By Holly Rushton Illustrations by Ron Lim Great service means different things to different people. For some, it means a one-on-one conversation with an associate who knows who you are and has details about your buying history. For others, it’s a swift response on social media to a complaint or a chatbot with answers to commonly asked questions. Expectations of what constitutes exceptional service are changing and diversifying, taking many shapes and forms. However, one thing is certain: Service — and the customer experience — doesn’t look like it did 20, 10, or even just five years ago. FALL 2019 THETHE EXCHANGE EXCHANGE 1717