building the zappos' brand
Post on 02-Jul-2015
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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 #232010 #152011 #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
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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 OUT
VALUES & CULTURE
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VALUES & CULTURE
• PERSONAL/COMPANY’S core values
• Start EARLY…
• It doesn’t MATTER what the values are.
• The most important thing is ALIGNMENT
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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
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
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?
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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 – 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 TERM
Repeat customers
Customer service
There is no “get rich quick” formula
“Overnight” successes are years in the making
(both personally and in business)
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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
• 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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