Tony Hsieh, Zappos

While other retailers outsource their customer-service lines to call centers on a distant continent, Zappos’ number connects directly to the company’s HQ just south of Las Vegas. A live rep picks up almost immediately (two rings when we tried), and you can even hit 5 to hear employees tell you a joke of the day.

Hsieh insists that associates be helpful with anything that customers might call about—and he means it. That person who called in search of a pizza joint in Santa Monica that was open at midnight? They found him one.