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Amazon Customer Service Video Goes Viral - Here's Why

Matt Wujciak


To many, Amazon is known for their quality customer service (i.e. customer-centric delivery plans, same-day shipping, customization of orders) and frictionless customer experiences. 

During difficult times and increased online orders, handling the influx of customer service inquiries is a difficult challenge for many, regardless of size – and Amazon is no exception. While customer service inquiries and online shipping is backlogged and brands continue to adapt to the consumer behavior trends of the pandemic, Amazon (like any business following government regulations) has prioritized health and safety over frictionless and convenient customer experiences. 

In fact, health and safety practices topped the list of consumer concerns in terms of what retailers must do to earn customers’ trust and retention. 

As stated on their website, “Safety is Amazon's top priority. While most deliveries make it to customers without issue, we are ready to support you in the event of an emergency involving Amazon Logistics and Amazon Flex delivery drivers.”

Only in this particular customer service story, health and safety is not the forefront of the viral video. It’s exceptional customer service.  

“I said knock three times, scream abracadabra and run very fast away"

When Magnolia, Delaware resident, Lynn Staffieri, saw her Amazon delivery driver literally running away from her house, a number of peculiar thoughts raced through her mind.

She received the notification through her Nest doorbell, a Google service that provides video-capture for home-monitoring and security.

"I saw the Amazon lady running away from the door and I thought 'Oh, that's weird,'" Staffieri said. "I didn't have the audio at first when I saw it so I didn't know what was going on."

When she came home and saw the full video footage, she learned that her son was behind it. He added unique delivery instructions to the order.

“I said knock three times, scream abracadabra and run very fast away," Jacob Staffieri said. 

"He just thought it would be funny," Staffieri said. "I think he was surprised it actually worked out."

She said people have been contacting her from all over and telling her which outlets her clip has appeared on. Someone told her they saw her footage on the news in Lebanon and she thought, "Oh wow, that's crazy."

Why has the hilarious Amazon video gone viral, attracting the attention from large business media outlets? During times of stress and uncertainty, it’s important to understand that the human connection is the foundation of not just customer service, but business – bringing value to our customers in any way possible. 

1 out of 2 brands have responded to the pandemic with an “increased focus on human factors”

In fact, according to CCW Digital research, 1 out of 2 brands have responded to the pandemic with an “increased focus on human factors” during customer service interactions.

56% are paying closer attention to connectivity, or personal (and sometimes) comical customer experiences. 

Like many services such as Uber and Grubhub, Amazon has personalized delivery options so that we can deliver frictionless experiences. But the concept extends well beyond timeliness and efficient customer experiences. Customer service technologies, at its core, are implemented to solve manual tasks (such as getting a delivery correct), but they also allow us to focus on the human side of business. 

When we accomplish the human side of customer experience, we get the marketable customer service reputation that brands like Zappos, Chick-Fil-A, Disney, Trader Joe’s, and Amazon all capitalize on. 

As Forbes Coaches Council and CEO of CX Journey, Anette Franz recently told me: 

Employee experience and customer experience are always important, but how brands approach them – how they demonstrate that they are all about people first – during times of uncertainty can really showcase who the people-centric brands are.

No one’s safe from the behavioral economic consequences brought upon by the coronavirus. But adapting to the right CX strategies and consumer behavior trends will give you the best chance at being on the favorable side of financial Darwinism. 

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