It's hard to remember that when you're dealing with a caller, you're dealing with a person who has a result he or she is trying to achieve and is being frustrated by some part of the product you're supporting. It helps if you can put yourself, even slightly, in that customer's place - most people do not muck about with technology for the entertainment value (with the exception of, say, game consoles) but rather use technology as a tool to achieve a specific goal.
"Winning" for the customer is being able to achieve that goal. "Winning" for the tech should be helping the customer to "win'.
(Why should Charlie Sheen have all the "Winning" around here?)
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