Wednesday, May 5, 2010

Marketing or Non Marketing


Marketing practices have always evolved with changing times... Reaching the customers, Push Strategy, Pull Strategy, ethical marketing (REALLY!!!), Ambush marketing, Dis Marketing, Dat Marketing... bla Bla Bla...

Latest trend- Non-Marketing!!! Confused? Its Grassroot marketing or Word-of-Mouth... in simple language.

Grass Roots Marketing is at local/personal level. What it requires is- Brand building, THE best Quality in the Market. Quality levels being so high that customers approach u after seeing the product. Or gives references to its close associates for our products. Word-of-Mouth increases exponentially- it can be both ways- negative or positive. So companies need to maintain their standards at all times- No 'for sake' customers, no loose ends, no bottlenecks, and no excuses.



Sunday, April 11, 2010

Missing color in Delhi's rainbow- GREEN

Where is Green?

2 years MBA in Bangalore and now back to Delhi-NCR. 

Its been two years but there is no improvement in NCR- same weather- Sweat like anything, bad infrastructure, pollution, dust everywhere, trucks, dumpers running all over the city. Going out of home- whether to Delhi or to a nearby market for 15 min- its one and the same thing. Ur shirt will change its color for sure, ur face will full of dirt once u wipe off ur face- Camouflage effect.

One thing that has changed is its diminishing GREEN color. 

Where ever u see- its construction- flyovers, buildings, roads- Government (DELHI government only) is doing fabulous job to develop the national capital future's Super Power- India. But the officials are doing this without thinking about the ENVIRONMENT. 

If they are developing the infra by cutting trees- Y CANT THEY GROW TREES in the SPARE LAND to COMPENSATE for THE number of trees they have chopped off. 

Comparing Delhi with cities like Bangalore or Chandigarh- Delhi is way, way behind these cities- let it be any aspect- infra, roads, cleanliness, GREEN-NESS. (Delhi is just ahead of these cities in terms of the construction work of Metro ONLY)

IS DELHI REALLY WORTH TO BE CALLED THE NATIONAL CAPITAL OF INDIA? 
WHERE ARE THE TREES?

Saturday, March 27, 2010

Why to waste resources on movies like LSD

It created a lot of buzz amongst the public when its first trailers were released. The name was itself enough to do the this work- LOVE SEX AND DHOKA (commonly called LSD).

I watched that movie and I have really no words to explain how I am felling. Let it be any department- Acting, Direction, Camera work, Choreography- In all departments, LSD has out-performed movies like DDLJ and Sholay. 
I am sure this movie has already broken atleast one record in Indian Bollywood Industry- that's for the the title "A movie without any category" or may be "BIGGEST FLOP-BUSTER in Indian Bollywood Industry".

I guess I can assign a category to this movie- the 27th alphabet in German language: Beta-Category.

Saturday, March 20, 2010

Planet- New 'P' of marketing



The 'Green' is creating a buzz everywhere- let it be any sector- Automobile, manufacturing, IT/ITES or any field.
Even in politics- Surprised? YES. Green Politics- An ideology focusing on environmental goals.

You just Google the word "GREEN" and you will find hell lot of various ideas to 'Go-Green'. It has given an immense business opportunities with a single aim- Earn Money (the final objective of an organization). For instance, NextGen PMS Pvt Ltd is a new venture dealing in two domains- Waste of Energy and Emission Management. There are lot more startups around the world as well as in India who have started to get into this, the so called "Green Industry".

The companies are attracting customers by showcasing their concerns for the depletion of 'PLANET-EARTH'S' atmosphere by converting their corporate buildings into 'GREEN BUILDING'. 
Green Building is similar to a normal building with its main focus on extending the life span of left over natural resources. The number of Green-Buildings (LEED registered) increased from 10 in 2004 to 80 in 2007. 

The Mother Planet has gained a place in the minds of the customers and it has become an easy way to target them for the companies. Green has emerged as a new domain in the Service Industry with new startups coming up with Innovative ideas in Green Technology.

So, Indirectly speaking- Money is doing something good to the Human Mankind!!!


