The words ‘Zappos’ and ‘incredible customer experience’ often appear in the same sentence. At a time when most companies viewed CX as a costly problem, Zappos saw an opportunity to make customers fall in love with its brand, and made it happen on a grand scale. How exactly did Zappos do it? Ameen Kazerouni, Zappos’ Lead Data Scientist, reveals all to Voxpro Studios podcast.
In this episode, Ameen also talks about:
- The payback of training all employees as customer agents
- Applying machine learning and algorithms to the customer experience
- How getting personalisation right can be about knowing when not to personalise
- The versatility of machine learning and how smaller enterprises can utilise it
- The importance of reading a customer through emotional intelligence
- How AI can help drive innovation and solve new problems
“It’s very evident that a painless customer experience results in customers that keep coming back.”
In the following extract, Ameen discusses the ROI on keeping customers happy.
“It’s a principal that we live by even outside of the customer experience within the customer loyalty team. It’s having a focus on customer experience and not just on the conversion rate. With every e-commerce site, you’re measuring the conversion rate. Did you increase revenue with that tiny change that you made? We do measure those things but more importantly, the goal is, did we alleviate a customer pain point?
“Even if we do not see an immediate conversion impact, even if we do not see immediate revenue growth, can we use machine learning and artificial intelligence to improve the customer experience as a whole? Because when we do longer term analysis, it’s very evident that a painless customer experience results in customers that keep coming back and it’s really hard to put a dollar amount on that because you are creating a relationship with the customer and you are creating a sense of loyalty between you and the customer. In which case, they will always turn to you first. So from a pure business perspective, a clean and painless customer experience is going to result in extremely loyal customers.
“That being said, if you focus on the customer rather than the technology or rather than purely on the ROI or the conversion rate, you will organically see that those KPIs follow. It’s very rare that you are going to try and create an amazing customer experience and lose customers. That’s something that is ingrained in us and we recognise that we need to focus on the customer saying ‘Wow’, and that’s something that the machine learning team has been tasked with at Zappos. We have a ‘Wow’ experience when a customer calls in, but a large majority of our customers do not call in so how do we create that ‘Wow’ experience on the website itself? How do we create that same experience that the customers have on the phones when they are actually browsing the website?
“That’s an insane challenge and I’m extremely honoured that Zappos has given me this opportunity.”
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