For customers, the notion of best service might only become real when all restrictions surrounding classic service delivery have been removed. No opening hours, endless availability of products in all shapes, colours and sizes, no queues, free parking available at all times, no reservations needed, 24/7 delivery hours, ability to change bookings at short notice, immediate repesponse time via social media, no quibble returns policy...the list is long.
The cost issue is a major hurdle standing between customers and the best service utopia but nevertheless, companies are trying to deliver elements of this vision via an increased use of technology [whilst at the same time reducing some of their costs].
The unstopabble growth of self-service is eliminating many constraints but making customers work hard to obtain the service they feel they deserve. Why don't companies contribute their part by having a systematic look at what other service restrictions exist within their organisations and see if these could be lifted.