My experience with B&N Customer Service has been exactly the opposite. I am one of the unlucky folks who keep getting the cracked button problem. If B&N wanted to have exceptional CS, the first thing they'd do is actually fix the design problem. But they're not. Instead, they've created a replacement program that lets customers think they're receiving awesome service. To me, the best CS is to sell me a product that works so I never have to actually call the company's CS. But that's just me.
Nevertheless, I called B&N nearly 2 weeks ago to do the rapid replacement - again - and get a new nook (which will be up for sale in the Flea Market here as soon as I receive it, in case any of you are interested.
). Apparently rapid isn't so rapid any more, as 10 days later, I'm still without a replacement nook. I called CS yesterday - they told me it's been delivered to UPS, so I need to contact UPS to figure out what's up. Way to pass the buck, B&N.
I realize my experience is unique - I think B&N CS breaks down by having a poorly designed product; actually calling the 1-800 number is just giving them a 2nd chance to fix a bad situation. As far as criticizing Amazon CS - I'd like to know the circumstances if someone didn't receive excellent service. I've been a long-time amazon customer, and their CS is phenomenal - I've never had a problem that wasn't solved in under 10 minutes.
Just my $0.02.