This document discusses key aspects of effective customer service. It defines customer service as forming relationships where customers feel special and want to continue and expand their business. Customers expect companies to demonstrate trust, responsiveness, empathy, assurance and attention to tangible aspects. Good customer service requires listening skills, attentiveness, patience, clear communication, positive language, time management, responsibility and a willingness to improve. The document provides tips for demonstrating each of these qualities to enhance the customer experience.