No matter what your role in the AV industry is, you are in a customer service position. This is true whether or not you have direct contact with end users.
You represent your company. As a result, people will judge your company by your professionalism and courtesy, whether they interact with you in a meeting or see you driving a delivery truck. The allied trades you work with can also be considered your customers. Allied trades work together to serve their mutual clients, but they must also serve each other to be effective. When an allied trade professional has a question about the AV aspect of a project, he needs your response to be timely and accurate. Treat allied trades with courtesy and respect and you'll be able to expect the same from them.
You have customers inside your own company too. Your coworker who needs the reports on yesterday's service calls, your manager who needs your time sheets, the person in another department who seeks your help to connect a projector to a laptop. All of these represent opportunities to apply customer service skills.
