Yesterday Steve was telling me about something that happened to him at the local Ruby Tuesday. He was saying his wife ordered a grilled chicken salad and the waiter accidentally brought a fried chicken salad instead. To Steve and his wife, it was no big deal. It was a big deal to the restaurant's manager. He came over immediately, explained how quality and customer satisfaction is important to the restaurant. He assured them that the new meal was on it's way out and insisted that the meal be removed from the bill. Steve would kill me if I didn't explain that he wasn't looking for any kind of reimbursement or even an apology, but the manager made it happen anyways. Steve was impressed and passed the news on to at least three other people and will probably tell even more.
I read an article this morning from Joel on Software that talks about the same things and in fact explains a similar situation with his company and Lands' End. Check out the article, it's relevant to any software company (or any company that supports customers for that matter).