Guy Kawasaki blogs about the art of schmoozing, with “discovering what you can do for someone else” as his borrowed definition.
It’s the same thing in client services. Yeah, you get paid, and you provide a service. But the treat comes from creating a long lasting relationship by outdoing both the clients’ and your own expectations.
I am not going to get paid more money because I discover something extra and unexpected that I can do for a client. But I may make the client more happy, and make my boss look good, so I spend time thinking about what I can do for them.