I love Amazon! Over the past five years or so, I have purchased
countless items from Amazon: books, DVDs, office supplies, electronics,
coffee, assorted gifts and a lot more. In fact, rarely does a week go by
without at least one Amazon package arriving from UPS.
I even have my own “Recommended Reading Store” powered by Amazon.com.
You can visit it by c
licking here.
Apparently, I am not alone in my infatuation with the company. In the
recently published 2011 Temkin Experience Ratings, Amazon was ranked #1
in customer service out of 143 large companies across 12 industries.
According to Temkin, the results were based on feedback from 6,000 U.S.
consumers that evaluated three components of the customer experience:
1. Functional: How well do experiences meet consumers’ needs?
2. Accessible: How easy is it for consumers to do what they want to do?
3. Emotional: How do consumers feel about the experiences?
Anyone who has attended my Pinnacle Perfomance sales/customer service
trainings can tell you this is remarkably similar to my teachings of the
ingredients of a properly balanced world-class customer service
organization. As an example, far too often I see businesses (in and out
of the tire/auto service industry) that focus too much attention on
meeting customers’ “functional” needs, compromising or outright
neglecting the “emotional” aspects of the customer experience.
As I have stated many times, great customer service is a feeling thing;
it’s how the customer feels when they’re doing business with you and,
more importantly, how they feel and the stories they tell when their
business transaction is complete. Amazon, as well as any company,
figured this out and committed to consistently delivering a complete
customer experience.
Speaking of Amazon’s customer-centric philosophy and success, Jeff
Bezos, CEO of Amazon, said, "If there’s one reason we have done better
than our peers in the Internet space over the last six years, it is
because we have focused like a laser on customer experience, and that
really does matter, I think, in any business. It certainly matters
online, where word of mouth is so very, very powerful."
Here are a few Amazon best practices that every tire/auto service
business can also do to improve the customer experience, customer
retention and sales:
They Personalize – When you purchase any item from Amazon, you will
often receive an email back that reads, “Customers that purchased what
you just purchased are also interested in these items.”
Every time you visit the website and search for an item you are also
shown alternative items that other customers have ultimately purchased.
These types of recommendations personalize the customer experience and
make customers feel like someone is paying attention and is interested
in helping them. Speaking from personal experience, Amazon not only
knows my buying history, they use it effectively to introduce me to
other items aligned with my interests.
How well do you monitor and manage your customers’ specific
service/product purchase potential? How well do you communicate this
with them in ways that do not feel generic or one-size-fits-all?
They Keep You Informed – One of the biggest consumer grievances in all
of customer service is the lack of progress updates once a business
transaction is underway. This is especially true of service providers
where consumers typically experience anxiety and frustration when they
are not kept informed of developments with their job.
This issue rarely, if ever, occurs at Amazon. Place an order and you’ll
receive an instant email with your order confirmation and estimated time
of delivery. Not long after that first email you’ll receive another
with your shipping information and tracking number. Any questions along
the way can easily be administered by e-mail or, if you prefer, by
calling a real live human being on their customer service line.
Do you practice proactive customer contact? When customers are waiting
for tires or service, do you check in with them and provide progress
updates? Do you phone customers on drop-offs when their vehicle may be
serviced longer than originally anticipated?
They Reward You – Amazon apparently understands a fact I reference in my
training: Keeping existing customers is cheaper and more profitable
than getting new ones. Accordingly, they have created a rewards program
that, well, rewards customers for their loyalty. As an Amazon Rewards
card holder, members receive points on purchases transacted with the
card and can then apply those points as rebate dollars toward future
purchases – something I regularly do!
Amazon is not alone in this endeavor. Most industry-leading retail and
service companies have some type of customer rewards or loyalty program.
Why? Because they work to strengthen the customer relationship, make
customers feel that their business is valued above and beyond the
transaction at hand, and provide an added incentive to continue the
relationship.
What does your customer rewards program look like? If you don’t have
one, why not? Are you losing business to competitors that may be
benefiting from their program?
They Practice Customer-First When Things Go Wrong – The true test of a
business’ customer service effort is not when things are going right –
but rather what is done when things go wrong.
Consider this personal experience I had last December while attempting
to purchase an MP3 player as a Christmas present for my daughter. Below
is the self-explanatory communication between myself and Amazon customer
service.
Me:
My MP3 product was delivered today. It arrived in a thin white box
with "BP Consulting" on the return address. I opened it and was (still
am) shocked and upset to find the product in a plastic bag with PC
connecting wire and headphones – that's it. There is no original product
packaging, users manual, mfg info, etc. I will leave packaging feedback
with photo shortly. This is a gift and I can't give it as is. Looks
like I purchased, discarded packaging, used and re-gifted this way. Very
disappointed and need resolution ASAP (or sooner)
Actual response from Amazon.com Customer Service (received three hours
after original message):
Hello, I'm sorry to hear if your MP3 disc
player arrived that way. This usually doesn’t happen. We make every
attempt to package items securely to protect them during shipping, but
sometimes cases like this occur.
We always appreciate customer input on how we can improve our store, and
I've forwarded your message to our shipping department. I want to make
this right for you, so I've requested a full refund for the MP3 player,
since you received the item that way. This refund will appear as a
credit on your credit card in the next 2-3 business days. We look
forward to seeing you again soon. Did I solve your problem? Best
regards, Donna A.
This response is right on many levels – there’s empathy, appreciation,
no blame, accountability and action. You’ll notice I didn’t ask for a
refund but that’s exactly what I received.
Customer service champs like Amazon realize it is far better to lose a
little bit now than it is risking the loss of a customer for life.
Do you have a customer-first complaint resolution process? Do all your employees understand and are they empowered to use it?
Amazon practices world-class customer service every day. Following their
lead can make a real difference in your tire/auto service business
results, as well!