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.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.