Customers are at the center of every business. Keeping customers happy is what makes the business grow. While simple in its essence, customer service is often an overlooked aspect. For many it is a thing that would be best kept at a comfortable distance – to outsource it to call centers abroad and maintain a variety of email/web forms through which customers can interact. Quite often one might wonder whether the crafted email will reach a service representative or end up in a black hole. We just came back from Cologne where we attended dmexco, Europe largest marketing and advertising