Managing the 5 C’s
in changing times
Closer
Customer
Connection and
Company
Culture
In Changing Times
Peter Harris
Managing Director @ Colmar Brunton

   AUDITOR marketing RESEARCH
Family man AMSRS aussie NEW MEDIA
 building...
We work for these companies
Part 1
Where is the customer at?

Part 2
Closer customer connection

Part 3
Creating a customer centred culture
We are deep into the middle of an
Australian winter but for consumers
the GFC is emerging from its
frosty dark days.

For ...
71%   Of Australian’s say the
      worst is over
Apr 09
         Jan 09
                  18%
         17%               Jun 09

                           14%
Oct 08

10%
Apr 09
         Jan 09
                  36%      Jun 09

         34%               34%
Oct 08


27%
12%
Have already experienced job
or significant income loss
(20% for self employed)
…..
Like a small animal emerging from its burrow,
Australians are watching closely for signs of
opportunity or threat.
GFC may yet prove to be a crisis of confidence
rather than a financial crisis per se.
And over by Christmas.
listen
measure
add value
be remarkable
conversational
collaborate
1. listen
2. measure
3. add value
4. be remarkable
5. collaborate
6. join the conversation
<
Inspirational leaders
3x > online      ++ revenue
          brand click-thru   ++ customer retention
                             ++ customer ac...
 listen
 measure
 add value
 be remarkable
 collaborate
 conversational
Corporate culture is a ‘hard’ issue
Companies, acquisitions and investments generally
don’t fail because of lousy products...
WOW culture
Zappos at a Glance

– Founded in 1999

– 1300 employees
    • #23 in FORTUNE MAGAZINE’s “100 Best Companies To Work For”
 ...
Power of repeat customers and word of mouth...
                   $1,000


                    $800
Gross Sales $M's




 ...
Owning the 3 C’s:
Clothing, Customer Service, Culture


            Culture

     Customer Service

           Clothing
Clothing
Customer Service
Culture
 10 core committable values
 5 weeks of culture, core values, customer
  service, and warehouse training
 Pay you $2000...
Zappos Core Values

1.  Deliver WOW Through Service
2.  Embrace and Drive Change
3.  Create Fun and a Little Weirdness
4. ...
Zappos
Delivering Happiness
         (customers and employees)


“People may not remember exactly what you
   did or what ...
“That’s great for Zappos but
 it would never work at my
         company…”
It doesn’t matter what your
  core values are…as long as
    you commit to them.
       ALIGNMENT
VISION
“Whatever you’re thinking, think bigger.”

    Does the vision have meaning?

   Chase the vision, not the money…
Peter.harris@cbr.com.au
twitter.com/peteraharris
Ecosystem
share
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
Managing 5 Cs Changing Times 100709
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Managing 5 Cs Changing Times 100709

  1. 1. Managing the 5 C’s in changing times
  2. 2. Closer Customer Connection and Company Culture In Changing Times
  3. 3. Peter Harris Managing Director @ Colmar Brunton AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  4. 4. We work for these companies
  5. 5. Part 1 Where is the customer at? Part 2 Closer customer connection Part 3 Creating a customer centred culture
  6. 6. We are deep into the middle of an Australian winter but for consumers the GFC is emerging from its frosty dark days. For the GFC, in Australia at least, spring is in the air and signs of new life are emerging.
  7. 7. 71% Of Australian’s say the worst is over
  8. 8. Apr 09 Jan 09 18% 17% Jun 09 14% Oct 08 10%
  9. 9. Apr 09 Jan 09 36% Jun 09 34% 34% Oct 08 27%
  10. 10. 12% Have already experienced job or significant income loss (20% for self employed)
  11. 11. …..
  12. 12. Like a small animal emerging from its burrow, Australians are watching closely for signs of opportunity or threat.
  13. 13. GFC may yet prove to be a crisis of confidence rather than a financial crisis per se. And over by Christmas.
  14. 14. listen
  15. 15. measure
  16. 16. add value
  17. 17. be remarkable
  18. 18. conversational
  19. 19. collaborate
  20. 20. 1. listen 2. measure 3. add value 4. be remarkable 5. collaborate 6. join the conversation
  21. 21. <
  22. 22. Inspirational leaders
  23. 23. 3x > online ++ revenue brand click-thru ++ customer retention ++ customer acquisition 16 million viewers Source: BARB / Sage
  24. 24.  listen  measure  add value  be remarkable  collaborate  conversational
  25. 25. Corporate culture is a ‘hard’ issue Companies, acquisitions and investments generally don’t fail because of lousy products, bad intentions or insufficient plans. If they fail, they mostly do so, because of the way their leaders and management behave: the choices they make, the way they solve problems, the way in which they (fail to) cooperate. In short: because of the culture.
  26. 26. WOW culture
  27. 27. Zappos at a Glance – Founded in 1999 – 1300 employees • #23 in FORTUNE MAGAZINE’s “100 Best Companies To Work For” • Highest debut for a newcomer in 2009 – Zappos is “Powered by Service” • Providing the best online shopping experience possible • Fast, Free Shipping. Free return shipping. 365-day return policy • Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service – Best selection • Over 1,000 brands, over 200,000 styles, over 900,000 unique UPCs • 4 million items in warehouse – Zappos is a service company that happens to sell clothing, shoes, handbags, eyewear, watches (and eventually a bunch of other stuff)
  28. 28. Power of repeat customers and word of mouth... $1,000 $800 Gross Sales $M's $600 $400 $200 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 Gross Sales 1.6 8.6 32 70 184 370 597 841 1014
  29. 29. Owning the 3 C’s: Clothing, Customer Service, Culture Culture Customer Service Clothing
  30. 30. Clothing
  31. 31. Customer Service
  32. 32. Culture
  33. 33.  10 core committable values  5 weeks of culture, core values, customer service, and warehouse training  Pay you $2000 to quit  Interviews & performance reviews are 50% based on core values & culture fit  Twitter helps build company culture
  34. 34. Zappos Core Values 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 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
  35. 35. Zappos Delivering Happiness (customers and employees) “People may not remember exactly what you did or what you said, but they will always remember how you made them feel.”
  36. 36. “That’s great for Zappos but it would never work at my company…”
  37. 37. It doesn’t matter what your core values are…as long as you commit to them. ALIGNMENT
  38. 38. VISION “Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money…
  39. 39. Peter.harris@cbr.com.au twitter.com/peteraharris
  40. 40. Ecosystem
  41. 41. share

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