You’ve probably had this happen: you’re standing around an item you have a question about, looking for a salesperson. You then walk around, but are still unsuccessful. If you finally get one, they’re rude and unhelpful, and you walk out the store feeling much worse than when you can in.

Luxury brands have long understood the benefits of good customer service (it’s partially what you’re paying for), but recent high-profile cases have taken traditional “middle-market,” not known for its customer service, and changed the rules. One of these, is of course Zappos, the online shoe retailer.

But if you’re still curious as to how it translates to business,  I can offer first-hand experience. For two years I worked for an upscale sportswear and sporting goods company in Toronto, who’s main mantra was customer service. In a crowded market, with Holt Renfrew squeezing from the top and Sport Chek from the bottom, customer service was really the point of difference, and they had extra training for employees to ensure this. They always tell the story of the day they took back a toaster (they have NEVER sold toasters). I had many customers tell me explicitly that customer service was one of the reasons they kept coming back.