Everyone Is In Customer Service – Just Do It!
We've all heard it.
"Everyone in your company or organization who interacts with a customer or provides a product or service to a customer is in customer service."
The same is true for marketing. Or branding.
If you extend this to include everyone inside your organization who could impact the reputation of your organization; you pretty much include everyone.
Zappos starts everyone out in their call center. I read that WestJet expects employees and spouses flying for free or on discounts to help clean the plane.
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Now if he said 

If you are not happy in your job or role chances are your attitude is the cause.