Zappos creates value in every step of its operations management up to customer

support and recall which translates to its unparalleled customer benefit package. As a retailer,

Zappos does not manufacture the goods it sells. However, it ensures that the selection of

handbags, apparel, shoes, and other like items is widely available from nearly every

manufacturer. It offers services to customers to help the latter buy the items they want.

Customer order is the first and crucial point of its benefit package. Some customers order

online, while others call the company’s telemarketers. Zappos ensures personalized customer

service either way. Through its sophisticated technological systems, online customers can

easily explore the available stocks of a product or are directed straight to items they might

want or need based on its vast data system. Clients who call, on the other hand, are catered to

directly, meaning telemarketers take it upon themselves to help them pick items or direct

them to other retailers in case of non-availability. This impressive, collaborative but

personalized approach to customer service does not stop upon successful purchase but

continues to after sales support. Free shipping and a 365-day return policy on consumer items

are almost unheard of. Zappos’ commitment to excellent customer service is indicative of its

innovative and growth-focused organizational philosophy.

The core and primary features of its customer order include seamless customer

navigation online, personalized call center support and hassle-free, zero-cost delivery service.

These three pillars of its services lay down a strong foundation which distinguishes it from its

competitors. Support systems which provide the reinforcement of the core processes include

intentional and high-quality purchase of items from manufacturers, efficient inventory, and

warehouse management. General management processes involve skilled human resources and

topnotch technology information systems.

 Reference: Warrick, D. D., Milliman, J. F., & Ferguson, J. M. (2016). Lessons learned

from Zappos on what it takes to build high performance cultures. Organizational Dyna mics,

45(1), 64-70.