The culture of extraordinary customer service is so pervasive that some Japanese companies have competitions for who can give the best customer service. All Nippon Airlines, ANA, one of Japan's airlines, has a customer service competition that focuses on the little interactions that can make life so pleasant.
It is all part of their 'Omotenashi' hospitality and service ethos that we'll be hearing more and more about as the Tokyo 2020 Olympics approaches.
"Winners of ANA’s most recent competition were rewarded for engaging in a fun conversation with a passenger who said he loved airplanes; providing a magnifying glass to an elderly couple reading small text on a customs form; and other generous gestures."
There is so much scope for this in the world of face to face customer service interaction.