I've never really liked the term "serve" as a way of describing how we provide guest service. It seems too formal and disconnected. Here's a definition from  Merriam-Webster..."to furnish or supply with something needed or desired".

I think the emerging type of service people are looking for is based more on "engagement" and personal interaction.  If more businesses looked at it this way...building a relationship with someone instead of serving a customer, I think we all win.

There's a distinct difference in counting how many people were served on a given day vs. those that we learned something from and treated like they were friends.