Zappos Building a Brand that Matters
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Zappos Building a Brand that Matters

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    Zappos Building a Brand that Matters Zappos Building a Brand that Matters Presentation Transcript

    • Building a Brand that Matters
    • A little about me…2R&DCommunityand ExperienceCulture
    • A service company that just happens tosell shoes, clothing, handbags,accessories, housewares…
    • 2009 #232010 #152011 #6TOP 100 BESTCOMPANIES TOWORK FOR
    • Headquarters: Henderson, NVFulfillment: Shepherdsville, KY1500+ employees
    • 1,000+ brands200,000+ styles6 million itemsin warehouse100% inventoried
    • Customer Service:What customers see first24/7 1-800 number on every pageFree shippingFree return shipping365-day return policy7
    • Customer Service:What customers experienceFast, accurate fulfillmentSurprise UpgradesOccasionally direct to competitors’ web sites8
    • Customer Service:What we do internallyNo call times/sales goalsCulture Reviews4 weeks of training9
    • Customer Service:What we do internallyPay to QuitCulture BookInterviews Based on Culture10
    • NPS Scores – The Ultimate Question• Based on your recent experience, how likelywould you be to recommend us to a friend orfamily member?
    • NPS Scores – The Ultimate Question• Based on your recent experience, how likelywould you be to recommend us to a friend orfamily member?93%
    • NPS Scores• If you started your own service-basedcompany, how likely would you be to hire theteam member who assisted you?
    • NPS Scores• If you started your own service-basedcompany, how likely would you be to hire theteam member who assisted you?92%
    • 7 Steps toBuilding a Brandthat Matters15
    • Step #1• Decide if you’re trying to build a long termsustainable brand• Requires more patience with revenues &profits in order to lay the foundation• Decide sooner rather than later16DECIDE
    • Step #2FIGURE OUTVALUES & CULTURE17
    • VALUES & CULTURE• PERSONAL/COMPANY’S corevalues• Start EARLY…• It doesn’t MATTER what thevalues are.• The most important thingis ALIGNMENT18
    • 1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships WithCommunication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble19
    • Step #3COMMIT TO“Be real and you have nothing to fear”Your culture is your brandDon’t try to be someone you are not20
    • Commitment to Transparency:Examples“Ask Anything” newsletterExtranet for vendorsTours & reporter visits21
    • Step #4VISION“Whatever you’re thinking, think bigger.”Does the vision have meaning?Chase the vision, not the money…22
    • Evolution of the Zappos VisionDeliver HappinessCulture/ValuesBest CustomerServiceBest Selectionof Shoes23
    • ENTREPRENEURS:What would you be passionateabout doing for 10 yearseven if you never made adime?24
    • EMPLOYEES:What’s the larger vision andgreater purpose in theirwork beyond money orprofits?25
    • VISIONMOTIVATIONvs.INSPIRATION26
    • Step #5BUILD RELATIONSHIPS(not networking or marketing)Be INTERESTED rather than trying to be INTERESTINGZCN Clubs – PEC - Wishez27
    • PEC – Personal Emotional Connection
    • Wishez
    • Step #6BUILD YOUR TEAM“If you want to go quickly, go alone.If you want to go far, go together.”(African proverb)Hire slowly. Fire quickly.30
    • Step #7THINK LONG TERMRepeat customersCustomer serviceThere is no “get rich quick” formula“Overnight” successes are years in the making(both personally and in business)31
    • WHAT CULTURE CAN DO FOR A COMPANYNOV ‘09 AMAZON ACQUIRES ZAPPOS$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
    • 33
    • Thank you for allowing me to be here!Email me! Jamie@zappos.com• Questions or Comments• A copy of this presentation• Tour of our office– If you happen to be in Las Vegas!• Copy of our culture book– Be sure to include your mailing address!