The Growth of Zappos by Colin Gilchrist
Colin Gilchrist from Digital Face (www.digitalface.co.uk) explains how the online shoe and clothing retailer Zappos (www.zappos.com) grew by adopting a unique culture, social media and exceptional customer service. Recorded in Edinburgh on 9 November 2010.
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The importance of good customer service by Andrew McRae from Context Interiors, Edinburgh
Andrew McRae kindly took a few hours out of his busy schedule to give a talk at our breakfast event at Centotre, Edinburgh on the 8 June 2010. The importance of good customer service was the topic of Andrew’s 30 minute talk. Andrew is an architect at Simon Laird Associates and owner of Context Interiors and Old Town Context, a homewares boutique in the Morningside and Old Town districts of Edinburgh, Scotland.
Andrew McRae with his wife Alice at Context Interiors, Morningside, Edinburgh
While working at the city’s branch of John Lewis between 1993 and 2001 he learned that good customer service is a key factor in creating the right perception of the company. Today, quality customer service is more important than ever, especially since the internet and social media tools allow dissatisfied customers to vent their frustration. Such negative customer comments can undo all the years of hard work and expense that businesses spend on establishing themselves.
John Lewis’s approach to customer service and staff benefits made a big impression on Andrew when he started working at the Edinburgh store as a teenager. He has applied a similar ethos to his retail business, Context Interiors, and his work as an architect at Simon Laird Associates. Andrew worked at John Lewis part-time for eight years, starting while at secondary school, then during his studies at Edinburgh College of Art, and finally to help supplement his income while starting out as a junior architect.
During his time at John Lewis, Andrew was impressed by the store’s unique approach on everything from, the staff bonus scheme, regular staff training, the social events at the store’s bar and the hi-fi department. At the time they allowed customers to demo hi-fi separates before purchasing. The store’s vibrant social side was also significant, as it encouraged the strong team spirit.
Andrew is also inspired by other retail outlets, and was recently impressed by Richer Sounds, Edinburgh as the staff were knowledgeable and helpful. He approved of the sign at the counter, which reads:
1. The customer is always right
2. If the customer is wrong, refer to rule #1
While preparing to go on holiday he regularly uses the Trip Advisor website for reading reviews about hotels, restaurants and places of interest. On a recent visit to Dubai, Andrew was impressed by the very high standard of customer service, which made the holiday all the more enjoyable.
With online customer reviews on many websites, it is now very easy for a dissatisfied customer to vent their frustration or anger for all to see. Andrew explained that a few years ago while looking to buy a new car from a well-known outlet he immediately had second thoughts when he discovered bad reviews online.
However, should a business deliver good service consistently then it can breed loyalty and more business via word of mouth. This type of marketing is often overlooked by business owners, and yet there is no significant financial outlay. It only takes time and training to implement a customer service standard into a business.
Recently, John Lewis Partnership was named ‘Company of the Year by Scottish Business in the Community’. Its stores in Edinburgh, Glasgow and Aberdeen were praised for their sustainable business practice. The business continues to innovate, for example, the Edinburgh branch has a home design adviser, Toby Durant, who can visit your home to help you make the right choices with re-decorating or interior design.
Context Interiors meanwhile, won the category ‘Emerging Retailer of the Year’ at the Scottish Retail Excellence Awards. In August 2010, a second store, Old Town Context, opened on Cockburn Street, Edinburgh which will sell a selection of home accessories along with quality gifts and souvenirs. Andrew is also working to build the online business and increase the range of products available at www.contextinteriors.co.uk.
Andrew ended his talk by presenting the draw prizes of a Context Interiors gift voucher to Marc Jones form Ice Bomb Design and a Chocolate Library ‘book’ about Edinburgh Castle to Chris Thomas from One Accounting.