Founded by Nick Swinmurn in 1999, Zappos was acquired by Amazon in 2009 for $1.2 billion and is legendary for customer service! Sure, the vast majority of their business takes place via their website, but when problems arise, the Zappos call center springs into action and works its magic. Now, any time a multi-billion dollar company is used as an example for anything, it is common to point to the fact that they have millions of dollars to throw at any problem. But keep this in mind: Zappos employees never meet their customers face-to-face. All of their customer communication takes place via phone! The fact that we get the privilege of interacting with our patients face-to-face means we have the opportunity to make a much bigger impact! Let's take a closer look at Zappos' playbook to see how they grossed $2 billion in 2018 while being widely considered one of the most customer-focused businesses in the world. Establishing the customer connection and "wow factor"
Though it might sound silly to some, Zappos offers a training program called "The School of Wow" to help other companies learn their ways. (If you're interested, you can attend the upcoming 3-Day Culture Camp in Las Vegas on June 10th-12th for $6,000.00. Just a FYI!) The foundation of this program is an authentic connection with the customer. In a 2018 Forbes article, Megan Petrini, a Zappos customer service trainer said, "We want to distinguish the service experience for every customer, on each and every phone call... The connection can be anything, as long as it authentically relates to the customer. Hear a dog bark, connect over pets. Hear a kid in the background, ditto." This statement offers a glimpse into the heart of Zappos. While they obviously sell a lot of shoes, their primary objective is to build a common connection with each customer they speak to and deliver the "wow factor" that will leave customers raving about the company and returning for future purchases. Whether a patient is reaching out via an online form, phone call, or in the waiting room, our practices have the same opportunity to build a unique connection with patients and deliver our own "wow factor." What does the "wow factor" look like for Zappos? Check out this brief story featured on freshdesk.com. 'Zaz Lamarr meant to return some shoes to Zappos, but her mother passed away and, naturally, she just didn't have the mental time for it. Replying to a Zappos email regarding the return, Lamarr sent a short reply stating that her Mother had died and that she would get around to doing it soon. Zappos arranged to have UPS come and pick up the shoes, so she could take care of more important things - and then sent her flowers." (Click here to read an excerpt from Lamarr’s blog where she recounts the story.) This is truly going above and beyond for a customer and is one example of how Zappos builds connections with its customers and delivers extraordinary service. It may not be feasible or even possible for your practice to replicate a story like this, but consider the small things you and your staff can do to deliver the "wow factor" for your patients. Building a team that values customer service For many businesses, the criterion for a receptionist or front desk position is an afterthought, but Zappos doesn't hire just anyone to serve its customers. In a 2017 Entreprenuer.com article, Zappos Culture Adviser and Director of Insights, Christa Foley, noted that the company uses two different interview processes for its customer service applicants. Describing the two processes, she wrote, "The first is to assess the candidate's technical capabilities, making sure he or she can actually do the work the position calls for. The second is to assess a candidate's cultural alignment. We have specially-trained recruiters who conduct cultural alignment interviews, and if they sense a red flag -- if they sense the candidate doesn't care about customer service the way we do -- we will not move forward with said candidate." The entire article is worth reading in order to truly understand how serious Zappos takes customer service because the capacity to build connections with others isn't natural to everyone. You may not have the option of bringing in specially-trained recruiters to gauge a candidate's aptitude for customer service, but perhaps there are other tools you can use to get a better idea of how someone might perform in the role. One free tool would be the Enneagram we referenced in one of our March emails. An Enneagram type two, or "helper," would be a great fit for your front desk position as they will seek to ensure your patient's satisfaction throughout each interaction. Conclusion One of the main lessons to be learned from Zappos is that great customer service is all about the little things. How much did it cost Zappos to schedule a UPS pick up and send flowers to a grieving customer or perform any of the other legendary stories they are now famous for? We may never know the answer, but the company's efforts have produced raving fans and a repeat customer rate of 75%. Tony Hsieh, original investor and now CEO of Zappos, said it best in the aforementioned Freshdesk post when he stated, "Back in 2003, we thought of ourselves as a shoe company that offered great service. Today, we really think of the Zappos brand as about great service, and we just happen to sell shoes." This is an admirable goal for us all.
6 Comments
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