I've also personally run across cases where I was bitching about some aspect of the service at a hotel or whatever. Not trying to get customer support necessarily, but just complaining--e.g. the network went out for 2 hours this afternoon. And I've had people from the main hotel customer service reach out and put some points in my account or whatever.

It's not a huge deal but this sort of thing can move experiences from black marks to something even mildly positive.