Do your company policies talk more about what you can't do for your customers, or what you can do?
Do you seek out ways to delight your customers, or monetize your services?
We all know of companies who are takers. They charge a fee for everything, they set up obstacles to ensure they do not have to interact with you, and their policies are in place to protect themselves.
We also know the companies who are givers. They are the ones that treat us in such a way that we willingly spend more with them.