unleashing the power of culture by donavon robertson, zappos
DESCRIPTION
Slides from Donavon Robertson, cultural evangelist from Zappos, at the 2011 PRSA Western District Conference in Las Vegas.TRANSCRIPT
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contact info
Zappos Insights• www.zapposinsights.com• [email protected]• @zapposinsights
Donavon Roberson• www.donavonroberson.com• [email protected]• @zappos_drob
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Zappos InsightsBUILD CULTURE | WOW CUSTOMERS
take service to your customer
“unleashing the power of culture”
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bringing Zappos to you
http://zapposinsights.com/main/wp-content/uploads/ItourCribs.wmv
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STRENGTH:
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What is your core business?
we can learn a lot from a hedgehog
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What can you
be best in th
e
world at?
What are you deeply passionate about?
What drives your
economic engine?
Hedgehog Concept
“here’s your sweet spot”
EMPATHY:
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become a student of your customer’s needs
RELATIONSHIP:
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join the conversation
social space
surveys
“sit –
downs”
PersonalEmotionalConnection
PermissionEngageCommunity
VISION:
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why do we exist?
PaymentMotivateEntitled
PurposeInspireEngaged
what is your legacy?
Drive Summary• MONEY isn’t where it’s at!
• Give me a HIGHER purpose
• Inspiration eats Motivation for breakfast
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Evolution of Zappos Brand / Vision
– 1999 Selection
“The World’s Largest Shoe Store”
– 2003Service & SelectionStopped drop shipping forgoing 25% of sales
at the time
– 2005Culture & Core Values as a platform“Zappos is a service company that happens to
sell shoes...”
– 2007Personal Emotional Connection“Powered by Service”
– 2009Delivering Happiness11
IMPACT:
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what does success look like?
Creating story through experiences that transcend time and space.
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SimpleUnexpectedConcreteCredibleEmotionalStories
COMMITMENT:
“Businesses that concentrate on finding and keeping good customers, productive employees, and supportive investors continue to generate superior results…[Loyalty] remains one of the great engines of business success.”
Frederick F. Reichheld
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investment over expense
ENTREPRENEURSHIP:
“Good is the enemy of Great!”
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creating freedom and responsibility
STRENGTHEMPATHYRELATIONSHIPVISIONIMPACTCOMMITMENTENTREPREURSHIP
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SERVICE
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COMMITMENT ENTREPRENEURSHIP
RELATIONSHIP IMPACT
PICTURE SERVICE
EMPATHY
“Culture is not about what is absolute, real, or true. It’s about what a group of people get together and agree to believe. Culture can be healthy or toxic, nurturing or murderous. Culture is made of stories…”
Thom Hartman
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Peak Summary
• Go beyond expectations
• HE make HC make HI
• Actualize your employees…actualize the world19
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experience
esthetics
escape entertainment
educate
make the most of your stage?
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http://www.youtube.com/watch?v=m-ygmPXXxZU
what a loyal customer looks like
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contact infoZappos Insights• www.zapposinsights.com• [email protected]• @zapposinsights
Donavon Roberson• www.donavonroberson.com• [email protected]• @zappos_drob
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