Think Customers: The 1to1 Blog

• Staff are actively listening to customers because they're not focused on what they're "supposed to" or "required" to say
• Zappos has to hire people who are passionate about listening to and caring for customers
• The company culture has to be rich and tangible enough that it nourishes the right thing to say
• Employees are educated, empowered, and engaged. They are put through a rigorous training program that ensures they are grounded in the Zappos culture and models what the ideal customer experience should be resulting in what they call a P-E-C, i.e., Personal Emotional Connection

Your company can benefit from a "no scripts" approach, too. First, understand that "no scripts" doesn't mean a lack of structure. Culture drives structure. Knowing what you want customers to think, feel, and do drives structure. It's not the script, it's not your tagline; it's your goals for your customers. If you want to create value with customers, focus your attention on them. The right structure will emerge from your keen focus on those customers.

Structure drives discipline. Discipline doesn't mean rigidity. It means doing the right thing most or all of the time. That discipline results in the creativity necessary to find and develop the right talent, touch points, and processes to achieve the customer goals you've established. The right people and programs result in super-engaged employees who listen to customers, care passionately, and have the discipline to do the right thing consistently. It's a winning formula. It's worked for Zappos. Start throwing out those scripts.

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Harry Klein is founder of Customer Engagement Strategies Inc. This blog was inspired by an article in the May 2009 issue of Inc. magazine.