Not a single human in the world blossoms in fulfilling ignominious role expectations. Being disrespected torments the soul in a way we probably don't really understand. Everyone performs best when they are respected for their work. So those who are confronted with a role set who unceasingly expects servile smiles and insincere grovelling can never whole-heartedly provide good service because there is no respect in that.
We should expect professionalism from service officers... not servility. And the best example I can give you is that of the French Waiter that I blogged about here.
So ironically enough, I actually think that service training should not only focus on how to please the customer, but it should also focus on how to please the customer service officer. Service officers should be taught genteel but effective ways to command respect and good treatment from customers. Service officers should also be taught how to genteelly put misbehaving people in the place so that other customers are well taken care of.
If service officers feel respected, it's easier for them to reach out and give good service to customers who are well-mannered and civilized.
But of course, the notion that the customer has the money propels many organisations to require servility from their employees. That is short-term thinking indeed. What you require does not come from the heart... and the service will be obviously insincere. Then you may as well not even bother! The trick is to set up a culture and an ethos where service officers feel proud to give service... and where service officers feel able to defend themselves (effectively and in a classy manner) when people hurl vulgarities at them. In this manner, you predispose people to giving service from the heart... and truly from the heart.