Service used to be personal and straightforward. Offline, like at a neighborhood coffee shop, it still is. But as businesses have scaled online, delivering that same level of care has become increasingly difficult.

The fundamentals of great service haven’t changed: listen to those you serve, respect their time, and remember who they are and what they need. The challenge isn’t knowing how to provide great service—it’s doing it at internet scale. And today’s tools aren’t built for that.