In order to set yourself apart from competitors and prove to your audience that you really are the center of a community, you don’t need the latest technological innovations. You just need to care about your audience.
A recent story of how online shoe seller Zappos took an extra step to show a customer they cared, is having ripple affects across the web:
Zaz Lamarr mentioned to Zappos that she hadn’t been able to return a pair of shoes because her mother just passed away. Not only did Zappos arrange to have UPS come to her home to get the shoes, saving her a trip, but they sent her flowers!