A Return to Health

Zucker also has a direct dial-in to Vitacost's customer service and sales lines, so he can check in to see what's going on in these areas at any time. He's also been known to mystery shop Vitacost.com to get the true feel of what shopping on the site is all about, from checkout to opening a product at home to returning a product. All of this customer feedback and insight is considered when the company makes any decision.
"For as good as these outside companies say that we are at customer service, we're nowhere near satisfied with where we are as an organization," Zucker says. "We tend to look — good or bad — at all the negative things that are happening and get frustrated every day. We are our own customers. We're not looking at a competitor or other people in this space; we're thinking how can we have the best shopping and mail experience."