If you know anything about Zappos then you know that it’s a successful online retailer that built its brand not only by selling a great assortment of footwear, but by delivering an exceptional customer experience. Perhaps that’s why Amazon paid so much leather to buy them. Zappos proved that if you deliver winning customer service you get back loyal customers who spread the love about your company. So then, why are retailers so reluctant to spend money to recruit better employees, provide ongoing “best of class” training, and deliver great customer service?