This is an interesting technique that I have seen work very well. Just talking to your staff about what you are trying to achieve with your business may not have the impact you are looking for. After all, they see you every day, they might be a little afraid of you as the "boss", they might not relate to you, or they simply may not grasp the importance of what you are trying to get across to them.
The best way to get everyone to sit up and take notice is to get a regular customer to come in and talk to your staff about what they like about the business and what they don't like. It may be hard to find someone to do this, but most businesses have a few customers who are very vocal and willing to give some feedback.
This feedback session is designed to highlight the areas where the business offers good service and those areas where it needs to improve. Your staff will listen with considerably more attention, because (hopefully) they will have an instinctive respect for the customer. Issues that you may have been trying to resolve for months will be fixed almost overnight when discussed from a regular customer's point of view.
As always, if you are inviting someone to come into your business and to be open and forthright, you need to be prepared to take their comments on board. The areas that need improving are equally as important as what the customer likes about your service. This is an excellent way to deal with issues that you may have been struggling with for some time.