Consumer Maven

Customer Service is why I shop at Zappos

This morning I ordered another pair of Cole Haan Nike Air sandals from Zappos.  This is after returning 7 pairs that I ordered and shipped back, with free shipping round trip.  It's not that I like to run after my UPS guy or haul boxes to the Post Office;  years ago I sprained one of my ankles and subsequently one side of my foot is more swollen on the top.  The tops of my feet are also have very sensitive and the skin very thin, so most sandals create a lot of raw, blisters and other problems, rendering wearing most sandals impossible.  I also walk a lot, so cushioning is also important.  Thanks to Zappos I've found both a Think sandal and this current model and can now  "free my feet" when it's very hot out.

I've heard from many of the Zappos customer service people that they are a customer service company that happens to sells shoes.  They use this as their tag line as well.  Unlike many stores that purport to provide excellent customer service, Zappos actually delivers.  I've shopped with them for many, many years.  When I first bought shoes from them I seemed to be the only person among my friends that did.  Now I often go to my local Jewel  and chat about our best shoe deals with one of the employees there, who also walks a lot and stands on her feet.  In our little shoe huddles, comfort is queen.  She is a new Zappos customer, and enthusiastically raved about their shipping policies and customer service.  To me, there is nothing more exciting in the area of customer service and retail than to find other customer evangelists.

I recently came across an article about the CEO of Zappos in a 2006 edition of Inc. Magazine.   In three years they attained a growth rate of 948%.  Phenomenal you say for a shoe store???  I agree, but even more impressive than their growth is the awareness that CEO Tony Hsieh has of what drives customers to return again and again to a company.

This is the crux of what makes a successful on-line shopping experience:

We all sat around one day talking about what we wanted the Zappos brand to represent. We decided to be about providing the best service; we said, "We're a service company that just happens to sell shoes." But in order for that to happen, we had to control the entire customer experience. We expanded the warehouse to 77,000 square feet and stopped having manufacturers ship directly to customers. It was a scary time--drop shipping was 25 percent of revenue, and we gave it up all at once.

For anyone who hasn't shopped at Zappos, it's a Class One online experience.  Their website is easy to navigate, and their search parameters actually return relevant and useful results.  As with Amazon.com,  there is a way for customers to provide input that others can read and there is also an option to be told when a shoe that is out in the size that you want is back in stock.   Because shoe sizes, widths and arch support varies not only from brand to brand but across styles, the customer input facility is a valuable tool in making purchasing decisions.  Their photos also provide multiple views of the shoes, which have in the past helped me make decisions to buy or to not buy a particular shoe. 

Because of Zappos, I've tried brands that I normally would not have purchased, such as my Cole Haan Nike Air slides.   Personally I dislike going into shoe stores.  The fumes alone have contributed to me purchasing shoes I needed to later return.  With Zappos I can shop from home, wear them all day inside the house to make sure my feet aren't looking or feeling like torture victims, and make a decision based on a "try on time" that is more realistic in approximating actual use.  Returns are also done online, and you can easily check to see if your return is recieved and credited, in the event that you haven't received their email notifications.  Credits process from their end in a timely manner, no "60-90 day" credit excuses from Zappos, which is not what I can say about many other companies who somehow expect a customer to want to come back to them when they hold onto their money when a refund is due. 

CEO Tony Hseih got it right when he said, "We interview people for culture fit. We want people who are passionate about what Zappos is about--service. I don't care if they're passionate about shoes."  With online retail, service is where the store atmospherics are created, with each transaction and with each company encounter, whether online or on the phone.   

Zappos Shoes

While I love my shoes, I also love good value.  Some years ago I came across an on-line shoe store called Zappos.  Not only have I ordered shoes from them, but so have friends and even an uncle has ordered from them.  Whenever people comment about my shoes, I am quick to tell them where I got them from and what a great shopping experience Zappos is.  Besides their 365 day return policy on unused shoes, they provide free shipping and free return shipping.  It is clear that the company invested heavily in good technology, as their site offers free form customer opinions, excellent communications (automated emails letting you know your order was processed, shipped, and/or your return received), and you can email them without having to use a web form.   Unlike some companies that have invested heavily on technology but make it difficult to speak to a human being, Zappos has never failed to amaze and astonish me both from their technology and their personalized customer service.

Last year I had an issue with a pair of boots I ordered and unfortunately, had worn.  The first customer service responses were positive but the issue still seemed left in my hands, or in my case, my boots.  A few days later I received another email from another customer service person who followed up on what was probably a new employee answer.  I make this 'assumption' because generally when I've had problems, Zappos customer service people provide action oriented responses versus suggestions.  The followup email came and due to the unusual situation involved with the boots when I first received them, they exchanged them for me.  In between this occurrence, I received a phone call from Zappos as well.  Was I impressed??  You bet I was.  Another thing I want to share with you.  Their email tag reads:

We are constantly striving to improve our service. If there is anything more we can do for you or if we could improve your experience, please do not hesitate to let us know. We are always here for you - 24 hours a day, 7 days a week, 365 days a year. We like to think of ourselves as a service company that just happens to sell shoes. 1-800-ZAPPOS-1 or 1-800-927-7671.

Are they kidding??? ABSOLUTELY NOT!  Zappos is a company that is serious about how they treat their customers.  For an on-line company, I've never experienced such a customer focused consumer business.  Once I emailed a question on a holiday and on a Sunday, not expecting a response until the following week.  To my surprise, I received an email that very day, and it was not a responder but an actual response to my question.  Whenever I've emailed questions, it is always clear that the person responding answers what I am asking, and does not cut/paste some pre-formed company line response.  Zappos has managed to make on-line shopping experiences almost as much fun as being in the store, and has provided customer service that in general has been better than service often received in retail establishments - even the brick and mortars.