We do not want to wait in lines, whether it is at the bank, the ATM, the grocery store or at the gas pump. Entire industries have been created and benefited from our impatience. Think of overnight delivery, fax, e-mail and courier services. Think of catalog companies, Web merchants. Most organizations do not view themselves as service organizations.
Service is the key.
They are in the service business, period. The management there does not view customer service as a complaint department, a quality-control department, or a customer satisfaction department. They see it as a research lab to understand and improve customer service. Most organizations understand that service is a hard thing to do. It is hard to provide.