How far should one go to ensure the correct level of customer service?

Start with understanding customer's need and demand. Basis on that keep constant care. Means regular care. To some extend educate customer informally so that he/she donesn't underand we are reaching them.

As per company policy, customer support could be coustomize basis on customer demand. But need to be very carefull about company interest, cost & legal factors.

I won't go beyond policy if it is not justified by my company.

In my own opinion there are no limitations and its continous battles for maintaining the standard level of services because customers needs changes in time. Though each company has its own  basic service principles, it doesn't stop there until we get a well deserved feedback and repeat customers.

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to apply always the concept is (( Customer is the heart of the company )) if there are no customers then No Sales No revenue to cover expenses No salary paid No Company.

i believe that you have to keep the proper ratio of customer satisfaction against cost of such customer service .

cost is a deciding factor,the more you give the more it will cost in terms of services provided.keeping a balanced ratio is key.

you don't want to kill profits,after all we operate for a targeted profit.

As per the understanding the customer is defined with an abrevation ' Can You satisfiy totaly over my expectation regularly. its a mattar of continous flow of need . and one step back and you lost the customer. only understand the need or requirement .