Amazon Confidential

Building a great Customer Experience (CX)

&

Delivering Moments of Wow

Tim Hickler Vice President WW Customer Service

Amazon Confidential

Building a great Customer Experience

Building an extraordinary CX

&

Delivering Moments of Wow!

Tim Hickler Vice President WW Customer Service

Amazon Confidential

Amazon’s Mission –

To Be Earth’s Most

Customer-Centric Company

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Moments of Wow!

When a customer has a service

experience that so exceeds their

expectations that they would describe it

as extraordinary, or just say “Wow!”

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Moments of Wow!

Why they matter

You need to be extraordinary in order for your customers to perceive you as great.

Moments of Wow teach your organization what extraordinary looks like.

Moments of Wow receive both public and internal celebration and recognition.

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Extraordinary service & Moments of Wow!

How to deliver

• Through technology and policy

• Through human interactions

Both need to be:

– Scalable

– Personal

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Moments of Wow through

technology

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What's next:

Prediction and Personalization

Shows most relevant order

Using Carnac machine-

learning model along with

order status and estimated

delivery, without needing

to click through.

Prioritizes the most-used self-service options for customers, and gives access to our full Help articles if

needed

Gives customers multiple options for

getting more help. Help Community or Contacting Amazon directly

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What's next

A non-desktop world

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What's next?

• Voice over many devices

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People power Wow

People Are Amazing

If You Let Them

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People power Wow

Mission

or

Vision

New Talent

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Mechanisms to deliver

the Wow!

• A collaboration tool for sharing

• Gemba walks for listening

• Voice of associate for listening

• Kaizen for engaging

• Sharing your goals for engaging

• Andon cord for empowering

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People Are Amazing

If You Let Them

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Customer Email:

I saw the Echo promo and I knew it would be great so I sent for an invitation and still patiently I wait. And I thought that maybe soon an invite would appear so that come our Christmas morning Alexa we would hear

But no invitation came by email, text or other and the only person we'll ask questions to will be my visiting mother. And while she's very helpful, wise, adept and seasoned She's only human, can't you see and so we've now all reasoned That the Echo would have been so fun to talk to Christmas morn But sadly she's not coming And so we're instead forlorn Now we know that only a select few got invites for your invention Please know it feels so lonely to have been rejected by even un-intention. And we called customer service we were polite and full of grace But alas no Echo invite still... they go out at a snail's pace. You can buy them on Ebay but at prices that scream, "Geez, NO!" So you really must patiently await for an invite from Jeff Bezos. Some say we are too loyal to Amazon, at a fault That we would trust an invite would come like a secret from a vault. But we say NO WAY Because it's meant to be that you can buy what you want Everything from A to Z

At Amazon.com at Christmas and all throughout the year But not quite yet the Echo Or so it would appear So no invite came in time for a Christmas morning cheer And patiently we will await Perhaps sometime NEXT year? CS Response:

Hello Cannon, I appreciate your rhyme, and I enjoyed it greatly. A lot of customers contact us, rather quite irately. Your contact has inspired me to show more creativity. I apologize greatly for the invitation selectivity. As you may know, little information do we possess. I wish I could give you more, all of which I would profess. As soon as we get Echoes, invites flow forthwith, I could promise an invitation, but this would be a myth. It is not our intention, for you to feel slighted. We understand you love Amazon, and for this we are delighted. I hope your family has a happy holiday. I will keep my fingers crossed that invitations may come your way.

You have definitely challenged, the creativity in my spirit, If there is anything else we can do, Please don't hesitate to let us hear it.

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Ex: Creating an Amazon

Smile

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“We’re not competitor obsessed,

we’re customer obsessed.

We start with what the customer

needs and we work backwards.”

Jeff Bezos

Amazon Confidential

Questions?