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  • Service is key for effective marketing strategies

    Posted: Monday, October 1, 2012

    by PhonePRO

You don’t need to be a shoe fanatic to know about the online shoe and apparel retailer Zappos. Stories abound about their “over and above” customer service, so much that their superior consumer experience has become part of their brand identity. But did you know Zappos spends seven weeks providing their sales agents and other staff with customer service seminars and telephone etiquette training before any of them are allowed to even answer a phone?

 

According to a report from consumerist.com, a well known consumer rights advocate organization, the Zappos company once went so far as to send flowers to a customer who had ordered six different pairs of shoes from the online retailer  to accommodate her feet after painful surgery. Consumerist.com also uncovered an instance where Zappos had overnighted a second pair of shoes to a customer who had lost his luggage (and his recent purchase) while traveling to serve as best man in a friend’s wedding. That is impressive enough, but when you consider Zappos didn’t even charge the customer for the second pair (or the shipping),  you begin to understand how their brand has become the stuff of legend among their fans. Clearly, service-and likeability-are at the forefront of their highly effective marketing strategy.

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