The customer service experience at the time was great compared to what you'd typically deal with in the UK. I was the person buying computers for my parents' business, my parents' friends, and some of my friends, all through my parent's business . The reps were probably a little confused because they had repeat orders from the same "customer", but knew they were also dealing with a teenager that had done their research. This yielded some fun conversations and I always felt that they wanted to be competitive with their pricing.
Unfortunately, this all changed towards the end of the 90s as PC manufacturers cut costs, moved to the web, and outsourced.
Like any business, success and growth changed their motiviations.