Do it now, and avoid the whips and scorns of procrastination. The degree of caring and individual attention you show customers. Empathize, don't sympathize. Showing empathy rather than sympathy allows you to be professional and caring at the same time. Being sympathetic can leave your worn out at the end of the day, and can add to a customer's frustration.
Service can be hard to evaluate because it is intangible.
People will often remember and judge you based on tangibles, therefore, provide as many as possible. Get staff involved. List as many as you can think of, for customers and employees.