The purpose of The Colors of Customer Service is to shed new light on customer service relationships through the principles of Relationship Awareness Theory. When you you connect with someone through their Motivational Value System, you have Relationally Aware Customer Service – a way of empowering the server to satisfy the “unique, idiosyncratic, emotional, irrational, end of the day and totally human terms” (Tom Peters) by which people will define an excellent customer service relationship.