3 Steps to Delivering Customer Service Happiness

by Laurie Cordova on June 24, 2011

honest construction sign

I recently purchased some sandals from Zappos that didn’t work out.

It wasn’t anyone’s fault, but they needed to go back. I hate returns, particularly when it comes to an online purchase.

“I have to print a label?”

“Go to the UPS store?”

“Carve out time for this when the whole point of ordering online was because I didn’t have time in the first place?”

I logged into Zappos, prepared to start hating life.  But I was pleasantly surprised. There was a link to get me started on my return process. It wasn’t hidden. My return label was waiting for me. I had refunding options, and wait, what was this? Upon selecting my label printing option, this email was sent to me:

“We are so sorry that you have to return items. We know how disappointing it can be to receive items and have them not work out for you, so we are going to do everything we can to make this process quick and easy. This email highlights and explains the return process in order to give you a better understanding of how we do things!”

Without a doubt, this was and is the most sincere apology (for no wrongdoing!) that I have ever received in my life. It’s the opposite of the, “I’m sorry that you’re upset” apology.

In three simple steps, Zappos made everything alright:

  1. They acknowledged the issue
  2. Sympathized with my emotions
  3. Told me what the next steps are so that this issue is resolved

This is customer service 2.0, and in my e-commerce experience, not so common. This is what we all should strive for, communicating internally with our co-workers and externally with clients and partners.

This approach tells you, “I have thought of everything, and you can relax.” There are no unknowns.

Understanding the anxieties of those you work with, and for, is expected of everyone. But what truly sets someone apart as displaying exemplary customer service is the person who gets in touch with you first, before you even have to ask them anything.

Zappos has me as a customer for life because of the email they sent. And the smart marketing or customer service associate, the ROI king or queen who wrote that email, knows why.

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Laurie Cordova

Written by: Laurie Cordova

Laurie Cordova worked as a Digital Media Project Manager at TMG and spends a considerable amount of effort avoiding math.


  • http://supportspy.com/blog/ SupportSpy

    I couldn’t agree with you more. Check out my blog on what Zappos does well to consistently provide a positive customer experience and to ensure that people like yourself become customers for life.

  • http://bulanetwork.com Randy Cantrell

    When service sucks at the front line, the problem is at the top. Zappos’ leadership is sheer will and determination to be remarkable. It affects everything they do. Among the hardest things for businesses to do is simply make up their mind that they’ll do the right thing.

  • http://engage.tmgcustommedia.com Ricky Ribeiro

    Good customer service is always worth raving about. I haven’t used Zappos yet, but I’ve read so many similar experiences with their customer service. Good post, Laurie!

  • http://engage.tmgcustommedia.com Laurie Cordova

    @SupportSpy: I know. AMAZING! And the complimentary shipping upgrade every time? Sold.

    @Randy: It’s like Undercover Boss over there, every day.

    @Ricky: Thanks! I’ll help you sign up for your Zappos account today. :-)

  • DCKetchup4All

    Laurie, you have always been one to expect the unexpected and have just the right accommodations on hand. With that in mind, I am not surprised with your admiration at zappos high level of service.

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