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Jeff Bezos is the new and improved Steve Jobs

Where Steve Jobs was fanatical about product design, Jeff Bezos, Founder and CEO of Amazon, is fanatical about customer experience.

I was really inspired by Jeff’s recent letter to his shareholders. He stresses more than ever before that business should really rally around their customers. (True Pro-Customer companies) “Proactively delighting customers earns trust, which earns more business from those customers, even in new business arenas.”

By putting customers first, not profits, Amazon has made shareowners happy. In his letter, he recalled a story about an Amazon customer who received an email (and refund) from Amazon on his rental because they “noticed that (he) experienced poor video playback while watching the following rental on Amazon Video On Demand: Casablanca.” Their proactivity and providing value to their customers without external pressures make them a prime example of a pro customer company. Even with the enormous user base, they understand the value that each user’s experience is unique.

Examples of their internally driven, value-added services for their customers:

1. Amazon Prime – this started out as a membership for unlimited 2-day shipping, but now the same subscription includes access to movies, TV shows, and books! They are adding more without charging more.

2. Fulfillment by Amazon – Third party sellers have the option of warehousing their inventory alongside Amazon’s in their fulfillment center network, which makes them eligible to offer Prime benefits to customers and also gives buyers more selection.

3. Pre-order Price Protection – customers who pre-order an item via Amazon are guaranteed lowest prices. Even though Amazon could have set the policy to get customers contact them for a refund or bet on customers not monitoring that, they decided to monitor it themselves and proactively issue them. Despite it being a bit more expensive, what they are aiming to do is surprise, delight, and earn customer trust.

There are a couple more examples in the letter that he writes. Instead of focusing on how they can squeeze more money out of subscriptions or services, they are definitely taking the pro-value approach to make their services and pro customer attitudes irreplaceable for current users. Hence building more pro customer substance in an age where companies are constantly seeking profits.

Jeff’s approach with Amazon proves you are most successful when you invest in your customers. He proves to us that putting customers before revenues is a profitable strategy. He proves it’s worth being pro customer.

See the FULL Business Insider article here.

Guy Nirpaz

Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation. Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank battalion...as well as having grown oranges.

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