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Friday 11|22|02
Amazon Speaks

Interesting interview by Mark Hurst of Good Experience with Maryam Mohit of Amazon.com. Mark Hurst probes into Amazon's customer research secrets and how they have acheived their successful customer experience.

“For us, it's a combination of listening really hard to customers, and innovating on their behalf. For example, quite awhile ago we developed the "similarities" feature - the one that says "people who bought this also bought that." In focus groups, no customer ever specifically requested that feature. But if you listened to customers talk about how they buy things, they'd say, my friend bought this, and I like what they like. In other words, they get recommendations from people they trust. There was a cognitive leap, based on those comments, to realizing that we could create something like that based on the data we had. That's an example where there was a need expressed by customers, but the innovation was taking that general need and making the leap to a technology that meets that need in a new way. ”

Everyone should be so lucky to work somewhere where all these different aspects of the customer and their needs are measured and listened to.

Posted by erin at 08:50 AM | in Amazon

Comments

I know where I work they sure as hell don't. :/

Posted by dan at December 3, 2002 04:55 PM
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