There is an interesting statement in Steven Levy’s interview with Amazon founder Jeff Bezos telling what Jeff Bezos thinks about customer experience optimization at Amazon:
“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?”
Just think about it for a second: what causes your customers contact you most of the time? What did you do in order to eliminate that cause completely?