ABSTRACT
You can’t build a compelling customer experience around a mediocre product or service. Even if your product or service isn’t unique, it has to be good. You have to deliver it in a way that makes customers think, “Wow!” While Amazon products can be found on other websites, the digital experience is unparalleled, and that experience, matched with the company’s customer promise-customers trust Amazon-makes it the best in the industry. Originally, Amazon CEO Jeff Bezos couldn’t fi gure out how to grow Amazon.com organically to provide the diverse product portfolio he imagined, so he focused on the third-party marketplace (I talk more about this shift in strategy later in the chapter. 1 Once your company fi gures out how to meet an unmet customer need, you still must deliver that experience in a memorable way-memorable because it made the customer’s life easier or better.
