Zappos VIP ProgramGrow the Culture-Build

the Brand

Presented by:Christopher M. Wiseman

In 1999, a crack commando unit was formed to sell shoes over the internet and was convicted by the status quo of rocking the boat, a crime which they

did willfully commit. In 2004, this unit escaped from an outgrown bay area facility to the Henderson,

Nevada underground.

Today, still wanted by the establishment, they thrive as soldiers of customer service.

Their current mission: to find new ways of delivering happiness to customers. If you need VIPs to feel part

of a distinct culture, and you want to build a new brand, maybe you can hire...

The VIP Team

MISSION CHALLENGES:

1. PROTECT THE VIP BRAND2. TELL THE VIP STORY3. PROVIDE SEAMLESS VIP

NAVIGATION

Protect the VIP Brand

“I know it seems like a small thing, but I do feel sort of scammed by a so-called service-oriented company. Have they stopped doing automatic shipping upgrades for regular customers? If not, VIP just seems like a ripoff” – Maya, Veteran Blogger on YouLookFab.com

Tell the VIP StoryWithout its own story how do we explain why there are VIP’s? Why is there a website, what is its reason for being?

Seamless Navigation

VIP Website and Regular Website.Better Integration of the

MISSION OBJECTIVES:

1. GROW THE VIP MEMBER CULTURE

2. BUILD THE VIP BRAND

Grow the Culture – Build the Brand

The employees are the engine that has grown the Zappos brand, the customers are the key to grow VIP.

1) viPartnership to create exclusive customer generated items available only to VIP members.

2) VIP Member Surveys

3) Exclusive VIP Access to Zollar Store

4) "Z-square" Foursquare Style promotion allowing Members to earn badges for participation on VIP site.

5) Easter Eggs & Social Media

Personalized Service for VIP Members

When VIP members log on to the VIP website it should be as close as possible to having the same experience

as on the phone.

Membership

Outreach3rd Time’s a Charm. Repeat customers shouldn’t have to wait for a reason to phone in and to then be upgraded.

Winning Roll of the DICEE*

Deep. The VIP site is not window dressing, it works and provides Members what they want and need. Indulgent. It’s not just for buying; it’s functional, special and rewarding all at the same time. Complete. It provides a gateway to PECs through sales, customer service and community participation.Elegant. The program will provide the experience a VIP would expect.Emotive. It is a call to action and creates an emotional attachment not just to Zappos but to being a VIP.

*Developed by Guy Kawasaki

Slides Available here:http://www.slideshare.net/secret/zILaNaEWf9I9P

Transcript Available here:http://www.slideshare.net/secret/fTcTttDn3Hbr2R

Contact information for detailed proposal:

Christopher M. Wiseman702.812.0328cwiseman32@cox.net@lvkilika