What is the concept of level of delight with example?

Answer 1

This is the concept of 'delighting' customers rather than merely 'servicing' them. You can read more at the 1st link below.

This is an extract from the 2nd link:
2. Delight
2.1. Sources of Delight
We have observed three separate sources of delight:
• Sometimes the source of delight is simple, a perfect fit with the customer’s expectations — checking into the hotel room that is just as you remembered it, with a familiar space for each picture of your family and a familiar shelf for every item you packed; taking the first visit back to your favorite pizza shop with your daughter after your family’s first four week trip out of the country. Perfect fit with expectations is not only for luxury products; a McDonald’s french fry is reliably firm and crisp, a Nathan’s Coney Island fry is reliably soft and almost steamed, and a cottage fry from the Palm is reliably crunchy, like a warm, thick, fresh potato chip.
• Sometimes the source of a customer’s delight is a perfect fit with his desires — the Olympus E20N digital camera that really can take photographs that enlarge to 8x10s of the same quality as 35 mm film cameras; seeing your luggage on the carrousel after an international flight with a tight connection.
• And sometimes delight comes from the totally unexpected extra bit of service — on an overseas flight between Singapore and Manila, seeing your exhausted kid smile when she learned that the airline knew she was an American 7-year old and packed hotdogs, french fries, and chocolate milk for her lunch.

Answer 2

A chocolate sundae with extra nuts