Customer relationship management is defined as the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satistfaction. Building customer relationships is important for every business and can make the difference between profits and losses. A business should study its customers in order to identify what they value. By meeting those values, customers will be satisfied and as a result become loyal customers.
http://www.creative-brand.com/bank-branding/a-culture-worth-admiring-zappos-com
The video case of this chapter talks about how Zappos manages customer relationships. This company clearly understands the importance of customer relationships. It provides customer value by offering free shipping for purchases and returns. Free shipping is something that customer value when purchasing online. As a customer, I love when companies offer free shipping online.
Another customer value that Zappos offers is having a 365-day return policy. This is one of Zappos biggest strengths. Most companies offer the standard 30-day return policy and for customers that is not always convenient. The 365-day return gives Zappos customers enough time to return any purchased they were not satisfied with. As a Zappos cfustomer, and I can say that this is one of the main reasons I keep shopping at Zappos. Shopping for clothing or shoes online can be a risk since you don’t get to try on the clothes or shoes before the purchase is made. With Zappos free shipping and return policies it makes it easier for customers to return their purchases without having to worry about a time frame or shipping fees.
Marketing Portfolio 