How to Improve It The Amazon Customer Experience Term Paper

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The Amazon Customer Experience: How to Improve It

Amazon is one of the largest companies in the world. It is the retailer to which most consumers turn to when they wish to make a purchase, particularly if the consumer has Amazon Prime, which offers free, two-day shipping on many goods. This might lead most consumers to assume that Amazon customer service is superior to any and all alternatives. However, like all large companies, Amazon has had issues arises with its customer experience. Overall, Amazon has earned very positive reviews in terms of its customer relationships, but there is always room for improvement and Amazon strives to set a higher and higher bar for itself, not merely surpass its competitors. In fact, according to Coleman (2018), Amazon calls itself the most customer-centric company on earth. This sets a very high level of expectations for consumers.

What Amazon Is Doing Right

According to CEO Jeff Bezos, he still reads customer complaints, to gain a sense of what the company is doing wrong and what it can do better (Clifford 2018). According to Bezos: “Their expectations are never static — they go up. It's human nature. We didn't ascend from our hunter-gatherer days by being satisfied. People have a voracious appetite for a better way, and yesterday's 'wow' quickly becomes today's 'ordinary'” (Clifford, 2018, par.13). Bezos says that he takes both metrics and anecdotal evidence under consideration when constructing company policy, to ensure that there is an alignment between processes and growing customer expectations.

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One example of what Amazon is doing right is its willingness to take responsibility even for mistakes which are not necessarily its fault. For example, when a PlayStation needed for a customer’s Christmas was stolen off of the porch of the customer’s home, technically this was the responsibility of UPS, not Amazon, given the shipping company had left it in a vulnerable place. Amazon sent a new toy for free of charge so the family would not be bereft at Christmas. The free publicity, Bezos noted, that Amazon received from the incident more than paid for the product (Mello, 2018). In previous eras, customers would simply tell a few friends if they had a positive or negative experience with a company. Today, customers can post reviews read by thousands of people online. Not only do consumers post reviews on Amazon; they also go to social media on Twitter and other public arenas that can be read by thousands of people. In another small but significant encounter with a consumer, when Amazon learned that the customer had incorrectly purchased AA batteries from Amazon, they offered to send the customer the needed AAA batteries at no costs, because the cost of shipping it back it would take to process the return would outweigh the value of reselling the returned merchandise (Coleman, 2018).

On a psychological level, Amazon has….....

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References

Charlton, G. (2008). 10 things Amazon can do better online. eConsultancy. Retrieved from: https://econsultancy.com/ten-things-amazon-can-do-better-online/

Clifford, C. (2018). The brilliant business lesson behind the emails Jeff Bezos sends to his Amazon executives with a single ‘?’CNBC. Retrieved from: https://www.cnbc.com/2018/05/07/why-jeff-bezos-still-reads-the-emails-amazon- customers-send-him.html

Coleman, W. (2018). 3 ways Amazon has raised the bar on customer service. CRM. Retrieved from: https://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=124230

Mello, T. (2018). What Amazon gets about customers. INC. Retrieved from: https://www.inc.com/tommy-mello/this-5000-friends-strategy-made-amazon-more- successful-than-any-company-in-world.html

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"How To Improve It The Amazon Customer Experience" (2018, October 20) Retrieved March 28, 2024, from
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"How To Improve It The Amazon Customer Experience" 20 October 2018. Web.28 March. 2024. <
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"How To Improve It The Amazon Customer Experience", 20 October 2018, Accessed.28 March. 2024,
https://www.aceyourpaper.com/essays/how-to-improve-amazon-customer-experience-term-paper