Customer service involves how organizations meet the needs of their customers. It is important for retaining existing customers and attracting new ones. Good customer service differentiates a company's products and keeps customers satisfied. It also provides valuable feedback. While technology has increased competition, customer service remains crucial as customers now expect their needs to be understood and issues addressed promptly. Organizations must listen to customers, build trust, handle complaints respectfully, strive to get things right the first time, empower employees, and go above expectations to keep customers happy.