WORKING BACKWARDS FROM THE CUSTOMER

@AWS Summit Singapore by Wen Huang
30 Minute Video
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HOW WELL DO YOU KNOW YOUR CUSTOMERS?

Amazon’s deep understanding of the customer aligns with the customer-centric values we operationalize in Ignite via our CHI/X Growth Stream, which challenges organizations to connect with and serve customers, not just as transactional parties, but as whole human beings whose needs, wants, aspirations, fears, doubts, and pains go beyond your company’s transactions.


As Amazon understands well, at the core of customer relationships are presence, empathy, and compassion, or in other words, what it means to be human.



WORKING BACKWARDS, MOVING FORWARD?

Amazon’s working backwards principle starts with the customers first, then works backwards using these customer interactions to craft a product or service that is refined and perfected through several iterations. Amazon Kindle and Alexa do not exist without working backwards.


Working backwards is exactly the algorithm we follow for the Ignite O/S, especially in how our 4GS (4 Growth Streams) mesh into one another. It shows us the relationship between Customer Centricity(CHI/X) and Innovation (INNO/X) wherein a focus on connecting with customers on a human level fuels more innovation and growth towards creating successful products or services again and again and again.