The death of customer service? (crisis of who I am)

I made the mistake recently of going onto a facebook page for Barnes and Noble employees.  I joined it when I was still working there and somehow was there the other day and someone asked about calling a store after it closed for a customer and what would you do if it was you're store.  I was shocked that most people said it was rude and how could you do that.  I said that you are still on BN time and that you should do whatever you can to help a customer and I was berated for saying that.  So much so that I have been accused of belittling others and argumentative.  While I am those things and a lot more I wasn't here.  I don't know these people and I think people who know me know that I am respectful till given a reason not to be.

Then again perhaps they read my politeness as belittling which was not the case.  Anyway that is not the point of the store, that I was sucked into one of the few internet wars (mine always seem to be on FB).  What shocked me was how everyone was against going the extra mile.  I even had someone say: 

We have a customer service goal set up for us - it's called SPH. If what you're doing for a customer is increasing SPH, keep doing it. If it's not, then you need to learn "creative disengagement". Gene, I'm glad you decided to leave the company. If every individual bookseller ignored company standards and gave whatever level of customer service that they happened to like, we'd have chaos and a mess

I ignored the standards by giving exceptional service.  This is what is wrong with my former company which many MANY dear friends still work for and I said as much.  But this isn't a problem at BN only.  What happened to customer service?

People used to be helpful in stores right?  It used to be about building relationships and keeping them returning to the store right?  I ask because I don't feel that in any store I go into.  Yes I know part of the reason is that every store out there is understaffed and overworked.  I've been there but it didn't stop me from doing what i could to keep our guests and customers coming back.  If that meant answering a phone before or after hours I did it.  If that meant picking up a computer at the FedEx store so that I could get it back to the employee for Monday morning I did it.  

Am I the only one that feels that customer service, and respect for the customer/guest, has been on a major decline lately?  Hell perhaps I'm wrong and I should have just focused on getting projects done or did my 9 hours and left.  Other people do it and I sure didn't make a difference at BN or WGU.

A dear friend once called me a martyr and I realize I am.  I just want to make places better when I'm there and I always felt I did but now I don't know.  This has lead to me questioning who I am as an employee.  Is going above and beyond wrong now?  Is it just about doing what everyone else is doing?

I don't know if I can handle that.  I strive to be the best.  I need to be the best.  I mentioned it a while ago about being a dinosaur...perhaps it is time for this dinosaur to evolve and just be like everyone else instead of wanting to be the best.  

I don't know how to be like everyone else.  I know I'll call Barnes and Noble and see if they have a book on it (see that was belittling a bit)