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through intricate algorithms, they provide data that will inform suggestions for future customers. Amazon
is able to recommend products to customers that they had never even thought of purchasing. So
committed is Bezos to customer satisfaction, that approximately 80% of the measurable goals used to
track performance relate specifically to the customer, including focus on what customers don’t want to
happen—delays, products out of stock, defects. Measures are in place to make them as rare as possible.
The result? Amazon has been the top online retailer in customer satisfaction for years and is repeatedly
in the top 10 among all companies. Since its initial public offering in 1997, the company’s stock price has
risen from a modest US$18 per share to US$300+ per share in 2014. 12, 13, 14

Tips to develop Customer focus

1. Looking to delight the customer? Anticipate customer needs. Get in the habit of meeting with
your internal or external customers on a regular basis. Set up a dialogue. Customers need assurance
they can contact you about problems or ideas to improve service. Create open, explicit lines of
communication. The more personal you can make your interactions, the clearer it is to customers that
you want to meet their needs. Instead of anonymous market research, create personal connections.
Ask customers for feedback. Solicit their ideas. When you roll out a new product or service, connect it
back to how it addresses their feedback. Try to anticipate their need for your products and services
before they even know about them. A new technology update that can improve their experience. Or a
different service option for upcoming needs as their business grows. Surprise them in the best way.
Features they weren’t expecting. Delivery in a shorter time. Added value to what they ordered. Show
your customer you’re in it for the long run. Show that your primary interest is their success. Period.
Everything else follows from this.

2. Not sure what customers want or expect? Put yourself in your customers’ shoes. If you were a
customer of your organization, what would you expect? What kind of turnaround time would you
tolerate? What price would you be willing to pay for the quality of your product or service? What
would be the top three things you would complain about? What would delight you? Design your
processes, products, services, and the overall customer experience with the answers to these
questions in mind.

3. Disconnected from customers? Keep in high-quality touch. Satisfying the reasonable needs of
customers is fairly straightforward. First you need to know what they want and expect. The best way
to do that is to ask them. Then deliver on their suggestions in a timely way at a price/value that’s
justified. Find ways to keep in touch with a broad spectrum of your customers to get a balanced view.
Face-to-face. Online or phone surveys. Questionnaires. Social media. Response cards with your
products and services. To keep in high-quality touch, recognize the difference between convenience
for the customer and convenience for you. Telephony (voice activated technology) and other
telecommunications innovations work when the customer experience is top of mind. What customer
hasn’t experienced the frustration of endless computer routing, only to get no answer or get to the
wrong person? High-quality touch with your customers means getting them to the right person in the
minimum number of steps.

4. Get defensive? Be prepared for customer complaints. Be ready for the good news and the bad
news. Don’t be defensive. Just listen and respond to legitimate criticisms. Vocal customers will
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