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Clickology by Graham Jones

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6HAPPY CUSTOMERS BUY AGAIN

In the world of online retail, customers expect much higher levels of customer service than have traditionally been accepted in the offline world. This is partly because there has been widespread publicity for companies that offer exceptional service, which makes people realize what is possible and raises their expectations as a result.

Most retailers, on- or offline, could learn a lot from online shoe and fashion store Zappos. It describes itself as a customer service business that happens to sell things. Now owned by Amazon but run largely independently, Zappos has 10 core values, none of which has anything to do with sales. In its first six years of business, it went from nothing to almost $1bn of sales – with no ...

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