What’s Your 1%? Create your company culture bit by bit
By Beth Erickson, Wedding Planner Magazine Editor, La Crosse, Wis.It’s true that companies with a strong work culture enjoy greater success, profitability, and even general happiness. There is less burnout, lower turnover, and increased productivity. People who work at companies where the owners and managers live the company values actually like going to work, and the customers like being their customers. How can you achieve a company culture like that? It all begins with 1 percent.“Think about the 1 percent of changes you can make to impact your culture…make those 1 percent changes to see where your company will go,” says Jon Wolske, Zappos Insights speaker and culture evangelist, speaking at the Midwest Foodservice Expo in Milwaukee in March.Defining cultureWhat is company culture? It’s the attitudes, feelings, and values that are evident within a company and are reflected in the behaviors of the group. It is the “who” and “how” of a company. And, according to Wolske, everyone in the company is responsible for the culture. “Every little thing you do matters,” he says. Creating cultureTo assess your company culture, says Wolske, you must begin to define it. How?1. Begin with 360 degree reviews, also known as multi-source feedback, for all employees. These involve self-evaluation along with direct feedback from peers, colleagues, and supervisors. 2. Offer culture-based recognition. Zappos, an online shoe and clothing shop, uses “zollars” given to reinforce behaviors that reflect company values. Employees can use zollars to buy items in the Zollar Store or use them to make donations. Smaller companies might consider casual days, free lunch days, or other perks.3. Level the playing field. Creating a culture of innovation means recognizing how important every cog in the wheel really is to the work of the company. At Zappos, all employees donate 10 hours to work in the Call Center during the holiday season, even the CEO. This helps with the increased volume and reminds everyone in the company of why they do what they do. “Where a lot of people miss the service aspect,” says Wolske, “is in relationship to one another. Are we doing [service] with our co-workers?”Values to considerZappos created a strong and vibrant company culture that is as committed to its employees as it is to its customers. The company created 10 core values and recognizes that each has equal weight—no one value is more important than another. Consider Zappos’ core values and how they might be put to use in your company:1. Deliver “Wow” through service. Strive to impress and leave your clients wanting to return and/or recommend your services.2. Embrace and drive change. Let’s face it, change is going to happen no matter how hard we may resist. Sometimes, it’s better to go along for the ride—or even be the driver.3. Create fun and a little weirdness. Don’t be afraid to be you. After all, it’s your company.4. Be adventurous, creative, and open-minded. Remember to be open to new ideas.5. Pursue growth and learning opportunities. Keep abreast of the latest changes in technology, your industry, and the world.6. Build open and honest relationships with consistent communication.Wolske recalls an incident where an employee made an error that caused the company to sell haute couture shoes for $19.99 a pair for a day. When Zappos discovered the error, they honored the price for customers. One $19.99 error cost the company $16 million. And, you know what? The person responsible for the posting did not get fired. Instead, Zappos realized that the company shared the blame. No one person should have been responsible for price postings without oversight. They remedied the problem and moved on.7. Build a positive team and family spirit. Creating a little fun encourages people to enjoy what they do and feel committed to the company, people, and product.8. Do more with less. Strive to save where you can but not cut quality.9. Be passionate and determined. Everyone feels like giving up at one point or another, but passion is what drives change.10. Be humble. At Zappos, the CEO often visits with the staff, dresses casually, and has a desk the same size as everyone else, says Wolske.Once you are able to define your culture, realign your company values and commit to doing “culture” right. If it all seems a little overwhelming, remember, it all begins with 1 percent. ••Zappos’ tips for sales calls• Go unscripted so you sound more natural.• Create a unique way to greet your customers.• Offer assistance.• Remember that the best customer service tool is to listen.• Make a personal/emotional connection with the caller (Wolske says his longest call was 10 and a half hours because that’s what that client needed, but his average is four-and-a-half minutes.)• Jot a handwritten card while you are chatting. What did you learn during the call? Include information in it that is important to the caller. Send the card.
