Customer service succeeds when it accomplishes what the organization sets out to accomplish. Google doesn’t have a phone number, doesn’t want to engage with most users. McDonald’s doesn’t give you a linen napkin. Fedex used to answer the phone on one ring, now it takes 81 seconds for them to answer a call. None of these things are necessarily bad, they’re merely examples of alignment (or non-alignment).
–Seth Godin, “What is customer service for?“