Customer service isn't just about having a pleasant attitude or adopting a "the customer is always right" policy. Those things are important, but they're only a few of the things a company needs to do to meet the needs of its patrons. Attitude and a willingness to serve become almost irrelevant if a store's shelves don't have the right merchandise, or a retailer does not offer the delivery or pickup model that meets a customer's needs. Currently, most retailers try to figure out the right mix to keep their customers happy using old-school techniques like observation and satisfaction surveys. Only 7% of retailers currently use artificial intelligence (AI) to enhance customer service.