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28.01.08

Customer satisfaction at the heart of value generation

37signals reflect on Amazon’s obsession with customers. It is really amazing what the company takes as granted in the name of superb customer satisfaction:

The Amazon customer service guy didn’t blink. After assuring himself that I had never actually touched or seen the PlayStation, he had a replacement on the way before the day was out. It arrived on Christmas Eve. Amazon didn’t even charge me for the shipping. My son was very happy. So, of course, was I.

Some months ago, I ordered several books via amazon’s website and to my surprise, I saw a charge on my credit card account for an item named AMZ*Prime Club. After some research, I figured out that I seemingly became a member of amazon’s prime club what I didn’t choose (or at least not explicitly). In different blog entries I read that there were several other surprised and angry customers, feeling that they were ripped off by amazon. However, after complaining about this issue, amazon reacted quickly and transfered the money back on my account. I am still using amazon’s offerings.

It it is obvious that Jeff Bezo regards customer satisfaction as a building block for his company’s success. It is not a PR-gag. It has filtrated through the entire company and from my experience, this process takes a long time.

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