(Special contribution: Nipun Oberoi)

Thursday, March 18, 2010

Western Assault of Urban Bangalore


My 27th New Year Party- The best, as I got a chance to see a totally different kind of life for the first time.

For the prior information of all the readers- I don't drink.
For the first time We planned to celebrate our new year in Pub- the MOST important part of Urban Bangalore.
Venue- Xtreme Sports Bar. Occasion- 2010 New Year.

We were the first one to enter the pub. We were given bean bags to sit- red colored.
As time passed, the pub authorities allowed people to enter without any thought of space limitation.
We had starters and some mock-tails in the beginning. The regular food was timed at 12'O clock new year time which was disgusting (as this matters the most to me).
DJ started at around 9:30 PM and it was pretty decent, the dance floor was small to accommodate people to the extent they had allowed in the Pub.
Initially, spirit consumption increased slowly like a Tortoise but with time its consumption increased exponentially as if "Harshad Mehta's" effect has reached here also. 
People had vomited every where- washroom, stairs, tables to celebrate NEW YEAR. People- including girls- were falling here and there- from stairs, couldnt walk properly to celebrate NEW YEAR. Cant comment  on what else they did after getting drunk!!!

At12 mid night after celebrating the new year by throwing and breaking bottles (a new style of celebrating new year- probably MODERNIZATION), the pub declared that police has warned the pub to close down. So we left early.

Earlier, I thought modernization meant your attitude, your behaviour, thirst for knowledge, might be your style statement to some extent (and still I believe in this).
I have seen a NEW meaning of modernization for the first time- which includes drugs, sex (straight or other way round), people falling to any levels to show that they are modernized (a guy going out with any type of girl just for sexual attraction), drinking UNLIMITED, then celebrating the New Year exactly at 1200 by THROWING and BREAKING bottles.

This is not Modernization, this is just westernization. On the other-hand, Western countries have started adopting Indian Culture. The good thing COULD HAVE BEEN learning from different cultures. Instead of learning,  reversal of culture is taking place. The minds are changing- people are just accepting what's appealing to the mind without thinking whether its good or bad.

For me it wasnt a waste of INR 1500/- as I got to know a new kind of life style.

Tuesday, March 16, 2010

A new beginning for Indian Politics- Baba Ramdev



After spreading his famous Yoga teachings not only in India but across the world, here's Baba Ramdev getting into Politics. 
India's large population is middle class segment. The middle class follows Baba Ramdev to a great extent. 
Baba Ramdev's clean image will surely help his party to gain a bit in the Indian politics but their wont be much for such a clean personality. 
As is said "You have to enter the mud to clean mud". Indian politics, where politicians like Mayawati, Narendra Modi and others cant allow clean personalities to stand in the political arena, Baba Ramdev have to mold himself as per the requirements in this INDUSTRY of INDIAN POLITICS. 
Also, another point here is Baba Ramdev's ability to take the international decisions. Can he handle the decisions which are critical enough like India at war with Pakistan or China, Monetary policy, Budget formulation, Nuclear deals etc.
Even if Baba Ramdev has decided not to contest elections and accept any positions, who is going to run the government in case his party wins? Who is going to take such high level decisions? 
In this case, Indian Government can be the biggest customer for Companies offering Business Solutions to the customers.

Some of the links which puts light on the above thoughts: 
Narendra Modi's Interview by Karan Thapar- http://www.youtube.com/watch?v=TP1QFcvIg9c
Real UP, where half of the population lives below poverty line effected by starvation (CM has spent whopping 200 CRORES in her party rally) - http://www.ndtv.com/news/india/notes-on-a-scandal-income-tax-inquiry-into-maywatis-garland-17843.php

March 2010- Job Search is like Search of Moksh

2005- BE Mechanical Engineer
Got campus Placement for a pay-scale of 8000/- PM. It looked decent in a city like Rohtak, which is not expensive at all. Joined on 1st July'2005. 
I decided to go for MBA and so Resigned on 2nd Aug'2007 (with a Pay-Scale of 15000/- PM) to prepare. Boss offered pay hike for not resigning but I had decided for MBA. So cant look back.

