This document discusses the importance of customer service. It lists several major companies and hotels and then states the objectives of understanding what customer service is, why it is important, and how to better serve customers. It defines customer service as activities that enhance customer satisfaction by meeting expectations. The document notes that 68% of lost customers are due to bad service and emphasizes the importance of retention, repeat sales, references, and reputation. It describes customer service as 80% attitude and 20% knowledge and recommends caring, being confident and friendly, providing valuable suggestions, and following up with customers regularly.