Tell me what you would do to go beyond expected customer service standards in you store?

An easy way to do this is by under-promising and over-delivering. For example: if a customer orders a pair of glasses from your shop, you tell them that they will ready for collection in ten days when you know it will only take six. When the customer collects their glasses six days later they will be thrilled and are likely to tell others what Excellent service they recieved. Another benefit to this is that you are allowing time for unexpected delays. Of course you really need to establish customer expectations for your particular business, you can't exceed them if you don't know what they are.