Customer Feedback Used to Improve Amazon Go

Amazon is three months into its latest experiment—the cashier-less Amazon Go store. In a recent keynote, Gianna Puerini, VP of Amazon Go, shared their biggest opportunity is to continue learning who their customer is and to make adjustments. Amazon has been using customer feedback and profiling to figure out what customers like the most and what they might prefer to change about the experience. The data has proved to be critical to their success. “What it really comes down to is who’s your customer, what can you do that adds value to their life, and what are you uniquely positioned to offer them and if you’re not uniquely positioned to offer it to them, are you willing to build it or buy it or find some other route,” said Puerini. (Adweek, 3.19.18)

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