Here’s another way customer-centric companies stand out from the competition: They talk with their customers, not at their customers. Instead of blasting out all kinds of generic information, they make it a priority to engage in genuine, personalized, two-way conversations.
Sometimes, the best way to accomplish this is through an informal chat window or instant messaging system. Other times, it’s even better to step away from the internet and speak to your customers by telephone or even in person.
Want proof? Ask Zappos.com CEO Tony Hseih, who revitalized the struggling online shoe retailer by focusing on individualized customer service. Hseih realized that at some point, almost every Zappos customer called them on the phone. He retrained his customer service employees to “create an emotional impact and a lasting memory” that left a positive impression on every customer.
(Pssst: It worked. Zappos’ net worth went from literally zero in 1999 to $840 million today.)