I remember the days when you drove into a gas station and the attendant checked your oil, tires, and other visual points. That was referred to as "full service." In retail, Nordstroms established the rule of thumb with their reputation for great customer service, "whatever it takes."
Recently, I heard a presentation by "Mattress Mac", the president of Gallery Furniture (Houston, TX) "Anyone can sell you furniture", he stated, "we sell customer satisfaction!" Now that is a statement I want to dive into.