Customer Service represents the human aspect of a company. It is mainly demonstrated by frontline personnel, i.e. the people who communicate daily with customers and resolve situations which may have arisen.

In customer service, the specific customers’ needs are particularly important. The manner in which an organization actually practices customer service is what truly differentiates one organization from another. Any instance whereby a customer complains and expresses dissatisfaction presents an opportunity for the organization. Frontline people, properly trained, can significantly influence the degree of customer satisfaction and thereby also ultimately contribute to both the financial results of the organization as well as the organization’s image.