Customer service is an essential business function and a cornerstone of any company's customer experience (CX) strategy. Successful companies understand that great service is good for business. Meeting customer expectations for quality service, however, requires an enterprisewide effort that goes beyond customer support teams. Informed CX pros leverage customer service to spearhead change toward becoming a truly customer-obsessed organization. This report outlines how visionary organizations embed customer service at key intersections of the customer life cycle to enhance CX and drive business value.