zappos.com building a brand
DESCRIPTION
TRANSCRIPT
Building a Brand that Matters
A little about me…
2
R&D
Community and Experience
Culture
A service company that just happens to sell shoes, clothing,
handbags, accessories, housewares…
2009 #23 2010 #15
2011 #6
TOP 100 BEST COMPANIES TO WORK FOR
Headquarters: Downtown Las VegasFulfillment: Shepherdsville, KY1500+ employees
1,000+ brands200,000+ styles6 million items
in warehouse100% inventoried
Customer Service:What customers see first
24/7 1-800 number on every page
Free shipping
Free return shipping
365-day return policy
7
Customer Service:What customers experience
Fast, accurate fulfillment
Surprise Upgrades
Occasionally direct to competitors’ web sites8
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 or family member?
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%
NPS Scores
• If you started your own service-based company, how likely would you be to hire the team member who assisted you?
NPS Scores
• If you started your own service-based company, how likely would you be to hire the team member who assisted you?
92%
7 Steps to Building a Brand
that Matters
15
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
Step #2
FIGURE OUTVALUES & CULTURE
17
VALUES & CULTURE
• PERSONAL/COMPANY’S core values
• Start EARLY…• It doesn’t MATTER what the
values are.
• The most important thing is ALIGNMENT
18
Zappos Core Values1. 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 With
Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble
19
Step #3
COMMIT TO TRANSPARENCY“Be real and you have nothing to fear”
Your culture is your brandDon’t try to be someone you are not
20
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…
22
Evolution of the Zappos Vision
Deliver Happiness
Culture/Values
Best Customer
Service
Best Selection of Shoes
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
VISIONMOTIVATION
vs.INSPIRATION
26
Step #5
BUILD RELATIONSHIPS(not networking or marketing)
Be INTERESTED rather than trying to be INTERESTINGZCN Clubs – PEC - Wishez
27
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 slowly. Fire quickly.
30
Step #7
THINK LONG TERMRepeat customersCustomer service
There is no “get rich quick” formula
“Overnight” successes are years in the making(both personally and in business)
31
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! [email protected]• 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!