Consumer Reports has released its first-ever “naughty & nice” list, composed of companies that have either a great or ghastly customer service policy as determined by in-house journalists. Among the companies on the nice list: Southwest for checking two pieces of luggage (including skis and other bulky items) at no charge, and Orvis, for giving shoppers the option of calling to speak with a human customer service rep in addition to online query methods.

On the not-so-nice list: Macy’s, for charging as much as $23.95 for standard shipping, and Verizon Wireless, which doubled its early termination fee to $350 for smart phones. Damn!

The list is part of an educational campaign that includes a full-page ad in today’s USA Today, a holiday shopping guide, and an invitation to others to add to the list on the publication’s Facebook page.