Written by: Jason Grills
Ever since 1994, Amazon has been spreading its impact and dictating trends in the e-commerce industry.
If you’ve ever used its services, you’ve probably had the chance to directly witness one of the crucial reasons for its success.
What makes Amazon a market leader with constantly-increasing revenue is the relationship that this company builds with every single customer. According to Statista, 67% of US Amazon customers were very satisfied and 28% rather satisfied with the customer support provided by Amazon as of March 2017.
So, if you’re interested in building a customer experience that will keep your customers coming back, it’s beyond convenient to adopt the extraordinary customer experience practices developed by Amazon. This is the reason I’m revealing some of the most important hacks for creating a superior customer experience in this article. Read on and find out more!
Hack #1: Customer Experience is a Reflection of Employee Experience
In other words, if you can’t keep your employees happy, they won’t be interested in keeping your customers happy. This is especially important to recognize when it comes to the employees in customer support, such as live chat agents, call center operators, etc.
According to Glassdoor, 74% of employees would recommend Amazon to a friend, which is definitely an important factor to consider. And this is not a surprise if we consider the fact that Amazon Career Choice program invests up to $12,000 in the employees’ education and certification.
Keeping these facts in mind, it’s obvious that Amazon employees are highly motivated to provide the best possible results and keep the customers happy. So think about the ways to make your employees happy and ensure they are well-trained for interacting with your customers. Your customers will definitely appreciate it.
Hack #2: Forget about Competition
Unless you’re trying to copy their good practices when it comes to the treatment of employees and customers, stop overthinking your competition. Once you realize you’re not in the game to compete with another brand but to make the ones who rely on you as happy as you can, you’ll be able to provide a better customer experience.
As Jeff Bezos, the founder of Amazon, has stated for US News, if you focus on your competition, you’ll always be waiting for them to do something that you should react to. And that behavior reflects a passive approach that you should avoid. On the other hand, if you focus on your customers’ needs, you’ll always be working on new ways to keep them content and loyal. Practically, you’ll be the one to innovate and dictate new trends.
Hack #3: Help Your Customers Help Themselves
Taking up every query can be a hectic task for your support agents. And this can be due to various reasons.
- There are days when too many customer queries flow in at once. Therefore, it can be tiresome for them. Plus, there may be questions that are frequently asked by visitors. To cater to customer needs and to ensure that agents are able to deliver answers instantly through a live chat support system, it is essential to create FAQs that fill the need for instant answers efficiently.
- A shortage of customer support agents can also put a lot of pressure on the existing team. There could be scenarios where the entire team is not present. Although the other members do take the charge for a chat, it still puts them in a spot to perform well and provide every customer a delightful experience. But this can be resolved if a knowledge base is integrated into the process.
With knowledge base integration, you not only help your customers get instant answers but also achieve the following benefits. You’ll create…
- a more-efficient live chat support system, since agents will only deal with issues that cannot be solved among fellow customers;
- a collaborative customer community that will strengthen their mutual bond, and, therefore, the bond with your brand by creating that sense of community and facilitating their interactions; and
- an interactive, publicly-accessible knowledge base (a forum, a discussion board, or a group) that you can save and promote to help future customers find information easily, as well.
Hack #4: Provide a Responsive Help Center
The key advantage of great customer support is a well-developed help center that allows customers to look for the information they need. By introducing a help center that’s well designed and meaningfully organized, you will:
- save your customers’ time, and
- increase the efficiency of the agents working in your live chat customer support by eliminating interactions when there’s no need for them.
If you’ve ever visited Amazon’s Help, you’ve probably realized that it’s got a large number of topics and subtopics with numerous articles offering concise information; however, even though the content is what matters the most, the minimalist layout that keeps you focused on finding the answers to your questions is equally important. And that’s definitely the way to go if you want to improve your customer experience.
Hack #5: Provide Easily Accessible and High-Quality Live Support
Not only is it important for you to provide a thorough help center, it’s also necessary to make it easy for customers to get in touch with your support staff. At Amazon, customers are rarely put on hold, no matter whether they’re contacting the representatives using live chat or by phone.
Apart from providing a quick response, what makes Amazon the first-ranked company when it comes to customer satisfaction is the fact that they invest a lot in the employees’ education in the field of CX. According to Jeff Bezos, call-center training is an obligatory part of annual training not only for support staff but for all employees at Amazon, including managers. This way, the risks of delivering poor customer service are reduced, and managers are indoctrinated into the mindset of not only listening to but also understanding their customers.
Hack 6: Take Good Care of Your Customers
Regarding taking care of customers, I’m not only talking about responsiveness and 24/7 availability but also about providing the best purchase experience. So what did folks at Amazon do to deliver a great purchase experience? They implemented the innovative “One Click” solution that enables an incredibly fast purchase.
Amazon realizes that the idea of storing customers’ data to save time when making another purchase isn’t the best option for all of their customers. They understand that some of their customers prefer a traditional shopping basket purchase, particularly when it comes to multiple-item purchases. Accordingly, they’ve continued nurturing both shopping options, letting customers choose the shopping approaching they’re more comfortable with.
Hack 7: Use Abandonment to Your Advantage
Cart abandonment is a common issue that keeps e-commerce retailers preoccupied. Amazon takes a different approach; knowing that an abandoned purchase doesn’t always mean that customers don’t need a certain product anymore, Amazon has developed a well-planned system of subtle email reminders for each abandoned purchase. They help customers get back to the site in case they just got distracted during the process and still need to make the purchase. This way, Amazon gets the most out of “sales in process,” which is a great way of improving business results.
Accordingly, if you want your customers to finish a purchase, make sure to get in touch with them and check if they need any help. You may be surprised by the number of customers willing to buy something even after they’ve abandoned your site.
How to Create a Business Strategy Inspired by Amazon
As you can see from these hacks, Amazon has developed a business model that clearly focuses on customers and the customer experience. To create a business environment where your customers will feel comfortable and appreciated, you must:
- keep your employees motivated to provide better results and make a stronger connection with your customers;
- stop thinking about your competition’s next move and start providing superior service by actively listening to your customers’ needs and demands; and
- provide high-quality support based on the use of live chat customer support, a well-structured help center, and a community of/for your customers.
Finally, deliver a personalized and proactive experience; for example, find ways to address the customers who abandon the purchase process before they buy a product. Not only will they appreciate your willingness to help them out if they get confused during the purchase, but they’ll also become aware that you pay attention to their needs, which can only make them more satisfied and loyal.
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