The Experience Maker by Dan Gingiss

Author:Dan Gingiss [Dan Gingiss]
Language: eng
Format: epub
Publisher: Morgan James Publishing
Published: 2022-07-14T16:00:00+00:00

“Deliver personalized, peculiar experiences that customers love.” Did that word “peculiar” surprise you too? Everyone is trying to be “personalized” these days, but Amazon has proven time and time again that it is not “everyone.” By being just a little bit peculiar—try asking Alexa to “beat box,” for example—Amazon and its products become so much more memorable to customers. You might have also noticed the word “love” and might be thinking that no one could “love” your business. That’s what I thought when I started working at Discover Card until I saw countless pieces of cardmember feedback using that very word. If someone can “love” their credit card, then someone can probably love your business too.

“Make it simple to detect and systematically escalate problems.” This one is more operational in nature but still contains several key words: making it “simple” means making the customer service agent’s job easier, and it connects back to valuing a customer’s time. Being able to easily “escalate” problems to a supervisor or management is critical to early identification of potential outages or major public relations issues and connects back to trusting its associates to escalate when necessary. Doing so “systematically” means that Amazon is practicing continuous improvement so that it is constantly identifying and fixing issues to improve the overall customer experience.

“Eliminate customer effort through this sequential and systematic approach: defect elimination, self-service, automation, and support from an expert associate.” Amazon doesn’t just want to reduce customer effort. It wants to “eliminate” it! This is the real reason why Amazon is winning in so many different industries: It creates an effortless experience for its customers. The “sequential and systematic approach” makes so much sense: The fewer problems exist, and the more customers can solve those problems themselves (or have them automatically solved for them), the less the company is going to spend on traditional customer service. Amazon even spells out the order in which associates should attempt to reduce customer effort.

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