Zappos, acquired for approximately ¥80 billion, repositioned its traditional call center as an organization focused on deepening customer relationships by calling it the Customer Loyalty Team.
The article presents the example of Zappos, a US online footwear retailer that Amazon acquired for approximately ¥80 billion. While noting that the company does not offer its services in Japan, it explains why the department formerly known as the call center was renamed the Customer Loyalty Team.
The background was a shift in perspective brought about by the expansion of online customer touchpoints. Rather than viewing telephone support as passive work, the company began treating it as an opportunity to cultivate customer relationships and turn customers into fans. The name change and redefinition of the department’s role also changed how it was viewed internally and externally, from a cost center to a touchpoint that creates brand value.
The evaluation metrics also shifted from measures focused on processing efficiency, such as the number of calls handled and response times, to measures emphasizing the depth of customer relationships and value creation, including fan conversion rate, repeat customer ratio, and customer lifetime value (CLTV).
This kind of change in name and role is said to help reform employee mindsets and foster pride. The article presents it as an effort to strengthen the organization’s internal narrative.