home. She was extremely impressed with the person who came to service her air conditioning system. He told her about his commitment to providing exemplary service, educating his employees and developing a business structure that utilizes technology to improve efficiency and quality control.

He made sure she was completely satisfied with the job and guaranteed his work, which, of course, he did correctly the first time. His attention to detail and consideration for her home were not lost on her. She has recommended his company repeatedly.

But the carpenter she hired to customize her closet was a major disappointment. He let her know in no uncertain terms that this job was too small to be worth his time and that he only accepted it because he had an opening in his schedule.

He ignored her ideas and proceeded to install shelving that was uneven. When she asked him to fix the problem, he instead said he would just give her payment back and quit. She was left with a mess, but was relieved that he was out of her house. Her custom closet was a custom disaster. I wonder how long he will stay in business.

A friend whose company manufactures industrial parts has worked with one supplier for decades, even though other suppliers call on him regularly, often with more competitive pricing. But he stays with that company because of two experiences that proved its loyalty to him.

Years ago, the third shift had an equipment breakdown in the middle of the night, the kind of problem that could idle the factory for days and delay deliveries. His supplier's rep showed up at the factory within hours to offer help tracking down replacement parts or even finding alternate locations for production. Talk about custom service!

Then, when their long-time rep was preparing to retire, the supplier sent the rep and her replacement to spend time at the factory until the new rep was thoroughly familiar with its needs. Instead of relying on files and old orders, they took a very personal interest. That sealed the deal.

Too often, customer service is anything but. One size does not fit all. Your customers deserve your very best. Great customer service is only a starting point. Custom service takes your business to a whole new level.

Mackay's Moral: If you want to keep your customers, offer custom service.

October is one of my favorite months, perhaps because that's when I get to blow out my birthday candles and celebrate another successful year. Who doesn't love birthdays?

My age is irrelevant; in fact, I subscribe to the iconic comedian Jack Benny's philosophy. He turned 39 in 1933, and remained that age until his death in 1974. I've been 39 for a few years now, and it just keeps getting better.

As a constant advocate for lifelong learning, I am directing the advice in this column not only to those who have years of job experience, but also to those who are just getting started in the work world, and everyone in between.

Here's what I want everyone to repeat after me: Your age does not dictate your ability to accomplish. Reaching your retirement years does not mean you are finished contributing to society. Let me give you a few examples of people who refused to "act their age":

Admiral Hyman G. Rickover, the designer of the first nuclear submarine, was still a consultant to the Navy at the age of 82.

American artists Grandma Moses and Georgia O'Keeffe both continued to paint well past the age of 90. Russian artist Marc Chagall was designing stained glass windows for churches in many parts of the world at age 90.

Frank Lloyd Wright, considered one of the greatest modern American architects, created an entirely original concept of architecture when he was well past the age of 90. Wright was fond of saying: "Youth is a quality, and if you have it, you never lose it."

George Bernard Shaw, Irish dramatist, was still working on a play at the age of 94 when his prolific life ended prematurely due to complications from a fall.

Giuseppe Verdi continued to compose operas as well when he was in his 80s. He created a retirement home for musicians.

Arthur Rubinstein gave a concert at Carnegie Hall at age 90. He was almost blind and unable to read the notes. Nevertheless, he played with his usual perfection. Afterward, he was heard to remark, "The music is in my mind."

Albert Schweitzer was an outstanding German organist and philosopher who created a new life in Africa for the underprivileged. He was a physician, a clergyman and an expert in music. He was active until age 90.

Robert Frost, nearly 87, read his poem, "The Gift Outright" at the inauguration of President John F. Kennedy in 1961.

Perhaps you detected a theme here -- many of these highly accomplished people were creative types who were not bound by the traditional expectations of retirement. I wonder if there is a correlation.

Regardless of your vocation, I strongly encourage you to never stop using your talents and abilities. Even if you are looking forward to leaving the workforce at some point, you have marvelous opportunities to leave your mark on the world.

