This is a wonderfully powerful video about how little things can make a huge affect on customer support from one of the author’s of Raving Fans. I’ve always been a huge fan of Ken Blanchard’s Raving Fans. The editorial review on Amazon says:

The story of a golfer and his male fairy godmother who guides him
through encounters with outstanding service in a variety of business
settings is an eloquent parable about customer service. The three-part
formula: First, decide on a vision-a level of service that perfectly
reflects what you want to give customers. Second, discover the specific
needs and expectations of your customers and weave them into your
vision of how to serve them. Third, deliver your vision a step at a
time, being absolutely consistent before stepping up the service to the
next level. Everyone serious about customer relationships should hear
this.

This video short highlights that you don’t have to be a C-level executive with an MBA from Harvard to make a big difference. Good customer support should know no title.