Posted: 9th October 2013

Amazon, Customer Experience and Brand Guardians

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As reported in CIO Today, Amazon intends to hire over 70,000 full-time staff to fill seasonal positions in the US.

Investing in staff to meet customer expectations shows once again why Amazon is considered be one of the leaders in retail customer experience.

Today there are competing business cases where customer service is concerned. While Amazon consider customer service to be a priority investment, for many companies the financial crisis has led to cost reduction as being the key business priority. The result has been a significant focus on how front line staff can get customers off the phone as quickly as possible.

As customer experience leaders know, this approach represents a false economy.

According to both Laura Bassett, director of Marketing and Customer Experience at Avaya, and Sarah Stealey Reed, content director at International Customer Manager Institute (ICMI), we will see a shift toward the contact centre becoming much more of a customer experience and knowledge center, and playing an important role as “brand guardian.

“When customers finally contact the contact centre it is because they literally have reached the end of the line,” said Stealey Reed. “So, that interaction with the agent needs to be fantastic or this might very well be the last time you will ever hear from that customer again.”

Amazon’s Jeff Bezos’ own words:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can each tell 6,000 friends.”

To learn more about differentiating on CX, download our briefing paper ‘How To Compete on Customer Experience: 6 Strategic Steps’.

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