When creating Daxko Engage, an outsourced member engagement software and service, we studied service greats like Amazon, Zappos, and ChickFilA. Daxko’s team got the opportunity to spend the day at Zappos HQ in Las Vegas to see it all in person. Vegas baby!
Don’t get excited. We literally flew out of Birmingham before 6 a.m. and we were back after midnight. That’s right. Vegas and back in one day. I didn’t even see Elvis. But that’s okay because I soaked in as much Zappos happiness as I possibly could. (And even got to sit in the CEO’s chair!)
After reading Zappos CEO Tony Hsieh’s book Delivering Happiness: A Path to Profits, Passion, and Purpose, I had an idea of what to expect, but there’s nothing like taking a peek behind the curtains to see how things really work. What I got instead was a lesson in what’s important.
People call Zappos for help with a product they are trying to buy or return. In many situations, this call is an inconvenience to their day. Have you ever had to run by the grocery story on your way home from work? You don’t necessarily want to go, but you need to. That’s the same way all of the Zappos calls began, but let me tell you, by the end of the call the customer was a raving fan.
How’d they do that?! And how can we do that with Engage? One of the secrets (okay it’s not really a secret, Tony totally tells you this in his book) is to find a way to make a personal connection with the person on the phone.
For example, a barking dog in the background turns into a conversation about breeds. We applied this to our calls in Daxko Engage with Membership Drivers. If we reach a mom while she’s waiting in carpool line, it leads to a conversation about what grade her kids are in. We also know she likely doesn’t want to reach for her purse to get her wallet, so we offer her the electronic wallet payment option in our accompanying operations software.
Taking cues from your customer for that irreplaceable personal connection is really important in an engagement center environment. Zappos figured this out and we follow their lead every day.
At Daxko Engage, we utilize calls to members to get something in return, whether that’s information about their experience or a commitment to participate in a program, but the experience that we leave them with is critical to the way they perceive the organization we’re calling on behalf of—and what better way to do that than through a little happiness?