While most retailers tend to see user satisfaction as not much more than the number of returns subtracted from the number of sales, online retailer Zappos purposely uses a refreshingly different approach. To Tony Hshieh, founder and CEO of Zappos, user satisfaction is about “delivering happiness” first and great quality products second. Indeed, the Internet is full of reviews that illustrate how Zappos always tries to establish an emotional connection with their customers.
One time, Zappos staff even physically visited a rival shoe store to purchase a pair of shoes for a woman staying at a hotel nearby when Zappos didn’t have the pair she wanted in stock. No sale was made. Not by Zappos, anyway. But you can bet your sweet bippy on it that customer will check out Zappos the next time she’s in the market for a new pair of shoes.
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