Online shoe seller Zappos demonstrates how to provide customer service on a human level:
I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy.
And that’s not even the best part…read down to the end. (via 37signals)