What is notable is the fact that Amazon's Foresee customer satisfaction score is the highest score awarded to any Internet shopping website since the Foresee research began in 2005. It's clear that high customer satisfaction will never be high enough for Amazon.

How is it that Amazon manages to continue to best its own bests when it comes to customer satisfaction? The Amazon customer satisfaction strategy starts with its customer-centric mission statement, includes a willingness to be criticized, and continues every day with consistent and constant attention to continuous customer improvements.

In a 2011 interview with Wired Magazine, Amazon CEO Jeff Bezos described his view of the "perfect customer experience" and how he and his team work to create it every day.

"Our version of a perfect customer experience is one in which our customer doesn't want to talk to us. Every time a customer contacts us, we see it as a defect. I've been saying for many, many years, people should talk to their friends, not their merchants. And so we use all of our customer service information to find the root cause of any customer contact. What went wrong? Why did that person have to call? Why aren't they spending that time talking to their family instead of talking to us? How do we fix it?"

Very simply, Amazon continues to best its own best customer experience by making it a priority, and paying attention to it every single day without fail.



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