I got admission in Alliance Business School for Dual campus program in Dec 2007 but I preferred not to opt for it was the first batch. I decided to go for ICFAI Business School- Pune and latter I got Bangalore in Campus placement. While joining MBA, I had in mind that i will get atleast 30000/- PM after MBA.

March 2010- I'm a MBA- Master's of Business Administration. I forgot to consider factors like economic slowdown and what we call LUCK. 

My first off campus interview- IBM. Profile- Procurement Specialist. After shortlisting our resume we were called for interview and after interview we were informed that they don't need MBA because we expect too much (just 2000/- more than they offered). They feared that we will leave the job early. 

In another interview, a company (with a pretty decent building- 3 storey) offered 7500/- PM to a candidate who has to pay an EMI of 8000/- PM after 6 months. All the responsibilities of marketing were to be performed by him. Being a new company, he would be the first marketing executive in a growing company. 
But what's the use if he has to take another loan to eat or to live in a city like bangalore? What's the use if he cant buy new formals after getting his first offer letter? What's the use if he cant gift something to his parents from his first salary?
How illogical, HR departments have become. Are they really just to save money? Employees are nothing to the companies?
In another case, where I appeared for on-campus interview, earlier there was no opening left for me. They selected 4 candidates from our institutes, all placed in their hometowns with a pay of 20000/- PM in hand. Now the company has an opening in Bangalore, so they considered me. But they are offering a package of 18000/- PM. NOW, they are not considering me because I have asked them to give me EQUAL pay to me too, as being given to others from my institute. 
Just 2000/- difference, which is nothing for companies but even 500/- Rs makes a difference to the employee's morale.
What will the companies do if employees cant keep up with their morale levels. Are they really going to work as per the companies desired expectations?

Monday, March 15, 2010

Africa- The next target across different industries


Why is Indian telecom giant, Airtel (For jobs in Airtel click here), so desperate to enter Africa? 
Airtel has attempted twice to acquire South African telecom giant MTN, but in vain. Now, Airtel is in talks to acquire Zain's South African operations, a UAE based company.
Taking health care industry, Godrej (For jobs in Godrej click here) has plans to enter African market through acquisition of Nigeria based skin-care firm Tura (Economic times dated 14th march 2010).
Are other markets like India, Australia, China- Saturating or is it the competition and the reducing profit margins that have forced such companies to move out? Or is it the first mover advantage from long term point of view?
Also, the positive developments are attracting different sectors which include end of civil war and economic development in Mozambique, upcoming democratically elected government in Nigeria and growing co-operation & integration between African countries.
In China, the government rules are so stringent that a company cant survive long or even innovate due to lack of freedom (Take the example of Google- how it was thrown). 

Microsoft has found unlimited potential in African continent as is visible from the CSR activities of Microsoft to enter this Knowledge based economy. (Microsoft's CSR activities in Africa) Through this long term strategy, Microsoft is creating demand by developing the continent and bringing it at-par with the rest of the world- A SELF CREATED DEMAND.

To support this trend, i would like to highlight that nine of the 20 fastest-growing global economies are in Africa, many with investment return rates above 10 percent. 
Africa's natural resources have started attracting many agro based companies who have found huge potential in Africa. The initiatives taken include African Union's huge agricultural development programme, AGRA's (Alliance for a Green Revolution in Africa) Green Revolution. 

Tuesday, March 9, 2010

Shakespeare cant be a Marketer


The well known Poet and Play-writer, William Shakespeare has quoted "What's in the name?"
Can Shakespeare be an effective marketer? According to his above quote, definitely he cant be an effective marketer.


While formulating a Marketing strategy, a marketer needs to keep certain things in mind. The first and the most important thing is THE NAME- of product, of any programme, of service- so that it doesn't hurts the sentiments of the target customers.
Thus it all matters in the NAME when it comes to Marketing.

The latest example is TATA MOTORS' (click here to search jobs in TATA MOTORS') after-sales service Programme- Tata Motors Service Edge. The programme includes 24-hour on road assistance, rapid repairs for small dents and scratches, online appointments and memberships. (Reference- The Hindu Business Line Dated March 9, 2010, page 2)
The services are the normal services, just a NAME has been given to the programme.

