Amazon CEO Jeff Bezos explains Customer Experience

09kindle-600 What is “the customer experience”? A lot of people wonder what is meant by customer experience. Too often the term customer experience is used ambiguously or simply to present old wine in new bottles.

Customer experience management is not the successor of CRM, it is not a better word for call center management and it is not about “staging” some interactions with customer services.

Jeff Bezos, CEO of Amazon (shown in the picture above presenting the Kindle 2 ebook Reader), explains his understanding of customer experience in the BusinessWeek article “How Amazon Aims to Keep You Clicking”:

“Internally, customer service is a component of customer experience,” he says. “Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so that you don’t need to contact [anyone]. Then you save customer service for those truly unusual situations.”

So a customer experience includes all encounters and interactions that customers have with your product, services and brand. The core concept is to deliver customer value through each of these three areas and not just by doing “a little bit of customer experience management in the call center”.

With such an understanding, you also see that the biggest potential for remarkable customer experience lies in the fundamental functionality and price of your offerings.  Only if you shift your attention to these areas, can you truly create a remarkable and unique customer experience.

Amazon and the Kindle

Looking at Amazon from this perspective, it becomes clear why an online retailer would develop an eBook reader such as the Kindle. This device significantly improves what is most important for an online retailer: instant e-book availability at the lowest possible prices. A desireable side effect was to revolutionize the book industry.

Read the full article “How Amazon Aims to Keep You Clicking”.


7 thoughts on “Amazon CEO Jeff Bezos explains Customer Experience

  1. Hi Vincent,

    thanks for feedback. There was something wrong with link, the title now matches the original title at BusinessWeek. Both issues should be fixed.

    Thanks for the quick response & thanks for following!


  2. Great post topic – indeed customer experience is often discussed but rarely defined. For me, customer experience starts with a person with a need or problem to solve. It’s what hapeens and how they feel as they learn about you, try you out, buy, use your product or service and then evolve to another need over time. As you can imagine I am drawn to your definition, Bernhard, and I certainly agree with Jeff Bezos that service is merely a component of an experience.

    Beyond that, “having the lowest price, having the fastest delivery, having it reliable enough so that you don’t need to contact [anyone]” works for Amazon because it fits their customer’s needs. Pretty scary to think of that as a general definition.

    Thanks for the great thought provoker!

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