If they feel management cares about them, they will reflect the same respect to your customers. Use hero awards. Make heroes out of your customer service people and allow coworkers to reward each other for doing a good job. Provide a customer service guarantee that excites people. Customers are sick of loopholes and limited warranties.
People are tired of hassles and long lines and forms to fill out.
Sure, there will be people who will take advantage of you, but the trade-off is a lot more people who will buy, visit, tell their friends about and spend their money on you and not on your competitor. Much of what I do is either coaching individuals or on-site with private companies and associations. However, I do try to speak at a few public seminars where anyone can attend. Next year I will begin offering my own public seminars here in Atlanta. Let me know if you want more information.