                        


Sunday, March 7, 2010

"Sachin is NOT a Bharat Ratna"- says Bal Thackeray


Imagine Sachin Tendulkar born in Haryana, Bihar, Gujrat, Kerela or Assam- NON-MUMBAIKAR in other words. Had he been the same Bharat Ratna in the eyes of Bal Thackeray? Had he got the say honour from Bal Thackeray?
I guess, No. For people like Bal Thakeray (including Raj or Udhav), its only about Maharashtra, Mumbai. Its never India for them.

NDTV-Toyota Greenathon

Corporate Social Responsibility is one way of marketing and getting into the minds of people. Atleast it forces the companies to think something good for the society, the latest example being NDTV- Toyota Greenathon. Otherwise in today's time instead of finding some logical news, we find such programs on WHAT-WE-CALL "THE NEWS CHANNEL" (The example is shown below)
(THIS IS OUR MOST FAMOUS AAJTAK NEWS CHANNEL)


NDTV and Toyota has collaborated with each other to make a small contribution to the society and work for the people living below poverty line.
To contribute a small part of your income click here.

Saturday, February 27, 2010

Best Practices VS Next Practices- Hospital Industry

Best practices in hospital industry
1.      Budgeting and accountability[1]: Many of the health systems like the University of Utah Hospitals & Clinics have struggled to achieve its operating budget targets. For instance, during FY1997-2003, UUHC was successful in meeting its budgeted operating margin targets in only three of those seven years. The procedure in setting and managing healthcare organization budgets include-

i)        Using comparative benchmarks
ii)      Setting accurate, high-performance department budgets
iii)    Establishing a culture of accountability
iv)    Managing expenses
v)      Monitoring variances and requiring corrective action plans
vi)    Employing a balanced scorecard
Thus hospitals like Utah hospitals have adopted a new approach by first setting the volume or revenue side of the budget and then balance it by driving down the cost side and by providing managers with the following year's budgets based on historical performance to hold costs down.
The operating budgeting process comprises two parts--budget setting, in which budgets are established prior to the beginning of each fiscal year, and budget management, in which budgets should be monitored and controlled. If either is not properly executed, year-end financial results can be problematic and expectations can be missed.
Best practice budgeting includes, among other steps, setting accurate budgets, establishing accountability, monitoring variances, and managing expenses, Instilling a Culture of Financial Accountability, and interviews conducted with various healthcare consulting firm executives, hospital CFOs, and hospital budget managers.
2.      Performance Improvement Portal[2]:

The Premier Performance Improvement Portal is a library of performance improvement advice and best practices, and a networking community for knowledge sharing and interaction with industry specialists, hospital and health system peers and Premier's knowledge experts. This can be a great tool to bring the vast pool of knowledge from different institutes and hospitals by sharing it using such a portal. This acts as a virtual library with Customizable tools, forms and templates, Executable methodologies, Success stories and case studies and Resources available 24/7. For this the Portal content is created, validated and maintained.
3.      Wired Network Security[3]:

With an ever increasing amount of information in hospitals transmitted electronically, it is important that security be considered in every phase of network design and maintenance. Great care needs to be taken to properly secure it because the wired network is the “nervous system” of a hospital’s Information Systems. Also, with legislation such as the Health Insurance Portability and Accountability Act (HIPAA) requiring security measures in healthcare environments, securing the network infrastructure has become mandatory to ensure compliance. 
4.      Value teams[4]:

Value teams have evolved throughout the country which are more effective than value analysis committees. Value teams get the job done faster and efficiently by involving customers/patients and experts who understand their services and technologies much better than a committee member or members collectively can or should.

