Coming from a Marketing & Sales background and having consulted on it, I know how important Customer Service is. I also know how difficult it can be to offer it if it is not part of a business culture.
My theory on customer service is that it has to come from within and it has to naturally be a part of a person/business. The ability to provide excellent customer service is an innate characteristic of a person to want to please and help others. It is this, coupled with the ability to empathize that puts the word "excellent" before the words "customer service." In a business, this characteristic must come from the owner or leader.
I pride myself in being able to offer excellent customer service and I hope that it's palpable to my current and future customers.