Customer service begins and ends with the customer. It involves understanding customer wants and needs, building products and services to meet expectations, delivering the product or service, and getting feedback. Effective customer service focuses on people - both internal providers and external customers. It requires alignment between self-perception and how one is perceived by others, open and honest two-way communication, understanding strengths and weaknesses, and a willingness to both serve and be served. This leads to improved customer experience, word-of-mouth marketing, and returns for the organization.