The hard-to-say-but-easy-to-understand term 'Amazonisation' is proving very useful to me in conversations with business leaders.
But how do you understand it - and how can it be delivered?
Don't expect all the answers in the body of this blogpost by the way. That's the point of blogging (something I've been doing way too little of recently). So, I'm reminding myself: It's a conversation starter - an opportunity to think out-loud (and have others join in - that's your role).
|Transformer. Wouldn't be complete without Perfect Day...|
Amazon's ambition is to become the most customer-centric business on earth which means eveything they do is focused on better serving the customer. And what we mean by that is that they are driven by a desire to provide an ever more excellent customer experience.
Note - this is not just about how they respond when things go wrong; it is about knowing enough about you that mistakes aren't made in the first place. No one wants great customer service, they want great customer experiences.
In previous posts and discussions I have talked about the top down and bottom up creation of trust (trust defined as knowing that the other party has your best interests at heart).
The bottom-up version is illustrated by moments of over delivery against expectation, delivered by real live humans: The guy in the Disney store who takes back the obviously dropped and broken salt and pepper shaker with the words "Gee, I'm sorry, I didn't wrap that well enough"; The bespoke booking service a car rental company delivers in response to expressed need on twitter. These are the moments that wow us and inspire us to become advocates to our peers (the most powerful marketing there is|).
Amazon delivers its wow at scale by knowing us. That's the data. That's delivered by systems of Enterprise Data Management (EDM) and Customer Relationship Management (CRM). But crucially it required Amazon to be customer-led in all its business processes (and management thereof - BPM) to deliver the experience so many now aspire to.
I say customer-led because 'centricity' implies they want to do something to the customer, led means they work in partnership with the customer, and that is the real key to building trust. Partners have each other's best interests at heart.