Abstract

The case discusses of the growth of Zappos.com (Zappos) into a major online shoe company, with particular focus on the steps the company took to integrate customer service into its culture. It also details the various initiatives which Zappos took to improve its customer service. The case also describes Zappos’ use of employee generated media and social media to increase brand awareness and customer advocacy. The case ends with a discussion on some of the challenges facing the company, as the economic situation in the United States deteriorates.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of customer service in building a brand. Recognize the importance of culture in providing exceptional customer service. Understand the role that social media tools like blogs can play in marketing.

Keywords

Zappos, Online retailing, Shoes retailing, Twitter, Social media, Employee-generated media, Word of Mouth marketing, Traditional and new media, customer service, Customer relationship management, Company culture