The Amazon Effect: The Instant Gratification Roller Coaster And Your Customer Relationships

Fellow Business Leaders… Today, I come to you with some thoughts on something we all know and love (or maybe sometimes loathe): the Amazon Effect.

The Amazon Effect goes beyond the erosion of the local brick and mortar. It is shaking up customer relationships faster than a sneeze in a hurricane.??

Many clients expect everything now. They just want things to show up, work, and insert seamlessly into whatever ecosystem they’re working in. For example, we recently had a client tell us Buyers in their industry prefer to use disposable products that just show up on their doorstep each week - because their younger associates don’t want to interact with a delivery person, or be hassled with coordinating the weekly cleaning of their product.?

In a world where waiting is so 2010s, the Amazon Effect has swept us off our feet like a rom-com meet-cute. You want a new blender? Bam! Next-day delivery. Need a birthday gift for your cousin’s dog? It’s arriving in two hours. Problem is… this instant gratification expectation starts creeping into other areas of our lives… specifically our work lives.?

I’m not saying that’s bad… or that it shouldn’t happen… but it's worth considering the benefits and the drawbacks.?

Let's start with the good stuff. The Amazon Effect has raised the customer service bar. Companies are stepping up their game, and we’re all reaping the benefits. Faster delivery times, better customer service, and the ability to get what we want when we want it. You can order 3 pairs of shoes to your home, and simply ship back whatever doesn’t fit.?

But then, there's the flip side. The pressure to keep up with Amazon's pace can be brutal for smaller businesses. Not everyone has Bezos-level resources. The expectation of instant gratification can lead to stressed-out teams, rushed products, and, ironically, less satisfied customers if/when things go awry.

And here's where it gets ugly. The constant push for speed can erode the quality of relationships with customers. When speed trumps service, it’s easy to forget that there’s a human on the other end of that transaction. Relationships take time and effort—there's no Prime option for trust and loyalty… yet.??

So, how do we navigate this instant gratification roller coaster without losing our lunch… or, more specifically,? our customers?

1. Communication is Key: Be transparent with your customers. If there’s a delay, let them know. People appreciate honesty more than being left in the dark.
2. Focus on Quality: Speed is important, but not at the expense of quality. Make sure your products and services meet high standards. A happy customer is a repeat customer.
3. Personal Touch: Use technology to enhance, not replace, the human touch. Personalize your interactions. A little effort goes a long way in making customers feel valued. I bet you remember the last time you got a hand-written note.?
4. Set Realistic Expectations: Don’t promise what you can’t deliver. It’s better to under-promise and over-deliver than to fall short of expectations. Speaking of which…?
5. It’s OK to say ‘I don’t know’: If you don’t know something - admit it. You can get yourself, or your team in serious trouble if/when you make unrealistic promises. Just be sure you explain the steps that you’ll take to find out the answer to get to the best solution.?

So, the way I see it, the Amazon Effect is, well, much like owning a business: a roller coaster ride that’s exhilarating, a little scary, and full of ups and downs. It’s transformed the landscape of customer relationships, pushing businesses to innovate and adapt. But remember, even in a world obsessed with speed, the heart of business remains the same: building genuine, lasting relationships with your customers.

As with many things in today’s constantly shifting business world - let’s embrace the thrill of instant gratification while keeping our feet on the ground. After all, the best stories are those that stand the test of time.

Curious to get your take, Linked In.

Until then, let’s raise a class and embrace the change.

Written by: Chad Vossen , Chief Creative Officer at 522 Productions