I hate being called "mam". I just want to throw it back. What bothers me mostly is context - if people are polite it does not matter how they call me, being forty I don't feel the need to be called Mrs. On the other hand, I like being addressed "madame" - it is nice.
What I hate, WITH PASSION, when you feel the familiarity in situations when it is absolutely unacceptable. I was "dear" and "sweetie" by a person twenty years younger than me. I did not want to explain - I thought - no point really, but I lose respect that very moment.
Behaviour is more important, than words, it is easier to make a blunder with words, but you see the disposition.
What, sometimes, we call people with wrong names and it feels awkward, but when you see a person makes an effort is one thing, but when the message really is "I could not care less" it is quite offensive.
I try to do my best being nice to people, when I can. Being ambushed by telemarketers - I am not always on my best behaviour. That is sad, though.