HOW TO: Use Twitter for Customer Service
http://mashable.com/2009/05/09/twitter-customer-service/

Customer service can evoke some serious misgivings or negative emotions. Although customer support is designed to help the consumer, the pain of waiting for a phone representative and the impersonal emails can cause more damage than good for a brand. People are turned off by the term and companies have begun to use different terminology to describe their efforts.