Client service - how much is enough?

Q. I am never sure how much client service is enough. Do you have any thoughts on this?
Executive Producer, film editing company, NY

A. Of course we know clients like to be treated as special. But then they all are, aren't they? But here's a thought. If you give them great work, better than they expected, with no fuss, smart clients will be delighted. Notice how well Southwest Airlines has done without even feeding their passengers. What they do is be on time. Delivering on that promise seems to have beaten out their competition's client service strategy.

I guess that if you give them great work efficiently at a fair price you should attract the clients you'd like to have. If they are just coming to you for the catering, then perhaps you should be in the hospitality business!