Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.
There is a reason why Customer Obsession holds the first place in the Amazon Leadership Principles. It is the foundation upon which the entire business is built and has played a crucial role in Amazon’s remarkable success over the past 25 years.
When it comes to understanding what Customer Obsession truly means within a business context, it can sometimes be challenging to grasp, especially considering that Amazon claims that every decision is based on the Customer Obsession principle. To provide a structured approach for addressing this aspect, you can leverage the STAR format, which stands for Situation, Task, Action, and Response. By following this format, you can ensure that your example conveys your consideration of the following points to your Amazon interviewer:
- Situation: Begin by outlining the situation you encountered where you had an opportunity to demonstrate Customer Obsession. For instance, you could describe a scenario where you and your team were responsible for improving customer satisfaction levels.
- Task: Clarify the specific objective or task you had during that situation. What were you trying to accomplish? In our example, the task could be improving customer satisfaction by identifying and addressing the customers’ needs and wants effectively.
- Action: Explain the actions you took to understand the customers’ needs and wants. Did you rely on data to gather insights into customer preferences, or did you have to rely on your intuition or previous experiences? Elaborate on how you ensured your understanding of customer preferences was accurate. Did you cross-reference the data or gut feeling with other sources or conduct surveys to validate your understanding?
- Response: Lastly, describe the outcome of your actions. What was the result of your efforts to address the customers’ needs and wants? Did you witness an increase in customer satisfaction levels, positive feedback, or any tangible metrics that indicated success?
By utilizing the STAR format, you can effectively demonstrate to your Amazon interviewer that you have thoughtfully considered and implemented Customer Obsession in a practical manner. Remember, showcasing your ability to understand and prioritize customer needs is essential as it aligns with Amazon’s core value and contributes to the company’s ongoing success.
As you’re building out your STAR format answers, you also need to consider integrating the following questions to prove that you’re really meeting customer needs:
- Know your customer’s needs and wants? It is essential to show your Amazon interviewer that you truly understand your customer’s needs and wants. Good examples here involve taking the time to listen actively and engage with Customers to gain insights into their preferences, challenges, and expectations. You need to show that you thought about knowing your customers well and that it influenced your actions.
- In your example, did you anticipate your customer’s needs? Going beyond understanding their current needs, it is important to anticipate and predict your customer’s future needs. By studying market trends, staying updated on industry developments, or having a deep understanding of your customer base, did you proactively offer solutions that address their evolving needs and stay ahead of the competition.
- Did you honestly pursue customer feedback, not just solicit for compliments? Seeking and valuing customer feedback is crucial for continuous improvement. Aiming for honest and constructive feedback demonstrates your commitment to understanding your customers’ experiences and making necessary adjustments. Rather than simply seeking praise, did you actively pursue feedback that helps you identify areas of improvement and enhance your offerings?
- Did you “WOW” your customers? Providing exceptional customer experiences should be a top priority. Delight your customers by going above and beyond their expectations. This can be achieved through personalized interactions, attentive service, unexpected gestures, or innovative solutions.
- Know what would be better than what your customer is even imagining? Strive to exceed your customers’ expectations by offering solutions that surpass what they envision. This requires staying innovative, exploring new possibilities, and identifying opportunities to enhance their experience. By anticipating and delivering beyond their imaginations, you can leave a lasting impression and foster long-term customer satisfaction.
- Ask, “Is what I’m working on helping my customer?” Regularly evaluate your work in terms of its relevance to your customer’s needs. Ensure that your efforts align with their goals and contribute value to their lives or businesses. This reflection will help you make informed decisions, prioritize initiatives, and optimize your resources towards customer-centric outcomes.
- Remove non-value steps? Streamlining processes and eliminating unnecessary steps is essential to provide efficient and seamless experiences. By identifying and removing non-value-added activities, you can reduce customer effort, increase satisfaction, and optimize internal operations. Continuously review and refine your workflows to ensure maximum value delivery to your customers.
- Listen for what your customer wants, before/instead of telling them what they need? Active listening is fundamental to understanding your customer’s wants and needs. Instead of assuming what they require, listen attentively to their concerns, preferences, and aspirations. This empathetic approach allows you to tailor your solutions accordingly and build trust-based relationships with your customers.
By integrating these questions into your STAR format answers, you will demonstrate your customer obsession and showcase your ability to meet and exceed the bar for this leadership principle.
Example Customer Obsession Interview Questions
Give me an example of your most difficult customer interaction and how you worked through it. What was the outcome?
Most of us at one time or another have felt frustrated or impatient when dealing with customers. Can you tell us about a time when you felt this way and
how you dealt with it?
To try to meet the high expectations of our customers, we sometimes promise more than we can deliver. Tell me about a time when you overcommitted yourself or your company. How did you resolve the issue?
Example Customer Obsession Interview Questions (Manager)
In your opinion, what is the most effective way to evaluate the quality of your product or service to your internal /external customer?
What changes have you implemented in your current department to meet the needs of your customers?
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