They have to hear a smile in our voice when we answer the phone. Get your people to remember names. People go in there dozens of times and you don't know their name. When a customer would go into the station, the attendant would ask their name. Then they'd write the name on the gas cap and every time the customer would return, they'd be greeted by name by the attendant.
Great service happens when ordinary people do ordinary things extraordinarily well.
Look people in the eye. Don't hide away from them. Every person should be helloed and thanked three times per visit. Work with a sense of urgency. You should never walk in a restaurant with dirty tables.