If you want to be known for service, you have to answer a couple questions. First, what do customers expect? As fast as things change today, expectations change just as quickly, and your business has to meet those changing expectations. Second question: what would surprise your customers? Think of two or three ways you could surprise customers with your service delivery – then pick one make it part of your system today. Then add another in three months. It’s the most reliable way to get an advantage over your competitors.