Think about the last time you needed help with a product or service. Maybe you typed a question into a chat window and got an instant answer. Or you called a support line and a friendly agent solved your problem in minutes. That experience — good or bad — is customer service. In this chapter, we look at what makes service truly great, how to measure and design it, and how automation helps companies deliver it consistently, whether through a call centre, a mobile field technician, or a self-service portal.