The Kindle Angels
I work as a registered gas engineer fault finding and repairing boilers, this involves talking to technical helpline guys 2 or 3 times a day, sometimes I am put on hold for 20 minuets and 9 times out of 10 it is a premium number.
Now compare this with Kindle,
They phoned me immediately after I emailed my phone number. The lass I spoke to was polite friendly and very professional. She held my hand all the way through the proccess, telling me what button to press etc. A real breath of fresh air. Well done Amazon/Kindle, I think your help line is brilliant.