As a marketing teacher in this part of the world, it was difficult to convince my students what customer service meant, let alone guaranteed customer satisfaction’ or 100 percent satisfaction’ and better yet money back guarantee’. The definition of customer service varies and can be best studied as customer service AND customer support/satisfaction as on the two ends of the spectrum. But there’s more to it… Simply put, there is no bright side to one providing a bad service if you regard a customer as a person who indirectly pays for all your vacations, hobbies, golf games and gives you the opportunity for personal development. And if you are firm on providing quality service, remember about consistent quality when it comes to customer service. People are great at word of mouth and writing reviews on social media, especially bad ones given the digital era we have entered. Historically, customer support used to mean a face-to-face conversation with a customer, or a phone call. Today, technology has changed how we approach customer support. It now encompasses the internet, websites, web-chats, and even smart phone apps. The customer experience begins long before the purchase is made.