The service desk is a critical part of any organization, as it is in most cases the first point of contact with customers. Therefore, it holds the key to the organization's profitability and survival. A qualitative interpretive research approach was followed in order to get a better understanding of the real problems staff and users of such desks experience. Field studies as well as short case studies are used to analyze the typical service desks in the South African business environment with special emphasis on the role of information technology. Based on previous research in the field of relationship management, the article presents a conceptual framework to improve the current situation. The framework explains the elements to be focused on to ensure that staff manning such desks are effective in their operations. The framework also serves as a tool for managers to support them in their decision making regarding the operations of such desks.