You may have found this exercise easy to complete. Perhaps you have already got a definite idea of what constitutes excellence in customer care. Many people express their definition along the lines of 'satisfying or exceeding my customer's need. Obviously there is not one definitive answer to the question of what is customer service. However, it is important to have a personal view and what it means for the company. We have two types of customers within our business, the internal and external customer.