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Building a Brand - SA
- 1. Building a Brand that Matters
- 2. A little about me… Culture R&D Community and Experience 2
- 3. A service company that just happens to sell shoes, clothing, handbags, accessories, housewares…
- 4. TOP 100 BEST COMPANIES TO WORK FOR 2009 #23 2010 #15 2011 #6
- 5. Headquarters: Downtown Las Vegas 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 360 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 • 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
- 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. 2. 3. 4. Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and OpenMinded 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 Best Selection of Shoes Best Customer Service Culture/Values Deliver Happiness 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. Zappos is all about the 3 C’s… Clothing Customer Service Culture
- 35. What’s Next?
- 36. Community
- 37. Las Vegas City Hall
- 43. What if?
- 44. Las Vegas City Hall
- 46. It was already happening…
- 47. Downtown Vegas - Fremont East http://www.eatinglv.com/wordpress/wp-content/gallery/odettedowntown/chinatown-038-large.jpg
- 48. Downtown Vegas - Fremont East http://www.lucyvegas.com/sites/default/files/griffin5.jpg
- 49. Downtown Vegas - Fremont East http://roadjournals.viamagazine.com/wp-content/uploads/2011/05/The-Beat-Coffeehouse.jpg
- 51. DOWNTOWN PROJECT - $350M $ 50M – Small businesses $ 50M – Tech Startups $ 50M – Education, Arts, Culture $200M – Residential & Real Estate
- 52. ROI Instead of maximizing short-term ROI (Return On Investment)…
- 53. ROI vs. ROC Instead of maximizing short-term ROI (Return On Investment)… We focus on maximizing long-term ROC (Return On Community)
- 54. THE BIG BET Accelerating Collisions, Community, and Co-Learning
- 55. THE BIG BET Accelerating Collisions, Community, and Co-Learning …will lead to… Happiness, Luckiness, Innovation, and Productivity
- 56. WHY DO THIS? We live here City – Help revitalize downtown World – Help inspire other cities Zappos – ultimately help us attract and retain more employees
- 57. Natalie
- 58. Natalie
- 59. Natalie
- 60. Natalie
- 61. Natalie
- 62. Natalie
- 63. WHEN CITIES DOUBLE IN SIZE… Productivity and innovation per resident increases by 15% (But not true for companies)
- 64. Can we improve innovation at Zappos by improving the city in which we live?
- 65. HOW TO ACCELERATE LEARNING & INNOVATION Maximize serendipitous interactions Density in the office Density in the city Collisions vs. convenience
- 66. DIFFERENT GROUPS COLLIDING 1. 2. 3. 4. 5. 6. 7. 2000 Zappos employees 1000 Teach For America corp members and alumni Tech Startup Community Small Business Community Art and Music Communities Other Passion Communities Local Residents
- 67. What We’ve Learned… Happy Employees = Profitable Company/Loyal Customers & Culture is to a Company as Community is to a City
- 80. 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!