For instance, shop staff don't run round after the customers in the supermarket with ready smiles and a desire to make their shopping experience really enjoyable, do they?
Well, actually they do...well cashiers don't follow the customers, but they are certainly expected to be pleasant, engage the customer, ask if you found everything you needed, ask if you need stamps, ice or cigarettes, etc.
I'm regularly asked by shop staff while I'm grocery shopping if I'm finding everything I need. If I say (or approach a worker and ask) "Could you tell me where the pickled beet juice is?", about 80% of the time in a regular grocery store, and about 95% of the time in a higher end grocery store, the employee will not only tell me where it is, but will say "Follow me, I'll take you over there" Sometimes I will follow, other times I'll say "That's all right, I know where you mean, thanks for the help." The rest of the time they will just tell me where the item is, like if they are too busy to lead me.
One time at a nicer grocery store I had picked upm on a whim, a block of handcrafted soap that was beautifully displayed near the front of the store. It was some exotic aroma like chipotle mango. There was about a dozen different types of unwrapped blocks, all of slightly different sizes. Let's just say they were $15.00 a pound, but I really wasn't paying that much attention. When being rung up, the cashier said "I don't have this yet on my list, did you happen to see how much this was?" I said, "Hold on, I can almost see the sign from here" and took a few steps away for maybe 30 seconds while he kept ringing up my few other items. I stepped back and said "There's no sign on that particular table, but on the table of soaps next to it, it says $15.99 a pound. He continued ringing me up, and we were having pleasant conversation about the soap or some other item I was buying....sardines....chia seeds....who knows....
At the end he said "I appreciate you going to look for the price, but I'm giving you this soap on the house."
At first I said "oh, you don't have to do that. I don't want to see the store be out the sale on something like that"
He replied "We are all allowed a certain amount of goodwill decisions each month. I appreciate you looking for me, and you're a fun person to talk to. It's my decision on behalf of the store to give you this soap."
That made my day, and I'll tell you, counted toward a lot of loyalty from me as a customer, even these couple of years later.
So yeah, regardless of your position, excellent customer service is encouraged, and is good business practice.