In preparation for an in-depth analysis of Customer Experience and its connection to customer loyalty and satisfaction, the Nuance Creative Services team decided to take a look at online-based or "non-brick and mortar" companies that:
- Consistently rank high in customer satisfaction surveys
- Provide top-notch customer service and customer experience
- Deliver brand attributes effectively across multiple communication channels
- Participate in social media and value its contribution to their business
Zappos.com met these criteria. "We're a service company that just happens to sell shoes," is ubiquitously stated on their main web site, micro sites, blogs, Twitters, and corporate communications.
Now, I love shoes, and the selection on Zappos.com rates very highly with women (size 8.5, black) shoe lovers like me. Using better judgment during my workday, I ordered the Zappos.com 2008 Culture Book to gain insight to understand what Zappos culture has to do with their "WOW"-erful customer experience. What happened next is a true story.
Three copies of the book were left in inventory and I snapped them up. I received tracking data via email immediately. The next day when we opened the well-branded Zappos.com box - but only one copy of the book arrived. A problem turned into an excellent opportunity to live their brand promise.
I called Zappos.com and I heard real human voices. The IVR personas were actual customer-care employees. Two happy employees offered their names, declared it a great day at Zappos, and then tag-teamed the readout of the four IVR options. (When I called back to check on my order later in the week there were two different employees' voices recorded for the IVR.) Participation in all aspects of care allows CSR's a sense of ownership - happy, empowered people translates to cost avoidance in the contact center and beyond.
Critical to note - no store fronts usually equate to no human interaction unless I have a problem - the more human a company without walls, the more it can "WOW" it's customers.
Opting to speak to an agent, I was immediately connected to Giovanna. She was extremely courteous and genuine. Once I was identified by name and email address (easy to remember) she acknowledged that I've been a long-term customer and that I must really love them because I had ordered the Zappos.com Customer Culture book.
She then proceeded to upgrade me to "VIP Customer" status to make up for my inconvenience. The VIP program gives me free overnight shipping for life and a special number to call for customer care. While I was on the phone with her, she had me log on to the exclusive site. Bookmark it, she advised me, and bookmark it I did.
This example of data flow and channel consistency gave me confidence in Zappos.com to deliver. Free overnight shipping for life? Shoes, glorious shoes..."WOW" experience now equates to another loyal customer.
She physically went go over to their internal supplies department to get two copies of the book and sent them to me at no charge...no second guessing, no blame game, no hassles. I realized the Zappos.com Customer Loyalty Team is not scripted, and not monitored. They're empowered to serve me as a human being.
"WOW" Customer Experience. The human need to be acknowledged and heard really matters to Zappos.com.
I do not suggest that every company can scale this level of care. The best practices and lessons learned can drive creative thinking throughout your communications channels and "WOW" your customers...driving up sales, reducing operational costs, reducing churn, even getting your brand highlighted for it's outstanding customer care. It's all in the Experience.
P.S. - Zappos.com was purchased by Amazon.com as I write this post. In February of 2009, BusinessWeek published its annual report ranking the "Customer Service Champs:" Amazon ranked #1 and Zappos.com #7.
Stay tuned for my next post: The Changing Voice of the Phone Bank: the trends in mobility and online self service, and how financial institutions can re-imagine the Voice Channel Experience to meet and exceed their customers' expectations.
Originally posted on http://community.nuance.com/blogs/expertsblog/default.aspx
Recent Comments