Found this great post from Create Passionate Users.

I've found (by working with dozens of different "hats" in Ecommerce) that picture methapors are an excellent way to not only make a point.....but to hit the hammer down on it...to inspire change.

Create Passionate Users does an excellent job with this on their blog posts. This one deals just with how we treat customers before and after. This "tool" should be done as a full audit on your online operations:

Advertising
Call into sales....call into customer service.
New visitor to a site, repeat user on a site (one sees new content/the other sees old content).
Before and after an order....
During and after a return.....


Try it on all your touch points.