Innovating Analytics by Larry Freed

Author:Larry Freed
Language: eng
Format: epub, mobi
Publisher: John Wiley & Sons
Published: 2013-09-06T04:00:00+00:00

Customer Complaints

Amazon has gotten many ideas from trying to address customer complaints. One gripe from years past was that popular items were at times out of stock. The last thing Amazon wants is for a frustrated shopper to head to another site or the mall.

Amazon has developed programs to keep hot items in stock and ready for quick delivery. One initiative is something Amazon calls the Milk Run. Instead of waiting for suppliers to deliver to Amazon’s warehouses, Amazon picks up top-selling goods, reducing the number of late or incomplete orders the company receives.

One of the drawbacks to shopping online, of course, is that people don’t feel the instant gratification of getting their purchases right when they buy them. That’s one reason Bezos expanded Amazon Prime, the program for which customers pay $79 a year to get free two-day shipping on many in-stock products. Bezos has taken it international and increased the number of products that qualify for Prime. “Our vision is to have every item made anywhere in the world in stock and available for free two-day delivery,” he says.

Still, things go wrong. Lindsey Smolan splurged on an iPod and a pink case from Amazon. The iPod arrived, but the case didn’t. Two weeks later, Smolan e-mailed Amazon and asked for a refund. After a little thought, she e-mailed again, asking for a free cover. “I didn’t use my iPod because I was waiting for my case, and I’m a valuable customer,” she says. Amazon agreed. She got the iPod case free.

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