Zappos has so many folks looking to benchmark their magic, that they offer a menu of ways to learn their playbook. Teaching culture has become a revenue stream. While the rest of us carefully guard our best practices, they offer you shot of Grey Goose, and welcome you to play along. Why?
My theory– they know we don’t have the guts to pull it off.
They’ve seen thousands of mesmerized execs return home to create more rules and standards that absolutely ensure a culture like that will never exist.
Cracker Jack Service
Chip Bell’s latest book, The 9 1/2 Principles of Innovative Service offers easy suggestions to creating great customer service cultures. No Grey Goose required. He advocates for “Cracker Jack” service, differentiating experience through surprise.
It was not the colorful box of caramelized popcorn that enamored consumers; it was the free toy inside. While financially worthless it was emotionally priceless. And, it is a reminder of the clout of simplicity.
His advice is extremely simple. Build cultures of empathy, delight and surprise. But most of the LGL community in not in the C-Suite, making the big rules. You can’t build a Zappos from the bottom up. So, how do frontline and middle management leaders encourage creative, zappos-like magic within their existing cultures? I called Chip.
“Customer service organizations rely on command and control when they hold a belief that the frontline is not capable of handling such responsibility. The downward spiral begins when the capable people react to that kind of treatment, by doing exactly what you’ve told them to do. Frontline leaders can structure the work so the reps find joy in the experience.
He offered this simple suggestion.
Ask reps to consider, “what’s something I could say to this customer today that would really surprise them?”
I’m off to try that.
I appreciate the conversation with Chip in the writing of this post. Chip is the author of 20 books, including Wired and Dangerous (co-authored with John Patterson) and Take Their Breath Away (also with John Patterson). He is a senior partner with the Chip Bell Group and serves as a consultant, trainer, or speaker to major organizations.
*Excerpt from INC: Ten Steps to Zappos Success