Most of us are familiar with the myth of the phoenix, a bird of great beauty that was found in the Arabian Desert. There was only one, and it lived for hundreds of years. When it sensed that it was about to die, it built its own funeral pyre, lighted it by fanning its wings, then flew into the fire and arose young again from the ashes.

The phoenix came to be associated with the sun god, who disappeared as an old man each night and appeared as a child the following morning. For centuries, the phoenix has become a symbol of rebirth and renewal.

Historian Arnold Toynbee shared this reflection on life at the age of 81: "As one grows older, the temptation to dwell on the past and to avert one's eyes from the future grows. If one were to fall into this backward-looking stance, one would be as good as dead before physical death had overtaken us. Our minds, so long as they keep their cutting edge, are not bound by our physical limits; they can range over time and space into infinity. To be human is to be capable of transcending oneself."

Mackay's Moral: No matter how many birthdays I've had, I haven't hit my peak yet.

"You never get a second chance to make a first impression." Truer words were never spoken. Oftentimes, first impressions determine whether you will even get to make a second impression.

We can all recall first meetings that we wish we'd handled differently. What did we learn from those experiences?

Psychology Today magazine gives a few pointers for getting off to a good start when you're just meeting someone.

When you're having a conversation with someone you're meeting for the first time, you should encourage the other person to talk about him- or herself instead of trying to make yourself the center of attention. For example, the person you're conversing with is telling you about a trip he or she just took, and that brings to mind a trip when you got terrible service. You think it's a great story, but experts warn that you should think before you open your mouth to share such anecdotes. When you meet someone, you don't know what kind of impression this type of story will leave.

Also, try to mask any anxiety if you can. If you have the jitters or talk too fast, you might cause the other person to roll his or her eyes at you. Again, try to keep the focus on the other person, but be careful that you don't come off as an interrogator rather than a conversationalist.

What if you are meeting someone for the first time when you are in a bad mood? Experts suggest you fake your way through the experience. But isn't it better to be honest and be yourself? No, they say, because when you are first meeting someone, instead of seeing this as just a passing mood for you, the person may incorrectly conclude that you tend to be a negative person. See if you can find something positive to talk about. If not, apologize for your temporary trouble and hope the other person will give you the benefit of the doubt.

First impressions never count more than during a job interview. A recent CareerBuilder.com survey of over 2,700 hiring managers uncovered some common mistakes -- and a few humorous stories.

Asked what kind of no-nos they'd witnessed during interviews, the hiring managers named these blunders:

-- Inappropriate attire.

-- Boredom or lack of interest.

-- Criticizing a current or previous employer.

-- Arrogant attitude.

-- Answering a cellphone or texting during the interview.

-- Vague answers.

-- Not asking good questions.

The winners/losers in the "Hall of Shame" category included:

-- One candidate wore a business suit and flip-flops.

-- A job-seeker asked if the interviewer wanted to meet later for a drink.

-- The candidate who applied for an accounting job said he was "bad at managing money."

-- A candidate for a customer service job told the interviewer, "I don't really like working with people."

-- One person had to leave because his dog had gotten loose in the parking lot.

-- A job-seeker spent the entire interview staring at the ceiling.

Much of a first impression is based on your body language. If you want to be seen as a leader right away, show that you mean business in a firm and friendly manner: -- Raise your eyebrows briefly upon meeting someone. It's a subtle, powerful signal that conveys a positive impression, and it takes just one-fifth of a second.

-- Eye contact sends the signal that you're interested in what other people are saying. Just be careful not to cross the line and stare, as that would make you seem confrontational.

-- Return handshakes appropriately. Keep in mind that a limp handshake signals a wimpy image, and a crushing grip seems overly aggressive.

-- Stand tall. Good posture says you're self-assured and trustworthy.

I can honestly say I have almost never hired anyone who made a bad first impression on me. Sure, I believe in second chances, but I also have to consider what kind of first impression that person would make on my customers. If a candidate makes a bad impression on me, would my customers have the same feeling?

Whether you are looking for a job, meeting a customer for the first time, being introduced to your future in-laws or getting acquainted with your new neighbors, don't just put your best foot forward, let them see your best self.

Mackay's Moral: First impressions are lasting impressions.