At which point do you say that’s a good enough service to the customer and stop? At what point do you say that’s all you’re getting?
It’s important to have that limit in order to ensure your services are in line with your balance sheet and not too resource draining, but it’s also important to ensure that your competitors aren’t drawing that line way after you. If you’re offering limited after sale service, extras or advice, whereas your competitors are “going the extra mile,” which company do you think your audience will choose? Where you can, show your audience they’re appreciated. If you’ve spent so much marketing money advertising to get their custom in the first place, why not go the extra mile to keep them.