Superior customer service doesn’t always mean eye contact, smiles and a human connection. Superior customer service sometimes just means help me get my task done quickly. And let me go my merry way without some brand blah blah, handshake and efforts to sell me more.
True, this means that you need to realize what you customer wants (easy right!?). Consumer centric organizations don't push their brand for brand pushing sake, they integrate the brand in the most desirable experience for their customers. Think about fast food, think about Jiffy Lube, think about any store with an express counter.
Speed and no frills can be part of the experience, brand this carefully without weighing down the experience.