Everything a company does is a service to their customers.
Marketing is a service that provides information that makes customers better at accomplishing their goals.
The sales process is a service, enabling customers to understand the scope of their project, the solutions available and to communicate the options to their team.
The delivery of a product or service is a service. How is the product shipped and what is the packaging like? What is the service kick-off like and how is progress communicated?
The product or service is obviously providing a service, as is supporting a product or service.
The end-of-life of the product is a service. Is it easily disposed of or recycled with minimal effort and environmental impact?
Since all business is service, it's probably time for all companies to invest in service design.