Today is an important date in the world of e-commerce because on this date in 1994, Jeff Bezos launched Amazon. Initially created as an online bookseller, it has evolved into an online marketplace where almost anything can be found and purchased, sometimes earning the nickname "the disrupter of industries" according Entrepreneur magazine and, in the process over the years, also earning the nickname "The Everything Store" by The New York Times. This post serves as a birthday greeting to Amazon!
According to Wikipedia, "The company, originally named Cadabra, was founded in the converted garage of Bezos' house and was renamed to Amazon in November 1994. Bezos chose the Seattle area for its abundance of technical talent from Microsoft and the University of Washington, as well as its smaller population for sales tax purposes and the proximity to a major book distribution warehouse in Roseburg, Oregon. The Amazon website launched for public sales on July 16, 1995, and initially sourced its books directly from wholesalers and publishers. Amazon went public in May 1997. It began selling music and videos in 1998, and began international operations by acquiring online sellers of books in the United Kingdom and Germany. In 1999, it initiated the sale of a diverse range of products, including music, video games, consumer electronics, home improvement items, software, games, and toys."
Recently, I received an email from a well-known jewelry brand, a brand that has become even more widely known due to its latest brand spokesperson, Ariana Grande, who has become a mega-star due to the international success of WICKED, THE MOVIE (parts one and two). In the email, there were several nice jewelry items with links to the products on the brand's website. I visited the website to take a look and then decided to visit a local store to try several items on in person.
Once I arrived at the local store, I saw two salespeople and two other customers - so the store was definitely not busy. Once one customer left, I asked the available salesperson for assistance because she did not approach me - and she did not welcome me to the store either. I showed her the items I was interested in trying on, and she checked inventory on her handheld device. She told me that there were no bracelets or necklaces in stock at her store. Note, I had checked the website prior to my in-store visit and learned that the store had the items in stock. While shaking my head, I asked to see some other items and showed the salesperson the email I had received, and again, she said the items were not in stock at her store. I thanked her and left.
What did I do upon returning home and booting up my computer? If you guessed "logged into Amazon," you'd be correct. I immediately logged into my Amazon account and searched for the desired item, the Gema Bracelet Mixed cuts, Multicolored, Rhodium plated from Swarovski - surprisingly at a lower price than from the store - and purchased it. I also learned that there were other items in the Gema Crystal Collection that had not been advertised by the brand, either in-store on online.
As a result of this purchase from Amazon and not from Swarovski, I started to think about how completely different the two customer experience journeys were. According to customer experience expert and author Annette Franz, "A journey map is a visual story-capturing/storytelling exercise during which you paint the picture of the customer experience for a specific interaction by walking in the customers' shoes to capture their steps, needs, and perceptions of the interaction. Journey mapping is a creative process that allows you to understand – and then redesign – the customer experience. The output is not just a "pretty picture" once the map is developed, it is meant to be a catalyst for change."
Therefore, if this famous jewelry brand wishes to keep customers so that they purchase directly from them rather than sending customers elsewhere, it would behoove them to improve their customer journey mapping process.
To quote Zen Yinger, who shared her thoughts about Amazon on my blog during my Spring Leadership Series last year: "What sets Amazon apart is not just the convenience it offers, but the unwavering dedication to customer satisfaction...In essence, Amazon isn't just a company; it's a symbol of customer-centric leadership, innovation, inclusivity, adaptability, and responsibility. It represents the evolution of an industry leader that not only meets - but anticipates - the needs of a dynamic and interconnected world."
And lastly, let's return to a quote from Annette Franz that appeared here on my blog in 2016, "You need to ensure that you deliver a great experience at all stages of the customer lifecycle." Seems like there are a lot of take-away lessons for Swarovski from my recent experience, because according to Bill Gates, "Your most unhappy customers are your greatest source of learning."
SHARE THIS: We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. ~Jeff Bezos #CustomerExperience #DebbieLaskeysBlog
Image Credits: Swarovski and Amazon.
Check out Annette's newest book, Employee Understanding:
https://cx-journey.com/employee-understanding
Read SPRING LEADERSHIP SERIES – Featuring Zen Yinger (June 2024):
https://www.debbielaskeysblog.com/2024/06/spring-leadership-series-featuring-zen.html
Read An Amazing Amazon Experience – But It Didn't Start That Way (January 2018):
https://www.debbielaskeysblog.com/2018/01/an-amazing-amazon-experience-but-it.html
Read Customer Service Is Not Something to Drive Around (June 2016):
https://www.debbielaskeysblog.com/2016/06/customer-service-is-not-something-to.html
