Zappos leads the charge for companies putting people first. Their feel-free-to-call-us, scriptless, personality-filled, reliable customer support disrupted many fields.
We know of companies that can stun with 15 minute email replies, or those have developers pick up incoming questions to build a more intuitive, delightful product.
We know that a customer who complains CARES about the company. They put in their own time and effort.
These helpdesks users, when helped effectively, turn around into evangelists. They become your biggest fans.