Delivering WOW

Delivering WOW

In his book, “Delivering Happiness,” Tony Hsieh, CEO of Zappos, states that the two key drivers of the company’s success were repeat customers and word of mouth. Hsieh’s goal was to differentiate Zappos by delivering WOW to customers. Hsieh believed that every interaction must be used to create the best experience for and deliver the best service to cusotmers. Hsieh also believed that delivering WOW was the responsibility of everyone in the company, not just one department. Below are some of the different ways Zappos instilled WOW at the company.

WOW Customer Service

  • Do not measure call times, upsell or use scripts. Create personal emotional connections with customers.
  • Empower and trust your customer service representatives. Escalations should be rare.
  • Find and hire people who are passionate about customer service.
  • Give great customer service to everyone: customers, employees and vendors. It is not a zero-sum game.
  • Have the entire company celebrate great customer service. Share stories of WOW.
  • Make customer service a priority for the company, not just a department. The tone comes from the top.
  • Make WOW a verb that is part of your company’s everyday vocabulary. Little things pay huge dividends.
  • Put the telephone number (1-800) at the top of every page. Staff the call center 24×7.
  • Realize that it is okay to fire customers who are insatiable or abuse your employees.
  • View each call as an investment in building a customer service brand, not an expense to minimize.

WOW Customer Experience

  • 365-day return policy.
  • Best in-stock shoe selection available anywhere.
  • Free shipping both ways to make the transaction as easy as possible and risk-free for customers.
  • Run the warehouse 24/7 to get orders out to customers as quickly as possible.
  • Upgrade delivery from 4-5 days (standard) to next-day air (premium).

Successful companies are obsessed with delivering the best service and experience to customers. WOW creates competitive advantage and customer loyalty. It costs eight times more to acquire a new customer than it does to retain one. The fastest way to accelerate growth then is to sell more to existing customers while working to acquire new ones. In addition, unhappy customers used to tell 8-10 other people about a bad experience. Today, they may tell thousands or even millions. Net: Positive customer service and experience matter more than ever.

All contents copyright © 2012, Josh Lowry. All rights reserved.

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