No, I wouldn't expect US style fake-obsequiousness (I had to look that up, can't say I've used that word before) but genuine obsequiousness, as you'd get on a quality airline in a premium class. That is, the passenger is first, not the desire to have a chat in the vestibule about why it's annoying that they lost their Coach K messroom, nor the idea that going through the corridor connection is a faff.
Obsequiousness is the cringeworthy “have a nice day sir”, #fake smile# type of service which is endemic in the US.
Good service, at least as I’ve experienced it, is something that’s difficult to describe, but you always know it when you see it. It’s about being likeable, being attentive without being overbearing, judging what the customer wants when you want it. Etc.
It’s rare in the U.K. unless you’re spending a lot of money on your meal, hotel room etc. and isn’t guaranteed even when you are! We are generally dreadful at it, as a nation! Equally it can occasionally be found in the cheapest places where you least expect it.
You can't expect the "hard product" to equal transatlantic First Class, but a passenger-first attitude costs nowt other than employing the right people (and it strikes me that Avanti seem to have a significant number of the wrong people).
Agreed re. the passenger first attitude. All I will say is most staff on the railway strive to do a good job. Some of them even enjoy customer service (not usually drivers, admittedly).
Sometimes it goes wrong. I remember recently one of our TMs barking: “THERE’S NO CATERING” (host was absent) at a passenger in first who approached the galley and asked for a coffee, after I’d just walked out with a cuppa. Even I cringed at that.