Zappos.com shoe seller has fanatical employees that live for customer service. They have a company manifesto to put the customer first, something rarely seen in the e-commerce world. I remember Nordstrom having fanatical service and went to extraordinary lengths to keep customers satisfied.
One legendary Nordstrom story is when a long time customer wanted to return a set of automobile tires. Nordstrom is a clothing company that doesn’t sell tires, but to keep this man happy the sales staff cheerfully accepted the car tires and issued an in store credit. When you have lifetime customers, this is a small price to pay for loyalty.