《传递幸福》ZAPPOS客户服务管理理念
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No call times, no sales-based performance goals for reps. The telephone is one of the best branding devices available. Run warehouse 24/7. Inventory all product (no drop-shipping). 5 weeks of culture, core values, customer service, and warehouse training for everyone in Las Vegas office. We’ll pay you $2000 to quit. Culture Book Interviews & performance reviews are 50% based on core values & culture fit. Twitter helps build company culture.
Fast Company “50 Most Innovative Companies”
#20 (2009)
BusinessWeek Top 25 “Customer Service Champs”
#7 (2009)
Slide 5
Customer service value proposition in action… Zappos is committed to WOWing every customer.
1994-1995: 1996-1998: Pizza business in college LinkExchange (online advertising) Sold to Microsoft for $265 millon Venture Frogs, LLC (angel investment fund) Invested in Zappos.com
Culture Customer Service Clothing
Slide 15
Zappos Delivering Happiness
(customers and employees)
“People may not remember exactly what you did or what you said, but they will always remember how you made them feel.”
Zappos is a service company that happens to sell clothing, shoes, handbags, eyewear, watches (and eventually a bunch of other stuff).
Slide 4
Recent Recognition: Nice, but we pay more attention to our customers
Friendly, helpful “above and beyond” customer service
Occasionally direct customers to competitors’ web sites
Slide 9
Customer Service: What we do internally
32
70
184
370
597
841
1014
Slide 7
Customer Service: What customers first see
24/7 1-800 number on every page Free shipping Free return shipping 365-day return policy
Slide 24
What are your PERSONAL core values? What are the COMPANY’s core values? Start EARLY. It is surprisingly HARDER than you think. It doesn’t MATTER what the values are. The most important thing is ALIGNMENT. …LIVE the BRAND.
ALIGNMENT
Slide 20
7 Steps For Building A Brand that Matters
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
Best selection
Over 1,000 brands, over 200,000 styles, over 900,000 unique UPCs. 4 million items in warehouse 100% of products inventoried (no drop ship).
TV Stories
Oprah (2008/2009) ABC Nightline (2008) 60 Minutes (2007)
Fortune “100 Best Companies to Work For”
#23 (2009) – Highest ranking newcomer to list
Slide 16
CULTURE
“Committable Core Values”
Slide 17
Zappos Core Values
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With Communication Build a Positive Team and Family Spirit Do More with Less Be Passionate and Determined Be Humble
Decide sooner rather than later
Slide 22
Step #2
FIGURE OUT VALUES & CULTURE
Slide 23
VALUES & CULTURE
Figure out values & culture sooner rather than later
Slide 10
Owning the 3 C’s
Clothing Customer Service Culture
Slide 11
Clothing
Slide 12
Customer Service
Slide 13
Culture
Slide 14
Owning the 3 C’s: Clothing, Customer Service, Culture
Slide 6
Power of repeat customers and word of mouth...
$1,000 $800
Gross Sales $M's
$600 $400
$200 $0
Gross Sales
2000
2001
2002
2003
2004
2005
2006
2007
2008
1.6
8.6
Step #3
COMMIT TO TRANSPARENCY
“Be real and you have nothing to fear” Your culture is your brand Don’t try to be someone you are not
Slide 25
Commitment to Transparency: Examples
Slide 8
Customer Service: What customers experience
Fast, accurate fulfillment Most customers are “surprise”-upgraded to overnight shipping
Create WOW
Customers come back, order more and order more often…
Repeat customers have higher average order size $123.86 – first time customers in Q407 $156.27 – returning customer in Q407
#23 in FORTUNE MAGAZINE’s “100 Best Companies To Work For” Highest debut for a newcomer in 2009
Zappos is “Powered by Service”
Providing the best online shopping experience possible. Fast, Free Shipping. Free return shipping. 365-day return policy. Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
1999:
1999-Today: Zappos.com
Slide 3
Zappos at a Glance Corporate Background
Founded in 1999 1300 employees (half in Las Vegas headquarters, half in Kentucky)
Delivering Happiness
Tony Hsieh – CEO tony@zappos.com Follow me on Twitter: twitter.com/zappos
Connect ’09 May 13, 2009
Slide 2
A Little About Me (Tony) My Background
twitter.zappos.com “Ask Anything” newsletter Extranet for vendors Tours & reporter visits ZapposInsights.com
Baidu Nhomakorabea
Slide 26
Step #4
VISION
“Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money…
Slide 18
“That’s great for Zappos but it would never work at my company…”
Slide 19
It doesn’t matter what your core values are…as long as you commit to them.