5. Extensive training:
Value analysis is an art and a science having a 63-year history requiring 40 to 80 hours of classroom and just-in-time training to truly become proficient in this discipline. Healthcare organizations that are making this investment in training their value teams are receiving a minimum of41:1 ROI for their efforts.
6.      Standardized process:
Hospitals basically adopt value methodology which their value team members follow religiously on each and every value study that they perform. By adding standardized processes like SOP’s to their value analysis program best-practice hospitals are realizing 6 % to 9 % savings annually in addition to greater quality gains.
7.      Function oriented:
Value analysis being adopted in hospitals has to be function oriented inorder to evaluate and analyze the costs involved in each function and can be minimized keeping the quality level in mind. Value analysis goes beyond price to identify the true requirements of your customers and meets those requirements at the lowest possible cost. Best-practice hospitals who understand this important differentiation are saving on average 26 percent on each commodity group they study.
8.      Customer focused:
Best practice hospitals generally adopt value analysis that begins and ends with the customer. The real challenge is to spell out the exact requirements of the customers which are being met through utilizing techniques, such as, the Value Analysis/Value Engineering Customer Mapping process.
9.      Strategic planning driven:
Most value analysis programs focus their efforts on their group purchasing organization contracts and requisition driven offerings, whereas best-practice hospitals strategically plan their value analysis candidates and target their savings. This results in the strategic planning driven value analysis programs saving 10 to 15 times more than GPO and requisition driven value analysis programs.
10.  Outcome-based results:
Best-practice hospitals track their value analysis savings and quality gains with their executive management team in order to enforce discipline and ensure that outcome-based goals are met and/or exceeded.
11.  Decision support:
Real-time data, in an organized, structured and cleansed format, is provided by best-practice hospitals for their value team members in order to use data mine for the gold nuggets that surface with data driven value studies.
12.  Knowledge management:
Best-practice hospitals capture all value studies documentation in a centralized electronic database to be shared with all internal and external collaboration partners, as opposed to reinventing the wheel year after year.
13.  Issues And Solutions For Today's Emergency Department[5]
Some hospitals are finding new ways to overcome the emergency department challenges and create safer, more efficient environments. A growing number of hospitals are taking steps to identify and remove bottlenecks or inefficiencies in the system. As a result, they're seeing a positive impact on patients, staff, and the bottom line.


14.  Using Six Sigma To Increase Primary Care Office Efficiency and to improve clinical quality and outcomes and to increase primary care office efficiency [6]
Once properly implemented, Six Sigma clearly produces benefits in terms of better operational efficiency, cost effectiveness and higher process quality. Perhaps less obvious -- and until recently less documented -- is the impact it can make in clinical areas such as infection control and medication delivery.
The use of statistical tools to measure and improve quality is not a new concept and certainly not exclusive to Six Sigma. Other quality initiatives, such as TQM (Total Quality Management) or CQI (Continuous Quality Improvement) also involve the use of statistics and data collection.
15.  Defining Healthcare Quality and the Need for Improvement
Quality in healthcare meant many things to many stakeholders i.e. from satisfaction with service to the clinical outcome of the patient's treatment.
For a multitude of reasons, improving healthcare quality is paramount. Communities today are not only demanding access to the best technology and treatment available, but also assurances that medical encounters will be both safe and effective.

Next Practices- Hospital Services

1.      Integrating Back end activities with other hospitals:

Under the present scenario of economic slump, hospitals need to reduce their expenses so as to increase the profit margins without change in the prices of the services being offered to the patients. Back-end activities include non-core activities like the documentation, purchasing of required supplies.

2.      Collaborating ambulance services with other hospitals:

Many a time, hospitals fall short of ambulance in case of emergency and the patients are unable to reach the hospitals on time. This problem can be overcome by integrating the ambulance services of all the hospitals in the city to better services to the patients.   

3.      Sharing the emergency units with other hospitals in case it’s free:

The emergency cases keep waiting whenever the emergency units are not vacant for the coming cases. Thus, this is a critical issue as the cases being subscribed for emergency units are critical issues and need to be checked immediately. Thus, this issue can be solved by sharing the emergency units with other hospitals in case it’s free and the patient from other hospitals is critical.

