Comments on: Less is More

By: mssmith1

mssmith1 — Thu, 06 May 2010 16:00:26 +0000

Gotta love Amazon, but with such a customer centric ethos, that's par for the course. It's also one of the reasons that people like you and me spend hundreds of pounds a year with them!

By: Tim King

Tim King — Thu, 06 May 2010 15:22:10 +0000

I had a similar experience recently with Naked Wines. I bought a taster case from them and a little later they emailed to say that one of the wines in the case wasn't up to their standards and they refunded me Â£6.50. Good marketing – even if the bottle in question was actually OK.

By: davidgingell

davidgingell — Thu, 06 May 2010 13:23:52 +0000

I was in a workshop with colleagues around the world last week where we were asked to identify the top 3 brands in each of the following categories: brands that delight us and are extremely pleasurable to deal with; brands that are good experiences; brands are just OK and finally brands that are dreadful (but we usually have no choice but to engage with such as ISPs, Utilities etc). Out of the 25 attendees, Amazon was in the first category for the vast majority of people. They have cracked the code on customer continuum – from customer satisfaction through customer loyalty to customer affinity. If you would not go anywhere else and not even entertain another supplier then you've achieved affinity. You have experienced that. Amazon treated you almost like a partner – sharing the modest good fortune of saving a pound. That is why they continue to be successful.

By: Daniele

Daniele — Thu, 06 May 2010 10:06:26 +0000

Paul you are the best….simple story but with a strong mkt message….I love it!