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Question - List and briefly describe 5 things that these companies do to offer superb customer service.

ARTICLE-

We have 10 core values, and it starts with our number one, which is Wow Through Service. That's what everything is really starts with here at Zappos. Notice it doesn't say the word, Customer Service, because we're not just about serving the customer. We are about serving our employees, serving our managers, serving our partners, serving our vendors.

So we throw, for example, a big party every year for our vendors to express our appreciation to them. Even though we're paying them, we really want to show how vital they are for us to do our business. And we think about that on every level. So that when our customer service center here, Customer Loyalty Department as we call it, gets on the phones, they're not having to switch into customer service mode. They're already in a mode of service because that's our number one core value.

Today we've got what we call seven promises, which have developed over the past few years, which include everything from fast, live help-- we actually answer the phones live. You don't go to a recorded message and wait in queue-- to a money back guarantee for 60 days. So we allow people to try our products for 60 days.

And then one of our more unusual promises is our management accountability. We publish the telephone number and email address of my shipping and inventory manager, my customer service manager, and myself. Not only on every order that goes out, but also on every catalogs. That's 12 million catalogs last year. That's a lot of visibility that we give ourselves for any customer that wants to call for any reason and say they're happy or they're not happy.

We have displays to show if there's any customers in queue, and how many reps are available and ready. We have these displays situated throughout the office so that you can't not see what's going on unless you're actually hiding under your desk. The idea is that we're all responsible here for responding to the customer. So at any one time, everyone in the building can see if there's any calls in queue. Our job is to make sure there's zero calls in queue at all times. Every customer gets a live and friendly answer.

Some of the things that we do for our customer service at Zappos include free shipping both ways. We have a 365 day return policy. We put our 1-800 number at the top of every single page of our website. We run our call center 24/7. We run our warehouse 24/7, which actually is not the most efficient way to run a warehouse, but it gets the orders out to the customers more quickly.

We do surprise upgrades to overnight shipping, so a lot of our customers will get their order eight hours later if they order at midnight eastern. For our call center, it's run very differently from most other call centers. We don't up sell. We don't have scripts. We don't measure call times.

Most of what we focus on though, is what happens after the sale's been made. There's a lot of websites where you can order something and maybe a day later or a week later you get a message back saying, oh, sorry, that item's actually on back order. It's out of stock and not available. So for us, we decide to go with the philosophy of actually only showing on our website what we knew was physically in our warehouse.

People think customer politeness is the same as customer service. They think that all you have to do is smile on the phone and everything's OK. At the end of the day, customer service is more proactive of, let's make sure the customer got what they wanted, when they wanted it, and are thrilled with what they got. I tell every one of my employees there's four steps to when there's a problem with the customer. And I believe if you do all four of these things, the customer is happy and you take care of it. It spells out SAVE, S-A-V-E.

First thing is S, Sympathize. Let the customer know, hey, no need to argue with me. I understand. You're right. I can understand why you're upset. Oh, we were supposed to be there at 2 o'clock. It's 3:30. I can understand how frustrating that is. Oh, you're right. This is the wrong matte color. I'm so, you know, I can understand why you called. I'm sorry you had to come in today and it's not done properly. Let them know, no argument needed. I get it. That in itself probably takes care of 50% of the problem.

A, Act. Do something. You know what, let me call the manager right now. I'll have him get this taken care of. You know what? Let me call the supplier and see if we can get some new molding. Let me have this delivered. I'll have this fixed and I'll have it delivered to you by the end of tomorrow or today or whatever. Do something.

V is Vindication. I know at least in our case, we're not screwed up. I mean, our mistakes are far and few between. We still make mistakes. I'm still working on getting it down to zero mistakes, believe me. But the fact of the matter is, I remind the customer, or I tell the customer, listen, just so you know, when the framing is done, we have an inspector that checks it. Then when it comes to the showroom, the sales consultant checks it.

They usually catch this kind of thing. I'm really embarrassed they didn't, but you know, I'll take care of it. Let them know, we don't take this lightly. We don't think it's OK. We did put steps in place, and unfortunately they didn't work. But at least let the customer know you're paying attention.

And the last one is E for Eat Something. You know, let me give you free delivery. Let me give you a free oil filter, free air filter. I'll send it over to your house. Do something about it.

We wanted to become the best customer service company, the best customer service company. That was our goal. We wanted to become the best customer service company. I promise you that, because my experience has been this way, if you will focus on these three things every day, every day, then your company will be a success. You cannot fail if you do these three things.

OK. Number one, number one is flawless execution, flawless execution in everything that you do where you touch the customer. Were they consistent every single time? If they're calling you on the phone, you answer the phone in less than three minutes. If they show up at the airport, you don't have lines at the airport. You don't want to show up one day and have a line that's 45 minutes long, and the next day have the line be no line at all.

Number two is that you need to have the people that work for you be ambassadors for your brand. They have to love the company they work for. They absolutely have to love the company they work for. And you know, so many companies get it wrong where they're more worried about profits than they are people. And I really, really believe that you could never have a great company unless you have great people who adore the company they're working for.

I remember one time I was up in Buffalo, New York and I was talking to one of our crew members. And she said, I love JetBlue. I love working for this company. I'm a celebrity because I work for Jetblue. I said , what do you mean, you're a celebrity? She goes, I go to the bank and I cash a check and it has JetBlue on it, and the lady in the teller says, what's it like to work for Jetblue? What a great company.

And then I go to church and I'm walking down to the pew and I hear someone yell, JetBlue JetBlue. And it's a lady that I checked in on the flight. And she's like, I had a great flight. She says, I feel so, she says, if you give me anything with Jetblue on it, I will wear it anywhere I go because I want people to know I work for this company. She was an ambassador for the brand. She was proud to wear everything that had anything to do with Jetblue.

The third thing is make it right with the customer. And basically what that means is, and this is a lot to go. This is probably the hardest thing that you're going to have to do. And that is, you want to have your goal as if somebody has, if one of your customers has a problem with you, that if number one didn't work, if flawless execution didn't actually happen and you let your customer down, you want to be able to make, to act in such a way to make it right with the customer so that that customer is more loyal to you having had a problem than if he had never had a problem in the first place.