Knowledge Sharing in “Best Service Is No Service”. Understanding demand, building intelligence from what customers and front line staff know and organising how you operate your self service and people are all key components of delivering a great customer experience. But the underpinning use of knowledge is key to optimising how effective sales or service is. To deliver what customers want, sharing knowledge, from the person who knows to the person who needs to know, is a critical organisational need. This article overviews “Best Service Is No Service” structures and puts “knowledge sharing” into context.