Good customer service is important in providing a good customer experience. There are four main aspects to good customer service:

Friendliness – greeting customers and showing courtesy and politeness is important in making them feel welcome.
Empathy – the customer needs to know that the service provider appreciates their wants and circumstances.
Fairness – the customer wants to feel they receive adequate attention and reasonable answers.
Information – customers want to know about products and services but in a pertinent and time-sensitive manner. It's important to show product information and knowledge.