My wife likes to order things from Chewy — the online pet supply store. When our 16-year-old beagle died a couple of months ago, she needed to cancel some automatic refill orders.
When she called them, they not only canceled the orders, they unexpectedly gave her an immediate refund on the last order. A couple of weeks later, they even sent a bouquet of white roses with a card.
I know it’s a marketing thing for them, but it made my wife extremely happy. I’m pretty sure they have a customer for life (as soon as we get a new dog). They also get free positive advertising on social media (and here too, I suppose). For that matter, it’s probably some of the savviest marketing I’ve ever encountered.