The mercurial Robert Stephens is not only a two-time college dropout, he's also the founder of The Geek Squad. Stephens flew out to Customer Service is the New Marketing this week to discuss how his company's culture dictates not just customer service, but the entire customer experience.
Recognize that everything is advertising
Startups are innovative because they have nothing. When Stephens got started with computer house calls, he just had a mountain bike ("supply chain") and a cell phone ("call center"). And when you have no money for advertising or marketing, then everything you do is advertising. Fortunately, if you steal from a different industry, it's considered innovative rather than bad practice. (Plus, the originator will tell you everything.)
Lots of high-tech companies try to look high-tech in their branding, but it's more important to look authentic, to look like your own culture. Stephens developed his culture by imagining that he was developing The Geek Squad "movie." In the movie, the unpopular people become sought-after by the popular people. What elements are needed in the movie for this happen?
First, you need a vehicle for your hero. Stephens learned about recognizable vehicles by looking at police cars. So, The Geek Squad gave police cruiser-style paint jobs to all of their vehicles, and ultimately started buying Volkswagen Beetles as emblematic of The Geek character. Next, he needed an image that said reliable, technical, smart, and hardworking - and thought of those old photos of NASA engineers, all wearing their 'uniform' of short-sleeved shirts and skinny black ties. By using this NASA image, he was again able to co-opt the impressions of teamwork, problem solving, and 'doing the impossible' from the public domain. The Geek Squad uniform not only set a tone, but also made it unlikely that competitors would copy his business too closely.
Develop culture, not cult of personality
The mark of a great leader, and a great customer service culture, is that it doesn't rely on any one person. Who would be the maverick at Virgin, if Richard Branson's parachute didn't open? Who would lead Apple, if Steve Jobs was hit by a bus? Stephens believes that the 'quiet leader' could get hit by a truck tomorrow, and the company would continue to thrive.
Before you write the culture book, hire for the skills that you cannot train for. Companies are closed social networks, so you must control quality. The Geek Squad hires for three things:
- Curiosity. Curiosity is a special form of enthusiasm. The Best Buy employee discount is the most effective training program The Geek Squad has.
- Drive. People show up with skills, and are motivated to add to them.
- Ethics. There are no secrets any more. Radical transparency allows the ethical company to thrive.
People sign up for these values when they join, and as the company has grown larger, the culture has grown stronger, not weaker. For example, employees came up with the idea to make their own shoes with The Geek Squad logo in the heel. Then, every mud puddle or patch of sand turns creates environmentally friendly advertising.)
Offer authenticity
Everyone craves authenticity. It's not enough to offer an experience - it has to be an authentic one. Look at the Obama - Clinton race. In equal numbers, people are choosing to vote for inspiration over experience. Employees want to do something more than just a paycheck, and customers want to feel inspired. Great customer service has nothing to do with being perfect. The world needs empathy - don't read scripts, talk to me and listen, and I'll respect that you're trying. Never say 'I don't know' - say 'I'll find out'.
After a big merger, most founders are gone within a year. Though it's been five years since the Best Buy acquisition, Stephens is still with Best Buy - but he's not doing it for the customers, he's doing it for the employees.
