As soon as you mention customer service, most people have an opinion and frequently become very defensive. The customers blame the staff and vice versa. And why is it that people assume you simply mean whether somebody smiles and is polite in their dealings? For me, that is only a tiny fragment, the actual problem goes much deeper, service goes right to the heart of a business's ethos and approach, and is often only really tested when something goes badly.
I shop a lot on the internet, so if a company delivers the goods I've ordered, within a reasonable timescale, in an acceptable condition, that's customer service as it should be, and whilst it's good in the sense that it meets expectations, it's not "special". If the goods are damaged, what happens then? Is the company easy to contact, do they respond in a courteous, understanding fashion, do they take immediate steps to resolve the issue to your satisfaction?
There are some companies in this country where the service is exemplary, but sadly, in my experience, they are the minority. There is a lot of talk about how British customer service compares with that in the US, and there may be a great deal of truth in what is said, but I'm not sure how relevant it is. As consumers, I think we need to take more responsibility for ensuring that we get the service we really want.
Sometimes, I wonder if those who say they don't receive poor service just have very low expectations - maybe they've got used to the norm, maybe they don't care - but I don't see that it's unreasonable to expect people to do what they say they will, when they say they will, at an agreed price and standard, hopefully with a smile, but at least politely (and the last bit applies to both parties)