Alfred Lin, Zappos: Six ways to differentiate through customer serviceby
Online retailers Zappos.com has become one of the most celebrated businesses in recent years, carving out a reputation for excellent and personal customer service.
This focus on the customer experience has seen it reap enormous success, generating 75% of its business through repeat purchases. And when Amazon.com forked out $850m for Zappos last year, CEO Jeff Bezos waxed lyrical about the firm: "Zappos has a customer obsession which is so easy for me to admire. It is the starting point for Zappos. It is the place where Zappos begins and ends. And that is a very key factor for me. I get all weak-kneed when I see a customer-obsessed company, and Zappos certainly is that."
Need further convincing? Last month, a pricing bug on the Zappos site saw goods worth thousands listed with a price of $49.95 - in keeping with its stellar image, it honoured the purchases made during this time, which cost it a hair-raising $1.6m.
MyCustomer.com spoke with Alfred Lin, COO of Zappos.com at European Customer Experience World 2010, to find out what other businesses can learn from the organisation.
After two decades of experience working as a journalist and editor covering business and technology, including over 15 years as editor of MyCustomer, Neil now works as senior content manager at skills-based workforce management platform provider Spotted Zebra. ...