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The Zappos Experience by Joseph Michelli

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7CONNECTIONS AT ALL LEVELS

It’s easy for leaders to encourage staff members to create personal emotional connections with customers. However, it is quite another thing to help them continually grow in service excellence. At Zappos, the process of growing talent in personalized service is tireless and comprehensive.

In the Zappos call center, for example, a Customer Loyalty Team trainee is evaluated on all aspects of service delivery. Through a call review form, a new employee will routinely be rated (with a 1, 2, or 3) on a wide range of quality dimensions, including the degree to which the trainee forms a personal emotional connection with the customer. In the past, the same rating system was used to evaluate the service quality of every CLT ...

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