When done right, great customer service creates an exceptional experience and shouldn’t really look like anything.
The retailer should be letting the customer know that they are the most important person in the world for those few minutes. They are treated open-heartedly by employees inclined to meet new people, share something about themselves, and help someone.
All that should be so seamless that all the customer thinks when walking away or hanging up the phone is Wow! That was an exceptional experience!