“The No.1 thing that has made us successful by far is obsessive-compulsive focus on the customer – Jeff Bezos.”
It is no brainer that Amazon rules the e-commerce world. Since its emergence 22 years ago, it has only been growing at a breakneck speed in providing unparalleled products, superior service, all at legitimate prices consumers could ever get online. But the one thing that keeps customers coming back to them is their customer service.
When launched in 1995, their mission and vision were to be the earth’s most customer-centric company and it seems like the brand lived to its promise to date. No, neither does it integrate state-of-the-art technologies nor does it hire people with world-class degrees to manage and monitor. All they ever did and do is to listen to their customers. Their needs. Their preferences. Their way of behavior.
Although their capability could be way out for an average business, you could draw a thing or two from its customer-centric model to leverage your numbers.
1. Incredible Product Experience: Building a product is great. But, making it reach the audience is what it takes them to turn into customers. Amazon has a Google-like search option with an ability to filter out products by brand, ratings, customer reviews, availability, price range, etcetera. This smart sorting-out method comes to help customers find the right product and make an informed decision. Also, the ability to auto-correct/auto-fill with the intelligence to understand what the consumer is looking for implies the way it prioritizes customers’ needs.
Not only does it make the search for a product easy, but also educates about why a particular product matches your requirements and how you can put it into use. With a primary focus on ratings and reviews, Amazon also provides the factual product description along with the comparison table. The browsers or consumers need not go through every similar product for purchase.
With the integration of artificial intelligence, Amazon’s sole duty is to make the shopping experience a little more flexible. They have crossed above and beyond either in browser-based recommendations aka personalization or sending time-to-time updates concerning the customer’s interests.
2. The Customer at its Center: Leaders keep tabs on competitors but focus more on their customers. With an intense focus on customer service and strategic management forces, Amazon stands out to be the third most valuable company next to Google and Apple.
A customer service strategy is what makes Amazon Amazon. True, it has many community forums and self help FAQs. But, it also has this magnificent 24×7 customer support that never lets you down. All you gotta do is call amazon. Sadly, not all companies tend to pay much attention to whom they are dealing with without realizing the major aspect of the business – happy customers. A satisfied customer is the best business strategy for any industry.
On that note, the Amazon customer service number is just a search or click away. When you connect with customer support, you do not get that typical feeling of talking to some sales guys. They are trained on how to listen – not just talk and talk to customers. Because, when you listen, you understand. You get what the consumer is trying to convey. And only when you understand, you know how to help him/her proceed further.
3. Excellent Experience and Service Provider: When doing business, don’t find customers for your products, find products for your customers.” The other day I was buying a self-help book – Ikigai and when I was about to checkout, I saw this cool functionality I always loved – “customers who bought this item also bought” feature. Amazon has recommended I might also like A Man’s Search for Meaning which I was hoping to buy for some time. As it turns out, I ended up buying both books as I need them. Sounds a little creepy, but Amazon sure knows what we want as consumers as they mark our every move with the data available.
Also, when a consumer begins the purchase but took a step back at the time of payment, it necessarily doesn’t mean the consumer is no longer interested in the product. The backoff could be many reasons: might have forgotten to add the other product, network issues, or just his boss caught him shopping when he should be working. While the last one seems fun, Amazon recognized an opportunity here. Instead of just letting the situation as it is, they take a step forward in asking the buyer why he backed off via email and SMS. Likewise, when a buyer adds items in the cart but doesn’t make an order, it sends timely reminders along with the interesting deals. This follow up is what makes a browser a buyer and you still need to remember that it is a potential lead.
4. Digital Service Experience: Amazon has its software, applications, and processes solely for better customer experience. While they are constantly evolving in providing more flexible service, they are also smart enough to consider the digital experience into account. In fact, Amazon is the online retailer that set standards for e-commerce businesses.
The easiest way to use Amazon is via the Amazon app available on every platform. In recent years, Amazon launched Prime Day primarily available for Prime members who get special discounts and these are the users who also get to access the festive deals a day before the actual sale. In like manner, it is known that 72% of the customer base look forward to a response to a complaint in less than an hour. The point is customers are everything and thus, Amazon understands where and when to greet or meet.
The other component that is worth noticing is the way they operate logistics operations. The customers can receive or return products with minimal or no effort at their doorstep.
All in all, we could go on and on about this ecommerce commander but we hope you get the gist of their customer-centric strategy and how they draw everything while the customer is the focal point.
What is your best Amazon Customer Experience? Share with us in the comments below.