This past week our executive team unchained themselves from their desks and hunkered down to spend some serious time talking about our most important asset here at Zecco: You. I came into this meeting totally fired up after having just read The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.
The story is brilliant. In fact, I just bought copies for the whole office. It talks about the singular experience the Starbucks customer gets every time he ducks in to grab a double espresso. The employees make it their business to wow the customer. They know their customers by name and make it a point to remember their favorite orders. They each own their part of the shop and make sure the foam on your latte is frothy and perfect. They even smile when you order your “Venti 3 pump vanilla, 2 pump caramel, non-fat, no foam, extra hot, upside-down, stirred, extra extra caramel drizzle, caramel macchiato.” That’s what we aspire to. We want every single member of the Zecco team to do something outstanding to make your experience with us remarkable.I was further inspired by the story of Johnny, the bagger, an employee at a supermarket who heard his manager’s call to action that every employee do his or her part to move the customer experience above and beyond. Johnny, who at first believed he could do nothing as he was only a bagger, soon came up with a brilliant idea. He started placing an inspiring “Thought of the Day” into his grocery bags. In no time, people were cuing up in Johnny’s line. They were willing to wait longer to check out just so they could experience Johnny’s special touch. Watch it if you have a moment; it’s truly moving.Coming out of our meeting every one of us was jazzed to get moving in this direction and do whatever it takes to create the ultimate customer experience. Our vision is to build a Zecco experience that amazes you. We want to totally blow your socks off with our trading tools, our community, our customer service and transformational website experience. We know we’re not there yet. But we’re working our tails off to get there.As Lao Tzu said, “A journey of a thousand miles starts with a single step.” One recent step that majorly improved our customer experience was the launch of our new ACH transfer system recently. Our customers repeatedly asked that we make it easier to move money to and from Zecco Trading. You asked for it, we delivered it, and you’re loving it. Now you can easily transfer cash into your Zecco account electronically. This was recently posted on the Zecco community forums: “I think that Zecco's new redesigned electronic money movement system is a HUGE improvement. Besides making it much easier to transfer funds between accounts, I can now view an extremely detailed and non-confusing account of all past Cash History transactions (including dividends and accrued money market interest).” (see full thread here)And we want to keep that dialogue open with you, our customer. Give us your feedback and we’ll keep improving so that some day soon Howard Shultz, the CEO of Starbucks will be blogging about how he aspires to offer a customer experience that rivals Zecco’s!Sincerely,Jeroen VethCEOZecco Holdings, Inc.
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