Customer Service Experience: Lessons from Amazon

Since the start of the pandemic in March 2020, I have been converted into an online shopper. I am sure many of you will feel the same way because we have shopped more online in the last 20 months than we had ever done pre-pandemic times. Whether it is groceries, electronics, clothes, books, you name it and we have bought those things online. Although things have slowly moved towards normalcy and economies are opening up, the pandemic has changed our shopping behaviour forever. 20 months into the Pandemic, the convenience, contactless, hasslefree shopping experience has even converted many of the fencesitter sceptics into users of e-commerce sites.? Data from IBM U.S Retail Index pointed that the pandemic accelerated the shift to online shopping by at least 5 years (Perez, 2020).

The pandemic pushed retail organisations to quickly embrace omnichannel fulfilment capabilities in order to survive and those organisations which had farsightedness to invest in omnichannel fulfilment flourished in the pandemic. Companies such as Amazon, Alibaba, which had long been in the e-commerce business and had synchronised omnichannel marketing capabilities profited even more in the pandemic. In 2020, GlobalData ranked Amazon as the number 1 e-commerce company with net profit growth (YOY)% at 84.1% (Business Fundamentals, 2021).?

So what helped Amazon rank as no. 1 and increase its online sales by 40% in 2020? The next section discusses Amazon’s strategy and actions to create optimum service experience. The Customer Service Experience Framework created by the author (Devesh Mohan) is applied in the discussion.

Customer Service Experience?

The Customer Service Experience (CSX) Framework (Mohan, 2021) is encompassed around 1. Strategy 2. Approach 3. Action to create an optimised customer service experience.?

However, the discussion in this article is limited to the strategies implemented by Amazon to create Customer Service Experiences and approach and actions are beyond the scope of this article.

Case Study: Amazon

Clear Customer Experience Vision?

According to the CSX framework, a clear Customer experience vision sets the tone of what kind of experiences the organisation would like to give the customers.?

Amazon’s vision statement is “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” The vision statement of the organisation reflects their customer centricity which Jeff Bezoss has repetitively propagated ‘to stay focused on your customers instead of your competitors’ (Rubenstein, 2020). The clear vision statement underscores the following components-

1. Be the best e-commerce company;
2. Provide customers the widest selection;
3. Offer the best pricings;
4. Create a seamless experience for the customers.

Along with the Vision Statement, Amazon’s Leadership Principles guide amazonians in their day to day dealings whether it's a new project or a problem. Leadership Principle-Customer Obsession has been its core value from the onset where ‘Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers’ (Leadership Principles, n.d).?

Customer in the Centre

The second strategy in the CSX framework is to keep the customer in the centre of the conversation while creating the common service language.?

Amazon is customer-centric and is driven by the core value of ‘Customer Obsession’. Its mission to be Earth’s most customer-centric company requires it to keep innovating, keep expanding its products and services and its reach. In 2005, Jeff Bezos revolutionised the e-commerce business single-handedly by announcing Amazon Prime-first of its kind membership program which provided “all-you-can-eat’ 2 days express shipping of over a million items in stock. Amazon Prime raised the bar of convenience for customers and the type of products they were willing to buy online. Amazon Prime was a risky, expensive and scary venture and it didn’t look good but Jeff went with his heart and intuition keeping the customers in the centre of the conversation because he knew that customers loved free shipping and if they subscribed it would garner the support needed to make Amazon Prime a success (Rubenstein, 2020). Today, Amazon Prime customers have over 100 million items available for fast and free one day or same day shipping available to them with the 1- click setting. Furthermore, the number of paying Prime members worldwide above 200 million (Number of paying Amazon Prime worldwide 2015-2019).?

Since its early days in the garage, Amazon has expanded its products and services to cater from individual needs, households to organisations. Bezoss in Amazon’s 20th annual shareholder letter said “One thing I love about customers is that they are divinely discontent,” and “Their expectations are never static – they go up. It’s human nature.” This drives Amazon to continuously foresight into the needs of the customers. As a result of the discontent customers looking for instant gratification, Amazon has worked on many products/services. To name a few, they are:

• Amazon Prime
• Amazon Gaming Studio
• Amazon Business
• Amazon Video
• Amazon Web Services
• Amazon Luna -a cloud gaming service?
• Amazon Electronics-Alexa, Kindle, twitch
• Amazon Digital Content-Music.

Amazon keeps innovating new products to wow the customers and that keeps the customer experience optimum and retention high.

Another way that Amazon keeps the customer service experience seamless and similar is by using the omnichannel marketing strategy. Omnichannel marketing is an integrated approach to give the customer a unified experience irrespective of how the customer connects with the product/service. For example, Amazon customers can place orders through Alexa and receive the products the same day at their doorstep.?

Thirdly, customer complaints are taken seriously because everyone in the organisation knows that Jeff reads the emails that come to his famous email [email protected] and many times his executives are forwarded the email with a single character-a question mark (Bort, n.d.). That single character email means to investigate the issue and resolve it because Amazon is based on the core value of ‘Customer Obsession’. Jeff Bezoss says that “when the anecdotes and the data disagree, the anecdotes are usually right” (Bort, n.d.) because customers give him frontline insights. So customers are always at the centre of the conversation and that elevates the experience for most of them.