4.      Medical Billing Software:

The key features covered by this software are related to areas as- administration, billing, and scheduling and revenue management in hospitals. Areas like Prescription Writing, Custom Report Writing and Patient Statements need data which is supplied absolutely exhaustive because the patient's further treatment depends on it. So having software that makes the supply and processing of data easier and more efficient is a good idea. The custom report writing make you flexible enough to let you switch between things like statements, reports or claims whenever you need to. Some of the other advantages of such software are Medical and Revenue Scheduling, Audit and Security.
5.      Common database for Patients:

A common database for all the hospitals all over the country can be formed which can be integrated with UID (Unique Identification Number) project presently undertaken by Indian government. This will bring down the cost of systems involved in maintaining huge database in different hospitals.



[1] http://findarticles.com/p/articles/mi_m3257/is_7_59/ai_n14817852/
[2] http://www.premierinc.com/quality-safety/tools-services/performance-suite/improvement-portal.jsp
[3] www.infosecwriters.com/text.../pdf/Wired_Security_JBarnes.pdf
[4] http://findarticles.com/p/articles/mi_m0BPC/is_7_29/ai_n14735115/
[5] http://healthcare.isixsigma.com/library/content/c030826a.asp
[6] http://healthcare.isixsigma.com/library/content/c030415a.asp

