When comparing 7-Eleven and Amazon.com, both CEOs do a remarkable job of understanding customer insights. While Jeff Bezos uses his goofy attitude, Jim Keyes capitalizes on popular trends to put his customer’s needs first. In “Mighty Amazon,” Jeff Bezos is portrayed as a silly guy while at his photo shoot. Jumping on a trampoline and posing for a picture, Bezos makes jokes and talks with the photographer. It appears that Bezos is a personable guy who would do anything to satisfy others, especially his customers. In other instances, Bezos is portrayed as “all business” with his direct reports. Although Bezos is firm with his employees, he uses technology to make sure that his customers are happy and receive their products in a timely manner. When asked about customer service, “Bezos isn’t interested in a qualitative answer.” Because Bezos has built his business on convenience, “he wants to know average customer contacts per order, average time per contact, the breakdown of e-mail vs. telephone contacts, and the total cost to the company of each.” Bezos has all of his warehouses computerized so that employees can transfer orders as quickly as possible. Bezos has also welcomed competitors so that Amazon “doesn’t have to advertise that its prices are lower because consumers themselves can now compare prices.” Bezos took two things, books and the Internet, and combined them by taking an insight and creating a convenient service for his consumers.
7-Eleven is a prime example of a company that values their customer insights. This is evident when you look at their birth in the convenience store industry. Joe C. Thompson realized the demand for convenience and chose to create “a chain of stores that would stay open from to .” Not every company will have a pot of macadamia-nut coffee for a single customer that stops in like one of Keyes’s store managers does at a 7-Eleven in
As a customer of both Amazon.com and 7-Eleven, I feel better knowing that the CEOs of both companies truly care about their consumers. Keyes has been able to spot new fads and trends amongst his customers and transform them into new products or services while Bezos capitalized on convenience for his consumers. Keyes’s employees appear happier because they can individualize their stores and offer different products to their specific clientele, and Bezos’s workers could possibly face sacrificing customer service for fear of displeasing their boss. Still, both companies have managed to continue to maximize the insights of their customers.