The document discusses Amazon's approach to customer experience. It highlights that Amazon aims to be the world's most customer-centric company where customers can find anything they want to buy online. It then examines Amazon's customer journey process and identifies several factors that contribute to its great customer experience, including low prices, fast delivery, reliable service, and helpful customer support. The document concludes by emphasizing Amazon's focus on keeping customers engaged at every step of the shopping and purchasing process.

1. The Amazon Experience
Pascal Spelier, June 13th 2014

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”Our vision is to be the
world's most consumer-‐
centric company, where
customers can come to
find anything they want
to buy online.”
Jeff
Bezos

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Source: Google Trends
Trends
Customer Journey
Customer Experience
Customer Experience:
Hip and happening
Index 100

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Price
Product
Service
Customer
Experience
The road to loyal
customers
‘Commodity’ Competitive edge by ‘value added services’

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“How likely is it that
you would recommend
[your company] to a
friend or colleague?”
“How much effort did
you personally have to
put forth to handle
your request?“
Loyaliteit
predictor

7. Customer satisfaction
Co-‐creation
Product-‐ and transaction focused
Get to know your customer
‘Fix the basics’
Source: based on model Balachandran
Involvement customer
Loyality
Long lasting relationship
For the customer
Together with the
customer
Stop trying to delight your
customers

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Product/service
differentiation
Employee
satisfaction
Processefficiency
Processeffectiveness
-‐ Customer
satisfaction
-‐ NPS
-‐ Sales
-‐ Share of wallet
-‐ Retention
-‐ Referral
-‐ NPS (als groeidoel)
-‐ Groth revenue
-‐ Market share
-‐ Profitability
-‐ Share holder value
People
Product/service offering
Process
Customer Experience
Customer Behaviour
High level company KPI’s
Leading indicators
Lagging indicators
Changesinregulationsandtechnology
developments
Context
Source: based on Schmitt – Managing the Customer Experience
Determine your motivation for
improving customer experience

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Customer Experience is about
smooth processes and
value adding propositions

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Customer insights
1
Customer Experience Design
4
Customer Journeys
3
Customer Experience Strategy
2
Customer Experience Implementation
5
6 Customer Experience Monitoring
Customer Experience approach:
take it step by step

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From Customer Journey
to Customer Experience
3 Customer Journeys

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Simplified Customer Journey

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Customer
Journey
Buying a book
Life events /
Products /
Services
Reading a book
Groceries
Cloud services
Streaming music
and video
Other events
Voice of the customer:
I want..., I need...
Voice of the employee:
I want..., I need...
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase
What does the customer want and what does
the customer need?

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Customer
Journey
Each Customer Journey has a customer side
and an organization side
Processes
Midoffice
Customer
Relationship
Management
Customer
Financial
Management
Document
Management
Communication
Management
Business
Process
Management
Security
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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Remove barriers
Simplify processes
Ensure alignment
and consistency
Provide relevant content
Differentiate and create
“wow-‐moments”
Customer Experience opportunities

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Range
Price
Customer Experience
Availability
Amazon’s Value Proposition

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For the second year in
a row, Amazon was
the top-‐scoring
company in terms of
overall customer
satisfaction, just above
Coca-‐Cola and Apple
Nielsen, May 2014

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Amazon.com is the reigning
and undisputed champ in both
Internet retailing and across the
entire department in overall
customer satisfaction.
American Customer Satisfaction Index, University of Michigan,
June 2013

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Amazon stands at the top of
100 globally-‐known brands
across seven major industries
for best customer experience. .
Foresee Experience Index, Report, Deccember 2013

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase
What makes Amazon’s
Customer Experience great?

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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Range
Price
Customer Experience
Availability
Amazon’s Value Proposition

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Price
“I got an email a few days ago
from Amazon, telling me the
price of the book I’d ordered had
dropped, so it was passing the
savings on to me. I think it was
all of $.16. But that small sum is
why I’m a loyal customer.”

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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35% van de sales komt uit
recommendations

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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Milkrun: Instead of
waiting for suppliers to
deliver to Amazon's
warehouses, Amazon sends
its own trucks out to pick
up top-‐selling goods.

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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Mayday, mayday,
mayday button…

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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”Customer experience
includes having the
lowest price, having the
fastest delivery, having
it reliable enough so
that you don't need to
contact [anyone].”
Jeff
Bezos

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

49. 49
Amazon aims to keep
you clicking

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Customer
Journey
Awareness
Discover
Receive
Use
Get help
Next purchase
Purchase

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One word…

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59. Reading tip:
Customer Experience
in practice

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What’s your most important…

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Pascal
Spelier
Managing
Consultant
All
Channel
Experience
Reykjavikplein
1,
Utrecht,
The
Netherlands
Mobile:+31
(0)
6
53
29
90
17
pascal.spelier@capgemini.com
Thank you!
@spelier