Skip to content

Instantly share code, notes, and snippets.

@samzhou

samzhou/CRM case on Zappos.md

Created April 18, 2020 03:14
Show Gist options
  • Save samzhou/5e0b13f6c22880cd810d21d1644b19ca to your computer and use it in GitHub Desktop.
Save samzhou/5e0b13f6c22880cd810d21d1644b19ca to your computer and use it in GitHub Desktop.
Download ZIP
Raw
CRM case on Zappos.md

English

1 What's ZAPPOS about ?

Introduction: Zappos is a B2C website selling shoes in the United States. It was founded in 1999 by the Chinese Xie Jiahua. The company is headquartered in Henderson, Nevada.

Meaning: Zappos ’s name comes from Spanish zapatos, meaning “shoes”. Results & Positioning: Today Zappos has grown into the largest shoe selling website, even surpassing Amazon. In 2009, it was put under the umbrella of Amazon. The products on Zappos are rich in style and excellent in quality, so they are trustworthy.

Objective: The core value of service users of zappos is "to live and deliver WOW"

Outlook: Zappos started as a small online retailer selling shoes only. Today in 2020, zappos still sells shoes, as well as clothes, handbags, accessories and so on. And hope that in the future, consumers will not only think that zappos is a company that sells shoes, they will know that Zappos is a service company, but they are just selling the items I want.

Memorabilia -Established in 1999, with a start-up capital of less than US $ 1 million -In 2009, it was acquired by Amazon for $ 840 million

Unique marketing methods: transfer warehouse, free return, delayed payment

Reference source

2 KSF in terms of CRM/strategy

I. Word of mouth is life

Zappos's "wow" philosophy, through the personalization and creativity of employees, marvels at customers, surpasses customer expectations with extraordinary services, and gains customer reputation. For example, Zappos employees can recommend customers to competitors, can communicate with customers for several hours, and can send flowers to their customers when they learn that their families have died. Just like the sentence under Zappos' LOGO-Powered by service, Zappos does not allow any customers to put down the phone unhappy, 120% customer satisfaction is the foundation that truly supports Zappos. Therefore, 75% of Zappos ’sales come from repeat customers. The average first-time consumption of new customers is $ 112, while the average consumption of repeat customers is $ 143. These practices of Zappos are the highest level of customer relationship management and brand reputation.

II. Communication is the soul

Zappos spreads its service concept through free social network media, unconsciously implants the impression of the brand, attracts the audience, lets it participate in topics or activities of interest, and finally becomes customers. Take advantage of the tempting terms of "more than 1,000 brands of shoes, more than 90,000 styles, and a return period of up to 1 year". Especially on Twitter, Zappos has more than 400,000 followers and more than 1,000 employees are always communicating with customers. Zappos also encourages employees to publish articles, pictures and videos related to work and life on Facebook and Youtube to share with the public The company's happy team atmosphere, and even machines such as conveyor belts in the distribution center operate rigorously.

III. Innovative model of customer experience

For Zappos, service is fundamental, and creating a happy customer experience is a means. When creating a customer experience, it is necessary to fully understand the customer's personality, hobbies and personal conditions. Talk about the topics that customers like and care about their work. The situation of life, these can quickly close the customer relationship, thereby gaining more customer recognition. It can be said that customer experience innovation is the key to the success of e-commerce. The mode, speed, and effect of innovation directly affect the business. There are three elements to sum up (triangle graphics are required here).

IV. Staff team culture innovation

Zappos understands that only people who agree with the company's values and service philosophy will not be moved by money. Zappos moved its headquarters to Las Vegas, which is full of service-oriented talents, and dared to pay full salary plus a $ 1,000 bonus to let new employees leave. At the same time, Zappos also advocates using live, emotional people to impress customers, customers call them The customer service phone is completely free. The purchase process is the experience of making friends. The so-called product complaints are also full of customer smiles. At Zappos, employees can put forward any needs, and the company will hire professionals to solve problems such as weight loss, financial management, career planning, emotional distress, snacks and beverages everywhere in the office, free development of the library, and grand employees. Employees dressed up, singing, laughter constitutes a free and happy team atmosphere.

V. Service content innovation.

The service tenet of "wear when you fit, change when you don't match" makes Zappos famous. This is also called "the science of happiness" by Zappos. From selection, ordering to getting the real thing, Zappos will surprise you throughout the process. At home, you can use the mouse to find the desired shoes in tens of thousands of styles, and then wait for the courier to come home, try it on, and then return the dislikes and inappropriates.

VI. Customer Emotional Experience Innovation

40% of Zappos ’customers are male, largely because of Zappos ’s customer service lady. For a male consumer who does n’t need to spend too much money on facing a professional and dull shopping guide, it ’s better to be sunny and hearty with Zappos Customer service chat, in addition to buying shoes may be able to hand in one or two confidantes. 7. Zappos maintains an open and inclusive concept and continues to innovate. Competitors can copy the zappos brand, copy their services, or even copy the entire operating process, but innovation cannot be imitated. Only continuous innovation can keep customers screaming, and only screaming customers. The core competence of the company Can stay evergreen.

Source

  1. "Sales and Marketing. Management Edition" No. 4 of 2010.
  2. ceo-tony, Twitter article "Delivering Happiness".
  3. zappos.com: marketing by "customer service". April 3, 2009. from https://socialbeta.com/t/zapposcom%EF%BC%9A%E9%9D%A0%E2%80%9C%E5%AE%A2%E6%88%B7%E6%9C%8D%E5%8A%A1%E2%80%9D%E8%90%A5%E9%94%80.html
  4. Zappos Customer Emotional Experience. April 26, 2010. from http://www.docin.com/p-1669853382.html

3 Impressions on Zappos

Shopping in Zappos, the shoes can be sent to me quickly, I can try the shoes at home, so that I can better distinguish whether these shoes are suitable for me, which is really good. Moreover, Zappos' shopping experience and after-sales service experience are first-class. Zappos has launched a post-sale delayed payment method. Customers can not pay within 90 days after purchasing Zappos products. This corresponds to free return and exchange. Delayed payment also reduces my shopping. The pressure of decision-making allows me to try it on before paying. "In order to make it easier for customers to choose, Zappos took photos of each shoe in stock from the perspective of the main axis. It is more convenient for me to choose. Zappos is reasonably priced and has a variety of styles.

4 About working for Zappos

Some of Zappos' thoughts when dealing with customer relations are also mentioned in his attitude towards employees. If I am looking for more and more job experience, I am willing to serve Zappos:

I. Office environment: The office is located in a trailer park in Las Vegas. Of course, the office is also located in the trailer. The work place is full of stuffed animals and toys, and the walls are full of murals.

II. Employee management system: The core is to cancel all managers, everyone can participate in multiple roles in their own situation, and this role is rapid iteration

III. Employee benefits: I bought 100% medical insurance for each employee. If I do n’t want to continue to work for it, I will get corresponding compensation immediately and unconditionally.

IV. Professional Development: The company also hired full-time career coaches to arrange time and give corresponding career planning suggestions

However, if I am looking for a stable job and salary, I will not choose to serve Zappos:

  • Because roles are reassigned at any time according to the project, it will greatly affect salary
  • Because the management system cancels all managers, responsibilities are sometimes difficult to divide

Source:

Sign up for free to join this conversation on GitHub. Already have an account? Sign in to comment