Here is a story that explains customer service
USAA is the US army insurance....Mrs L, an elderly widow of a deceased military officer rang a rep and said that she was sick, had no medicine, no heat and was freezing. She phoned them because her husband said they would always take care of her. The rep retrieved the records and found that the policy was not up to date....what was she to do? Doing nothing for her was not an option, maybe the rules but not the right thing for the business. So she phoned the Red Cross, Mrs L got her medicine and the heat was restored.
She could have played by the rules, she could have said it is not my job and not my fault, But the essence of the brand would have been diluted. She supported the customer, she helped the customer, she delivered the brand.