Some people are born to greatness, some people achieve it through Herculean effort, and some strive their whole life and never obtain it.
In hiring great customer service teams, I've met of a few of the first case: the ones who you know fifteen seconds into the interview that they're getting a job offer and their own desk. And I've known a few that I would build a stone wall to keep them away from any interaction with the public.
But the million dollar question is; can greatness be taught? Is there a formula to get your team to that peak of greatness where you just know they are doing far more for your company's image and future beyond merely answering questions?