To understand Zappos, one must delve into the core of its celebrated customer service methodology, which goes beyond conventional call center metrics and scripts. While many companies today prioritize minimizing customer interaction costs, Zappos champions human connection, most notably through the seemingly traditional channel of phone calls. Let’s explore what makes Zappos’ customer service not just good, but legendary, and how businesses can learn from their approach.
Stepping into Zappos’ headquarters, you’re immediately immersed in a culture that values individuality and unconventional thinking. This spirit is embodied by the company’s former CEO, Tony Hsieh, known for his distinctive Mohawk and his philosophy of embracing discomfort. This ethos extends to their customer service, where agents are empowered to go the extra mile, fostering genuine connections rather than just resolving transactions.
A visit to the Zappos contact center reveals a telling “Daily Breakdown Report” chalkboard. Unlike typical contact centers focused solely on efficiency metrics, Zappos tracks customer interactions across “Phonez,” “Live Chatz,” and “Emailz.” The volume is significantly skewed towards phone calls – in one instance, 7,394 calls answered in an average of 25 seconds, compared to 1656 chats and 988 emails. This emphasis on phone communication isn’t accidental; it’s a deliberate strategy.
Ryo Hanalei Zsun, a former Zappos customer loyalty team member, highlighted the company’s commitment to phone interactions. While Zappos strives for swift responses across all channels, the focus on phone calls is paramount. This is further emphasized by Zappos prominently displaying their phone number on their website, a stark contrast to companies that often bury or obscure their contact information in favor of digital-only communication. As Ryo explained, “That’s because other companies hide their phone number. We put ours front and center on the website.”
Beyond response times, the “Daily Breakdown Report” at Zappos uniquely includes statistics on “wow gifts” sent to customers – flowers, cookies, postcards, and other surprises. These aren’t random acts of kindness; they are a tangible manifestation of Zappos’ commitment to creating memorable customer experiences. Ryo shared a poignant story illustrating this point:
“Last year, when I was working the phones, a woman called, trying to return some boots. The sad story turned out to be that she had bought them for her father, who had since died. I told her not to bother returning them; that we would refund her money but she was free to give the boots away instead of returning them. And after the call I felt moved to send her some flowers–just one of the 380 gifts of flowers you can see on the board that we sent out last year. Some time after that, she sent me a letter and a photo of her father.”
This story isn’t about the flowers themselves, but about the human connection forged through a phone conversation. The phone allows for nuanced, empathetic interactions that build lasting customer relationships. As Ryo emphasized, “The flowers aren’t what mattered here most. The phone is. It lets us have these in-depth, textured conversations with our customers. It’s the key to how we build customers for life.”
Tony Hsieh echoed this sentiment, underscoring the phone as the differentiator in the Zappos customer experience. In a competitive landscape, even against a giant like Amazon, Zappos carves its niche through personalized service. While Amazon prioritizes efficiency and streamlined transactions, Zappos focuses on building relationships. Tony stated, “I don’t think the difference [between the appeal of Zappos and the Amazon brand] is in the UI [the website user interface]. It’s in how we build a personal connection, primarily on the phone. We’re actually experimenting with ways to get more people to call because it’s such a valuable marketing and brand builder for us.”
This might seem counterintuitive in an increasingly digital world, but Zappos sees the phone as a powerful tool for marketing and brand building. They actively encourage customers to call, proclaiming “Customer Service Available 24/7” with their phone number prominently displayed on their homepage. While phone sales constitute a small percentage of overall transactions, Zappos understands that a significant portion of their customer base will eventually call for support. Each phone interaction is an opportunity to create a positive, personal experience that shapes the customer’s perception of the brand as friendly and approachable.
The significance of the phone extends beyond just voice communication. It symbolizes Zappos’ broader commitment to human contact. Whether it’s phone calls, live chats, or even their engaging product videos featuring Zappos employees, the underlying principle is fostering genuine human-to-human connection. As customer service trends evolve towards messaging and social media, Zappos is likely to adapt and find ways to maintain this personal touch across different channels.
Zappos’ strategy hinges on the idea that exceptional customer service acts as powerful marketing. They trust that positive, personal engagements will cultivate customer loyalty and organically spread positive word-of-mouth about the brand.
The legendary ten-hour customer service phone call, often cited as Zappos lore, perfectly encapsulates this philosophy. When questioned about this marathon call, Tony Hsieh, with his characteristic understated demeanor, simply stated, “Whatever friends would talk about.” While seemingly illogical from a traditional call center perspective, this anecdote highlights Zappos’ commitment to genuine connection over rigid metrics. It’s a symbol, as Tony acknowledges, “to show their employees how important it is to connect with customers.”
The ten-hour call, much like Nordstrom’s legendary tire refund, has become ingrained in Zappos’ culture. It’s a testament to their dedication to customer connection, even if it defies conventional business logic. As Tony mentioned, referencing a Jimmy Fallon segment about the call, the focus is on building relationships, not just resolving issues.
In conclusion, Zappos’ customer service success isn’t solely about efficient processes or cutting-edge technology. It’s rooted in a deep-seated belief in human connection, exemplified by their unwavering commitment to phone interactions and personalized service. For businesses seeking to elevate their customer service, the Zappos model offers a valuable lesson: in an increasingly digital world, the human touch remains a powerful differentiator and a key to building lasting customer loyalty.
