It can be difficult to be detached from your business and to look at it from an outsider's point of view. If you have owned and operated your business for a while, you are more than likely very passionate about it. You may be so busy doing what you do, that you can forget to take a few minutes out to be an observer instead of an active participant in all of the activities that take place on a day-to-day basis.
I have a friend who owns and operates two very successful restaurants. He often likes to dine at his own restaurants so that he can listen to what people say about the food and service. He doesn't eavesdrop, but he observes how the customers react when they are first seated, when their orders are taken and when the food is delivered. Of course, the staff know that he is there so maybe the service is a little sharper, but he does pick up a lot of comments that he can then act upon during staff meetings.
Take the time occasionally to be a fly on the wall. Sitting out the front of your business for a few minutes and watching what customers do may give you a few ideas on how to make the business more attractive. Wandering through your business with no intention other than to look around and observe can be very beneficial. Listening to the interaction between customers and staff, listening to what customers are saying about the business in general, and chatting to suppliers making deliveries can all provide excellent information that can be used to improve your business's over-all level of customer service.
Observation is a powerful tool that is often forgotten in the clutter of day-to-day activity.