I placed 9 orders on Amazon Now in 72 hours last week. Prime member. New city. Setting up home. On the 10th order - delivery boy marked it as delivered the moment it left the dark store. Went to the wrong building. Couldn’t call me because the system said delivered. Order returned. No immediate resolution. Spoke to an AI agent for 10 minutes. Then a human. “Sir, our standard resolution time is 72 hours.” 72 hours. For urgent groceries. Ordered Saturday morning. Here’s the consumer insight that stayed with me: 9 perfect orders built my loyalty. 1 broken experience - with no human recovery - erased all of it. The brands obsessing over acquisition should study this more carefully. Retention isn’t built in the good moments. It’s protected - or destroyed - in the bad ones. The 10th order is the only one the customer remembers.