US online retailer Zappos.com is all over the news with their fresh approach to sales and customer service.
They have a set of 10 Core Values (left-hand column below) that drive their culture, their brand and their business strategy. They stand as a beacon to guide staff forward. Note the format: short points, easy to read, explain and apply - anyone can understand them.
Most value or mission statements are dull and dry - staff usually ignore them. How many of this 'Set of 10' could be used in your business? Would a simple format like this create more attention and respect than the usual serious sentences?
At Zappos, the Core Values drive the key issues of customer service, financial results, growth and development, competition, marketing, recruitment and personal behaviour. They apply to staff, managers, business owners, suppliers and even bankers. Interestingly, this is the company with the radical policy of offering new hires $2000 not to stay after their first week of training, to test their level of commitment!
Ask your team for their understanding of the list on the left - how do they think these could apply? How many are embraced at the management level?
Zappos Core Values: Our short explanation - what would you say?
1. Deliver WOW Through Service - Not just average or good service - the best is what's wanted. It's an extreme commitment to customers, staff and partners.
2. Embrace and Drive Change - You have to be happy about change, improvement and pushing forward. Some of the best change comes from the bottom, not just from the top.
3. Create Fun and A Little Weirdness - When staff are happy, customers will receive better service. Weirdness? In a world where everything's the same, every company needs an edge of difference - what's yours?
4. Be Adventurous, Creative, and Open-Minded - It's OK to take some risks in the interests of growth and improvement. Think widely and look for new solutions.
5. Pursue Growth and Learning - Staff have an obligation to learn new ways of working and thinking, for the business and for themselves. Don't stand still.
6. Build Open and Honest Relationships With Communication - Speak up, listen attentively and express yourself clearly. Tell the truth and build trust.
7. Build a Positive Team and Family Spirit - A good team is warm, friendly and appreciates the talents of others - they care about each other.
8. Do More With Less - Committed to building efficiency and better ways of working. Keeping costs down and building a competitive edge.
9. Be Passionate and Determined - Positive, optimistic and pushing forward with a sense of urgency. It's not enough just to stand still - change is exciting.
10. Be Humble - Don't be arrogant - respect others and listen to their point of view. Righteousness doesn't move us ahead, communication does.
Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs. The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. Profitable Hospitality also runs regular management training workshops in the areas of kitchen profit & efficiency, restaurant marketing and functions management. A free monthly e-newsletter keeps you up to date on the latest industry management issues. www.profitablehospitality.com.
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