We talk about customer service all the time…about how when you are marketing to older consumers, service becomes sooo important. I came across an interview with the founder of Zappos, a wildly successful online shoe store. It is like an Amazon for shoes. Tony Hsieh, CEO/director of Zappos.com, makes it clear that he does not compete on price but on customer service.
The website is very customer friendly, Zappos provides free overnight shipping, easy returns, and help 24/7. I loved what Hsieh says about that service,
“Companies … put a lot of resources into their marketing or their Web site, but then won’t invest enough in act-ually fulfilling the order or the customer service side of things. If you do that, it’s hard to build your business because if people don’t have a great experience after they’ve handed over the credit card, then they are not likely going to buy again from you. So, we focus on what happens on the back end as much as what happens on the front end of the sale.”
Read the interview
Zappos website
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