This article is an attempt to look behind the scenes and discover the unique strategies for clients’ satisfaction and loyalty of one of the most well-known companies in the world – Amazon. We’d like to figure out what attracts their customers and what makes them stay.
One of the characteristic features of leading companies in terms of providing service to their customers is their constant attention to improving that service. They do everything possible to become better; they invest time and money into upgrading the client experience. Consumers are not always able to say why some companies have managed to achieve success and outperform their numerous competitors. So what exactly do they do to become the best and most popular among customers?
What is client service and why is it so important?
Let us first try to define it. Client service is putting your customer at the core of whatever you do. It always pays off and is well worth the money and time you spend on it.
Investment into increasing the customer experience results in an increase in the number of loyal clients. They are ready to constantly use the company’s services and promote it among their friends and acquaintances. You can use strategies from Amazon to improve your own business and become the best in the market.
What underlies Amazon’s success?
Amazon is a leading company that has headed the ratings of consumer satisfaction and loyalty numerous times. Even when products have to be returned, the clients feel satisfied after a flexible and convenient interaction with Amazon’s customer support service. What is their secret?
Many people believe that their success is the result of the hard work of the head of the corporation, Jeff Bezos. He has set a certain standard and made the whole company look at customer service from a particular perspective. He is often quoted in various publications and business circles. Bezos is a real business idol when it comes to having an outstanding customer service model.
What exactly does Amazon do to retain clients?
Here is an example of one of the most common strategies put into practice by Bezos. It is called “an empty chair.” Bezos occasionally sets up an empty chair during meetings with his colleagues and does not allow anyone to occupy it. This typically attracts everyone’s attention, and Bezos then explains that the company's virtual customer is sitting in the chair, so everyone should treat it with great respect.
This attitude from the founder of the company has a very beneficial impact on its employees. Each of them is always ready and willing to meet customers and solve their problems in person. Bezos also ensures that every employee is always ready to work in the call centre.
Here are the basic principles of Amazon’s strategy:
- Amazon employees are required to be ready for a personal dialogue with clients;
- Amazon managers, along with Bezos himself, attend special trainings annually to know how to talk to customers when working in a call centre.
What results does it bring?
Over the years, Amazon has learned how to work as an integral unit. How do they manage to do that? Every manager of any level can communicate with the customer directly. They are aware of their customers’ problems and are willing to improve their service. The company also has a practice of treating all useful ideas with great attention – anyone can suggest something and will be listened to.
Ordinary employees of the company have all the necessary knowledge about the buyer. However, senior executives also have this information, even though they are in charge of more important decisions. This is a very good example for other companies looking for ways to improve loyalty. In Amazon, everyone, from the client service representatives to Bezos himself, thinks about the customers and their needs. They are willing to help, and they know that every person within the company is responsible for providing excellent client service.