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A presentation regarding closer customer connection in changing times and the role culture can play
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Managing the 5 C’sin changing times
Closer
Customer
Connection and
Company
Culture
In Changing Times
Peter Harris
Managing Director @ Colmar Brunton
AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC
Part 1
Where is the customer at?
Part 2
Closer customer connection
Part 3
Creating a customer centred culture
We are deep into the middle of an
Australian winter but for consumers
the GFC is emerging from its
frosty dark days.
For the GFC, in Australia at least,
spring is in the air and signs of new life are emerging.
71% Of Australian’s say the
worst is over
10%Oct 08
17%Jan 09
18%Apr 09
14%Jun 09
27%Oct 08
34%Jan 09 36%
Apr 09
34%Jun 09
Have already experienced job or significant income loss (20% for self employed)
12%
…..
Like a small animal emerging from its burrow, Australians are watching closely for signs of opportunity or threat.
GFC may yet prove to be a crisis of confidence rather than a financial crisis per se.
And over by Christmas.
listen
measure
add value
be remarkable
collaborate
1. listen
2. measure
3. add value
4. be remarkable
5. collaborate
6. join the conversation
<
Inspirational leaders
Source: BARB / Sage
++ revenue
++ customer retention
++ customer acquisition
16 million viewers
3x > online
brand click-thru
listen
measure
add value
be remarkable
collaborate
conversational
Corporate culture is a ‘hard’ issue
Companies, acquisitions and investments generally don’t fail because of lousy products, bad intentions or insufficient plans.
If they fail, they mostly do so, because of the way their leaders and management behave: the choices they make, the way they solve problems, the way in which they (fail to) cooperate.
In short: because of the culture.
WOW culture
Zappos at a Glance
– Founded in 1999
– 1300 employees • #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
– Best selection• Over 1,000 brands, over 200,000 styles, over 900,000 unique UPCs
• 4 million items in warehouse
– Zappos is a service company that happens to sell clothing, shoes, handbags, eyewear, watches (and eventually a bunch of other stuff)
Power of repeat customers and word of mouth...
2000 2001 2002 2003 2004 2005 2006 2007 2008
Gross Sales 1.6 8.6 32 70 184 370 597 841 1014
$0
$200
$400
$600
$800
$1,000
Gro
ss S
ale
s $
M's
Owning the 3 C’s:Clothing, Customer Service, Culture
Customer Service
Clothing
Culture
Clothing
Customer Service
Culture
10 core committable values
5 weeks of culture, core values, customer service, and warehouse training
Pay you $2000 to quit
Interviews & performance reviews are 50% based on core values & culture fit
Twitter helps build company culture
Zappos Core Values
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
ZapposDelivering 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.”
“That’s great for Zappos but it would never work at my
company…”
It doesn’t matter what your core values are…as long as
you commit to them.
ALIGNMENT
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…
twitter.com/peteraharris
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