Please read the case study and answer the questions shortly:

Tales of Customer Service

This is an extract from one of the CBC radio show - Under the Influence

One of the most legendary customer service companies is Zappos. It's an online retailer that began as a shoes-only site. And it goes to extraordinary lengths to keep their customers happy. It all begins with their hiring practices. During their four-week training course, the company offers people $1,000 to quit. It's unheard of. But there's a reason - they want to weed out people who don't share their philosophy of empathy, kindness and humility. In 2007, 3% of the candidates took the money. In 2008, 1% did. In 2009, no one took the money. So Zappos upped the offer to $2,000.

At every step of the job training process, Zappos is trying to determine if their values line up with the applicants. It's the same philosophy Danny Meyers uses in finding people for his restaurants. They are searching for untrainable skills. Most companies who rely on phone centres to do business have time limits - they want their staff to process a certain number of calls per hour. But not Zappos - they field over 5,000 phone calls per day, and there no time limits. As CEO Tony Hsieh (pronounced Shay) says, they actually want to talk to their customers. He believes the telephone is one of the best branding devices out there. The way he looks at it, you have your customer's undivided attention for 5 or 10 minutes - and what smart marketer doesn't want that? He also firmly maintains that every phone call is an opportunity to WOW their customers.

First of all, there is a 365-day return policy. That's right, you have a year to return items. Zappos is also okay if you want to order 10 pairs of shoes, try them all on, and return the nine you don't want. All returns are free. No questions asked. If you're not sure of your fit, order a size 7 and a 7 , try them both on, then send back the other pair. Zappos also knows how to deliver. Not only is shipping free, it's often done overnight. That means if you order up to midnight, your shoes will be on your doorstep eight hours later when you wake up in the morning.

That kind of service creates that WOW FACTOR. More importantly, it creates emotional impact. As a matter of fact, people are so amazed their purchase arrives so fast, many of them literally scream when the package arrives. UPS delivery people said they had to get used to that reaction when it comes to Zappos.

If an item is out of stock, Zappos staff will search out three other competitor's websites and direct customers there. Even though they will lose that sale. (P.S. Zappos no longer ships to Canada. Difficulties shipping across the border didn't allow the company to maintain or guarantee their high level of service). But there is a reason they do that: They are not trying to maximize the transaction, they're trying to build a lifelong relationship. I can't stress this enough. In the end, excellent customer service doesn't cost money, it makes money.

One last Zappos story. CEO Tony Hsieh took some clients out for a night on the town once. After the bar closed, they all went back to their hotel. One of his clients had a yearning for a pizza, but it was 2am, the hotel kitchen was closed. So Hsieh suggested she call Zappos and see if they could find her a pizza. You have to understand what he just suggested - he told his client to call his company - a fashion retailer - at two in the morning - and ask for a pizza. So Hsieh's client called Zappos and asked for a pizza. There was a short pause on the other end of the line, then the Zappos operator found three pizza stores near the hotel that were still open, and ordered the pizza. That moment floored the clients, but I bet it didn't surprise Tony Hsieh. Because he has instilled in his company an overwhelming desire to make customers happy. That's why Zappos reached $1 billion in sales in only their eighth year of business.

There's another lesson here. 75% of Zappos customers are repeat customers. They call more often, and they spend more money. And they keep shopping at Zappos because they've never been treated better in their lives. Source:https://www.cbc.ca/radio/undertheinfluence/tales-of-customer-service-1.2801772

Question scenario: Lets assume that Zappos is on strategy to double their revenues in three years. Zappos had different ideas about the projects which can be done to achieve this strategy. Also, there were some recommendation which did not directly relate to the strategy.

Question # 1: One of the project on the "Proposed Project List" is opening up operation in four different countries. Do you think expanding expansion of operation into four new markets align with the Zappos strategy of doubling their revenues? Explain your answer briefly in your own words. [2 mark]

Question # 2: Can you think of two project for Zappos which can become part of "Proposed Project List" and also align with their organization strategy of 100% increase in revenues?[2 mark]

Question Scenario: Zappos is expanding into four new markets. Ms. Jane Doe is managing these four projects. She wants to hire you for Canadian Market. Your role is to start the construction/renovation on time and make sure the operations run smoothly until we have a successful finish. You are explaining your role to your professor and professor wants to know that in this set-up who is the Portfolio Manager, Program Manager and Project Manager.

Question # 3: What is the role of Ms. Jane Doe? In your own words, explain why do you think this is Jane's role. [1 mark]

Question # 4: What is your role? And in your own words, explain why do you think this is your role. [1 mark]

Question Scenario: You've been offered a position to work for Zappos. You want to know about the organization before you respond to the job offer.

Question # 5: Does reading through this case study article give you an idea of organizational culture? Explain what do you think of Zappos as an employer? [1 mark]

Question # 6: We discussed in our class that there is a research which identifies the organization culture based on 10 primary characteristics. When you reach this article can you identify these 10 primary characteristics Zappos? Please add one example for each characteristics from the case. [3 marks]