Zappos: let’s wow this person

Story.

A colleague asked Zappos a question. The internal email that followed included one line:

“A customer asked a question! Let’s wow this person and get back to them right away!”

It is a small sentence. It also explains exactly what Zappos wanted its culture to do.

The email did not turn the question into a ticket, case or queue. It kept a person visible. It named the desired behaviour and added urgency without sounding bureaucratic.

Values usually become vague when they move from a presentation to daily work. This sentence did the opposite. It translated “deliver WOW through service” into what to do next.

Part 1 of 3

What they did.

In this instance, Zappos used a routine internal email to frame a customer question. The message reminded employees that a real person was waiting, invited them to wow that person and asked for an immediate response.

They did not add a new training programme or service script. They changed the language around an ordinary moment of work.

Part 2 of 3

Why it works.

Internal language shapes attention. “Open ticket” points to a process. “Wow this person” points to an outcome.

The sentence works because it is human, specific and actionable. It keeps the customer visible, makes the company value easy to remember and tells employees what good looks like now.

Small prompts like this also repeat more often than culture presentations. Every routine message becomes a chance to reinforce the behaviour the company wants.

Part 3 of 3

Try it yourself.

Look at the automatic emails, alerts and handovers your team sees every day. Rewrite one so it names the person who needs help, the experience you want to create and the next action.

Do not add a slogan. Use ordinary language that makes the right behaviour feel natural.

Try this

Replace one internal “ticket received” message with: “Someone needs our help. Let’s make this easy for them and respond today.”

More from Zappos: 365 days to return it.

Source: a Zappos internal email captured in my original post of 18 November 2010. The customer’s name has been removed. Object made with Midjourney.