And, in return, the company surprises its customers with favors like free next day delivery on your next purchase. If you are a new customer, even sometimes they will automatically upgrade your shipping to priority shipping, creating goodwill between Zappos and the first customer. Zappos also benefits from encouraging its customers to share their experience by allowing the company to offer customers personalized and relevant updates through their tweets and direct communication. It’s also another way for the company to do research and development. Sometimes the company receives emails from its customers explaining, "I decided to shop at Zappos today because I follow you on Twitter." I feel like I know you” (Schoultz, nd) In the age of empowered customers, a social media approach helps businesses keep their finger on “the pulse of what’s important to their customers” (Success Center, n.d.). Companies like Zappos and its use of Twitter or other social media platforms to collaboratively interact with customers and employees, allows the company to gain valuable insights and create lasting relationships.