It's, to some degree, built into the ethos of the company. Jeff Bezos' "customer obsession" mantra is quoted by professors in every MBA program from Arizona to Zagreb. Case-in-point, here's a compilation of him expressing it from 1999 to 2018: https://www.youtube.com/watch?v=DIrhVU04GHc

Amazon may not be particularly customer centric in terms of the products they allow on their market place, or AWS by the plate of spaghetti that is their various cloud offering, but their customer service division is great. You can get in contact with them in hours, and there's never a hesitation to give you refunds or credit if something goes wrong; something I can't say the same of when it comes to Microsoft or Google.

I guess there's basically 3 approaches to customer service:

1. Excellent customer service, that tries to make the customer as happy as possible, within reason.

Amazon seems to be the big example of this one.

2. Terrible customer service, that has a hostile attitude towards the customer.

I'm not sure who's a good example here. Comcast?

3. Non-existent customer service.

This approach has been made famous by Google.

There's certainly a spot between 1 and 2; one where the customer service that exists is reasonable, but horribly under-funded and under-appreciated by the business. I'd say half of all businesses fall into that bucket.

I know when I call my insurance or bank that I'll mostly get things sorted, however I need to jump through 101 hoops to get to the right person via a automated service. Stop being cheap and just hire some operators to wire you through to the right people. It's not terrible per-se, just some combination of good (helpful customer service reps) and bad (automated operator).