?Creating Service Experience Culture

The third strategy of the CSX framework is to create a service experience culture.? Organisational leadership needs to create a powerful customer service experience vision, embed service language in the mindset of the employees so that they keep matching the vision with their actions.?

At Amazon, the culture to create CSX starts with Bezos’s himself as he says ‘I love team inventing; it's my favourite thing…it’s a very fun process’ (Rubenstein, 2020). The culture of the organisation is based on innovation, risk-taking and thinking big and bold so that the best customer service experiences can be created. ?For example, Bing Gordan, one of the Amazon Board members always wanted a loyalty program but a junior Amazon engineer named Charlie Ward pitched the idea in a digital employee-suggestion box which resulted in the all-you-can-eat-buffet of fast, free shipping (Rubenstein, 2020).?

Furthermore, the leadership principles of Amazon continuously guide Amazonians to create Customer Service Experience. Some of the Leadership principles that directly or indirectly customer experience are?

1. ?Customer Obsession (direct impact on CSX);
2. ?Think Big (direct impact on CSX);
3. Bias for Action (direct impact on CSX);
4. ?Invent and Simplify (direct impact on CSX);
5. Deep Dive (direct impact on CSX);
6. Ownership (direct impact on CSX)
7. Learn and be Curious (direct impact on CSX);
8. Deliver Results (direct impact on CSX);
9. Frugality (direct impact on CSX);
10. Earn Trust (direct impact on CSX);
11. Insist on the Highest Standards (direct impact on CSX);
12. Leaders are Right. A Lot (indirect impact on CSX);
13. Hire and Develop the Best (direct impact on CSX);
14. Have Backbone. Disagree and Commit (direct impact on CSX);
15. Strive to be Earth's Best Employer (indirect impact on CSX)
16. Success and Scale Bring Broad Responsibility (Paulise, 2021)

In conclusion, Amazon’s vision and culture of customer-centric innovation encourages all Amazonians from top-down to continuously create optimum customer service experiences because Amazon is ‘Customer Obsessed’.?

Co-authored by Kiran deep Sandhu & Devesh Mohan

Kiran deep Sandhu: As a Leadership Coach, I work with talented leaders to build their communication skills and to deliver with greater confidence, clarity and credibility and it all starts with a growth mindset. FOR MORE INFORMATION, contact me [email protected]

Devesh Mohan: As Director, GSI Alliances Sales with Canonical, and as a Global Sales & Alliances Leader, I have a strong level of expertise in sales management, while working for more that 20+ years in the IT Industry. My strengths are building business operations from scratch, unique sales and marketing models. I am passionate about Sales and coaching new gen leaders on Sales in the IT industry. FOR MORE INFORMATION, contact me [email protected]

Reference

Bezos, J. Amazon’s 20th annual shareholder letter, available at https://www.sec.gov/Archives/edgar/data/1018724/000119312518121161/d456916dex991.htm

Bort, J. (n.d.), ‘Amazon Founder Jeff Bezos Explains Why He Sends Single Character '?' Business Insider, viewed on 21 December 2021, available at ‘https://www.inc.com/business-insider/amazon-founder-ceo-jeff-Bezos-customer-emails-forward-managers-fix-issues.html

Business Fundamentals, (2021), ‘Top 10 ecommerce companies by revenue benefited from pandemic-driven changes in consumer behavior in 2020, says GlobalData’, published on 7 July 2021, viewed on 20 December 2021, available at ‘https://www.globaldata.com/top-10-ecommerce-companies-revenue-benefited-pandemic-driven-changes-consumer-behavior-2020-says-globaldata/

Leadership Principles, (n.d.), https://www.amazon.jobs/en-gb/principles

Mohan, D. (2021), ‘Customer Service: How to create a wow experience’, Published on Linkedin on 14 December 2021, viewed on 20 December 2021, available at https://www.dhirubhai.net/pulse/how-create-wow-customer-service-experience-devesh-mohan-%25E0%25A4%25A6-%25E0%25A4%25B5-%25E0%25A4%25B6-%25E0%25A4%25AE-%25E0%25A4%25B9%25E0%25A4%25A8/?trackingId=bWqd6n38Q1Ct78f9%2BEbzrg%3D%3D

Number of paying Amazon Prime worldwide 2015-2019, https://www.statista.com/statistics/829113/number-of-paying-amazon-prime-members/

Paulise, L. (2021), ‘ Jeff adds 2 leadership principles before retiring as Amazon CEO’, Forbes online, viewed on 20 December 2021, available at https://www.forbes.com/sites/lucianapaulise/2021/07/02/jeff-Bezoss-adds-2-leadership-principles-before-retiring-as-amazons-ceo/?sh=7e5d1710723a

Perez, S. (2020), ‘COVID-19 pandemic accelerated shift to e-commerce by 5 years, new report says’, World Economic Forum, Published 28 August 2020, viewed on 20 December 2021, available at https://www.weforum.org/agenda/2020/08/covid19-pandemic-social-shift-ecommerce-report

Rubenstein, D.M. (2020), How to Lead: Wisdom from the World’s Greatest CEOs. Founders, and Game Changers. New York: Simon & Schuster Paperbacks.?