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How Zappos Built a Marketing Funnel on Customer Service
In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how Zappos turned customer service into its entire marketing funnel. From the famous policy of free shipping both ways to the toll-free number displayed on every page, Zappos eliminated marketing spend on ads and bet everything on word-of-mouth. They discuss the specific metric Zappos tracked — repeat purchase rate from first-time buyers — and how that shaped the entire company culture. Lucas breaks down the math: a customer who calls might cost $10 in phone time, but that same customer's lifetime value is over…
The skinny
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