The CX Blog

One clear aspect of Amazon’s success is its holistic understanding of the customer experience.  What goes on “behind the curtain” shouldn’t be seen or felt by the customer, because all the customer is really interested in is the experience of the store or service.

Jeff Bezos said at the investor’s meeting recently:

“If you identify the key drivers of customer experience - those key needs - they are unlikely to change over a 10-year period. So if you base strategy on things that are permanent in time, very durable things, all the energy you put into those things continues to pay you dividends years into the future.” He identified those key drivers as low prices; vast selection; and extreme convenience - especially fast, reliable delivery.”

Those things sound pretty straight-forward, pretty much the farthest thing from Rocket Science, yet they’re very difficult to do.  Just think of the million moving parts from the website product listing, to the online ordering process, to the internal order processing, to the communications, the picking/packing/shipping, the online order status….on and on.  Getting that box to your door when it is supposed to be there ends up seeming like magic, once you take all those things into consideration.

But the Amazon focus on customer experience doesn’t want it to seem as much like magic as like steady-as-she-goes normal, repeatable, expected, predictable, brandable.  And that’s brilliant.