Do you think it is always good to go extra mile for the customer?

Not always. Only when its required to go an extra mile. otherwise, sticking to normal SOP is best!

I think going extra mile would definetly pay off for company's reputation and brand name, after all who would not be delighted to get special treatment, and those contented customers would suerly add value to the brand.

But as a service provider, we can never ignore the cost of going extra mile for the customers. 

Suppose if a rigid customer calls in a call centre of a company, complaining about the service, all a CSR can do is to convince them polietly and lodge their complaint, if customer is very rigid he will insist on quick resolution, but we can not spend half an hour conviencing him, we had other calls line up, and if we couldn't respond them because of one customer, it would creat a bad impact on others, resulting bad reputation of company and low service level as well. We might end up pleasing that rigid customer, but what about others?

So, we can go extra mile for the customers as n when needed, but not on the cost of company's benefit.

Yes, i think its always good to go Extra mile for the customer , to feel good and Brand affliation, and for good will of brand, its the right of all customers not few ones. its create association with brand , so i think extra mile for the customer is very good.

Of course it's great to go an extra mile for a customer because customers always expect the best from you, either customer satisfaction or even customer delight BUT it is equally very important to note that you have to wait for the right mood & timing as well as doing legally & ethically accepted practices. Thanx for the invitation

The extra mile always pays off, and guests love it. This inturn comes back as appreciation, acceptance of the brand, and eventually to brand loyalty. Every customer deserves it, but note that only few will acknowledge it. So demading the appreciation for extra mile is never encouraged. :)