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At SxSW 2008, Zappos CEO Tony Hsieh outlined the evolution of the Zappos brand from an online shoe retailer to a culture rooted in excellent customer service in his Top Ten Lessons Learned in E-Commerce talk.

* Zappos wants to primarily be associated with their customer service not with selling shoes. They are primarily a shoe retailer (started out as shoesite.com) but are moving into sharing clothes, fragrances, and more.

* Zappos’ business is driven by repeat customers. Customer Service is branding opportunity used to drive word of mouth.

* Examples of Zappos’ commitment to great customer service: 24/7 1-800 number on all web pages, free shipping, free return policy, 365 day return policy, and 24/7 warehouse fulfillment.

etc.