When one of your service pros does something cool for the customer, point it out. Stroking their ego is a good thing. Everybody will be falling over backwards to win your performance approval. Sometimes reps are shy or not so confident in their people skills. Customers will feel as if they're getting twice the attention from your staff and feel twice as satisfied.
People work with pride when they feel as if their job is their own private company.
Think of ways your company can help employees feel like part of the company family and encourage and train them in your service, people-friendly philosophy. Communicate constantly with your staff and train them as often as possible. Take time to regularly teach them all the service ins and outs of your business. Line up guest speakers on the topic of being people-friendly. Show them motivational tapes and provide books to read.