Going the Extra Mile

I recently signed up for a trial period of a new service on the web. My previous service provider ignored my e-mails, disconnected his telephone, and was generally hard to deal with. My new service provider is offering me a 30 day trial. Although pricey, in 2 days I have been contacted by the account executive by both e-mail and telephone, offering his help, and spent some time with the tech support team as well.

The service so far is excellent. Whether I stay with them depends on the results.
Have you received excellent service, especially at the beginning of your relationship with a company? What in particular made the service so great?