The document provides guidance on using guest names when interacting with customers in a service role, such as in a hotel. It explains that names are important representations of identity and that using a guest's name shows respect. The document recommends introducing and ending conversations using the guest's name, such as by saying "Good morning, Mrs. Jones" and "Is there anything else I can do for you, Mrs. Jones?". It also suggests mentioning the guest's name whenever referring to their room number.