Forrester Blogs The Counterintuitive CEO
How To Beat Amazon By George Colony CEO ...
Amazon has an Achilles’ heel: emotion. The company delivers, but its customers don’t feel empathy for the brand. This vulnerability offers a path to stealing parts of the behemoth’s business.
Every year, Forrester’s Customer Experience Index (CX Index™) rates 600 brands around the world. Among US online retailers, Amazon has sunk from seventh place in 2015 to ninth place in 2016 to 12th place (out of 14 brands) in 2017. What’s going on?
Consumers perceive Amazon to be a good convenience shopping site that lacks a personal connection. It scores well on “fast shipping,” “easy transactions,” and “easy website,” but lags on “easy to reach a live person,” “makes me feel valued,” and “rewards my loyalty.” According to the data, customers do not feel as emotionally valued by Amazon as they do by other online players like Etsy, QVC, and Wayfair. ... "
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