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CUSTOMER EXPERIENCE SUPER BOWL
Myra Golden
CUSTOMER EXPERIENCE DNA OF ZAPPOS
Zappos is powered by service Providing the best service and online shopping experience possible. Free shipping both ways. 365-day return policy. Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
Best selection Over 1100 brands. Over 150,000 styles. 3 million pairs of shoes. Photographed in multiple angles. Videos of many products. 100% of products inventoried (no drop ship).
Zappos is a service company that happens to sell shoes, clothing, handbags, eyewear, watches (and eventually a bunch of other stuff).
GREAT CUSTOMER EXPERIENCE = $$$
Zappos is committed to WOWing each and every customer.
Customers come… 7.4M total purchasing customers (about 2.5% of US population) 3.3M have purchased in the last 12 months
Customers come back… On any given day, about 75% of purchases from returning customers Repeat customers order >2.5x in the next 12 months
Customers come back, order more and order more often… Repeat customers have higher average order size $111.98 – first time customers $143.22 – returning customer
EARLY ON ITS LIFE, ZAPPOS MADE A DELIBERATE DECISION TO RE-DIRECT ITS MARKETING BUDGET TOWARDS DELIVERING EXCEPTIONAL
CUSTOMER SERVICE WITH A GREAT COMPANY CULTURE,
encouraging customers to order as many products as they wanted in order to “try them on,” then offering free return shipping for a full 365 days
only listing products on the site when stock was in their own warehouse (which actually lowered sales by 25% at a time when the company was still in the red)
deciding to run their warehouse operation 24/7 to deliver super-fast turnaround on orders, despite it being an inefficient way to manage fulfillment
EARLY ON ITS LIFE, ZAPPOS MADE A DELIBERATE DECISION TO RE-DIRECT ITS MARKETING BUDGET TOWARDS DELIVERING EXCEPTIONAL
CUSTOMER SERVICE WITH A GREAT COMPANY CULTURE,
encouraging customers to call them about nearly everything. Their call center takes 5,000 calls per day, and employees work independent of scripts, quotas, or call time limits. The longest call to date has been four hours. Zappos views the phone experience as a branding device, and speaks to virtually every customer at least once.
deciding to invest in “surprise” (free) upgrades to overnight shipping for most customers. This means that most orders are delivered within 24 hours, despite the web site indicating it will take 2-5 business days.
What customer’s see…
CUSTOMER SERVICE:WHAT CUSTOMERS EXPERIENCE
Fast, Accurate Fulfillment
Friendly, helpful “above and beyond” customer service
Refer customers to competitors’ web sites
CUSTOMER SERVICE:WHAT THEY DO INTERNALLY
No call times, no scripts
No sales-based performance goals for reps
Run warehouse 24/7
5 weeks of culture, core values, customer service, and warehouse training for everyone in Las Vegas
Culture book
Interviews and performance reviews are 50% based on core values and culture fit
ZAPPOS NEW-HIRE TRAINING
5-week training period that immerses employees in the company's strategy, culture, and obsession with customers
Incubation Program to help new hires transition from training to call floor
Pay $2000 to quit
SELF MONITORING (FULL CIRCLE FEEDBACK)
Launched a QA program a few years ago…
Removing the fear of poor performance
Rep selects a call and reviews
Lead also selects a call to review
Focus is on coaching and feedback
ADVANCEMENT & REWARD
Any employee can be a Lead within 5 years
Promotions all based on skill set, skill set based on core values
Courses offered to develop skill sets, small raises for completing skill set courses
Professional Life Coach on staff
“Happiness” survey monthly
ONGOING TRAINING: PIPELINE
Zappos history Professional
development Career development Time management Science of Happiness How to Write Emails Communication Finance “Holiday Helpers”
(outside of CLT)
LIVE and DELIVER
WOW
HOW ZAPPOS DELIVERED WOW TO THE GOLDEN HOUSE
LOOK WHAT 15 MINUTES A DAY CAN DO
Make emotional
connections with
customers
Surprise & Delight
ZAPPOS CORE VALUES
1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With
Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble
Adopt the Man in the Desert Philosophy
idea 15:Be Flexible
HOW A BEST BUY E-SERVICE REP WOWED ME
HOW BEST BUY GOT EMAIL RIGHT
Personalized the email Acknowledged my satisfaction with the
product Explained policy in lay terms Exercised empowerment Restored my confidence in Best Buy
STARBUCKS HAS MASTERED WARM CUSTOMER EXPERIENCES
MEETING NEEDS, EVEN UNUSUAL NEEDS
SERVICE LEADERS COMMON THREAD Emotional
Connections Concierge-level
service Identifying and
meeting customer needs, even un-expressed needs
MORE RESOURCES
Email me at [email protected] for:
Additional questions not answered today Blog: www.MyraGolden.Wordpress.com
Web: www.MyraGolden.com Twitter: www.twitter.com/MyraGolden