Customer service?

I've been in two Barnes & Noble bookstores in the last week and at both places, there was a line formed waiting to talk to a staff member at the customer service desk. It occurred to me that there is rarely a line waiting to talk to a staff member at the reference desk in the library and the reference desk performs something of the same functions as the customer service desk in B&N. So what do you suppose would happen if we changed the sign above the reference desk to customer service? Would we too be deluged with customers? Would we be happy to help everyone, no matter what their question or would we be complaining that the questions being asked were too mundane for people with our training, education, and skills?