It is almost impossible to read or see an interview with Amazon founder Jeff Bezos in which he doesn't discuss "the customer experience." When he appeared on Charlie Rose's talk show recently to
tout Amazon's new e-book device, the Kindle, Rose asked the CEO an open-ended question about how he spent his time. Bezos responded with a soliloquy about his "obsession" with customers.
"The reason I'm so obsessed with these drivers of the customer experience is that I believe that the success we have had over the past 12 years has been driven exclusively by that customer
experience," says Bezos.
Millions of people instinctively go to Amazon when they want to buy something online because they have come to trust the company in a way they trust few other
online entities. Wall Street, however, has never placed much value in Bezos' emphasis on customers. What he has viewed as money well spent--building customer loyalty--many investors saw as giving away
money that should have gone to the bottom line.
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