By giving them the freedom to “use good judgement,” the company frees its associates from rigid scripts and empowers them to help solve customer problems. What’s also implied but not explicitly stated in this tenet is that Amazon trusts its associates, too. This trust is why my “easiest return ever” was able to occur. Yes, a small minority of customers will try to take advantage of this trust, but most will not. “Trust our customers and rely on associates to use good judgement.” When you trust your customers, they trust you back.

In fact, by relentlessly advocating for its customers, Amazon has inspired millions of customers to advocate for Amazon!Ģ. To “advocate” means to be on one’s side, and the fact that Amazon “relentlessly” tries to be on the customer’s side is indicative of why so many people love the company.

“Relentlessly advocate for customers.” This is a truly amazing sentence because it demonstrates that Amazon clearly understands that many companies do not: Customers are not the enemy they are the very reason a company exists. What’s talked about less often is Amazon’s customer service, which can be attributed to at least two things:ġ) For many years Amazon more or less hid its toll-free phone number from the website, encouraging users to self-serve instead.Ģ) The need for customer service is so rare because the experience is consistently so good.Īmazon’s six “Customer Service Tenets” – posted throughout its offices - explain a lot about why Amazon is so easy and pleasurable to do business with, and can be used as inspiration for any company looking to improve its customer service.Īmazon's Customer Service Tenets are posted in its offices. We often use the word “remarkable” on the Experience This! Show because it means “worthy of talking about,” and when other people are talking about a company it is far more credible than the company talking about itself. On the show, we’ve talked about our experiences with Prime Video, Alexa, Amazon Go and 4-Star Stores, to name a few. What’s remarkable is that throughout Amazon’s growth story, it has never lost sight of its customers, repeatedly developing seamless user experiences and continuing to add value to its flagship Prime program.

Call seamless customer service