Customer service expectations changing with generations

Recently at the Kansas City Star, Steve Rosen recently wrote about the expectations that different generations have when it comes to customer service. His generation is used to kind customer service where employees are ready to help upon entrance to a store. But today's youth looks to sales team as people who are there to check them out. He pointed to a survey done in 2007 that found that some companies actually discourage customer service due to the fact that customers will spend more with their company if they aren't available through medians such as telephones.

What do you think companies can do today to change the attitude of the younger generation's view of customer service? Will this generation be able to change their views of customer service as a hassle in the future?