We Deliver ‘Wow’ Through Service

Passion for Service
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enlightened orgs: inspiration


I discovered our Enlightened Corporation for this week while watching a segment of the Oprah show in which she interviewed young, self-made millionaires.

Tony Hsieh, CEO of Zappos.com, was one of the guests. He is a great inspiration, a model CEO of a model corporation, for our Enlightened Orgs directory.

His business achievements are certainly significant for such a young man. While still in his twenties, Hsieh (SHAY), a computer undergraduate from Harvard, co-founded an internet advertising agency called LinkExchange, which was sold to Microsoft for $265 million in 1998. But it was actually his business philosophy or mindset, that really caught my attention.



Hsieh says the company could go in any direction, perhaps even the airline business, one day, because it is CUSTOMER SERVICE that he is passionate about, and it is their commitment to customer service that will drive the success of the company regardless of  its product line.

We`re continuing our focus on service, which includes 24/7 customer service, free overnight shipping and free return shipping with a 365-day return policy.” (source:ecommerceoptimizations.com)
Zappos believes in putting WOW into service.

Zappos.com is an electronic commerce company specializing in footwear and is currently based in Henderson, Nevada, USA.[2] The company warehouse is located in Shepherdsville, Kentucky, along with an outlet store. In addition, Zappos has two outlets stores in Las Vegas, Nevada and Henderson, Nevada.[wikipedia]

The company was founded in 1999 and went from virtually no sales activity in its first year, to grossing over $800 million in 2007 and projecting sales of $1 billion in 2008.

The company specializes in Relationship Marketing.[wikepedia]

Using this model the company knows its primary focus must be on the customer and the relationship the company will have with the customer over extended periods of time. Contrary to many companies, a company committed to Relationship marketing puts retention at the top of their agenda. It seems an obvious position to take when research indicates that retaining even 5% of your customers can increase your profitability by 25 – 85%.


The things Tony Hsieh described that most caught my attention, and why I have included Zappos in our directory of companies that are doing things differently, and achieving great success at a time when others are “dying on the vines” include…

1.  Relationship Marketing model – it is ALL about the customer and customer retention. That the e-commerce business is built on customer retention is one of their core values.

2. Corporate Culture and Values -they have a Culture Book written by the employees describing what the company culture means to them. A core value for Zappos is the realization that you MUST manage your Corporate Culture. They are absolutely correct. You will have one! It will develop at the water cooler, if you do not define it, manage it… and live it.

3.  Core Values – their website has 10 core values or guiding principles so everyone, both inside and outside the company, can understand what makes the company succeed.

4. Customer Loyalty Training Program - all employees attend this 4 week program. At the end of the first week, they are offered $1,000.00 to leave the company immediately. About 10% of potential employees take the bait. This offer is made to ensure the employees who stay are dedicated to the values and the company, and not just the money.

5. Corporate salaries – Hsieh mentioned he pays himself the same amount of money as his employees make – $36,000.00 per year.

6. Corporate Perks - at a time when Wall Street CEOs are paying themselves $18 Billion in bonuses out of the tax dollars given to keep them afloat, CEO Hsieh, does not have a corporate car, does not have a corner office, sits in a cubicle like everyone else… and says he and his brother share a suit.

7. Work and play have few lines of separation – at any time, Hsieh says, a department may initiate an impromptu parade in costume through the office. He had great difficulty describing his work hours, “Staff like to be together and often the activity at the office spills out into dinner or evening activities together…because I am passionate about what I do, it is hard to tell when it is work, and when it is play.”

8. Don’t be secretive. Don’t worry about competitors - this is another core value at Zappos -  one that is consistent with our belief system for a Corporate Mindshift or a Conscious Corporation. Worrying about your competitors is a belief built on the old model of scarcity. If you believe there is more than enough for all -  you will be open and supportive with all whom you come into contact.

9. Trust Yourself - in our definition of an Enlightened Org, we place heavy emphasis on TRUST and INTUITION (click to see the chart). We believe this is the first step a corporation must take to make a shift from Old Business model to New business model. Learn to trust and rely upon your intuitive voice. It is as powerful for guiding your new reality  – as your physical vision is to guide you in a physical world.

Make certain you are passionate about what you do – and the money will follow,” says Tony Hsieh.


If you know a company that is making a Mindshift towards serving humanity while still turning a profit, we would like to know about them. Let us know by contacting::
attractingsuccess@soulabundant.com... or leave the information in the comments section of this post.

Organizational Behaviour Consultant

author: Imagine Your Soul Abundant: Attracting Success, Fulfillment and True Happiness
more about: www.soulabundant.com
Judy’s book can be ordered from her website www.soulabundant.com.  Special prices for bulk orders upon request. Seminars and retreats customized to the needs of your group or organization.

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2 Responses to “We Deliver ‘Wow’ Through Service”

  1. eCopt Says:

    Hi Judy,

    Thanks for sighting us as your quote source and for visiting our blog to check out the Zappos articles. Keep up the good work here, see you around.


  2. 2trollope Says:


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