Customer service is the true extension of any brand. Your customer service involves every human contact (and now computer contact) that your customer has with your firm.
Do you (and vicariously) your employees view it as an extension of who you are, or as a hassle and an inconvenience on your day? If you view it as anything like the latter, you could be losing customers in droves and not even know it.
If you change your attitude to reflect a genuine appreciation of customers, everyone around you will as well, and you never know who you’ll see step out of the wood work again. Simply because they’re no longer scared of you.