Customer service refers to the interactions customers have with a company's support team or resources via various channels, aiming to provide quality experiences and foster loyalty. Providing great customer service is crucial for businesses as it fosters retention, increases revenue, and bolsters brand reputation through social proof and trust. To achieve this, businesses can implement best practices such as equipping agents with the right tools and training, using automation and AI wisely, personalizing every interaction, responding quickly, providing self-service options, offering support on multiple channels, measuring and analyzing data, embracing customer feedback, and adopting a customer-first mindset. By following these principles, companies can deliver quality customer service that drives loyalty and growth.