A Lecture from Amazon’s Mark Onetta on Customer Service

Amazon has been at the forefront of customer service for much of its existence.

It has built a reputation based on this. In fact, with every sale made on Amazon, its reputation is on the line. To secure and assure the perception of their reputation, they have a strict rubric that they have adopted and follow religiously. Businesses that use the Amazon Marketplace, for instance, are also held to these stringent guidelines. The reasoning behind this process is one that pertains to transparency.

When your customers are able to see the whole of your operation, there is no place to hide. Using the customer support model as an example, Amazon ratings dictate the quality of every seller and item on Amazon. Again, there is full transparency in effect here.

If Amazon’s reputation was to ever waver, their customer retention capacity would suffer, too. But it’s evident that they’ve institutionalized a sales process that values the customer, so they seem unlikely to falter in the near future. Watch the full video starring Mark Onetto of Amazon for more on the topic of customer service.