One thing I have learned along the way is that across the board raises don't affect morale much at all. Sure, everyone talks about how great the raise was, but very few people actually increase their motivation after the raise kicks in. The only thing I've seen that makes a significant difference (other than personal motivation of employees) is recognition by supervisors of a job well done.
I agree with those who beat me too it here. The attitude of the employees is reflected in the attitude of supervisors. If supervisors either allow employees to slack off, or do nothing but disparage work performance, all the raises in the world aren't going to make that employee any more interested in taking care of the customers' needs. However, there is no end to the motivation gained by a few pats on the back, and a "I really appreciate what you do here" once in awhile. True, there are slackers in every company, and they can be dealt with, but the trick is to not let the good workers become slackers through neglect.
For whoever's reading this, if you have employees....
If you want your employees to make the customers feel wanted, make sure you make the employees feel wanted.