I’ve recently been reading more and more about the concept of customer experience and customer obsession. Customer service, as it has traditionally know, is on its way out. It’s the way to lose business and drive your customer base insane.
The successful organizations with massive positive online goodwill and reputation are those that have embraced, live by, and seek to innovate in the area of customer experience and creating customer delight.
I say customer delight because simply focusing on customer satisfaction is like seeing to me mediocre. No one wants to just be satisfied, we all want to be wowed, to feel special, and be amazed at the quality of service we receive.
Amazon’s Guiding Principles
Amazon stands as a beacon of innovation and customer-centricity in the global market.
Rooted in its guiding principles, Amazon has reshaped the landscape of e-commerce and technology.
These principles aren’t just corporate rhetoric; they are the bedrock of their revolutionary approach. Amazon’s ethos is built on four pillars: customer obsession, passion for invention, operational excellence, and long-term thinking.
Each element is a testament to Amazon’s commitment to its customers and its relentless pursuit of excellence.
In a world where short-term gains often overshadow long-term vision, Amazon’s principles set a new standard.
Let’s delve deeper into the core values that make Amazon an unparalleled success story.
Detailed Look at Amazon’s Leadership Principles
Amazon’s Leadership Principles aren’t just guidelines; they’re the DNA of the company’s culture. Each principle is a building block in creating the unique Amazonian way of doing business.
Customer Obsession
Leaders at Amazon start with the customer and work backwards.
It’s not about just meeting expectations; it’s about exceeding them. Amazon’s leaders tirelessly work to earn and maintain customer trust.
They focus more on customer satisfaction than on watching competitors.
In every decision, the customer’s voice is the loudest in the room.
Ownership
At Amazon, leaders think like owners. Long-term value trumps short-term results every time.
This principle transcends individual teams and speaks to the company’s collective mission.
“Passing the buck” is not in Amazon’s leadership vocabulary.
Invent and Simplify
Leaders are charged with fostering innovation.
They simplify complex processes, making innovation a daily routine.Amazon thrives on external ideas and internal ingenuity.
They embrace new ventures, even if they’re misunderstood initially.
Simplicity and invention go hand in hand at Amazon.
Are Right, A Lot
Amazon leaders are expected to have strong judgment and instincts.
They actively seek different perspectives to challenge their beliefs. Being right involves critical thinking and openness to diverse viewpoints.
This principle underlines the value of informed decision-making.
Learn and Be Curious
Learning is a never-ending journey at Amazon.Leaders are always seeking knowledge and exploring new possibilities.
They embody the spirit of continuous improvement and insatiable curiosity.
Amazon’s culture thrives on the pursuit of knowledge and innovation.
Hire and Develop the Best
Amazon believes in elevating talent.
Leaders focus on bringing in and nurturing the best.Promotion and hiring at Amazon are about raising the bar higher each time.
Developing leaders within is a critical aspect of Amazon’s growth strategy.
Insist on the Highest Standards
Leaders at Amazon are known for setting sky-high standards.They continually push for better quality in products, services, and processes.
High standards are the norm, not the exception.
This pursuit of excellence is ingrained in every Amazonian’s mindset.
Think Big
Thinking small is not an option at Amazon.Leaders are encouraged to dream big and set ambitious goals.
They are visionaries, constantly seeking ways to better serve customers.
Amazon’s progress is fuelled by bold visions and daring ambitions.
Bias for Action
Speed is a critical factor in business, and Amazon knows it. Decisions and actions at Amazon are swift and calculated.
Leaders value smart risk-taking and decisiveness.
Inaction, especially due to uncertainty, is not part of Amazon’s playbook.
Frugality
Resourcefulness and frugality are key tenets at Amazon.
Leaders accomplish more with less, embracing constraints as opportunities for innovation. Extravagance doesn’t equate to excellence at Amazon.
Efficiency and effectiveness are the hallmarks of their frugal approach.
Earn Trust
Trust is the cornerstone of leadership at Amazon.
Leaders listen attentively, speak candidly, and treat others respectfully. Self-critique is valued, and humility is a virtue.
Amazon’s culture of trust extends beyond internal interactions to customer relations.
Dive Deep
Leaders at Amazon are detail-oriented without losing sight of the big picture. They are deeply involved in their work, understanding both the micro and macro aspects.
Attention to detail is not just a skill but an expectation.
This deep-dive approach ensures thoroughness in all endeavors.
Have Backbone; Disagree and Commit
Amazon encourages its leaders to challenge decisions and voice their opinions.
Disagreements are seen as a path to better solutions.
Once a decision is made, commitment to it is paramount.This balance of conviction and commitment is a unique aspect of their culture.
Deliver Results
Results are the ultimate measure of success at Amazon. Leaders are expected to deliver impactful outcomes consistently.
Despite obstacles, Amazonians focus on achieving and exceeding their goals.
It’s about turning visions into tangible results.
The Core Values of Amazon.com
The Core Values of Amazon.comAmazon.com is one of those companies that seeks to innovate in the area of customer relations and interaction.
They live by the following core values:
Customer Experience Requires Customer Obsession
We start with the customer and work backwards.
Customer Experience Requires Innovation
If you don’t listen to your customers you will fail. But if you only listen to your customers you will also fail.
Customer Experience Requires a Bias for Action
We live in a time of unheralded revolution and insurmountable opportunity – provided we make every minute count.
Customer Experience Requires Ownership
Ownership matters when you’re building a great company. Owners think long-term, plead passionately for their projects and ideas, and are empowered to respectfully challenge decisions.
Customer Experience Requires a High Hiring Bar
When making a hiring decision we ask ourselves: “Will I admire this person? Will I learn from this person? Is this person a superstar?”
Customer Experience Requires Can Be Frugal
We spend money on things that really matter and believe that frugality breeds resourcefulness, self-sufficiency, and invention!
Too many times organizations settle for doing business the old fashioned way.
Managing by spreadsheets, by just implementing metrics and key performance indicators for staff is counter productive to really focusing on the customer, the one who really keeps them in business.
If you look at the day-to-day operations, policies, and procedures within the organization, the customer becomes an after-thought, an annoyance that needs to be discouraged from contacting the organization and is usually pushed away by the anti-customer servicing policies implemented by the organization.
Wrapping Up
Does your organization provide REAL customer service?
Do you create an exceptional customer experience that keeps customers coming back?
Is what you are doing for your customers really a service? At the end of the interaction, does the customer come away thinking of the value you offered them?
How often do you really take the customer experience into account when planning and developing your policies and services?
In your last project or product update, did you really take the customer experience into account?
Do you imagine yourself as a customer contacting your own organization?
How would you feel after working with your organization?
Would you buy from yourself? Would you buy again?
Making the customer experience the focus of your organization, like Amazon company values, will ensure that every decision you make is focused on serving the individuals who matter most to the business, the customer.
Read more: Amazon’s aStore Closing: 4 Takeaways