Service ability : create a customer centric culture and gain competitive advantage Ostensibly customer service lies in the area of marketing and strategy however Service Ability is also about management and organizational behaviour and the book ranges deeply into these areas to make its point. The scope of Marketing has changed in the last ten years and the books key argument is the need to re think the way we structure manage lead and organize our corporate bodies to be better able to achieve total customer centricity and develop lasting relationships with customers