If someone can “love” their credit card, then someone can probably love your business too. That’s what I though when I started working at Discover Card, until I saw countless pieces of cardmember feedback using that very word. You might have also noticed the word “love” and might be thinking that no one could “love” your business.
“Deliver personalized, peculiar experiences that customers love.”ĭid that word “peculiar” surprise you too? Everyone is trying to be “personalized” these days, but Amazon has proven time and time again that it is not “everyone.” By being just a little bit peculiar – try asking Alexa to beat box, for example – Amazon and its products become so much more memorable to customers. But Amazon knows that by treating their customers well and valuing their time, it will gain even more advocacy from raving fans. Too many companies act like they don’t treat a customer’s “time and attention as sacred.” Examples include long hold times on the telephone or in a checkout line, not answering emails or social media posts, and forcing customers to jump through all sorts of hoops to make a claim, get a refund, or cancel an account. Similarly, Duke Energy uses social media to alert customers of potential outages due to severe weather – before they happen.
EFFORTLESS EXPERIENCE DOWNLOAD
For example, Amazon has been known to proactively issue refunds for video purchases if it notices that the download speed was too slow. Anticipating customer needs in customer service means taking an educated guess as to why someone is calling – a question about when a recent order will be delivered, for example – or even solving problems before a customer calls. This tenet can be broken down into two pieces. “Anticipate customer needs and treat their time and attention as sacred.” And since happy employees equal happy customers, the effect of this trust is felt beyond just the individual associate. By giving them the freedom to “use good judgement,” the company frees its associates from rigid scripts and empowers them to help solve customer problems. What’s also implied but not explicitly stated in this tenet is that Amazon trusts its associates, too. This trust is why my “easiest return ever” was able to occur. Yes, a small minority of customers will try to take advantage of this trust, but most will not. When you trust your customers, they trust you back. In fact, by relentlessly advocating for its customers, Amazon has inspired millions of customers to advocate for Amazon! “Trust our customers and rely on associates to use good judgement.” To “advocate” means to be on one’s side, and the fact that Amazon “relentlessly” tries to be on the customer’s side is indicative of why so many people love the company. This is a truly amazing sentence because it demonstrates that Amazon clearly understands that many companies do not: Customers are not the enemy they are the very reason a company exists. The six tenets are (with my commentary): “Relentlessly advocate for customers.”
Related: Amazon Increases Price of Prime Membership Should You Care?Īmazon’s six “Customer Service Tenets” – posted throughout its offices - explain a lot about why Amazon is so easy and pleasurable to do business with, and can be used as inspiration for any company looking to improve its customer service.Īmazon’s Customer Service Tenets are posted in its offices. What’s talked about less often is Amazon’s customer service, which can be attributed to at least two things:ġ) For many years Amazon more or less hid its toll-free phone number from the website, encouraging users to self-serve instead.Ģ) The need for customer service is so rare because the experience is consistently so good. We often use the word “remarkable” on the Experience This! Show because it means “worthy of talking about,” and when other people are talking about a company it is far more credible than the company talking about itself. On the show, we’ve talked about our experiences with Prime Video, Alexa, Amazon Go and 4-Star Stores, to name a few. What’s remarkable is that throughout Amazon’s growth story, it has never lost sight of its customers, repeatedly developing seamless user experiences and continuing to add value to its flagship Prime program. The e-commerce giant has literally reinvented multiple industries, including: Amazon Customer Service: 6 Things That Make It An Effortless ExperienceĪmazon is among the most talked-about companies in the world – and for good reason – but one of its keys to success is its dedication to customer service.
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