Customer service is the most important aspect of operations in Zappos. Moreover, the video showed us how critical the service quality is to Zappos' customers. Employees are always motivated to answer customer calls and keep them happy all the time. That is because the company brings up the best out of its employees by providing them with the optimal training and cultural fit techniques. Zappos claims to have 24/7 service by telephone, unlike vendors who hide their customer support pages. Employees need to know how the company works to serve their customers efficiently. Customer service ensures that customers are always satisfied with their orders, as well as retain them. Another perk of their service is free shipping for the products and returns if need be. The service allows the customers to be rest assured that the products are conveniently replaced in case they are dissatisfied with them. A 365-day grace period is given to the customers allowing them to return their products at any time.
Moreover, the company also has an attractive return policy (ZapReturns), which allows customers to order a pair of shoes and multiple sizes of the same style!! Then, the policy allows the customer to pick up the ideal size and return the rest of the pairs free of charge (YouTube, 2008).
Client experience is all the involvements that a client has with a brand, an item, or organization with that brand or item or organization during the association with the client. Customer experience nowadays involves a broad range of channels and steps— from pre-buying: awareness, insight, fascination, and interaction to buying, and then to post-buying: using, developing, and promoting. The range of consumer satisfaction is more limited. Consumer satisfaction is a measure of how an organization's products and administrations meet or exceed customer expectations. Hence, customer satisfaction can enable the organization to point out where its client experience is doing well and where it needs to be fixed. Also, consumer satisfaction can assist the business to better understand if clients are satisfied with the product. Thus, customer experience and customer satisfaction are not very similar, even though they are personally connected and both are critical to income growth. On the other hand, customer service is defined as the process of taking good care of the client's expectations by providing helpful and high-quality services and assistance before, in between, and after the customer's needs are met. The client experience implies the total of all client's encounters and interactions with the business. The goal of customer service is to increase the level of customer satisfaction and give assistance and advice for a certain product or service to clients (Morgan, 2018).
- Zappos invests most of its budget in customer service rather than in high-cost marketing campaigns.
- Zappos adapts customer customer-centric techniques to enhance customer experience.
- The company offers unlimited 24/7 customer service calls for any kind of assistance from shipment carriers to exchange requests.
- Most of their time is consumed on spotting and tracking customer's behavior and attitude to establish a more emotional connection with them.
- The easiness and simplicity of the Zappos website play a major role in strengthening the relationship between the clients and the company.
- Cpselling is not included in their marketing strategy (Warren, 2018).
Zappos integrates an interesting processing system for online orders. As a result, it outlines the most important processes to identify customer experiences and allow for improvements to be made in the future. Figure 1 illustrates the end-to-end process of the ordering process to the delivering process, which on average takes 3 hours in total; however, customers receive the products in the span of a 24-48-hour window.
After going through the above questions, it appears to be that Zappos is considered one of the role models when it comes to inspiring and positive company culture. In such wise, several points will be listed below suggesting how to apply these lessons in the UAE/GCC countries:
- State your core values, manage them, and train your employees about the company's culture.
- Hiring new people not only for their skills but also for their level of happiness and sticking to the standards.
- Choosing committed and dedicated employees: those whose insights for work are beyond a short-term paycheck and who can think outside the box.
- Cheering up the employees to be creative and innovative.
- Reaching the ultimate excellence in customer service (Pearson, 2012).
References
- YouTube. (2008). Zappos Company Culture - The Zappos Family on Nightline. [online] Available at: https://www.youtube.com/watch?v=tFyW5s_7ZWc [Accessed 3 Aug. 2019].
- Morgan, B. (2018, March 05). Customer Experience Vs. Customer Service Vs. Customer Care. Retrieved from https://www.forbes.com/sites/blakemorgan/2018/03/05/customer-experience-vs-customer-service-vs-customer-care/#150186634167
- Warren, R. (2018, August 30). 10 Things To Know About Zappos Customer Service. Retrieved from https://www.zappos.com/about/stories/customer-service-things-to-know
- Pearson, B. (2012, November 21). Delivering loyalty: Ten lessons learned From Zappos.com. Retrieved from https://www.retailcustomerexperience.com/articles/delivering-loyalty-ten-lessons-learned-from-zapposcom/
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