Accountability. Credibility. Authenticity. These are the old hallmarks of effective customer service. In a world of rapidly-evolving technology, the hallmarks desperately need an update. Here's a collection of articles showing how the best in the business keep their customers happy and, more importantly, coming back for more.

Bank of (Middle) America

Kerry Killinger and his colleagues at Washington Mutual Inc. don`t model themselves after Citigroup or Bank of America. Instead, they look for inspiration to Wal-Mart, Target, and Southwest Airlines -- giant companies that somehow manage to keep costs low and service high and meet the needs of the middle class. Linda Tischler

Would You Like a Mortgage With Your Mocha?

Who says banking has to be dull? Not the executives at ING Direct, who are banking on powerful technology and clever marketing to make a radical change in an industry that needs it. The result: In less than three years, they`ve attracted more than a million customers and $10 billion in assets. Scott Kirsner

Customer Service: Commerce Bank

Commerce Bank is one of America`s best-performing financial institutions, with a stock that grew more than 2,000% in 10 years. It is also America`s most convenient bank, with a fanatical commitment to "wowing" its customers. Chuck Salter

Fast Growth, Great Service

In a period of diminished hopes and slower growth, Convergys is a change of pace -- a company that`s growing fast without sacrificing service. And it better not: service is its business. Charles Fishman

Leader - Feargal Quinn

Ireland`s "Pope of Customer Service" dominates his market -- and continues to beat bigger rivals -- with a leadership philosophy that is at once folksy and radical. Behind all his success is one big question: How do we convince our customers to come back? Polly LaBarre

Customer Service: Commerce Bank

Commerce Bank is one of America`s best-performing financial institutions, with a stock that grew more than 2,000% in 10 years. It is also America`s most convenient bank, with a fanatical commitment to "wowing" its customers. Chuck Salter

How to Lap the Competition

The companies that break away from the pack in the next economy will focus almost obsessively on customer service, says author Charles L. Fred. Deliver on your promises, and consumers will reward you handsomely. Here`s how. Anni Layne Rodgers

Pay as You Go

Mobil launched Speedpass to help customers guzzle gas faster. Now, 5 million users later, the tiny device has become a huge asset -- a classic case of a network effect. Keith H. Hammonds

360-Degree Customer Care

Thomas M. Siebel shares his principles for meeting the complex demands of customers who want to interact seamlessly with companies across various platforms. Learn to wow your customers on every front. George Anders

Customer Service: EMC Corp.

"When a customer believes in you ... they`ll stick with you almost no matter what." -- Mike Ruettgers, EMC Corp. Paul C. Judge