Amazon (Amazon.com, hereinafter referred to as the Amazon) CEO Jeff · Bezos is a very extraordinary person. He quickly entered the room and we greeting a few sentences later, turn around fast writes the next line on the Blackboard a huge amount of text —— Welcome to Amazon！ Put down his pen back, broke his iconic bright HF laugh. Then, he still did not do, then turns red again write another word —— Customers Rule！
from a psychological point of view, the written language is a reflection of the self-consciousness of size. Bezos wrote with such enormous font content, showing him on Amazon business creed of adhering to and confidence in 16 years.
from every perspective, today's Amazon are already extremely complex and huge companies —— only on its home page lists categories of goods and services, there are 16, nearly 100 secondary classification. From the original books, audio and video products, to clothes, footwear, household goods, then to motor vehicles and parts, it's digital content downloads such as MP3, cloud storage, and so on, kaleidoscopic, 2010 revenues reached US $ 34.2 billion.
Amazon at an operations center in Phoenix, the area is about 60,000 square meters, equivalent to United States 4 aircraft carrier ——“ Abraham? Lincoln ” number, “ constellation ” number, &ldquo, and Karl · Viola ” and “ Ronald · &rdquo Reagan; the flight deck, combined, or size 10 football pitches, conveyor belt 10 km long, processing hundreds of thousands of products every day. Such a operations center, just Amazon global more than 50 multiple operations center in of a; Amazon of active user has has 130 million, over global population ranking 10th of Japan, 2009 published has about 7 million section customer comments; in last year of Thanksgiving and Christmas, Amazon record to day to global 178 a national issued has 9 million copies Orders; Amazon eBook reading terminal Kindle support of eBook format has over paper mass books, became Amazon Shang most popular of books format ……
This is a across traditional industry and Internet two large territory, in business scale, and sales category, and fixed assets, and business mode each dimension of are in constantly quickly expansion, and high speed development of company, it while has retail company of discipline, and rigorous and low cost, and high-tech company of innovation, and open and high earnings (on April 22, 2011 closed Shi, Amazon of earnings for 73.5, Google for 19.2, Apple for 16.7,IBM14.1, Microsoft 10.8, Intel 10). As Amazon continues to expand its products and services provided by the category, its list of competitors is increasingly significant —— first book David Barno in the field of; followed by Wal-Mart retail areas; in the field of cloud computing that it referred to more and more together with IBM, Google is; after launching mobile strategy, Amazon stands across from the Apple.
in a changes in the uncertain environment, operation and so much more than a category of State enterprises, complexity is self-evident. But Bezos has his way. Once recalled venture road, he said: “ technology development speed is much faster than I expected, in the whirlpool, many companies disappear, and we survived. Also did a good job because, even in the whirlpool, we are always focused on customers with his head down, everything we do is to constantly improve the customer experience each year. &Amp;rdquo; he wants to understand early, when everything around at the time of rapid change, it is necessary to use long-term eye finds things that do not change, it is the customer's needs and experience —— customers always want lower prices, more products, more convenience.
on the investor relations page of the Amazon, the company's mission is the most conspicuous place: we would like to become the world's most customer-centric company, mainly 3 types of customer services: consumers, sellers and developers.
the company all of it, are all around the &ldquo customer ” this principle.
1997 in the annual letter to shareholders, Bezos wrote: “ from the beginning, our focus is to provide attractive value. We realize that WWW was, still is World Wide Wait. Therefore, we would like to provide some kind of thing they are unable to get in any other way, began to provide them with book sales service …… we insist on attention to improving shopping experience, and in 1997 onOur bookstore for a substantial increase. We now provide gift certificates, 1-Click shopping, as well as a large number of comments, contents, explore options and recommendations. We greatly reduce the price, further increasing customer value. Reputation continues to be our most powerful tool for customers, we appreciate the trust customers for our. Combination of repeat customers and Word of mouth, making Amazon online book market leader. &Amp;rdquo;
after that, behind the annual letter to shareholders, Bezos ' letter enclosed by 1997, had become the rule. This customer-oriented way of thinking has a deep influence on his team, and fundamentally change the Amazon's operation system.
culture: customer experience is the starting point of all
Amazon's customer service staff have great power, for example, if they receive the same products of two different customers complaining, right off the shelf products directly, then start a feedback process, if there is a problem from the perspective of internal products. Only once it's confirmed that no goods can only be back on the shelves.
on the Web, you can find plenty of such customer feedback —— there is a College on the Kindle purchase a textbook, but after a period of time, others also gave him a paper book, he knew the eBook can be returned in a week, but time has been almost a month. Cling to the idea of luck he sent a message to Amazon customer service description, results after 40 minutes, customer service responses, successfully returned the book.
Bezos said in an interview: “ resolution of issues, is to increase their loyalty. &Amp;rdquo;
in many companies, different customer service for the same problem will have different feedback and solutions, but Amazon does not. First of all, they had received a lot of training, more important is that before they reply to a message or phone, wherever possible, to collect information, prepare. Interesting is that Amazon does not seem to encourage customers to directly dial the 800 phone, on the Amazon.com, is not easy to find this number.
powers conferred on the front line customer service great, just Amazon customer-oriented culture a microcosm. For service industries, and many employees are nodes in contact with customers, all members of the staff is to raise the key to improving the customer experience, employee Outlook will directly affect the customer's experience, many for minor improvements in customer experience mostly from front line staff. Therefore, the establishment of an internal culture of equality, openness, innovation, it is extremely important. So in Amazon of Headquarters, everywhere are is equal, and simple, and comfortable, and innovation of atmosphere, for example can carry pet work, elevator in are loaded Shang whiteboard to at any time discussion, all door to hand Shang are carved with Rufus words —— this is first only entered Office of dog of name ……
has a called Mike · Daisy of people in he memoirs 21 a dog —— in Amazon wage earners of days under in the, on up he entered Amazon of causes: “ later I came to has Amazon, attract I participate in this copies work of not because I on Amazon is understanding or fancy has online bookstore of future, but I to interview of when, I found they interview of 4 a people too fun has. They are spirits, talking a lot with me I'm interested in, and can't seem to do things, this attempt of me as an amateur, and finally I was on the Amazon network company customer service, development personnel. &Amp;rdquo;
is early of when, Bezos in wallpaper Shang painting has a flywheel to representative entire company of operations concept —— starting point is customer experience, company of target is pursuit better of customer experience; and brings more of flow, attract more of buyers to online buy things; has has more of buyers, on can has more of selected products and more convenient of service, natural on on customer experience has more of upgrade. In addition, as it continues to grow, operating costs are constantly sharing, so as to have a better cost structure and feedback to consumers can save money, from the price again to enhance the customer experience, so as to make the entire loop is constantly enhanced.
