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Zappos Building a Brand that Matters
- 1. Building a Brand that Matters
- 2. A little about me… 2 R&D Community and Experience Culture
- 3. A service company that just happens to sell shoes, clothing, handbags, accessories, housewares…
- 4. 2009 #23 2010 #15 2011 #6 TOP 100 BEST COMPANIES TO WORK FOR
- 5. Headquarters: Henderson, NV Fulfillment: Shepherdsville, KY 1500+ employees
- 6. 1,000+ brands 200,000+ styles 6 million items in warehouse 100% inventoried
- 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. Customer Service: What customers experience Fast, accurate fulfillment Surprise Upgrades Occasionally direct to competitors’ web sites 8
- 9. Customer Service: What we do internally No call times/sales goals Culture Reviews 4 weeks of training 9
- 10. Customer Service: What we do internally Pay to Quit Culture Book Interviews Based on Culture 10
- 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. 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. NPS Scores • If you started your own service-based company, how likely would you be to hire the team member who assisted you?
- 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. 7 Steps to Building a Brand that Matters 15
- 16. Step #1 • 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 DECIDE
- 17. Step #2 FIGURE OUT VALUES & CULTURE 17
- 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. 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 19
- 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. Commitment to Transparency: Examples “Ask Anything” newsletter Extranet for vendors Tours & reporter visits 21
- 22. Step #4 VISION “Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money… 22
- 23. Evolution of the Zappos Vision Deliver Happiness Culture/Values Best Customer Service Best Selection of Shoes 23
- 24. ENTREPRENEURS: What would you be passionate about doing for 10 years even if you never made a dime? 24
- 25. EMPLOYEES: What’s the larger vision and greater purpose in their work beyond money or profits? 25
- 27. Step #5 BUILD RELATIONSHIPS (not networking or marketing) Be INTERESTED rather than trying to be INTERESTING ZCN Clubs – PEC - Wishez 27
- 28. PEC – Personal Emotional Connection
- 29. Wishez
- 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. 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. WHAT CULTURE CAN DO FOR A COMPANY NOV ‘09 AMAZON ACQUIRES ZAPPOS $1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
- 33. 33
- 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!