Have you heard of Zappos.com?
Within ten years of selling its first pair of shoes, the company became the most recognizable online retailer and was purchased by Amazon for nearly one billion dollars. Yes, I didn’t stutter…ONE BILLION DOLLARS.
Surprisingly, they didn’t spend a dime on advertising.
Instead, they poured their cash and resources into finding unique ways to surprise and delight their customers.
Zappos CEO, Tony Hsieh, circulated an internal promise: “Zappos stands for the absolute best customer service”.
This is called a Brand Promise
By defining the promise you make to your customers and creating a systemized way of delivering it, you create an experience that gets people talking about you.
Does your business keep its promise? Are you clear about what that promise is?
Being in business is a promise to produce value worth more than the money you take for it. Keep your promise and your business grows. Break it and you fail. It’s that simple.
Most businesses focus on producing more sales. The best businesses/practices figure out how to create brand loyalists first. After all, do you want more marginally satisfied customers? Or do you want raving fans?
Smart companies clarify their unique promise and build systems keep it every time, everywhere. It goes beyond pride in the product. It is about the personal commitment to excellence that every customer feels, in every interaction, beyond what was promised.
Thanks for allowing me to rant…