This is a bit of thought on customer service versus Service [duly note the capital "S"].
Expectation and Customer Service
The phrase "customer service" elicits an image of an interaction akin to a softly played trial, sometimes wrought with appeasement, detective work, persuasion, expectation, or catering. The customer service to which I'll speak is more pedestrian--not necessarily Service-minded, but job-minded--the store security/greeter or the representative handling a credit card account call or a returned purchase. We've all, to some degree, been encultured to expect our purchases or requests be met in a certain way. Everyone has an opinion [though they're not necessarily professional critics], and everyone has been enabled to have expectations [Amazon reviews, next day delivery, Yelp to name a few]. Don't like the way you were treated [or ignored]? Tell everyone on facebook about it. Create an unnecessary buzz. Gossip. Complain. These are all real possibilities--we've seen them happen--and it's a pitfall of customer service.
Author Seth Godin contends that all customer service is essentially changing feelings. Running that through my "professional lense," I more or less concur. Teaching movement is creating an experience and yes, an experience often shifts one's feelings. But it's not complete. Someone in the educational/kinetic culture world cannot simply manipulate feelings and be proud of that.
The Profession and Vocation of Service
Let's make a distinction. A profession is a job or even a career. A vocation is wherein one deems oneself inherently suited for some action. The individual's nature and Beingness come into play. While vocations may enact some of the payment and transactional protocols of jobs or careers, some of us are called to Service [capital "S"], a job description that supersedes transaction.
A Serviceman/woman's job is not necessarily to please us. They might, but their first priority is to help in a way that is aligned with their capacities. We receive their help on their terms.
If they were to simply please us [sniff the air], something would smell funny. We would detect something feeling "off."
It's disingenuous for a person in Service to please us like a customer service rep.
When in Service, the job is not to become the bartender in the Billy Joel song that "is quick with a joke...." Notice how one in the position of Service is never depressed or worried. Rather, they're engaged, their creativity unlocked--bringing value to whomever they Serve.
When Service is Rationalized Instead of Realized.
What happens when someone tries to impress you? It feels creepy. It's as if they want to be noticed and appreciated. S/He comes across as someone searching for how to get their name out there, how to get their share of the market, or how to improve their branding. It's self-serving and frankly, it looks pathetic [from an aesthetic point of view]. To these individuals, I want to say, "Get over yourself!" The abject cowardice in approaching a transaction from a scarcity mindset turns me off. "I need to get this deal," or "I need these clients to return," is a selling, convincing, persuading approach that feels manipulative. Contrast that person with the Servant who approaches the situation with the mantra, "How do I make a contribution to this person's life?"
"The feelings are all that matter, and changing feelings takes humanity and connection, not cash." Seth Godin
A Final Word
The humanity with which we Serve might show up in what we touch. Robert K. Greenleaf says it well: "The best test is this: Do those served grow as persons? Do they, while being served, become healthier, wiser, freer, more autonomous, more likely themselves to become servants?"