OK â€“ Iâ€™ve been itching for ages to write about what I believe is probably my favourite company in the world, but saw something earlier that gave me a kick up the arse I clearly needed and to just blurt out â€œI LOVE ZAPPOSâ€.
So who are Zappos I hear you ask (well â€“ youâ€™ll know if you’re reading this in America of course as $1bn in sales kinds of make it a significant business, let alone its pioneering approach)? In short Zappos is an American online retailer that has not long celebrated its 10th birthday (Happy birthday!).
But if I’m blogging about a company best I say what I â€œloveâ€ so much about a company that I have never interacted with as a customer (moresâ€™ the pity). To me they are a shinning model of:
1.Â Â Â a company that understands itâ€™s employer brand is intrinsically linked with its product/service brand â€“ and acts accordingly!
2.Â Â Â a business that plays the long term game – putting the customer first everytime (and as more than just an advertising slogan), because they know a repeat customer is the most valuable sort and that a happy, neigh delighted, customer is also the most valuable marketing channel there is.
3.Â Â Â management live and breath this approach, and are comfortable enough in their own skin to maintain the unified ethos and literally work alongside their colleagues.
Thereâ€™s plenty written stateside about the company and what it does so right â€“ mostly by the staff themselves.Â Hell, they even had to do some lay-offs earlier in the year and they handled it all so positively the brand actually got a boost from it (although Iâ€™m glad to say theyâ€™re back hiring again â€“ and pay attention UK retailer web management monkeys who insist on not giving hiring a prominent web presence â€“ â€œweâ€™re hiringâ€ is splashed across their site. Itâ€™s a positive message and not something to be ashamed of!!).
Anyway – they also produce a book called â€œZappos insightsâ€ â€“ as Tony, CEO, mentioned in the video above, where he also offers for you to email him and heâ€™d send you a book. So I did. What did I get? A personal email response from Tony and 4days later an excellent book from the states which Tony had signed. Did he need to send me a book? No â€“ I was after a PDF as being in the UK thought postage would be excessive. Did he need to sign it? No â€“ but for a few moments of his time and engaging with me this way I have gone from a fan of Zappos to a Zappos evangelist.
But there is a down side â€“ Iâ€™ve just found out that they now deliver to the UK at a time when the exchange rate is a real killer Â Never mind. At least I know that one day Iâ€™ll be able to partake in some of that legendary customer service built that they’ve from a clear understanding that employer brand and product service brand is truly intrinsically linked!
And the thing that kicked me into posting this – the offer of attending a Zappos insights live BootCamp. I am so gutted I don’t just happen to be in Vegas over those two days. Maybe next year eh!
Oh – and for all you social media aficionados out there – this company kicks arse there too. This is engagement 2.0