Building a Culture of Customer Service

Excellence through Performance

Management Strategies

Mr. Kalecha Chris ckalecha@gmail.com

Brainstorm Management Consultants Ltd. 2017
 Word of mouth in action

Word of mouth enhances marketing investment

significantly

Advertising spending
85% Internet
15% Print

New customers acquired heard

44% from Internet
43% from word of mouth
13% from other
 Power of Repeat Customers &
$1,200
Word of Mouth
$1,000
Gross Sales ($ in Ms)

$800

$600

$400

$200

$0
2000A 2001A 2002A 2003A 2004A 2005A 2006A 2007A 2008F
Gross Sales 1.6 8.6 32 70 184 370 597 850 1,000

3
Customer Service: What Customers First See

24/7 1-800 number on every page

Free shipping both ways

365-day return policy

 Customer Service: What Customers
Experience

Fast, Accurate Fulfillment

Friendly, helpful above and beyond customer service

Refer customers to competitors web sites

 Customer Service:
What We Do Internally
No call times

No sales-based performance goals for reps

Run warehouse 24/7

Inventory all product (no drop-ship)

5 weeks of culture, core values, customer service, and warehouse training for
everyone in Las Vegas

Culture book

Interviews and performance reviews are 50% based on core values and culture fit
 10 TIPS

for building a
service-focused culture
 TIP #1

Commit to customer service.

Make it part of your mission.

Its not just a department

Be true to your mission when making

hard (or easy) decisions.
 Zappos.com Mission

To Live and Deliver WOW

Internally, we have a saying:

We are a service company that happens to sell
_____________________.
shoes
and handbags
and clothing
and eyewear 9
 TIP #2

Come up with committable core values.

Do some soul searching.

Dont come up with core values

just because they sound good.
 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

11
 TIP #3

Actively manage your culture

based on your core values

for every single department.

 TIP #4

Make WOW
part of your companys
everyday vocabulary.
 TIP #5

Remember that
customer service is
an investment
not an expense.

Dont hide your 1-800 number.

Dont measure call times.
 TIP #6

Trust and empower

your customer service team.

Find people that are passionate about

customer service.
 TIP #7

Create a culture book.

 TIP #8

Give great service to everyone:

Customers
Employees
Vendors
Investors
 TIP #9

Make culture
part of everyones
performance review.
 TIP #10

Have the entire company

celebrate great service.

Tell stories.
 Q&A
Email me -- tony@zappos.com for:

Answers to any additional questions not answered

today

A copy of our culture book

Tour of our offices when youre next in Vegas

Job opportunities