Customer Analytics For Dummies by Jeff Sauro

Author:Jeff Sauro [Sauro, Jeff]
Language: eng
Format: mobi, pdf
ISBN: 9781118937624
Publisher: Wiley
Published: 2015-01-15T14:00:00+00:00

Figure 11-2: A survey invitation sent immediately from Amazon to measure the customer support experience.

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Zappos … if the shoe fits (or doesn’t)

Zappos.com is an online store that offers discounted shoes. Buying shoes online comes with some risk since customers can’t try them on and may end up with a pair of shoes they don’t want and the hassle of returning them. Prospective customers naturally want to minimize the chances of buying shoes that don’t fit or that they don’t like (avoiding cognitive dissonance). Zappos minimizes the risk to the customer by offering free returns and free return shipping.

What’s more, Zappos provides one of the best customer service experiences. Zappos customer service reps are known for staying on calls for as long as it takes to resolve a customer’s problems. (The longest call on record lasted seven hours!) The company’s even been known to refund money, let customers keep the shoes, and even send a new pair, all to exceed expectations and keep customers coming back and telling friends about their experience.

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