Service vs. support 'Customer service' at ASML is not what the term typically brings to mind: call centers, item return forms, and drop-down menus with frequently asked questions. It's proactive support. Ever since ASML produced and sold its first computer chip-making machine (the PAS 2000 Stepper) in 1984, it's never simply been about 'making it work'; it's been about making it work at the customer location.