Companies looking for a competitive advantage will struggle to develop a reputation for excellence in customer service. Instead, those that are recognized as stalwarts in this area (Amazon, Disney, Marriott, Tom's, and others) understand it must be ingrained within the culture.
Putting customers first, putting students first, putting guests first, must be more than a headline supported by a strategy. It requires authenticity, commitment, and treating each one differently.
Develop a culture of service and the competitive advantage emerges all on its own.