LAHAINA, HI --  Alex Genov, Head of Customer Research at Zappos, told Wood Industry Congress (WIC) attendees to do what it takes to understand customers as people and not as demographic statistics.  Genov said Zappos, the giant online shoe retailer that is owned by Amazon.com, empowers its customer service employees to do whatever is necessary to make customers happy. Zappos employees may make decisions on refunds and exchanges without input from management. His presentation was delivered during the Joint WMIA/WMMA Technology session of WIC on May 2.

According to Genov, there is a large difference between the typical Wall Street culture and the culture at Zappos.  Unlike the Wall Street culture that is to make money, the culture at Zappos is to help people.  Genov said that even business-to-business focused organizations (like WMIA and WMMA members) can embrace ideas fostered by Zappos.

Genov listed Zappos core values:

• Deliver WOW Through Service
• Embrace and Drive Change
• Create Fun and A Little Weirdness
• Be Adventurous, Creative, and Open-Minded
• Pursue Growth and Learning
• Build Open and Honest Relationships With Communication
• Build a Positive Team and Family Spirit
• Do More With Less
• Be Passionate and Determined
• Be Humble

Genov said the main aspects of its customer service success are careful recruitment and intense training.