Super Bowl Customer Experience Presentation for SOCAP WI

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
Deliver WOW Through Service
Embrace and Drive Change
Create Fun and a Little Weirdness
Be Adventurous, Creative, and Open-Minded
Pursue Growth and Learning
Build Open and Honest Relationships With Communication
Build a Positive Team and Family Spirit
Do More with Less
Be Passionate and Determined
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 myra@myragolden.com for:
Additional questions not answered today
Blog: www.MyraGolden.Wordpress.com
Web: www.MyraGolden.com
Twitter: www.twitter.com/MyraGolden

Super Bowl Customer Experience Presentation for SOCAP WI

by Myra Golden

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