I met a guy who runs a nursery.
He told me that when customers walk in to buy mulch, his favorite service moment is when he gets to ask them, "You want it now?"
Now? Really? You mean I don't have to wait all afternoon?
Nope. Thirty minutes. You can get your mulch before you get your pizza. Chip will even follow you home from the store if he has to.
That's service. And our job, no matter what we sell, is to explode the gap between what people expect and what they experience.