How much would you give up to serve your customer?

I consider customers like fans. They're usually happy to give you money and they appreciate you. You also can't run a business (or have a job) without them.

So it's similar to how artists treat their fans - hang out with them, be friends with them, take selfies, thank them and ask their opinions.

That said, there's a limit. 80% of your trouble comes from 20% of your leads/customers. Some are tire kickers, some are bullies who get off on demanding more and often negotiate for the sake of negotiating. Find a way to cut those off quickly and focus on serving the other 80% better.

Everything! It's important to realise that your customer IS your business. Most employees don't know/care about that but every business owner should. When your customers lose faith it's `Goodnight Charlie'!

[edit] O.K. It helps also to be aware who your KEY customers are. Suggest you get a sign made with this printed in LARGE letters --> PARETO https://en.wikipedia.org/wiki/Pareto_principle

Anything they genuinely need if they are paying users. There's a reason paid support exists in most businesses and it is so important because 'The customer is always right' (if they are willing to pay for it).

What happened here? Did you sign a contract that you can't keep or something?