Zappos needs little introduction -- it has redefined the possibilities of customer service not simply in online retailing, but in any retailing. Tony Hsieh in fact famously describes Zappos as a service company that happens to sell shoes -- and builds the culture of the company around a group of individuals encouraged and empowered to deliver 'wow' to their customers. While most companies discourage more than three minutes on the phone to a customer, Zappos celebrates the record for the longest call; with hand-written notes with your shoe order, thoughtful gifts on your birthday, and generous apologies for mistakes, Zappos staff have built a business with a personal connection that grew to a $1.2 billion turnover in ten years. We went to interview Hsieh in the Zappos offices in Las Vegas, and asked him about how he built such a genuine and human customer experience.

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