September 2010
Beginner to intermediate
256 pages
4h 39m
English
Content preview from UnMarketing: Stop Marketing. Start EngagingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Chapter 31. Zappos
UNMARKETING IS ALL about engagement at every point of contact with your market. If you believe that every employee in your company has a role in marketing, then you have to look at how they engage with your customers on a day-to-day basis. As an example of how to do this right, you don't have to look any further than Zappos.com. This company empowers every member of its team to create an environment where each employee has the ability to really put the customer's needs first.
There are few things that I have personally noticed that make Zappos.com stand out. Most importantly, the company has a brand based on excellent customer service. If you asked someone to define Zappos.com in one word, he or she will not say "shoes" or even "online store," that person will say "service." How many of you reading this chapter now can say that about your company? That your company's quality of service is so good, so well known, that service is actually what you're known for?
One of the ways that Zappos.com made this happen is by having a generous return policy. The company started out by selling shoes as an online vendor. It faced a huge hurdle going against classic shoe stores to earn its customers. The market was used to trying shoes on. Zappos.com had to bridge the trust gap and convince customers that they could buy shoes online, without trying them on. What was the first question people had for them? "If they don't fit, can I return or exchange them?" Zappos.com said "yes" ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.