Building a Brand that Matters
A little about me…

Culture

R&D

Community
and Experience

2
A service company that just happens to
sell
shoes, clothing, handbags, accessories,
housewares…
TOP 100 BEST
COMPANIES TO
WORK FOR

2009 #23
2010 #15
2011 #6
Headquarters:
Downtown Las Vegas
Fulfillment:
Shepherdsville, KY
1500+ employees
1,000+ brands
200,000+ styles
6 million items
in warehouse
100% inventoried
Customer Service:
What customers see first

24/7 1-800 number on every page

Free shipping

Free return shipping

365-day ...
Customer Service:
What customers experience

Fast, accurate fulfillment

Surprise Upgrades

Occasionally direct to competi...
Customer Service:
What we do internally

No call times/sales goals

360 Culture Reviews

4 weeks of training

9
Customer Service:
What we do internally

Pay to Quit

Culture Book

Interviews Based on Culture

10
NPS Scores – The Ultimate Question
• Based on your recent experience, how likely
would you be to recommend us to a friend ...
NPS Scores – The Ultimate Question
• Based on your recent experience, how likely
would you be to recommend us to a friend ...
NPS Scores
• If you started your own service-based
company, how likely would you be to hire the
team member who assisted y...
NPS Scores
• If you started your own service-based
company, how likely would you be to hire the
team member who assisted y...
7 Steps to
Building a Brand
that Matters

15
Step #1
DECIDE
• Decide if you’re trying to build a long term
sustainable brand
• Requires more patience with revenues &
p...
Step #2

FIGURE OUT
VALUES & CULTURE

17
VALUES & CULTURE
• PERSONAL/COMPANY’S core
values
• Start EARLY…
• It doesn’t MATTER what the
values are.
• The most impor...
1.
2.
3.
4.

Deliver WOW Through Service
Embrace and Drive Change
Create Fun and a Little Weirdness
Be Adventurous, Creati...
Step #3
COMMIT TO
“Be real and you have nothing to fear”
Your culture is your brand
Don’t try to be someone you are not

2...
Commitment to Transparency:
Examples

“Ask Anything” newsletter

Extranet for vendors

Tours & reporter visits

21
Step #4
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…

2...
Evolution of the Zappos Vision
Best Selection
of Shoes
Best Customer
Service

Culture/Values

Deliver Happiness
23
ENTREPRENEURS:
What would you be passionate
about doing for 10 years
even if you never made a
dime?

24
EMPLOYEES:
What’s the larger vision and
greater purpose in their
work beyond money or
profits?

25
VISION
MOTIVATION
vs.
INSPIRATION

26
Step #5
BUILD RELATIONSHIPS
(not networking or marketing)
Be INTERESTED rather than trying to be INTERESTING
ZCN Clubs – P...
PEC – Personal Emotional Connection
Wishez
Step #6
BUILD YOUR TEAM
“If you want to go quickly, go alone.
If you want to go far, go together.”
(African proverb)
Hire ...
Step #7
THINK LONG TERM
Repeat customers
Customer service
There is no “get rich quick” formula
“Overnight” successes are y...
WHAT

CULTURE CAN DO FOR A COMPANY

NOV ‘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
• T...
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Zappos.com Building a Brand August 2014

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Zappos.com Building a Brand August 2014

  1. 1. Building a Brand that Matters
  2. 2. A little about me… Culture R&D Community and Experience 2
  3. 3. A service company that just happens to sell shoes, clothing, handbags, accessories, housewares…
  4. 4. TOP 100 BEST COMPANIES TO WORK FOR 2009 #23 2010 #15 2011 #6
  5. 5. Headquarters: Downtown Las Vegas Fulfillment: Shepherdsville, KY 1500+ employees
  6. 6. 1,000+ brands 200,000+ styles 6 million items in warehouse 100% inventoried
  7. 7. Customer Service: What customers see first 24/7 1-800 number on every page Free shipping Free return shipping 365-day return policy 7
  8. 8. Customer Service: What customers experience Fast, accurate fulfillment Surprise Upgrades Occasionally direct to competitors’ web sites 8
  9. 9. Customer Service: What we do internally No call times/sales goals 360 Culture Reviews 4 weeks of training 9
  10. 10. Customer Service: What we do internally Pay to Quit Culture Book Interviews Based on Culture 10
  11. 11. NPS Scores – The Ultimate Question • Based on your recent experience, how likely would you be to recommend us to a friend or family member?
  12. 12. NPS Scores – The Ultimate Question • Based on your recent experience, how likely would you be to recommend us to a friend or family member? 93%
  13. 13. NPS Scores • If you started your own service-based company, how likely would you be to hire the team member who assisted you?
  14. 14. NPS Scores • If you started your own service-based company, how likely would you be to hire the team member who assisted you? 92%
  15. 15. 7 Steps to Building a Brand that Matters 15
  16. 16. Step #1 DECIDE • Decide if you’re trying to build a long term sustainable brand • Requires more patience with revenues & profits in order to lay the foundation • Decide sooner rather than later 16
  17. 17. Step #2 FIGURE OUT VALUES & CULTURE 17
  18. 18. VALUES & CULTURE • PERSONAL/COMPANY’S core values • Start EARLY… • It doesn’t MATTER what the values are. • The most important thing is ALIGNMENT 18
  19. 19. 1. 2. 3. 4. Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and OpenMinded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships With Communication 7. Build a Positive Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble 19
  20. 20. Step #3 COMMIT TO “Be real and you have nothing to fear” Your culture is your brand Don’t try to be someone you are not 20
  21. 21. Commitment to Transparency: Examples “Ask Anything” newsletter Extranet for vendors Tours & reporter visits 21
  22. 22. Step #4 VISION “Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money… 22
  23. 23. Evolution of the Zappos Vision Best Selection of Shoes Best Customer Service Culture/Values Deliver Happiness 23
  24. 24. ENTREPRENEURS: What would you be passionate about doing for 10 years even if you never made a dime? 24
  25. 25. EMPLOYEES: What’s the larger vision and greater purpose in their work beyond money or profits? 25
  26. 26. VISION MOTIVATION vs. INSPIRATION 26
  27. 27. Step #5 BUILD RELATIONSHIPS (not networking or marketing) Be INTERESTED rather than trying to be INTERESTING ZCN Clubs – PEC - Wishez 27
  28. 28. PEC – Personal Emotional Connection
  29. 29. Wishez
  30. 30. Step #6 BUILD 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 #7 THINK LONG TERM Repeat customers Customer service There 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 COMPANY NOV ‘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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