The great thing about delivering surprisingly good service these days is the bar is so low. Treat your customer like a human being and they'll be very surprised.

Remarkably true.

Anecdote: first real customer (a reseller) of a consumer product that involved cell phone apps, web services and custom hardware. He had to drive by his customer 3 times because our product failed 3 times (hardware failure, configuration mistake, error in the manual). Each time the phone rang at our office we were slightly afraid it was him again. Most of the times, it was.

After it was all over and the product flew and the consumer was happy, the reseller sent us a mail about how much he enjoyed working with us and how we really cared about him and his customer. We had given him cause to drive to his customer, 100km away, 3 times too often. We expected an angry resignation, not compliments!

The bar really is ridiculously low.

With large companies the bar is often as low as being able to reach a human at all.

Anyone ever try to report a bug to Apple? It's a black hole.

Also, it's by far the easiest way to generate brand evangelists.

The better your customer service, the less good your product needs to be. Especially when you get started, you want people to be forgiving of your product mistakes.