Sometimes, we experience truly amazing levels of customer service. We call it over-the-top, or above and beyond, or "WOW!" customer service.
Many of my clients tell me they want to consistently create that experience for their customers. My response is that it's an unrealistic—even impossible—expectation. Over-the-top service usually happens with isolated incidents, either problems or complaints, or recognition of an opportunity to create such levels of service.
As an example, the Ritz-Carlton is known for its outstanding service. Their system is excellent, and their team is superbly trained. Employees recognize guests and call them by name. They pay attention to the details.
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