3-Minute WOM Lesson: Zappos CEO Tony Hsieh and WOM guru Andy Sernovitz on how to create love and happiness — live Word of Mouth Supergenius preview

As a preview for Word of Mouth Supergenius on July 20 in New York, our Andy Sernovitz sat down with Zappos’ Tony Hsieh to share previews of their upcoming keynotes for the “How to be Great at Word of Mouth Marketing” conference. A few big ideas from their discussion:

1> Create instant conversation with delightful surprises
2> Earn love with personal connections
3> Hire people that want to create love and happiness
4> Check out the live interview with Tony Hsieh and Andy Sernovitz

1> Create instant conversation with delightful surprises

Tony says the biggest triggers of Zappos’ word of mouth is when they surprise and delight their customers. It’s common, for example, for Zappos to instantly upgrade customers’ orders to overnight shipping. And when they do, you can imagine the recommendations that happen after a customer opens their door to find the shoes they had ordered at midnight the night before. Sure, a great distribution system helps with this — but it wouldn’t happen if they weren’t focused on delighting customers with amazing service.

2> Earn love with personal connections

At Zappos, reps try to create personal emotional connections (PEC’s) with customers. Zappos encourages customers to call them up, they often send personalized hand-written thank-you notes, and they often talk about more than just shoes and shirts. Their goal is to become the corporate equivalent of a friend — because they’ve found that if they can earn that relationship, the customer will remember it for a long time.

3> Hire people that want to create love and happiness

Lots of companies say they want to make customers happy and deliver amazing service, but Zappos lives it every day. It’s not because they have some rigorous motivation and evaluation program, it’s because they specifically hire people that love to make people happy. Regardless of the role — be it a customer service rep, an attorney, or an accountant — if they already have this core value, earning love and happiness from customers isn’t something you have to spend much time asking them to do.

4> Check out the live interview with Tony Hsieh and Andy Sernovitz

Hear the live preview of Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers share how-to ideas like these:

email

Tags: , , , , , , , ,

Trackbacks/Pingbacks

  1. Zappos: Delivering Happiness through experiments | Game-Changer - June 17, 2010

    […] was just listening to Andy Sernovitz interview Zappos CEO Tony Hsieh about his new book Delivering Happiness. One of the things that he talked about was how they do […]

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again