leadership principle #1: customer obsession€¦ · leadership principle #7: think big thinking...

The Governance Institute’s Forum on Consumerism & Transparency – The Ritz-Carlton, Amelia Island

Amelia Island, FloridaNovember 13–15, 2016

John Rossman

Creating Digital Disruption--The Amazon Way

L e a d e r s h i p P r i n c i p l e # 1 : C u s t o m e r O b s e s s i o n



Shopping made simple.

New Interfaces.

Friction Free.

I m p r o v i n g t h e C u s t o m e r E x p e r i e n c e w i t h I o T

Coordinated Delivery

C o n t a c t A v o i d a n c e



Invent & Simplify

S i m p l i f y t h e W o r s t C u s t o m e r E x p e r i e n c e



Instrumentation –A CORE DESIGN REQUIREMENT

- Customer experience

- Processes

- All system components

- Financial drivers

R e a l T i m e M e t r i c s Fo r :

Example: Perfect Order Percentage (POP)

Perfect Order Percentage

Perfect Refunds

Perfect CS Contacts

Perfect Info Provided

Perfect Claims

Perfect Shipment

Perfect Fill Rate

Perfect Delivery

Perfect Items

M e a s u r e s p e r c e n t a g e o f o r d e r s t h a t a r e p e r f e c t l y

a c c e p t e d , p r o c e s s e d a n d f u l f i l l e d .



The Two Pizza Team

Process vs. Bureaucracy



Are You a Platform?

“When a platform is self-service, even improbable ideas get tried, because there’s no expert gatekeeper ready to say ‘That will never work!’ Guess what?

Many of those improbable ideas do work.”-Jeff Bezos, 2011 Letter to Shareholders

Leadership Principle #7: Think BIG

T h i n k i n g s m a l l i s a s e l f f u l f i l l i n g p r o p h e c y. L e a d e r s c r e a t e a n d c o m m u n i c a t e a b o l d v i s i o n t h a t i n s p i r e s r e s u l t s . T h e y t h i n k

d i f f e r e n t l y a n d l o o k a r o u n d c o r n e r s f o r w a y s t o s e r v e c u s t o m e r s .



A l g o r i t h m s t o A u t o m a t e

A F o r c i n g F u n c t i o n i s a n A p p r o a c h f o r S y s t e m a t i c a l l y E n f o r c i n g a S t r a t e g y



Direct Versus In-Direct Headcount

No PowerPoint



Start Projects with a Future Press Release

Write an FAQ



Write Owners Manual

Low Fidelity Designs



Leadership Principle #14: Deliver Results

There is No “No”



It is not okay to fai l

because of a breakdo wn of

dependencies. That is a

fai lure of leadership.

-Jeff Bezos

“

”

S L A ’ s



No Critical Dependencies

Your Principles -- Make Them Real



“The death knell for any enterprise is to glorify the past – no matter how good it was.”

E m a i l :

j o h n e r o s s m a n @ g m a i l . c o m

B l o g :

w w w. t h e - a m a z o n - w a y. c o m

THANK YOU!



Questions to Consider Today

1 . W h a t w o u l d b e t h e d e f i n i n g c u s t o m e r e x p e r i e n c e s o f a h e a l t h s y s t e m

c r e a t e d b y A m a z o n ?

2 . W h a t a r e t h e “ s i m p l e t h i n g s ” t h a t w e h a v e a l l o w e d t o b e c o m e t h e

“ h a r d t h i n g s ” f o r c u s t o m e r s o r p e o p l e c a r i n g f o r p a t i e n t s ?

3 . W h a t a r e t h e “ w o r s t c u s t o m e r e x p e r i e n c e ” s c e n a r i o s ? H o w c o u l d c a n

w e a p p l y “ i n v e n t a n d s i m p l i f y ” t o r e i n v e n t t h e m ?

3

leadership principle #1: customer obsession€¦ · leadership principle #7: think big thinking...

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