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There are several important things to remember in external client handling. One of the most important things is to remember that the client is always right. If he/she is angry they will take their business elsewhere, so there is no need for ego. Let them communicate how they feel, give them space to explain themselves and don't interrupt them. Second is your willingness to relate. If they have troubles with the company's policy- relate to it (without being negative to your company) and try to explain + show willingness to help. And lastly - only listening and explaining doesn't complete it. Actually fixing the problem is what matters, so use all possible reasonable resources to fix it.
