Vivian Malandrin - "Amazon’s Lessons from Adopting Customer Obsession as a Core Principle"
Vivian Malandrin, Senior Manager of Customer Experience at Amazon Brazil, explains how customer obsession fuels Amazon's continued success. She emphasizes the company’s strong culture and leadership principles that prioritize customer needs. She also describes how real-time feedback and anecdotes drive innovation and improvements.
What’s Inside [0:58] Introduction to Vivian Malandrin [27:39] Full Podcast Episode [0:44] Customer Obsession: Exploring Amazon's Empty Chair Concept [1:14] Amazon’s Relentless Focus on Customer Obsession [3:08] The Power of Anecdotes in Enhancing Customer Experience [3:55] Amazon's CX Strategies: Andon Cord and Heartbeat Database [1:52] Amazon’s Anecdotes Shaping Customer Experience Strategies [3:54] Customer Experience vs. Product Quality: Why Customer Focus Wins [1:28] Embracing the Working Backwards Technique [1:38] Customer Anecdotes: Enhancing Amazon’s Experience Through Feedback [1:54] Transforming Companies Through Customer Obsession Insights [0:51] Short - Amazon's CX Strategies: Andon Cord and Heartbeat Database [0:50] Short - Customer Experience vs. Product Quality: Why Customer Focus Wins
Full Episode "Customer obsession means that leaders, like every Amazonian, start with the customer and work backward from there. We always begin with the customer’s questions, pain points, and feelings." - VIVIAN MALANDRIN
Full Episode: Topics Covered The Intrinsic Value of Customer Obsession at Amazon Product Differentiation Through Customer Experience The Enduring Impact of Leadership and Culture Amplifying Frontline Insights for Exceptional CX
(0:44 Video) Customer Obsession: Exploring Amazon's Empty Chair Concept "We use the empty chair concept in every meeting because it’s central to our customer obsession. We always consider the customer’s opinion, and when we don’t have the customer present or data for a new product launch, we imagine their opinion and whether they would like the product or not.” - VIVIAN MALANDRIN
(1:14 Video) Amazon’s Relentless Focus on Customer Obsession “We have those leadership principles, the 16 leadership principles that guide us in everything we do, from meetings to decisions to our daily tasks. They are not just part of the culture; they are part of our everyday life, and customer obsession is one of those principles.” - VIVIAN MALANDRIN
(3:08 Video) The Power of Anecdotes in Enhancing Customer Experience “Customer feedback (anecdotes) contains so much information that it can guide us through a new project or product better than data.” - VIVIAN MALANDRIN
(3:55 Video) Amazon's CX Strategies: Andon Cord and Heartbeat Database “Product managers can go to the Heartbeat database, search for anecdotes about new launches or concerns, and understand what people are saying. This resource is very rich and is used extensively.” - VIVIAN MALANDRIN
(1:52 Video) Amazon’s Anecdotes Shaping Customer Experience Strategies “With customer anecdotes, we worked with internal teams to provide a good solution for customers. We extended the return period and guaranteed that all customers with open orders would receive a refund.” - VIVIAN MALANDRIN
(3:54 Video) Customer Experience vs. Product Quality: Why Customer Focus Wins "The product is very important, but it’s the experience that makes the difference for a customer choosing between brands.” - VIVIAN MALANDRIN
(1:28 Video) Embracing the Working Backwards Technique “You always start with the problem or the results you want to achieve and then trace your steps backward to the present day. This way, every milestone, every deliverable, and everything is very well mapped.” - VIVIAN MALANDRIN
(1:38 Video) Customer Anecdotes: Enhancing Amazon’s Experience Through Feedback “Sometimes when you’re launching a store, there are many things to consider, and we didn’t realize that some people might not know they need an email to create an Amazon account. After receiving the elderly lady's anecdote, we created a help page on our website explaining how to set up an Amazon account.” - VIVIAN MALANDRIN
(1:54 Video) Transforming Companies Through Customer Obsession Insights “Don’t rely solely on metrics. The power of anecdotes (customer feedback) is significant. You can conduct a survey or research and talk with your customers. For small companies, I think that is a good way to start.” - VIVIAN MALANDRIN
YOUTUBE SHORT: Amazon's CX Strategies: Andon Cord and Heartbeat Database “Product managers can go to the Heartbeat database, search for anecdotes about new launches or concerns, and understand what people are saying. This resource is very rich and is used extensively.” - VIVIAN MALANDRIN
YOUTUBE SHORT: Customer Experience vs. Product Quality: Why Customer Focus Wins "The product is very important, but it’s the experience that makes the difference for a customer choosing between brands.” - VIVIAN MALANDRIN
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