Thursday, February 18, 2010

‘Bricks & Mortars’ retailers VS online retailers- Analysis of Zappos

‘Bricks & Mortars’ retailers when compared with online retailer, always have an edge as the customers always prefer to try and feel the product/service and then go-ahead with the purchase. Thus, company like Zappos had to provide an exceptional customer service to its customers to differentiate itself from other stores. Zappos, was providing two- service and selection- of the three areas- service, selection and price.
The customer service initiatives followed by Zappos were as follows:
1. Free Shipping- In case of online shoes retail industry like Zappos, customers are unable to see and feel the products and thus if he/she purchases the product online which might not be of the required colour or required size have to return the product. Thus, Zappos offered free shipping as well as the facility to return the shoes if not satisfied. In such case, the return expenses were borne by the company.
2. 365-day return policy: Zappos gave the option of returning the product within a period of one year.
3. Delivery in 4-5 business days: Zappos promised its customers to deliver the products in a period of 4-5 business days.
4. Surprise upgrade to overnight shipping: To delight the customers, it sometimes delivered the product overnight by a surprise upgrade.
5. Lowest prices: Zappos claimed to offer lowest prices to its customers for the products sold by Zappos. It guaranteed a 110% refund policy of the difference between its prices and the lower price offered by a competitor.
6. Merchandising Policy: Zappos also had pictures of the products it sold, in different colours it offered and from six different angles.
7. 24X7 toll free numbers: Zappos provided a 24X7 toll free number to answer customer enquiries. A special customer service team was formed to answer every e-mail received by the customer.
8. No-limit Customer care calls: The customer representative’s responses were not scripted and there were no time limits on the length of calls.
9. Customer representatives or website links could even redirect customers to other websites of the competitors in case Zappos was out of stock for a specified pair of shoes.
Most of the services offered by the company had a high impact on the expenses of the company but Zappos followed these customer services as they were basically considered as a long term investment. They helped the company develop long term relationships with the customers. The services were kept up to mark with the company’s standards and such delighted customers helped Zappos improve its brand image through Word-of –Mouth.
Also, the above mentioned services like free shipping and merchandising policy helped Zappos compete with ‘Brick & Mortar’ shoe retailers. By offering these services narrowed the convenience gap between buying shoes online and buying them at a store.
According to Zappos , the best way to offer best customer experiences was by making it part of company’s culture with main focus on customer service. Also, Zappos being a service company, it’s easier to copy services but very difficult to imitate the culture of the company which proved to be the competitive advantage for Zappos. The measures taken by Zappos to make customer service an integral part of company’s culture were:
1) Zappos listed ten core values for building a customer service focused culture-
i) Deliver ‘WOW’ through service.
ii) Embrace and drive change.
iii) Create fun and a little weirdness.
iv) Be adventurous, creative, and open minded.
v) Pursue growth and learning.
vi) Build open and honest relationships with communication.
vii) Build a positive team and family spirit.
viii) Do more with less.
ix) Be passionate and determined.
x) Be humble.
2.) HR Practices followed by Zappos-
Firing, hiring and performance evaluation- was performed with main focus on customer service culture of the company.
The selection procedure adopted by Zappos consisted of a tough two part interview to discern if their skills were up to the mark and if they fit the culture of the company or not. The prospects were carefully screened to ensure that their core values matched with those of the company.
A special five weeks ‘Customer Loyalty’ training program was conducted for new hires. During this period, the new recruits had to work in the company’s call center and the warehouse to gain knowledge about the shipping process being followed.
After first week of training, the new hires were offered USD 1000 to leave the company in case they felt they did not fit in with the company culture. This was an easy and inexpensive way to get rid of people who were not committed to work with company. This ‘Offer’ showed that company believes that if you really want to amaze customers, best way to start is to amaze the company employees and inspire them to amaze everyone who comes in contact with the enterprise.
The policy of HR at Zappos was to ensure that each employee thought that he/she had a stake in the company culture.
Zappos also encouraged the managers to spend time with his/her team outside office in order to improve communication and trust at office. Other practices included birthday parades and nap times. Also, a 300-page book is released annually that carries the stories and testimonials from the employees and other partners.
The possible disadvantages of such a strategy are as follows:
1. First and foremost disadvantage was the ‘Offer’ made by the company. Offering USD 1000 to employees after one week training was affecting the revenues of the company, might be to some small extent.
2. The ‘Offer’ was also harmed in the sense that first week of training for the employees went in vain in case any of the employees went on to accepts this ‘Offer’.
3. The policy of HR actions- hiring, firing and performance was mainly focused on customer service without considering other factors or any such action to determine the reason for the employees’ low performance.
Employees-Generated Media: The major part of Zappos sales comes from ‘Word-of-Mouth’ and the way employees dealt with customers was a major factor in creating a positive brand image. The major planning was focused more on training employees instead of media as was the case in other companies. In this way every single employee became a direct contact with the customer. Also, the positive brand image and the customer service provided by the employees ensured that each person/customer becomes an advertising vehicle for Zappos.
The corporate culture centric to customer service emphasized that their customer representatives are more friendly and helpful to the customers. The HR policies- hiring, firing and performance evaluation- focused mainly on customer service. The initial training for a period of five weeks focused mainly on customer service as was visible from training at company’s customer care.
Social Media
Zappos was one of the first companies in the US to use social media extensively for communication with its customers. Social media was the media which helped Zappos get connected to its customers permanently. It mainly constituted of blogs and social networking sites. In 2007, Hsieh- Co CEO, Zappos- started using Twitter, the social networking and micro-blogging website where users could send text messages called ‘tweets’. By late 2007, Hsieh had 10,000 followers who regularly read his messages due to which he encouraged his employees to use Twitter which will help in direct interactions between employees and customers.
Also the sub-domain, Twitter.Zappos.com, was added to the Zappos website and linked to other web pages on the website with phrase “What are Zappos employees doing right now?”
The tweeks available on the Twitter website contained full information about the company with the list of all Zappos Twitterers and the ranking of employees at Zappos according to the number of their followers. It was used as a means to promote transparency and to reach out to the customers in a friendly way. Also, it enabled Zappos employees to respond quickly to any enquiries from customers and facilitated more effective damage control if something happened to go wrong with an order. It also helped the senior executives and the team managers to keep track of all the tweeks. It was also widely used to market Zappos products and provided an insight into market developments.
It was also used as a recruitment tool to get in touch with prospective employees who knew and appreciated Zappos’s core values. The use of Twitter was included in the new recruits’ orientation program as well.
Other than Twitter, some other steps taken by Zappos included a company blog, video blogging through Zappos TV on YouTube and using other social networking sites like Facebook and MySpace.
Pitfalls
Media like ‘Word-of-Mouth’ and social networking can help company build a brand image. On the other hand, it can also affect the company’s image negatively. A customer can also spread a negative word of mouth in case he/she had bad experience with the service provided by the company. A prospect is always affected by his close social network and is negatively affected by the network.


That's Me

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Bangalore, mech.gaurav83@gmail.com, India
Assistant Manager Sales, Videojet Technologies Ph: +91 98990 19193 Continuous Inkjet Printers MBA- Marketing & Finance, Mechanical Engineering

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