Zappos as an Online Shoe and Clothing Trading Company Essay

Zappos as an Online Shoe and Clothing Trading Company - Essay Example The company utilizes the internet to undertake most of the business operations, including marketing and customer service. Relationship marketing and loyalty business models have been the marketing approaches adopted by the company since inception. An organizational culture is the values and behaviors that enable the customers to define the organizational environment. The organizational culture at Zappos remains focused on ensuring satisfaction of the customers from the services received. One fundamental value at the company remains the value for customers, commonly achieved through providing customer service beyond the traditional customer service. The company ensures relationships become established and nurtured between the organization and the customers. The employees within the organization have been empowered to undertake any action deemed relevant, towards attending to a customer needs (Schein, 2010). Within the organization, customer service representatives do not need to cons ult their supervisors when presented with complaints. Empowerment of employees has enabled the company to pursue the goal of excellent customer service, for a long period. The activities and actions undertaken by the customer representative employees remain fundamental in determining the organizational culture at Zappos. One instance when a customer called seeking to return a pair of shoes she’d bought for the husband proves the level of empowerment among the employees. The customer wanted to return the shoes since the husband had been deceased before he could receive the boots. The customer service employees offered to inform the customer about the procedure. The customer service employees instead, sent flowers to console the customer for the demise of her husband. This presented a human touch to the virtual company which undertakes to trade online. Many employees of the company have created  social media accounts through which to communicate with customers.