The response on this thread is, to say the least, disturbing.
Problem is, with the way the industry has gone in some parts of the world, if an individual does go out of their way to help out, it can result in serious hassle.
I got fired recently for doing exactly that, for details see the "headset gone astray" thread in Questions.
Also, yes you are right, there is also a problem that people don't recognise good service any more, and when they do get it, it's not always recognised as such
Not sure that there's anything that can be done, given that unfotunately, there are too many managers that don't see things the way you seem to. Too often, someone that does go the extra mile only gets abuse, so the attitude then becomes something alog the line of "up ...." Pity, life was so much easier when it was possible to get recognised for doing a good job.