In this assignment, you will read and respond to the case study titled “Zappos Offers Insights to Other Businesses,” In a well-written paper, address the following:Describe the buyer-seller relationship between Zappos Insights and its business clients.Explain how would you classify the business market demand for Zappos Insights training?Your paper must meet the following requirements:Be 3-4 pages in length, not including the cover page and reference page.APA FORMAT***VIDEO CASE 7.2
Zappos Offers Insights
How many firms throw open their doors to the
business community, essentially offering access
to trade secrets so other companies can learn
and grow? Zappos does this in fact, the online shoe retailer
has created an entire division devoted to the effort, called Zappos
Insights. Based on the company’s core value of open and honest
communication, Zappos conducts business-to-business marketing
in an unusual way: giving away information for free. Zappos is well
known among other businesses for two things it does extremely
well: providing top-notch customer service and building a culture
that spreads happiness.
Zappos’ focus on customer service was born of necessity. When
it started in the late 1990s, the company didn’t have any money to
market the novel idea of online shoe selling. So its founders sank
everything they had into customer service, including the idea of
free shipping both ways. As the company built its business and its
reputation, it also created a culture in which people liked to work.
“It’s an environment where people are in service to each other,”
explains Robert Richman, product manager for Zappos Insights.
Zappos’ expertise in customer service has become a product itself,
as Zappos Insights offers training to other firms in how to do what
it does so well.
Access to the Zappos culture starts for free, with a tour of the
there
When you
in an unusual way giving away information for free, Zappos is well
The decision
known among other businesses for two things it does extremely
membership to 7
well providing top notch customer service and building a culture
factors, such as
that spreads happiness
(businesses can at
Zappos focus on customer service was bom of necessity. When
Zappos come to t
it started in the late 1990s, the company didn’t have any money to
a client enters in
market the novel idea of online shoe selling, so its founders sank
new task purchase
everything they had into customer service, including the idea of
but probably in
free shipping both ways. As the company built its business and its
membership, ad
reputation, it also created a culture in which people liked to work
modified rebuy
“It’s an environment where people are in service to each other”
are enrolled in the
explains Robert Richman, product manager for Zappos Insights,
Zappos’ expertise in customer service has become a product itself,
to each other,
as Zappos Insights offers training to other firms in how to do what delivering hap
it does so well
happiness in t
Access to the Zappos culture starts for free, with a tour of the
training progre
vision of deliv
company and information available to everyone online. From there,
the people
businesses can join Zappos Insights and pay for various levels
other people,
of training, such as a two-day onsite boot camp at Zappos or a
As Zappos tra
customized program conducted at an individual company’s location,
Membership benefits include training modules on leadership
to work, allt
customers.”14
development, techniques for keeping team members engaged
we create str
and empowered, and strategies for delivering Zappos’ signature
relationships
“WOW” service to customers. At a one-day seminar, a business
owner or executive learns applications for such tenets as “culture
drives success.” “getting the culture right,” “getting the right people QUESTIO
on board,” “creating a fun physical environment creates energy”
1. Descri
and “communication is everything, and everything is communica-
Insight
tion.” These aren’t just taglines. They are organizational values that
2. How
Zappos has proved to be successful.
Zappa
Zappos segments its B2B customers by sifting through the data
it has collected on companies that request the free portion of its Sources: Com
Michael Kerr,
program and determining what kind of business they do (customer
WOWS!” Hum
type) as well as how they might use Zappos training to further their
Forces with Z
business (end-use application). In essence, explains Robert Richman, Hero Tour, PA
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it’s about “offering a lot of free value and then seeing who wants to
to the
go deeper.” In fact, Zappos Insights doesn’t advertise or send direct
access
email for the most part, companies come to them. They may
learn varied as Google, Eli Lilly, and intuit–but they all want one thing,
a culture driven by customer service. Why isn’t Zappos worried
retailer
about sharing its methods? “Culture can’t be duplicated because it’s
Zappos
based on people,” says Richman. “So because of that, it’s completely
honest
different when transferred from company to company”
rketing
The decision for an organization to pay for an in-depth
is well
membership to Zappos Insights requires consideration of certain
remely
ulture
factors, such as price (there are several levels) and availability
(businesses can attend workshops and seminars at Zappos, or hava
When Zappos come to them). The buying situation itself varies as well. As
a client enters into a new relationship with Zappos Insights, it’s a
tey to
new-task purchase. Managers are involved not only in the purchase
sank
ea of
but probably in the experience itself. If a company continues its
d its
membership, adding services, upgrading, or renewing, it becomes a
ork.
modified rebuy. Reciprocity also occurs, as some of Zappos’ vendors
her.”
are enrolled in the Zappos Insights program.
hts.
