Service is the product

There’s a self-description that has shaped how I think about service — not just in shopping, but everywhere: Zappos (now part of Amazon) calling itself “a service company that just happens to sell _______.” It used to say shoes, but the product almost doesn’t matter. The mindset does. And it’s not a new idea — it’s been around for about two decades — but it’s still rare to see it done well.

It’s a simple but powerful promise: do whatever it takes to make customers happy. Not in a scripted, KPI-optimised way, but in a genuinely human one. I’ve seen that mindset play out in very different contexts.

Anker Innovations, for example, with its Happy Card. Twice now, when one of my many Anker products failed, I had a free replacement in my hands one to two days later — no questions asked. No friction, no endless back-and-forth — just a clear focus on solving the problem.

A very different setting, same idea: Zweirad Stadler here in Berlin (Prenzlauer Berg) — a large bike retailer. I still choose to buy there in person because of the people and the selection. Online shops might win on price or convenience, but on-site it’s hard to beat — and that shows up in the details.

I managed to rip off the USB port cover from my Lezyne light. The staff member took a look, ordered a replacement part, and three days later I got an SMS: it’s ready. I came in, they installed it on the spot — and to my surprise, both the part and the installation were free. Both Stadler and Lezyne were great throughout. It’s one of many moments where advice, service, and product selection are consistently strong — and exactly why I keep going back for things I want to try in person: pumps, helmets, caps.

The same spirit shows up in my current employer, Die Haftpflichtkasse VVaG. Our core value “Glück” (happiness) points in the same direction: putting the needs of customers, brokers, and employees at the heart and centre — and taking responsibility for their satisfaction.

This is where Experience Design comes in. It’s not just about shiny interfaces — it has to be consistent with the company and its values, end to end.

Different companies, different industries — same principle: put people first. And the flip side is just as real.

Remember “United Airlines Breaks Guitars”? A single bad experience turned into a global story — and a long-term hit to the brand.

That’s what happens when you get it wrong.

Because beyond price, service is one of the few levers where companies can still truly differentiate. And the bar is no longer set by competitors in your category. It’s set by the best experience someone had anywhere.

Be that company.

Originally posted on LinkedIn.