Using culture to wow your customers - my visit to Zappos

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Hi all,


在美国拉斯维加斯的公司,每天都会有来自不同领域的人才来公司内部参观,通常是来学习或了解公司是如何运营的,特此公司还有一个小组专门是负责充当”导游“的。


 近期我们公司迎来了一位知名企业ACK Solutions的总经理Ahmed al-Akber的来访,让我们看看他的感受吧!



Using culture to wow your customers - my visit to Zappos

利用企业文化“WOW”到你的顾客-我的Zappos之旅

My visit to the Zappos office in Las Vegas last month was nothing short of an amazing, eye-opening experience. Never have I witnessed a company culture where people just seem happy and thriving.

我上个月去参观了位于拉斯维加斯的Zappos办公室,这次是短暂美好且大开眼界的体验。我从未亲眼见过全部员工在这样一个充满企业文化的地方工作每个人都好像很幸福快乐似的。

Here’s what I learned on my Zappos tour:

以下是我从本次参观所认识到的:


1) Culture is everything. If you can build a culture where everyone that is touched by your business gets an amazing experience, then you can go on to achieve amazing things. Zappos does this by having a set of 10 values that are espoused everywhere in the organisation. Employees seem very happy there, and they have customer stories that would surprise you.

1)企业文化最重要。如果你能够建立一个拥有不可思议的行业经验且感触到所有人的企业文化,那么你就能成就惊人的事业。Zappos就是如此,公司上下主张着自己的十条核心价值观。那里的员工似乎看上去都是非常快乐的,而且和顾客交流的故事都会让你感到惊喜。

Our very passionate tour guide, Ryo Zsun, is “Culture Maestro” and former call centre operative. He explained that his longest call with a customer was over four hours long! The customer just wanted to speak about her problems – they weren’t necessarily anything to do with Zappos, but she just wanted talk, so he just listened! He ended up sending her a postcard and gift to top it off. What this does is build up a lot of brand equity with customers, so they look to Zappos as a place that delivers what it calls ‘WOW’ service and in turn say positive things to others about it. Others hear about these positive experiences, and because they are tired with the typical experiences that other companies and industries provide them, they are happy to use Zappos.

Ryo Zsun, 我们热情洋溢的导游,“文化大师”和前电话服务中心工作人员。他说他和一位女顾客最长的一通电话超过了四个小时!当时这位顾客只是想说出各种问题,其实很多都是与Zappos无关的问题,仅仅想找人一吐为快而已,所以他就留心听!最后他给这位顾客寄了一张明信片和小礼物。由此可得,这样做很好地和顾客建立了很好的品牌价值,所以顾客往往视Zappos为一个传递所谓“WOW”服务的地方,结果是顾客会将这份积极的事情传播开来。其他人听说这些体验后,然而因为他们厌倦了一些其他公司和企业所提供的一般体验,所以自然地他们非常乐意去接受Zappos。


2) Live a little more at work. Work does not need to be the uptight, rigid place I’ve been so used to after spending 10 years working for conventional Fortune 500 companies. I couldn’t believe the things I saw there – from toys to ping pong tables and a mini golf course, open-plan offices for everyone including the CEO, names on imitation licence plates instead of regular nameplates, graffiti art on walls, and a ball pool playpen used for meetings.

2)活在工作当下。工作本不该像我曾经在世界五百强企业工作了十年那样紧张和刻板。在Zappos,从消遣小玩意儿到乒乓球桌和迷你高尔夫球场,再到全开放式办公室,全部为公司所有人所有。员工名字用仿造车牌展示代替了一般的名称标识牌,墙上的涂鸦和用作开会的台球桌,这些都让我难以置信。


They have canteens where drinks and food is subsidised or free, a mothering room for mothers (or fathers!), and offer “concierge” services to employees who need help with other aspects of their life.

他们有给予员工补贴或免费的饮料和食物,一个为爸爸妈妈设立的育儿室,而且给员工提供方方面面的看管服务。


They have a “Goals” department, complete with an in-house life coach that helps employees achieve important things in their life, beyond just work. Their well-equipped gym is used during work hours, not necessarily before or after. Musical instruments are on every floor. Employees in their call centre (the biggest department in the company) have KPIs that are linked to qualitative targets, not quantitative.

他们还有个“目标”部门,包括了提供公司内部培训指导,帮助员工完成生活上的事情,不仅限于工作。他们设备齐全的健身房供全天候使用,无需考虑上班前或上班后。每一层都有音乐设备。而且在电话服务中心(全公司最大的部门)设有重要考核指标,关系到服务质量而不是服务数量。


People say hi, wave and even stop what they are doing to talk as you walk by. The company’s mantra seems to be: help employees to be happy. Then they’ll make customers and vendors happy. And that can only be good for business. Their growth shows it: they were acquired by Amazon for over a billion dollars, and consistently grow year on year.

当你路过的时候,每个人甚至都会停下手头的事情向你给予慰问和打招呼。整个公司的宗旨好象是让所有员工开心快乐一样,随之感染到顾客和供应商。到头来对生意是有好处的。他们的增长可以看出:被亚马逊以十亿美元收购,然后不断地继续增长。


3) Learning from others is extremely important. I noticed a lot of desks with books. There is a “Recommended reading list” and a book “hall of fame” where the best books that have inspired the culture are listed and framed. The company invests in developing its employees, and employees grow in the company as their skills develop.

3)虚心向学及其重要。我注意到很多办公桌上都有书籍。在Zappos有一个“推荐阅读列表”和关于书籍的“名人廊”,在那里,赋予公司文化启迪的书籍都加以名列和荣列。公司投资在员工的培养上,以达到工作技能与人的认知共同成长。

If you are looking to learn from a company that has the kind of culture that most others would envy, then I highly recommend learning from Zappos. Visit their office in Las Vegas. If that’s not possible, read the book Delivering Happiness by Tony Hsieh (the CEO), which outlines their culture and how the company was started.


如果你试图想向一个其他人都会感到羡慕的公司吸取经验的话,那么我强力推荐Zappos。快去参观他们在拉斯维加斯的公司。要是不可能的话,可以选择读由CEO谢家华所写的《三双鞋》也会受益匪浅,其中概述了他们的文化和公司的起步历程。


- Ahmed al-Akber is the managing director of ACK Solutions, a firm that helps companies to improve their marketing and sales results by offering more effective ways attracting customers and significantly better products and services. Ahmed has worked internationally in marketing, sales, and strategic planning at companies such as the Coca-Cola Company, Philip Morris International and Dell. Questions or comments can be sent to Ahmed on
ahmed@acksolutions.com

Ahmed al-Akber身为ACK Solution的总经理,ACK Solution通过致力于为企业出谋划策去提升他们的市场和销售业绩,突出更多更好的产品和服务吸引顾客。Ahmed了解全世界各大企业的市场营销和战略策划,例如可口可乐公司,菲利普-莫里斯国际公司和戴尔公司等等。如有任何问题和意见欢迎向Ahmed发送邮件ahmed@acksolutions.com

Source:http://www.gulf-times.com/opinion/189/details/453255/using-culture-to-wow-your-customers---my-visit-to-zappos


Translated by:Daniel Liang


Have a nice day!
Daniel Liang

文章分类: 公司动态
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