Being welcomed by name and a friendly chat (on long haul) doesn't cost much, and is very much appreciated when it happens.

On KL long haul getting to choose a Delft blue house from a bottom tray where the higher numbers are kept for loyal customers is also a very nice touch.

On my last KL long haul last month I was almost last to choose, and everything (also meal service) was pretty much done with a "Take it or leave it" attitude.