I define "customer service culture" as an atmosphere in which employees, management, and leadership serve their customers eagerly and effectively. (Think Nordstrom, USAA Insurance, Southwest Airlines, The Ritz-Carlton Hotel Company, Apple, Zappos, The Container Store, and Starbucks–and their equally excellent B2B counterparts.) In such a culture, service to customers is a way of life, a default position, something that is relentlessly pursued and refined.