While efficiency and cost control are important, creating a positive customer experience has become a top priority for companies. Whether delivered via a traditional call center, the Web, email, a mobile device, or in person, customer service is now seen as a differentiator that can provide companies who excel at it with a significant competitive advantage. The lines between marketing, sales, and service are blurring, and all three are expected to make a contribution to the top line. Today, service executives in every sector are asking themselves how they can create a transformative customer experience. This paper will provide answers, focusing on the four key aspects of service that can combine to create a "WOW!" experience: convenience, speed, relevance, and relationship.