Introduction Research and analysis of the factors that are responsible for the success or failure of any business indicate that good customer service plays an integral part in the success of any business (Goodman 23). Such can be attributed to the fact that the quality of a company’s products or service can be manifested in the quality of service the customers get from the employees of the concerned organization. Nevertheless, many organizations are yet to embrace customer service as an integral marketing tool. Research has showed that most of the companies that have worst customer service are in the telecommunications industry, with majority of the customers experiencing bad customer services from employees of such companies. The telecommunications industry requires a lot of capital to make sure that its operations are smooth and effective. In addition, companies in the telecommunications industry are in need of massive client base for them to reach their break-even point. However, having a large customer base can be serving as both a merit and a demerit to the industry in the face of the changing world due to technological advancement. For example, in the recent years the telecom industry has experienced an increase in the rate of mobile data consumption among its customers because of the introduction of smartphones to the market. With wireless data becoming available, chances are that the consumption rate is likely to rise considerably. While the industry is recording dramatic increases in consumption of data, and other telecommunication services, no equal dramatic improvement can be noticed in the aspect of telecommunication infrastructure. An upgrade to meet the changing technologies requires a lot of time and capital to be deployed. As such, many telecommunication customers are experiencing a decline in the quality of services that they get from network and telecommunication providers. Considering the increase in demand for such services, the challenges affecting customer service are likely to increase. This paper thus looks at the importance of customer service and the factors that might lead to poor customer service in an organization. Therefore, the primary focus is on the case study of Etisalat Telecommunications Company. Etisalat is a telecommunication company that is based in the United Arabs Emirates. It is among the leading network providers and corporations operating in United Arab Emirates. The headquarters of Etisalat are in Abu Dhabi and such a location makes it possible for the company to serve thousands of customers from all parts of the country. The company has been known for its numerous outlets in the country. In addition, Etisalat has had the opportunity of deploying several, fixed and mobile innovative technologies in different parts of the country. The United Arab Emirates has been known to be a leader in ICT for many years now because of the technologies set up by Etisalat. Presently, Etisalat has the wildest coverage of fast mobile networks such as the 4G and 3G technology. In addition, the company has set up the FTTH Network (Fibre-To-The-Home), which provides homes in the United Arab Emirates with a very fast network. Even though the