Customers come…
Over 10 million total purchasing customers Over 4 million have purchased in the last 12 months
Customers come back…
On any given day, about 75% of purchases from returning customers Repeat customers order >2.5x in the next 12 months
Fast Company “50 Most Innovative Companies”
#20 (2009)
BusinessWeek Top 25 “Customer Service Champs”
#7 (2009)
Slide 5
Customer service value proposition in action… Zappos is committed to WOWing every customer.
1994-1995: 1996-1998: Pizza business in college LinkExchange (online advertising) Sold to Microsoft for $265 millon Venture Frogs, LLC (angel investment fund) Invested in Zappos.com
Culture Customer Service Clothing
Slide 15
Zappos Delivering Happiness
(customers and employees)
“People may not remember exactly what you did or what you said, but they will always remember how you made them feel.”
Zappos is a service company that happens to sell clothing, shoes, handbags, eyewear, watches (and eventually a bunch of other stuff).
Slide 4
Recent Recognition: Nice, but we pay more attention to our customers
Friendly, helpful “above and beyond” customer service
Occasionally direct customers to competitors’ web sites
Slide 9
Customer Service: What we do internally
32
70
184
370
597
841
1014
Slide 7
Customer Service: What customers first see
24/7 1-800 number on every page Free shipping Free return shipping 365-day return policy
Slide 24
What are your PERSONAL core values? What are the COMPANY’s core values? Start EARLY. It is surprisingly HARDER than you think. It doesn’t MATTER what the values are. The most important thing is ALIGNMENT. …LIVE the BRAND.
ALIGNMENT
Slide 20
7 Steps For Building A Brand that Matters
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
Best selection
Over 1,000 brands, over 200,000 styles, over 900,000 unique UPCs. 4 million items in warehouse 100% of products inventoried (no drop ship).
TV Stories
Oprah (2008/2009) ABC Nightline (2008) 60 Minutes (2007)
Fortune “100 Best Companies to Work For”
#23 (2009) – Highest ranking newcomer to list
Slide 16
CULTURE
“Committable Core Values”
Slide 17
Zappos Core Values
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and Open-Minded Pursue Growth and Learning Build Open and Honest Relationships With Communication Build a Positive Team and Family Spirit Do More with Less Be Passionate and Determined Be Humble
Decide sooner rather than later
Slide 22
Step #2
FIGURE OUT VALUES & CULTURE
Slide 23
VALUES & CULTURE
Figure out values & culture sooner rather than later
Slide 10
Owning the 3 C’s
Clothing Customer Service Culture
Slide 11
Clothing
Slide 12
Customer Service
Slide 13
Culture
Slide 14
Owning the 3 C’s: Clothing, Customer Service, Culture
Slide 6
Power of repeat customers and word of mouth...
$1,000 $800
Gross Sales $M's
$600 $400
$200 $0
Gross Sales
2000
2001
2002
2003
2004
2005
2006
2007
2008
1.6
8.6
Step #3
COMMIT TO TRANSPARENCY
“Be real and you have nothing to fear” Your culture is your brand Don’t try to be someone you are not
Slide 25
Commitment to Transparency: Examples
Slide 8
Customer Service: What customers experience
Fast, accurate fulfillment Most customers are “surprise”-upgraded to overnight shipping
Create WOW
Customers come back, order more and order more often…
Repeat customers have higher average order size $123.86 – first time customers in Q407 $156.27 – returning customer in Q407
#23 in FORTUNE MAGAZINE’s “100 Best Companies To Work For” Highest debut for a newcomer in 2009
Zappos is “Powered by Service”
Providing the best online shopping experience possible. Fast, Free Shipping. Free return shipping. 365-day return policy. Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
1999:
1999-Today: Zappos.com
Slide 3
Zappos at a Glance Corporate Background
Founded in 1999 1300 employees (half in Las Vegas headquarters, half in Kentucky)
Delivering Happiness
Tony Hsieh – CEO tony@zappos.com Follow me on Twitter: twitter.com/zappos
Connect ’09 May 13, 2009
Slide 2
A Little About Me (Tony) My Background
twitter.zappos.com “Ask Anything” newsletter Extranet for vendors Tours & reporter visits ZapposInsights.com
Baidu Nhomakorabea
Slide 26
Step #4
VISION
“Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money…
Slide 18
“That’s great for Zappos but it would never work at my company…”
Slide 19
It doesn’t matter what your core values are…as long as you commit to them.
Customers come…
Over 10 million total purchasing customers Over 4 million have purchased in the last 12 months
Customers come back…
On any given day, about 75% of purchases from returning customers Repeat customers order >2.5x in the next 12 months