Wow – that title seems to be a mess, doesn’t it?
It actually is a mess. Amazon, a company that doesn’t talk to their customers bought a company that is renowned for talking to their customers.
Why would they? Perhaps they know they have something to learn about being a “people business”.
Werner Vogels, CTO of Amazon made that pretty clear to me with this blog post from several days ago. Link is at the end of this post, excerpt is as follows:
Once a year however we take a moment to make sure that everyone who wants to give their input into the direction of the Amazon Web Services has the opportunity to do so.
Once a year? Really? That is not a “people business”. That isn’t really even trying. That is a poor effort at outreach – even by Amazon standards.
How often does my employer measure engagement and or satisfaction? After every chat, or call. Or ticket. By being active on Twitter – because our customers are there. By providing real people to talk to 24/7 – people that can actually help. People.
By answering the phone when our customers call. By caring for each of them as if they were our largest customer.
We also bring a lot of customers to the Rackspace HQ every year to help us learn how to get better. And our CEO puts his number out on Twitter. People.
You can build a business on technology – I’ve learned that. But you build a following through people.
Tony Hsieh knows that. Perhaps Amazon is looking to learn something here. Let’s hope!
Good luck, Zappos – you got a lot of educating to do!