I don't care what type of business you have, if you deal with people then customer service is important. This is what I like to see in a variety of businesses:
--Pizza place: have reading material for me, since I often eat lunch alone.
--Doctor's office: see me reasonably on time, be reachable & competent
--Contractors (all types): be honest, come in on budget, complete the job satisfactorily, and clean up after yourself
--Accountants: give me honest advice, be reachable
--Lawyer: see accountant
See, I don't expect much.