2. Engagement property
Zappos.com is an online shoe and clothing shop, based in Henderson, Nevada, USA. Since its
founding in 1999, Zappos has grown to be the biggest online shoe store. In November 2009,
Amazon.com bought Zappos for $1.2 billion.
Zappos used loyalty and relationship marketing as a business model for the success. The
primary sources of the company's rapid growth have been repeat customers and numerous
word of mouth recommendations. Zappos has a stated goal to offer "best service in the
industry." It promoted benefits like free shipping both-ways, 365-day return policy, and 24X7
call center
3. A customer centric company
Zappos.com is a company known for their customer service and use of social media as a tool
to communicate with customers. It is important to note that customer services is the number
one priority of the company, sales is not. Zappos wants the customer, to have an outstanding
shopping experience every time they do business with them. It is a customer centric company
and all its customer and prospects are highly engaged and involved. The company's culture
focused on making sure every interaction with the customer results in them saying, “That was
the best customer service I have ever had.”
4. Engagement property
Zappos uses various customer interaction channels including telephone, email, Twitter, blogs,
streaming video, Facebook, YouTube and others. The most remarkable of all the social media
efforts of Zappos as the company is, Twitter. Zappos has a dedicated page for Twitter on its
site that's linked to from every other page on the site with the words – “what are Zappos
employees doing right now?” There's also an employee leader board that shows who's on
Twitter and how many followers they have.
5. Zappos has worked uncompromisingly at bringing humanization to what can be an extremely
cold online experience. It has infused life into online marketing. The success of Zappos
depends on two elements viz., service and culture. The employees of zappos believe that their
culture is unique as it offers the company a competitive advantage and they use social media
to project their unique culture to the world.
6. All the employees of Zappos have a Twitter account dedicated to service issues. They uncover
service opportunities, initiate response, amplify praise, and reinforce service reputation.
Zappos also manages its culture over social media. At Zappos, all employees have Twitter
accounts and the new hire is consistent with this culture of service. At Zappos most of their
social media initiatives are about exposing the people, who through their actions reinforce the
company’s competitive advantage. The honest and transparent approach makes the company
real.
7. Best Customer Service
The CEO of Zappos leads by example, he communicates about his passions. He is honest and
transparent. He has personally invested in Social Media. Zappos as a company measures the
social media return on the parameters of culture and service. They don’t calculate it’s ROI on
sales as they don’t consider it a traditional marketing channel.
Zappos is clearly the new generation company which is forging a new era of business. They are
just not selling products but they are engaging customer They are making personal and
emotional connections. We must understand that Zappos doesn’t sell product with the help of
Twittering and blogging. They just engage and measure the reaction over the social network.
The company really builds relationships with customers with the help of telephone calls and
the email conversations.