When you think about strategies for businesses marketing
elf,
to each other, you might not necessarily consider the strategy of
hat
delivering happiness. But Zappos Insights places the concept of
happiness in the business environment at the top of its list. The
he
training programs offered by Zappos Insights “play into the larger
re
vision of delivering happiness, because we are essentially training
Is the people who are responsible for hundreds of thousands of
a
other people,” says Robert Richman. “We’ve seen the trickle effect
As Zappos trains companies to build places where employees like
to work, all those employees deliver better experiences to their
customers. “It’s a rising tide that raises all boats,”Richman muses. “If
we create stronger cultures, everybody in business will have better
relationships
1
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p
who wants to
Digi
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their doors to the
elly offering access
mpanies can learn
the online shoe retailer
the effort, called Zappos
lue of open and honest
5-to-business marketing
for free. Zappos is well
ings it does extremely
and building a culture
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orn of necessity. When
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So its founders sank
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vice to each other,”
or Zappos Insights.
me a product itself,
in how to do what
go deeper.” In fact, Zappos Insights doesn’t advertise or send direct
email-for the most part, companies come to them. They may be as
varied as Google, Eli Lilly, and intuit—but they all want one thing:
a culture driven by customer service. Why isn’t Zappos worried
about sharing its methods? “Culture can’t be duplicated because it’s
based on people,” says Richman. “So because of that, it’s completely
different when transferred from company to company”
The decision for an organization to pay for an in-depth
membership to Zappos Insights requires consideration of certain
factors, such as price (there are several levels) and availability
(businesses can attend workshops and seminars at Zappos, or have
Zappos come to them). The buying situation itself varies as well. As
a client enters into a new relationship with Zappos Insights, it’s a
new-task purchase. Managers are involved not only in the purchase
but probably in the experience itself. If a company continues its
membership, adding services, upgrading, or renewing, it becomes a
modified rebuy. Reciprocity also occurs, as some of Zappos’ vendors
are enrolled in the Zappos Insights program.
When you think about strategies for businesses marketing
to each other, you might not necessarily consider the strategy of
delivering happiness. But Zappos Insights places the concept of
happiness in the business environment at the top of its list. The
training programs offered by Zappos Insights “play into the larger
vision of delivering happiness, because we are essentially training
the people who are responsible for hundreds of thousands of
other people,” says Robert Richman. “We’ve seen the trickle effect”
As Zappos trains companies to build places where employees like
to work, all those employees deliver better experiences to their
customers. “It’s a rising tide that raises all boats,” Richman muses. “If
we create stronger cultures, everybody in business will have better
relationships.”
SFGate, ww
8. U.S. Censu
9. Nick Stamo
Communit
10. Company
11. SBO Edit
accessed
12. Compan
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and Find
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accessed
15. Joel Ko
May 5
16. “Volks
TN,”
with a tour of the
online. From there,
for various levels
p at Zappos or a
mpany’s location.
s on leadership
mbers engaged
ppos’ signature
inar, a business
nets as “culture
he right people
reates energy,”
is communica-
nal values that
QUESTIONS FOR CRITICAL THINKING
ough the data
portion of its
do (customer
further their
pert Richman,
1. Describe the buyer-seller relationship between Zappos
Insights and its business clients.
2. How would you classify the business market demand for
Zappos Insights training? Explain your answer.
Sources: Company website, www.zapposinsights.com, accessed July 5, 2012;
Michael Kerr, “Zapped By Zappos: Lessons in How to Build a Workplace Culture That
WOWS!” Humor at Work, www.mikekerr.com, accessed July 5, 2012;”Zendesk Joins
Forces with Zappos Insights and Groupon to Launch Its First Ever Customer Service
Hero Tour,” PR Newswire, February 27, 2012, www.prnewswire.com.

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