Zappos Building a Brand that Matters

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Zappos Building a Brand that Matters

  1. 1. Building a Brand that Matters
  2. 2. A little about me…2R&DCommunityand ExperienceCulture
  3. 3. A service company that just happens tosell shoes, clothing, handbags,accessories, housewares…
  4. 4. 2009 #232010 #152011 #6TOP 100 BESTCOMPANIES TOWORK FOR
  5. 5. Headquarters: Henderson, NVFulfillment: Shepherdsville, KY1500+ employees
  6. 6. 1,000+ brands200,000+ styles6 million itemsin warehouse100% inventoried
  7. 7. Customer Service:What customers see first24/7 1-800 number on every pageFree shippingFree return shipping365-day return policy7
  8. 8. Customer Service:What customers experienceFast, accurate fulfillmentSurprise UpgradesOccasionally direct to competitors’ web sites8
  9. 9. Customer Service:What we do internallyNo call times/sales goalsCulture Reviews4 weeks of training9
  10. 10. Customer Service:What we do internallyPay to QuitCulture BookInterviews Based on Culture10
  11. 11. NPS Scores – The Ultimate Question• Based on your recent experience, how likelywould you be to recommend us to a friend orfamily member?
  12. 12. NPS Scores – The Ultimate Question• Based on your recent experience, how likelywould you be to recommend us to a friend orfamily member?93%
  13. 13. NPS Scores• If you started your own service-basedcompany, how likely would you be to hire theteam member who assisted you?
  14. 14. NPS Scores• If you started your own service-basedcompany, how likely would you be to hire theteam member who assisted you?92%
  15. 15. 7 Steps toBuilding a Brandthat Matters15
  16. 16. 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
  17. 17. Step #2FIGURE OUTVALUES & CULTURE17
  18. 18. VALUES & CULTURE• PERSONAL/COMPANY’S corevalues• Start EARLY…• It doesn’t MATTER what thevalues are.• The most important thingis ALIGNMENT18
  19. 19. 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
  20. 20. Step #3COMMIT TO“Be real and you have nothing to fear”Your culture is your brandDon’t try to be someone you are not20
  21. 21. Commitment to Transparency:Examples“Ask Anything” newsletterExtranet for vendorsTours & reporter visits21
  22. 22. Step #4VISION“Whatever you’re thinking, think bigger.”Does the vision have meaning?Chase the vision, not the money…22
  23. 23. Evolution of the Zappos VisionDeliver HappinessCulture/ValuesBest CustomerServiceBest Selectionof Shoes23
  24. 24. ENTREPRENEURS:What would you be passionateabout doing for 10 yearseven if you never made adime?24
  25. 25. EMPLOYEES:What’s the larger vision andgreater purpose in theirwork beyond money orprofits?25
  26. 26. VISIONMOTIVATIONvs.INSPIRATION26
  27. 27. Step #5BUILD RELATIONSHIPS(not networking or marketing)Be INTERESTED rather than trying to be INTERESTINGZCN Clubs – PEC - Wishez27
  28. 28. PEC – Personal Emotional Connection
  29. 29. Wishez
  30. 30. 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
  31. 31. 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
  32. 32. WHAT CULTURE CAN DO FOR A COMPANYNOV ‘09 AMAZON ACQUIRES ZAPPOS$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
  33. 33. 33
  34. 34. 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!

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