Sometimes these features are useful for most other customers of the app, but it makes the app more bloated ( imagine an app that has more than a dozen settings ) so with new customers I usually tell them my app does not have the feature and try to help them to achieve the same goal using existing features. For customers that have used the app for a few years I have thought of charging them for custom changes although I don't know if that's a good idea.
Only for small useful features that are a big win I have actually done the implementation.
How do you handle customers' feature requests?