What are some tips to dispute portions of a performance review?

My boss just gave me my first annual review. I hope I don't sound arrogant, but I have always gotten really positive ones. I have my "growth areas" and I'm not disputing those parts of the review, but I'm recognized as conscientious and a good team player. I was given a less-than-great rating in a couple of those areas I feel I really excel at. An example is "customer service", and I have several nice e-mails that customers took time to write to me, so I will show him those (I guess I should have forwarded them to him earlier!). I'm looking for tips to be successful in proving my case. I'm not going for 100%, I'd just like to get it into the more positive category. More for the principle of the thing than thinking it will actually get me further in my frankly dead-end job! LOL

Make sure you have some facts about the areas that you excel in. If you can go in with something factual, some kind of measurable results, along with a little confidence I think you'll be fine. If I were you I wouldn't be as worried about pleading my case as I would be about staying in a dead end job that isn't using me to my full potential. If you feel that you excel at what you're doing and there is no room for growth or advancement, you should really consider other job options. At least start working on a resume and test the waters.

I would go in and talk to him, bring a copy of previous emails with you, and address your concerns with him.

You have learn that in the future, just forward him a copy of the customers email.

Also this is your first review, now you know the rules of the game and what they expect.
Good Luck

Some things are worth fighting for "your principals"; but, a bad review in a dead end job isn't one of them.
That said...If you feels it is necessary to pursue it, than respectfullly ask your boss to explain the factual information that he based his report on. Approach him from the standpoint that you wish to understand his review better to apply it to improving your value to the company. Presenting your letters of compendation from your customers would be good in combination with the comment that you are confused about how you can be pleasing your clients, but recieving a pooor reveiw in this area. Suggest that perhaps he has confused your work with someone else. Bottom line, most people will do as little work as they can get away with and your boss is probably no exception, he propably just threw the report together with little thought or homework. Alternatively he may have something personal against you that is either conciously or unconciously affecting his opinion of you. Sometimes people have conflicting personalities without any basis in history. There is little you can do in that scenario except keep your head down and focus on your work.