There's a famous story about the band Van Halen that says they would include a clause in their performance documents about excluding brown M&M's from their dressing room at any venue they performed at. Allegedly, this was so the group could know in an instant whether or not the company they worked with had observed the requirements of their contract and was following their requests.
Your in-house and online customer services may not be doing business with rock stars on a regular basis, but they can still attempt to provide a high attention to detail. If your company misses something important in a consumer message, no matter how absurd, they are sure to notice.
It's possible that Dustin Wray had this story in mind when he and his girlfriend, Lauren Taylor, reserved a Houston-area hotel room. While booking online, Wray asked that the staff leave "three red M&Ms on the counter. Not packages, just three single M&Ms. One for me, one for my girlfriend and one to split if we get hungry late at night. And a picture of bacon on the bed," according to ABC news.
Not only did the hotel meet these very specific requirements, Wray's subsequent posting about the experience online gained the hotel additional publicity, and appears to have begun a good relationship between him and the chain.
Staff members performing e-mail management tasks and other services can "read the fine print" themselves when it comes to their clients, as the little acknowledgements could make customers feel more at home, no matter what industry you're in.