Zappos is an internet shoe store that is known around the world for its service. One of their connections with customers is that they actively promote that they give free overnight shipping of orders and also free return shipping.
Recently, Zappos decided to stop advertising that every customer would get free overnight shipping of their orders; opting instead to surprise as many customers as they could with upgraded overnight shipping. They still give everyone free shipping; just not overnight in all cases.
Some have taken Zappos to task for that. But I actually praise them for their decision and explanation. Zappos says that they made the decision to not advertise or promise it, because they found that customers were happier when they were surprised by the upgrade. They acknowledge that they would probably get more customers if they continued to market free overnight shipping as opposed to surprising customers with it, but they want to be known as a customer service company, not a marketing company.
THAT’S a company that knows how to distinguish themselves with customers–all the way down to their (umm) soles. (Pun intended)