brand strategy lessons from zappos cyberattack

Online retailer Zappos has been attacked via one of their servers in Kentucky. (yes, we have servers and electricity in Ky.)

Anyone who has spent any amount of time following me or listening to me speak knows I love to use Zappos as an example of great customer service. I even used them as a case study in Brand Zeitgeist. And once again, they are showing some smart reactions to a bad situation. Just a few important points to learn from this event:

Cyber attacks are a reality. If you have sensitive customer information in digital format, it’s not a matter of “if” this will happen to your organization, but “when”. Do as much as you can to prevent such attacks, but also have a plan ready of how you will respond when it does happen.

Communication is important. The knee-jerk reaction for most after an event like this would be to communicate with customers … which obviously is important. But a more important first step is internal communication. Customers will ask your employees questions. Employees need to know how to respond to those questions. CEO Tony Hsieh sent out an email to employees prior to the customer email going out.

They’ve gone to emergency mode by taking the call center offline and just using email as a single point of communication. They have pressed each employee into service as a customer service rep during this crisis. Most companies couldn’t dream of doing this. But, because of the unique culture at Zappos, even the janitors know how to respond to customers.

The social media lesson is that, even though they’re focusing on email, they are actually responding to each individual post on their Facebook wall and each tweet on Twitter.

Today, there are only the quick and the dead. Zappos didn’t have numerous meetings to only post a weak response a few days after the event. They worked quickly and decisively by resetting all passwords and initiating the first point of communication about the problem with customers. The first storyteller frames the narrative.

Well built brands can take a hit and recover. Much of what they’re doing with this reaction couldn’t be done if they had not spent the last several years creating a great corporate culture which bled through to a well-developed brand strategy. This is probably the most important lesson for brands to learn. You need to build your boat before you get to the water.

UPDATE: They’re even responding to the postive feedback:

Chris Houchens is a marketing raconteur & writer. Connect with him on Twitter or Facebook.

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