LEWISVILLE, Texas, Feb. 5, 2013 /PRNewswire/ -- Growing up in Kansas City, Missouri, Rick McFarland learned an important corollary to the traditional " Golden Rule" about treating people the way you want to be treated. Later coining it the "Platinum Rule," it's an ethic which says to treat people the way they want to be treated—and the foundation of his successful 30-year-plus career as a software developer and entrepreneur dedicated to helping companies better serve their customers and enhance the customer service experience. Twenty five years after making his mark in the telecom industry developing one of the first voice automatic banking applications for credit unions, McFarland, CEO of Voice4Net, is still on a singular mission to create what should be the simplest--yet is often one of the most elusive—achievements in daily American life: a pleasant caller experience for both the customers and the customer service staff. Employing their trademark custom interactive solutions, one of Voice4Net's primary aims is to generate new and useful tools that integrate "telephony" and database systems. At its core, the evolving technology addresses an often broken system whose inefficiency can be captured in a simple question millions of people can relate to on a daily basis: "Have you ever called a business and a voice prompt asks you to enter in your account number and password, get verified by the system, only to have the Customer Service Representative ask you for the same information all over again?" "I use that term 'pleasant caller experience' a lot in presentations and speaking engagements, because I believe that the one thing that will always differentiate companies offering similar services or products is their customer service," says McFarland. "If the caller is not happy, if we can't create a fast and accurate experience for them on that crucial phone call, then everyone is wasting their time. Interactive voice response (IVR) and self-service solutions have a bad name today because of the abuse of the technology that exists. When a call comes in, the rep should be able to immediately see the corresponding information from the database in front of them.