Flexibility in Customer service Last but not the least, the third important procedural dimension of customer service may be the flexibility. It means that staff should be able to modify the regulation to suit customers' need more. Stubborn employees could contribute negative influence to customers. An illustration of failing in the respect of flexibility from Horizon DVD Rentals is that, the price and the lending time are totally not negotiable. Customer may think that this is inconsiderable and unfair. The client who borrows large amount of DVDs, should have longer lending time, and old movies like Mr Bean should have cheaper price. Therefore, lack of flexibility will definitely damage the business.