Customer service is an organization's ability to supply their customers' wants and needs.

ACA Group sums up what excellent customer service this way. "Excellent customer service (is) the ability of an organization to constantly and consistently exceed the customer's expectations."

Accepting this definition means expanding our thinking about customer service; if PBR is going to consistently exceed customers' expectations, we have to recognize that every aspect of our business has an impact on customer service, not just those aspects of our business that involve face-to-face customer contact.

Improving customer service involves making a commitment to learning what our customers' needs and wants are, and developing action plans that implement customer friendly processes.