Customer service is a highly demanding and exigent job in service division. It is most difficult and greatly complex but is unavoidable for survival in any competitive market. The mastery of customer service can indicate the difference between success and failure. Companies are well aware of the fact that the quality of customer service is important for the success of their business because too many negative experiences are going to cause a serious loss of customers and revenue for their business; however what they often ignore is that such experiences are shaped by customer’s perception of the quality of service provided. Therefore this book explores customer service from the point of view of the customer in indigenous context using in-depth qualitative analysis. Moreover it also explores the efforts made by service industry in Pakistan to improve the quality of service provided to the customers.