QVC Inc. Demos, Service Build its Business
Also, manufacturers will supply QVC with a guest, usually a technical person, who can help put a complex product into layperson's terms. QVC relies heavily on the manufacturer to ensure the product gets the best possible presentation. "In many cases, we'll sit with the manufacturer and ask what the selling points are or what separates this product from other ones in the marketplace," D'Angelo said.
That sense of user experience translates into brand trust. "We're the most important brand, QVC," said D'Angelo. "Consumers buy from us because they trust us. Why do they trust us? Because we give a great presentation on what the product does, we have incredible customer service, and we deliver the product on time."
The other secret to QVC's success, according to D'Angelo, is QVC's strict adherence to one if its fundamental tenets, superior customer service. "Customer service is the number one thing here. It's one of our tenants and our values that really drive this organization. Even the vice president and president will get involved in customer service," said D'Angelo.