Why Is Amazon Making It Harder To Buy Stuff?

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WaterRemarks -- December 2022

News and views from customer experience advisory firm Watermark Consulting

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A Message From Watermark Founder Jon Picoult

Convenience is key, right? Customers love it when you make things easy for them.

That's true, and perhaps no company on Earth embodies the "effortless ethos" more than Amazon.com. Why, then, has this eCommerce giant chosen to add more friction into its customers' purchase experience?

The answer provides an important lesson for any business that seeks to set itself apart through customer experience -- and that's the focus of this month's lead story.

Best regards,

Jon Picoult

Founder & Principal

Watermark Consulting

Why Is Amazon Making It Harder For Customers to Buy Stuff?

With a curious little on-screen checkbox, Amazon is creating a higher-effort purchase experience for its customers. Has this legendary retailer lost its mind? No, quite to the contrary -- there’s a method to their madness. [4 minute read]

This Holiday Season, Give The Gift Of Customer Obsession

What better gift for the business professionals on your holiday list than the definitive roadmap for turning customers and employees into lifelong fans. Recently featured in The Wall Street Journal as a top reading pick, Jon Picoult's book "FROM IMPRESSED TO OBSESSED" has earned wide acclaim from CEOs, bestselling authors, and other business luminaries.

Learn More

Forget About The Upside To A Great Customer Experience -- Have You Seen The Downside?

How much is it going to cost to improve our customer experience? That's the question many business leaders ponder when they consider embarking on a CX improvement effort. But, as Jon Picoult explains in this episode of the "Banking On Digital Growth" podcast -- that might be precisely the wrong question to ask. Click on the clip above to hear an excerpt, or use the button below to access the full interview. [45 minute show]

Listen To The Full Interview

Is Your Company On The Naughty List?

From the WaterRemarks Classics archive: What would Santa say to all those companies on the Naughty List, the ones that leave customers more frustrated than festive? The answer lies in this amusing, poetic take on what ails businesses today. [4 minute read]

ICYMI: Last Month's Edition Of WaterRemarks

Did you miss out on last month's edition of WaterRemarks? No worries, here's a link to access the newsletter and its lead story: "A Better Approach To After-Hours E-Mails."

THE LAST WORD

"At Frontier, we offer the lowest fares in the industry by operating our airline as efficiently as possible. We want our customers to be able to operate efficiently as well, which is why we make it easy to find what you need at Flyfrontier.com or on our mobile app."

-- The recorded message that passengers of Frontier Airlines hear when calling the company's customer service telephone number. Frontier (which came in second to last in J.D. Power's latest Airline Satisfaction Rankings) has stopped offering support via phone. Customers must now use text or social media to contact the company. (Good luck with that!)

Source: CNBC (November 25, 2022)

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