How to Make Customers Love You

Jake Chessum
5 of 5

Get happy

The next step for Zappos? Happiness. Hsieh has decided to focus on the concept as a way to boost productivity and to grow sales, which hit $1 billion last year. He’s been giving employees books on how to be happier and has been tweaking the way his company promotes employees to give them a greater sense of control. For customers, he has focused on the art of surprise. Zappos advertises free ground shipping, but most orders are mailed overnight. The idea is to give customers an unexpected sense of joy--and, of course, to get them to buy another pair of shoes. --Max Chafkin