Customer service in the serials business is comprised of a combination of fulfillment support to paying customers for the purchase and delivery of journal subscriptions and editorial support to the content distributing customer who creates and edits the articles that are published. While most for-profit businesses commit to and aim for outstanding service to their customers, there are few standards, expectations, and agreed-upon outcomes to define appropriate customer service for those who create, read, and subscribe to journals. In the serials business, just what constitutes good and exceptional customer service?