Most people think about customer service as something that happens when people reach out to a business with a problem. That’s really only half the story, though. Customer service isn’t just what happens when a customer calls or emails you. For example, it also happens when: People are shopping for a solution and they find your business. Customer service is happening, even though that person isn’t even a customer yet. People are on your knowledge base, answering their own questions. That’s customer service, too.