I used to work at the Dell technical support call center. And they used to tell us that customer service is a part of the product. At first it seemed they were taking overboard with regards to customer service.

But our managers made it clear, customer satisfaction came first. Everything else came next. We would even support calls which didn't even have warranty. Sometimes even teach people how to use computers, like practical tutions. Especially to the elderly. We would even make follow up calls to ensure everything was right.

Soon the results showed. I mean Apple fanboys might laugh at us. But we sold more stuff by good customer service and courtesy than apple would have sold by innovation.