Trust + Engagement = Customer Experience

I read a piece of writing today about the customer experience of Zappos. So, I just want to share:

“There's a lot of buzz these days about "social media" and "integration marketing." As unsex and low-tech it may sound, our belief is that the telephone is one of the best branding devices out there. You have the customer's undivided attention for five to ten minutes, and if you get the interaction right, what we've found is that the customer remembers the experience for a very long time and tells his or her friends about it.” (pg 143)
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“Another common trap that many marketers fall into is focusing too much on trying to figure out how to generate a lot of buzz, when really they should be focused on building engagement and trust.” (pg 144)
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Lesson learned is you can create the right experience to anybody (even your customer), if you give your best attention when you are with them (talking, texting, facebooking, etc …). We are all hungry for care and attention.

The best customer experience is not a transaction, is a relationship that you must build over time through trust and engagement.

Good night, everybody :D