In 2011, 7 in 10 Americans said they were willing to spend more with companies they believe provide excellent customer service. - American Express Survey, 2011
Not only can excellent service steal customers from the competition, it also instills greater confidence with your current customers to continue spending. This is not about pure sentiment. There are rational reasons behind why this is true. If a company takes the time to treat their customers well, at times even absorbing costs in terms of lost products or even refunds, it shows people that they stand behind what they sell. Integrity and trustworthiness are rare, so people will pay a premium for a company that reflects these values.
Your product makes life easier and changes the world with its pure awesomeness? Every product or service claims to do that. What sets you apart are the values and lifestyle your brand represents in the mind of the customer. How you treat people is a huge part of that.