What You Can Learn From Zappos About Creating Customer Loyalty

I recently gave a keynote at a conference where Jamie Naughton, Chief-of-Staff at Zappos, also spoke. Jamie delivered an amazing presentation about an amazing company.

If you are not familiar with the Zappos story, I strongly encourage you to check it out.

In a Q&A session after her presentation, Naughton addressed the merits of chasing the almighty profit with this quote:

“We don’t look for maximum customer dollars. We look for maximum customer loyalty.”

It’s a simple idea, really: aim for loyalty and the dollars will follow. It makes so much sense, and yet it is an ever elusive concept for so many companies.

What about your company? Perhaps you should consider the Zappos challenge for your next staff meeting or leadership retreat. Set aside the financial update that no one but the propeller heads understand anyway. Instead, use the time to tackle what might be your single most important objective: creating customer loyalty.

Build loyalty… and you can change the world.