The person who, when asked where the vitamins are, says "I'm sorry; I don't know, but I'll find someone who does." is providing much better service than the person who says, vaguely, "Umm, Aisle 6, I think." The person who says "This is my first day, you'll have to ask at the Service Desk." isn't serving me, but they're especially not serving their employer.
The person who is busy stocking shelves in aisle 3, but stops and walks me to aisle 7, then helps find the right vitamins is providing really good customer service.
Customer service is part of marketing. (In fact, nearly everything is part of marketing.) You got me into your store by advertising. You haven't sold me anything yet, possibly because I don't know what I want, but more likely because I don't know where it is. If you want me to buy from you, serve me. A smile would be nice, but it's not required.
A few years ago I worked in a hospital. Many floors, several wings. I described myself as "A programmer guy." Nothing to do with medicine, and certainly not a salesman, nor a marketer. My philosophy was that if someone looked lost, I'd offer help getting them to their destination.
No matter where the visitor was headed, I'd say "Well, I'm going that way. Let's walk together." No directions. No "Take the Peach Elevator to the fourth floor, ...." Fortunately department policy was that being late to a meeting due to getting a visitor un-lost was OK. Even better than OK, it was providing simple courtesy, otherwise known as customer service.
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