Zappos.Com: Focus on Customer Service

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG207 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Customer Relationship Management
Case Length : 17 Pages
Period : 1999-2009
Pub Date : 2009
Teaching Note : Not Available
Organization :, Inc.
Industry : Internet Retail, Shoes.
Countries : USA, Global


The case discusses of the growth of (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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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.


  Page No.
Introduction 1
Background Note 2
The Importance of Customer Service 3
Culture and HR Policies 5
The Use of Twitter 6
Order Fulfillment 7
Other Strategies 8
The Growth of Zappos 10
Challenges 11
Outlook 12
Exhibits 14


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

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