You may remember the phrase 'Are You Being Served?' as the title of an old British comedy series that pops up on the public TV channels. It was a parody of everything that was wrong with British stores in the 50's and 60's. However, the phrase itself is still relevant.
The concept of service still gets a lot of lip service. Food stores advertise 'customer service' while making us bag our own groceries. Banks tout 'customer service' but limit the number of tellers forcing us to do our own banking online, or at an ATM. It may be convenient, but it is not 'customer service'.
'Customer service' means just that -- serving the customer. It does not mean forcing the customer to do things the way you want. Every customer is an individual. Customers need to be able to decide how and when they will interact with your company. The customer, not the manager, decides what 'customer service' means to them.
How does that apply online?
It means designing a site where information can be easily found; where every page has at least one method on contacting you; and where the customer, not the designer, decides if they want to view a video or flash.
It means testing your site with real people to see how they use the site; having a site that is accessible to customers with screen readers; and being W3C compliant.
Customer service, means what your customers say it means. Open a dialog with your customers. Ask the question - "Are you being served?"
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