One lucky enough to have a Bloomberg terminal (providing financial news and information services) have access to a helpdesk built into the software via the messaging system (to query data, news, etc). This helpdesk has had huge appeal in other areas - booking restaurants, book recommendations, ideas for things to do on holiday - for many many years.
When paying at least $15k/year for such a terminal (often much more), and a client often having hundreds installed, if not thousands, it is a beautiful example of going a little extra for a lot of goodwill.