- About
- Join Free
- Members
- Lead Mgmt News
- Funnel Radio
- Lead Gen
- Resources
- Ask the Expert
- Trusted Partners
- Book Reviews
- Articles
- Accountability
- Alignment:
- Branding & Social Media
- Branding Agencies
- Business Intelligence
- Case Studies
- Check Lists & Job Descriptions
- Common Mistakes
- CRM
- Digital Asset Management
- E-Books Marketing
- E-Books Sales
- E-Marketing
- Fulfillment/Fulfillment Operations
- Lead Generation
- Lead Management
- Lead Nurturing
- Lead Qualification
- Lead Scoring
- Leadership and Motivation
- Marketing Operations
- Presentation Skills
- Public Relations
- Research
- ROI Reporting
- Sales 2.0
- Sales Channel
- Sales Management
- SEO
- Social Media/Networking
- Telemarketing/Telesales
- Trade Shows
- Video: Lead Gen and Lead Mgmt
- White Papers
- Customer Service
- Lead Calc/ROI
- Members Events Calendar
- Buyer's Guide
- Recognition
Connect with us:
The SLMA - Managing leads to maximize sales
The SLMA - Managing leads to maximize sales
Facebook
Twitter
Google+
Reddit
LinkedIN
Follow The SLMA 
The Brand Promise
What is fundamental to customer motivations at Amazon? From my perspective people want to feel that they will be treated as a real person with real and unique needs. They want to be acknowledged. They want a provider to respect them. They want to be appreciated. All of these motivations are reflected in the strategy and execution by Amazon. As a registered user you get personalized home pages, with recommendations tailored to your reading habits or product interests based on your click history with Amazon. You get immediate acknowledgements of your order and its shipment. You get fast checkout with one-click. The benefits to you as a customer squarely address your fundamental needs. Delving into human motivations involves carefully listening to customers, but also often tempered with a sense for what customers are really saying. Customers might have initially been afraid of "One-click." They may have expressed concerns. "What if I clicked by mistake? What if I change my mind? How do I know my order was placed?" By anticipating these concerns, however, Amazon provided assurance statements -- "Your One-click order has been placed." You can easily change your order up till shipment. Change your mind after that? No problem, you can send the product back, with no hassle or objection. Intrinsic to Amazon's approach to customer centricity also is a set of organizational values of doing the right thing for customers. If the price drops on your video game after you purchase, they credit you the di?erence. If customers complain about their TV shipment, they let the comment stand on their customer blogs for all to see. Amazon started as a company where execs worked their day jobs and then stuffed boxes at night.
- Trend Tactics: Listening to Your Customers
- How Can Marketing Help Beleaguered Sales Professionals?
- Brand Thinking Is Stuck in Yesteryear
- Brand Measurement
- Brand Interceptors
Article Comments [Post Your Comment]
Sponsored by:
