Amazon is now worth $420 billion with a stock price just below $900 per share, but for Jeff Bezos there’s no time to rest. It’s always Day 1 and this has been his unrelenting mantra for 20 years.
In his recent letter to shareholders, Bezos shared why it’s so important for Amazon to maintain a start up mentality.
“Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. And that is why it is always Day 1.”
According to Bezos (see full letter here), the best way to maintain this Day 1 vitality is “obsessive customer focus.”
For Amazon, there are many advantages to being customer-centric, but the best one is “customers are always beautifully, wonderfully dissatisfied … Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf.”
Bezos continues, “Staying in Day 1 requires you to experiment patiently, accept failures, plant seeds, protect saplings, and double down when you see customer delight.”
As a young Vince Vaughn said twenty years ago in the movie Swingers, “You always double down.”
The Desire to Delight Customers
Compare Amazon’s approach, which is even brought to life with the smile logo on the tail of Amazon Prime airplanes with the current state of passenger airline service.
As blogger Gary Leff told The New York Times, “There’s a lot of blame to go around, not the least of which is the overall culture of aviation where customer service issues have become law enforcement issues.”
This wasn’t always the case. Prior to the Airline Deregulation Act of 1978, “the government controlled airfares and routes, and airlines vied to differentiate themselves with meals and leg room.” Over the last decade, airlines have unbundled services, making checked bags and meals, “pay-per-use options.”
Radio deregulated 20 years ago and in the time since, are we operating more like Amazon or the major airlines?
For the last 10 years, PPM markets have been engaged in longitudinal samples. Yet many stations still arbitrarily restrict winning (and listening) with their contest rules: “An individual may win a Contest or Sweepstakes only once per six (6) month period unless otherwise specifically stated.”
Taking it one step further, some in radio still refer to listeners who demonstrate brand loyalty by regularly playing along with station promotions, as “contest pigs.”
Even before the 1996 Telecom Act, it was difficult for a listener to get someone in the studio to answer the phone. Now on social media, when everyone gets to see in plain sight listeners being ignored by a station, how many questions and comments go unanswered?
The good news is that more and more stations are demonstrating Day 1 thinking. For example, embracing tools like Promosuite Next, which empowers the front desk to Surprise & Delight select listeners as they come in to pick up their prize. These listeners in turn are posting about the great experience with their favorite station even before they get back in their car.
Other clients are using our audience visualization and mapping tools to plan promotions and events that maximize the impact to both core listeners and advertisers.
Best of all, the benefits of providing enhanced customer service to Super-Fans and Amplifiers are self evident and when the necessary tools are provided to empower your team, it allows radio to consistently achieve Day 1 thinking.
From there, opportunities exist to expand Surprise and Delight efforts, which further drive marketing ROI by increasing listening occasions with Top of Mind Awareness.
– Andrew Curran, President and COO