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What is exceptional service? How is it different from bad service? As an introverted north european I never figured this out myself. For me good service means I don’t need to wait too long for my food/get the check but other than that I want to be left alone. I imagine I would find “good service” quite uncomfortable.
It’s generally context and individual specific. E.g. a bed delivery driver is paid to get it to your door. If they also lug it up the stairs to the loft room, that is exceptional service.
Another might be a restaurant team who deal particularly well with a food allergy. E.g. making specific checks of requirements, and going out of their way to make a dish in a safe manner. Rather than just saying it’s not an option.