Most retailers agree that customer service is one of the most important factors in long-term to success: right up there with cost and choice
Service quality plays a key role in determining loyalty (will your customers keep coming back?), value (can you encourage customers to buy more goods, and more valuable goods?) and reputation (will customers say positive things about you, strengthening your brand?).
Even in the omni-channel space, where service is an integrated concept spanning all channels and contacts, retailers depend on giving the customer the support and care needed to gain a competitive edge. Quality of experience depends to some extent on the ambience and the systems employed, yes, but ultimately it is people who give service. And that can be a problem.