What is elite service worth?

Dear FSB: I own one of the largest electrical companies in the state. Our uniformed workers respond to customers' homes within one hour of each call, with guaranteed service 24 hours a day. As a result our overhead is about 40% more than our competitors', and our prices are higher. How can we offer top-notch service and still stay profitable? - Bill Augustynski, Owner, August Electric Dudley, Mass. (augustelectric.com)