There was a very interesting article in this past Saturday’s New York Times called Put Buyers First? What a Concept. The author, Joe Nocera, wrote about how Amazon sent him a free replacement Playstation 3 (even though Amazon wasn’t at all to blame for the problem). I’m not sure if all firms should be shipping $500 items to every customer with his problem, but it probably makes sense if the customer is a writer for the New York Times 🙂
[Take a look at “crowd mining” in the “required skills” section of my previous post: Trend Watch 2008 Wrap-Up]
In the article there was a great quote by Amazon’s CEO, Jeff Bezos:
“And the reason I’m so obsessed with these drivers of the customer experience is that I believe that the success we have had over the past 12 years has been driven exclusively by that customer experience. We are not great advertisers. So we start with customers, figure out what they want, and figure out how to get it to them.”
My take: Well said! Bezos’ obsession with customer experience is what helped Amazon do so well in Forrester’s Customer Experience Rankings (they wound up 9th out of 112 firms).
The bottom line: I really like Jeff’s last sentence that paraphrases the mantra of Scenario Design: Who are your target customers? What are their goals? How can you help them accomplish those goals?