I have worked in customer support at various levels for the past 25 years or so and have dealt with countless customers and support teams. In my experience, the difference between the best and those who don't quite reach that level, is a genuine concern for their customers. That's exactly the feeling I got from Seff's very first mail.
Initially, I thought the wrong product had been dispatched. Seff firmly, but kindly, explained that this wasn't the case and immediately moved to help. Once I realised that it was entirely my fault, I expected to be charged for the UK/Ireland adapter, but Seff waived the fee. I can't tell you how valued you feel as a customer, especially a new customer, when you're treated like that.