It’s a common perception that Zappos, which was just acquired by Amazon.com, was able to build its brand, and even its business, on the strength of social media. After all, CEO Tony Hsieh is a Twitter celebrity with over a million followers. Zappos encourages its employees to Twitter, and more than 400 do. A model of transparency, it aggregates public mentions on a page on its website. No wonder it’s been hailed by traditional and social media as the one company that does it right. One writer even opined that Amazon was motivated to acquire Zappos to get a little of its “social media stardust.”
That’s nonsense. The soul of Zappos, and the open secret of its success, has nothing to do with Twitter. It bears remembering that long before Hsieh tweeted his first update, Zappos had taken the lead in the online shoe market. Hsieh’s really big idea wasn’t showing his personal side on Twitter. It was making returns a competitive advantage. It was, in essence, beating Amazon at its own game. It was focusing, really focusing, on the customer. And, to Zappos, customers are not only shoppers, but employees and vendors, too.
If you search for articles and posts about Hsieh and Zappos long prior to 2008, when he opened his celebrated Twitter account, your eyes will glaze over at the numbing repetition of its customer service mantra. Hsieh describes the employee recruiting and training program, including the counter-intuitive “quitting bonus,” as shaping a customer service culture. He philosophizes about transparency, openness, and authenticity – all in service of the customer, of course. He, and the partners who back him, take the long view on the company’s ultra-liberal returns policy, betting that no investment is too great if it supports customer retention.
Basically, Hsieh did two things very, very well. He articulated a customer-obsessed culture. Then, he walked the talk. Social media came naturally for Zappos later because the company never looked at it as a marketing channel, but as another way of building customer relationships and adding service. In essence, the shoe fit.
Jeff Bezos doesn’t give a rap about Zappos’ social media profile. As Bezos himself said in describing its customer service obsession, “It is the place where Zappos begins and ends.” I’m hoping that, for Zappos, this is a new beginning, and not an end.