I have heard and used the phrases company culture and customer service numerous times in the past few weeks. In one instance it was helping an executive coaching client choose among potential employers. In another situation, listening to a client’s fear her firm was losing its culture of emphasizing customer service, and finally, listening to an NPR interview on the subject, through the eyes of a highly successful internet entrepreneur.
This article is primarily based on Guy Raz’s, “How I Build This” podcast interview with Tony Hsieh.
It is clear, company culture and customer service (often the two work in tandem) are active topics. Often vision and dedication to culture and service is required, whether it is the decision to work somewhere (or not), the choice to stay with an organization (or not), or acting on your motivation to create something new and different.
Tony Hsieh, the brains and accelerator behind the online shoe merchant, Zappos, is an excellent example of a leader who put the culture of customer service first. Note: Sadly, Tony died recently, at the age of 46, in what was reported to be an accidental fire. Deciding to talk about him now is a way of respecting and sharing his legacy.
In several ways Tony Hsieh was like many other internet superstars. Well educated (Harvard), an introvert, a bit different. (He scored himself as 8/10 on the Zappos’ weird scale used during interviews.) He is easily bored, future-focused, and a risk taker. Tony was child of immigrant parents (Taiwanese) who were demanding and controlling of his time and actions while also being supportive of his gifts and potential. He moved to Silicon Valley after finishing college and took a job with one of its big companies, Oracle.
Where he was quite different from his competitors and colleagues was his specific passion for and way of interacting with people. Customer service, the customer experience, and company culture were his obsession. He would embed it in all aspects of Zappos’ world. Employees were given considerable freedom and latitude if it made the customer happy. Free shipping, to and from the customer, was an essential part of the service plan despite being seen by outsiders as a sure way to reduce profits. The team saw themselves as “a service company that happens to sell shoes.” When people told him “no one will buy shoes online” he used overlooked data and learned aspects of the shoe business from more seasoned professionals. Always keeping top of mind company culture and customer service would be the pulse of the business.
Tony Hsieh recognized he was never going to be the public face of his company, so he hired extroverts to take on that role. People questioned how a guy who sold shoes could own only two pairs (Asics and flip flops). “It’s not about shoes, it’s about service.” He initially turned down a buy-out offer from Amazon (“our cultures are very different”). Yet, he agreed to sell years later (2009), with the promise Zappos would remain a wholly owned subsidiary with its own unique culture. Amazon was true to its word. He described the Zappos culture as the brand’s “North Star” and had no interest in changing direction or destination. Though, he did believe the core values were expandable to many industries and services.
There are many things about business we all could learn from Tony Hsieh. His unrelenting devotion to customer service and company culture made him an extraordinarily rich man and the guru on the subject. Financial rewards early in his career, allowed him to stay afloat in difficult times. He tackled situations in a way preached by researcher and consultant “Good to Great,” Jim Collins regarding luck. Both believed we all have luck. Some of us know what to do when it goes bad and few of us have the guts to double down when it is good. Tony opened a business when there was a dot com crisis, the 9/11 attacks, the US was involved in a war, and no one was interested in investing in shoes. He made the most of it. Even in difficult times, he expanded at a rapid rate never forgetting why he was there.
Tony Hsieh lived simply. At the time of the Guy Raz interview his home was an Airstream trailer. As mentioned, he owned two pairs of shoes because they were all he needed. He bought experiences over things and cherished people over dollars. He was loyal to his business partners and employees. (His early ventures were staffed with friends and classmates.) He lived a life of experimentation, vision, and people. He will be missed.
Where does organization culture fall in your decision making?
How much influence do you have? Think again. You might have more than you realize or use.
Everyone has a boss, and equally true, everyone has a customer. What is your way of bringing your clients, customers, fans, students, employees, loved ones the best experience ever?
When making your next career decision, how will you bring your awareness of company culture and customer service into the equation?
Next time you put on some footwear, collaborate with colleagues, or work with customers, take a moment and think — “is this really about shoes?”
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