Want to know one of the most effective examples that Zappos culture uses to build its brand and create reciprocity with its customers?
By surprising them!
People like getting things for free and like them, even more, when they are viewed as “favors”. But even more, they love receiving these favors as surprises.
For instance, did you know that Zappos automatically upgrades all purchases to priority shipping… without so much as even a mention on the sales or checkout page?
Why give away this sort of benefit without mentioning it?
Simple …
a company like Zappos (known for its legendary customer service) recognizes the benefits of surprising people with next-day delivery. That’s not even mentioning the fact that this shipping creates immense goodwill between Zappos and their first-time buyers. (I still remember my first order.)
When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn’t received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy.
