What Any Catalog Success Reader Should Learn From Zappos.com

Zappos doesn’t have a specific policy or procedure for situations like this, but as Hsieh explained, the woman was so touched by this that at the funeral, she mentioned the experience to 30 or 40 close family members and friends, and all said they’d become Zappos customers, Hsieh said.

He considers this not only an example of the right thing to do, but also, had Zappos considered this kind of customer service action only as an expense, it wouldn’t result in revenue. “Do what’s right for the customer even if it doesn’t result in direct sale or costs a little more,” he shared. “Make sure you go above and beyond for the customer.”