Amazon was a great example of this for me. I was trying to get a phone I had purchased through them replaced, and they asked me what my "display name" was. Now

Amazon was a great example of this for me. I was trying to get a phone I had purchased through them replaced, and they asked me what my "display name" was. Now I had completely blanked on what that was.. was it my username? Was it my full name? Was it the beginning part of my email? gah, I'm on break outside a cafe and thought I could get this settled quick.. So the person on the phone, in quite a polite and understandable way, gave me a number to call back directly when I could remember it as I had passed all other verification steps. Had a moment of clarity and called back 2 seconds later and got on with it. They overnighted me a brand new phone. I rate that interaction a 10/10. 9/10 if we can imagine a world of omniscient amazon that knows when I've received broken items..