According to Maryam Mohit, Amazon.com's V.P. of Site Development, the key to Amazon.com's success is a strong focus on customer experience, which is infused throughout all levels of the company and includes all aspects of the buying process.
"And it's not just the people you'd think, like designers and usability specialists. Our engineers are really strong about thinking about customer experience, and our operations team, the people who run the back-end operations. Are the boxes easy to open, what packing material do we use, how much packing material is in the box, is it recyclable?"
Monitoring the customer experience is also important to Amazon.com.
"Metrics are super important. It's not just measuring, but measuring the right stuff and understanding it."
"…we correlate our measurements with changes we've made on the site, to see what's driving what, how to position things on pages, and which features to delete."
- An interview with Maryam Mohit, Amazon.com
- November 23, 2002
See also: E-commerce (21)