At Sephora.com, a customer service representative taking a phone call from a repeat customer has instant access to what shade of lipstick she likes best. This is an example of a procurement support activity in the value chain.

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Service is a primary activity in the value chain that includes all actions associated with providing service to enhance or maintain the value of the product, such as installation, repair, training, parts supply, and product adjustment. At Sephora.com, a customer service representative taking a phone call from a repeat customer has instant access to what type of lipstick she likes best.